The document discusses consumer buying behavior and marketing. It outlines factors that influence consumer behavior, such as cultural, social, personal and psychological characteristics. It also describes the consumer decision process, from need recognition to post-purchase behavior. The document appears to be from a textbook on marketing for hospitality and tourism.

1. ©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens
Chapter 6
Consumer
Markets and
Consumer
Buying
Behavior

2. ©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens
“To be a bullfighter, you must first
learn to be a bull.”
-Anonymous
©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens

3. ©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens
Chapter Objectives
• Name the elements of the stimulus–
response model of consumer behavior
• Outline the major characteristics
affecting consumer behavior
• Explain the buyer decision process
©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens

4. ©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens
Consumer Buying Behavior
• Consumer buying behavior refers to the
buying behavior of final consumers –
individuals & households who buy goods
and services for personal consumption
• The central question for marketers is: ““HowHow
do consumers respond to variousdo consumers respond to various
marketing efforts the company mightmarketing efforts the company might
use?”use?”
©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens

5. ©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens
Five Premises of Consumer
Behavior
• Consume behavior is purposeful and
goal oriented
• The consumer has free choice
• Consumer behavior is a process
• Consumer behavior can be influenced
• There is a need for consumer education
©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens

6. ©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens
A Model of Consumer
Behavior
©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens

7. ©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens
Personal Characteristics
Affecting Consumer Behavior
• Cultural Factors
• Social Factors
• Personal Factors
• Psychological Factors
©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens

8. ©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens
Factors Influencing Consumer
Behavior
©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens

9. ©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens
Cultural Factors
• Culture is the most basic determinant of a
person’s wants and behavior
• Subcultures are groups of people with
shared value systems based on common life
experiences and situations
• Social classes are relatively permanent and
ordered divisions in a society whose
members share similar values, interests, and
behaviors
©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens

10. ©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens
Social Factors
• Consumer behavior is influenced
by:
–Consumers’ groups
–Family
–Social roles
–Status
©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens

11. ©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens
Consumer Groups
• An individual’s attitudes and behavior
are influenced by many small groups
• Types of groups
– Membership groups
– Reference groups
– Aspirational groups
• Opinion leaders
©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens

12. ©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens
Personal Factors
• Age and Life-Cycle Stage
• Occupation
• Economic Situation
• Lifestyle – a person’s pattern of living as
expressed in his or her activities, interests,
and opinions
©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens

13. ©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens
Personal Factors
• Lifestyle
– Values and Lifestyles (VALS) framework
• American Lifestyles
– Believers (principle oriented consumers)
– Achievers (successful, work-oriented
people who get satisfaction from their jobs)
©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens

14. ©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens
Personal Factors
• Personality is a person’s distinguishing
psychological characteristics that lead to
relatively consistent and lasting responses to
his or her environment
• Self-Concept is the complex mental pictures
people have of themselves, also known as
self-image
©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens

15. ©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens
Psychological Factors
• Motivation
– Maslow’s Theory of Motivation
• Sought to explain why people are driven by
particular needs at particular times
– Herzberg’s Theory
• A two-two factor theory that distinguishes
dissatisfiers (factors that cause dissatisfaction)
and satisfiers (factors that cause satisfaction)
©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens

16. ©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens
Physiological Needs
(hunger, thirst)
Safety Needs
(security, protection)
Social Needs
(sense of belonging, love)
Esteem Needs
(self-esteem)
Self
Actualization
Maslow’s Hierarchy of Needs
©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens

17. ©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens
Psychological Factors
• Perception
– Selective Attention
• Consumers are constantly bombarded with
information and will screen out stimuli
– Selective Distortion
• Messages to do not always come across in the
same way the sender indented.
– Selective Retention
• People will forget much that they learn but will
tend to retain information that supports their
attitudes and beliefs
©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens

18. ©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens
Psychological Factors
• Learning describes changes in an
individual’s behavior arising from
experience
• A belief is a descriptive thought that a
person holds about something
• An attitude describes a person’s relatively
consistent evaluations, feelings, and
tendencies toward an object or an idea
©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens

19. ©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens
Buyer Decision Process
©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens

20. ©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens
Need Recognition
• For the decision process to begin, a
potential buyer must first recognize a
problem or need
• Can be caused by internal or external
stimuli
©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens

21. ©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens
Information Search
• Information can be obtained from:
– Personal Sources
• Family, friends, neighbors, and acquaintances
– Commercial Sources
• Advertising, salespeople, dealers, packaging,
and displays
– Public Sources
• Restaurant reviews, editorials in the travel
section, consumer-rating organizations
©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens

22. ©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens
Evaluation of Alternatives
• Products are seen as bundles of
product attributes
• Customers rank attributes and form
purchase intentions
©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens

23. ©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens
Purchase Decision
©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens

24. ©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens
Post Purchase Behavior
• The smaller the gap between customer
expectations and perceived performance,
the greater the customer’s satisfaction
• Cognitive dissonance is buyer discomfort
caused by post purchase conflict
©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens

25. ©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens
Best Practices
• Consumers often view price as an
indication of quality
• Dissatisfied customers may not
complain
• Employees must seek out consumer
dissatisfaction
©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens

26. ©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens
Best Practices in Consumer
Markets and Consumer Buying
Behavior
• What did these hotels do?
–Pebble Beach Resorts
–Yum Brands
–El Questro, Western Australia
©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens

27. ©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens
Key Terms
• Aspirational group
• Attitude
• Belief
• Brand image
• Cognitive dissonance
• Culture
©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens

28. ©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens
Key Terms
• Family life cycle
• Learning
• Lifestyle
• Membership groups
• Motive (or drive)
• Opinion leaders
©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens

29. ©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens
Key Terms
• Personality
• Reference groups
• Role
• Self-concept
• Social classes
©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens