Marketing for Hospitality and Tourism

Kotler, Bowen and Makens

Consumer Markets and Consumer Buying

Behavior
Chapter 6

Consumer Behavior

Marketing for Hospitality and Tourism, 6e

Kotler, Bowen and Makens

2014 by Pearson Higher Education, Inc

Upper Saddle River, New Jersey 07458 All Rights Reserved

Personal Characteristics
Affecting Consumer Behavior

Marketing for Hospitality and Tourism, 6e

Kotler, Bowen and Makens

2014 by Pearson Higher Education, Inc

Upper Saddle River, New Jersey 07458 All Rights Reserved

Cultural Factors

Values
Wants

Marketing for Hospitality and Tourism, 6e

Kotler, Bowen and Makens

Cultural
Factors

Perceptio
ns
Behaviors

2014 by Pearson Higher Education, Inc

Upper Saddle River, New Jersey 07458 All Rights Reserved

Social Factors

Groups

Social
Roles

Marketing for Hospitality and Tourism, 6e

Kotler, Bowen and Makens

Family

Status

2014 by Pearson Higher Education, Inc

Upper Saddle River, New Jersey 07458 All Rights Reserved

Personal Factors
Age & LifeCycle Stage

Lifestyle

Marketing for Hospitality and Tourism, 6e

Kotler, Bowen and Makens

Occupation

Personality

Economic
Situation

SelfConcept

2014 by Pearson Higher Education, Inc

Upper Saddle River, New Jersey 07458 All Rights Reserved

Psychological Characteristics

Motivation

Learning

Marketing for Hospitality and Tourism, 6e

Kotler, Bowen and Makens

Perceptio
n

Beliefs &
Attitudes

2014 by Pearson Higher Education, Inc

Upper Saddle River, New Jersey 07458 All Rights Reserved

The Buyer Decision Process

Need
Recognition

Purchase
Decision

Marketing for Hospitality and Tourism, 6e

Kotler, Bowen and Makens

Information
Search

Evaluation
of
Alternatives

Postpurchase
Behavior

2014 by Pearson Higher Education, Inc

Upper Saddle River, New Jersey 07458 All Rights Reserved

Key Terms
Aspirational group A group to

Culture The set of basic values,

which a person wishes to belong.

perceptions, wants, and behaviors

learned by a member of society from
family and other important institutions.

Attitude A persons enduring

favorable or unfavorable cognitive
evaluations, emotional feelings, and
action tendencies toward some object
or idea.
Belief A descriptive thought that a
person holds about something.
Brand image The set of beliefs
consumers hold about a particular
brand.

Family life cycle The stages through

which families might pass as they
mature.
Group Two or more people who
interact to accomplish individual or
mutual goals.
Learning Changes in a persons
behavior arising from experience.

Cognitive dissonance Buyer

discomfort caused by postpurchase
conflict.

Marketing for Hospitality and Tourism, 6e

Kotler, Bowen and Makens

2014 by Pearson Higher Education, Inc

Upper Saddle River, New Jersey 07458 All Rights Reserved

Key Terms (cont.)

Lifestyle A persons pattern of living

Personality A persons

as expressed in his or her activities,

interests, and opinions.

distinguishing psychological
characteristics that lead to relatively
consistent and lasting responses to his
or her environment.

Membership groups Groups that

have a direct influence on a persons
behavior and to which a person
belongs.
Motive (or Drive). A need that is
sufficiently pressing to direct a person
to seek satisfaction of that need.
Opinion leaders People within a
reference group who, because of
special skills, knowledge, personality, or
other characteristics, exert influence on
others.

Marketing for Hospitality and Tourism, 6e

Kotler, Bowen and Makens

Reference groups Groups that have

a direct (face-to-face) or indirect
influence on a persons attitude or
behavior.
Role The activities that a person is
expected to perform according to the
persons around him or her.

2014 by Pearson Higher Education, Inc

Upper Saddle River, New Jersey 07458 All Rights Reserved

Key Terms (cont.)

Self-concept Self-image, the
complex mental pictures people have of
themselves.
Social classes Relatively permanent
and order divisions in a society whose
members share similar values,
interests, and behaviors.
Subculture A group of people with
shared value systems based on
common life experiences and
situations.

Marketing for Hospitality and Tourism, 6e

Kotler, Bowen and Makens

2014 by Pearson Higher Education, Inc

Upper Saddle River, New Jersey 07458 All Rights Reserved