Marketing for Hospitality and Tourism

Kotler, Bowen and Makens

Consumer Markets and Consumer Buying

Behavior
Chapter 6
 Learning Objectives
1. Explain the model of buyer behavior.
2. Outline the major characteristics affecting consumer
behavior, and list some of the specific cultural, social,
personal, and psychological factors that influence
consumers.
3. Explain the buyer decision process and discuss need
recognition, information search, evaluation of
alternatives, the purchase decision, and
postpurchase behavior.

Marketing for Hospitality and Tourism, 6e © 2014 by Pearson Higher Education, Inc
Kotler, Bowen and Makens Upper Saddle River, New Jersey 07458 • All Rights Reserved
 Consumer Behavior

Marketing for Hospitality and Tourism, 6e © 2014 by Pearson Higher Education, Inc
Kotler, Bowen and Makens Upper Saddle River, New Jersey 07458 • All Rights Reserved
 Personal Characteristics
Affecting Consumer Behavior

Marketing for Hospitality and Tourism, 6e © 2014 by Pearson Higher Education, Inc
Kotler, Bowen and Makens Upper Saddle River, New Jersey 07458 • All Rights Reserved
 Cultural Factors

Values Perceptions
Cultural
Factors
Wants Behaviors

Marketing for Hospitality and Tourism, 6e © 2014 by Pearson Higher Education, Inc
Kotler, Bowen and Makens Upper Saddle River, New Jersey 07458 • All Rights Reserved
 Social Factors

Groups Family

Social Roles Status

Marketing for Hospitality and Tourism, 6e © 2014 by Pearson Higher Education, Inc
Kotler, Bowen and Makens Upper Saddle River, New Jersey 07458 • All Rights Reserved
 Personal Factors

Age & Life- Economic

Cycle Occupation
Situation
Stage

Self-
Lifestyle Personality
Concept

Marketing for Hospitality and Tourism, 6e © 2014 by Pearson Higher Education, Inc
Kotler, Bowen and Makens Upper Saddle River, New Jersey 07458 • All Rights Reserved
 Psychological Characteristics

Motivation Perception

Beliefs &
Learning
Attitudes

Marketing for Hospitality and Tourism, 6e © 2014 by Pearson Higher Education, Inc
Kotler, Bowen and Makens Upper Saddle River, New Jersey 07458 • All Rights Reserved
 Perceptual Processes

Selective
Attention

Selective Selective
Retention Distortion

Marketing for Hospitality and Tourism, 6e © 2014 by Pearson Higher Education, Inc
Kotler, Bowen and Makens Upper Saddle River, New Jersey 07458 • All Rights Reserved
 The Buyer Decision Process

Evaluation
Need Information
of
Recognition Search
Alternatives

Purchase Postpurchase
Decision Behavior

Marketing for Hospitality and Tourism, 6e © 2014 by Pearson Higher Education, Inc
Kotler, Bowen and Makens Upper Saddle River, New Jersey 07458 • All Rights Reserved
 Key Terms
Aspirational group A group to
which a person wishes to belong.
Attitude A person’s 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.
Cognitive dissonance Buyer
discomfort caused by postpurchase
conflict.
Marketing for Hospitality and Tourism, 6e
Kotler, Bowen and Makens
Culture The set of basic values,
perceptions, wants, and behaviors
learned by a member of society from
family and other important institutions.
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 person’s
behavior arising from experience.
© 2014 by Pearson Higher Education, Inc
Upper Saddle River, New Jersey 07458 • All Rights Reserved
 Key Terms (cont.)
Lifestyle A person’s pattern of living
as expressed in his or her activities,
interests, and opinions.
Membership groups Groups that
have a direct influence on a person’s
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
Personality A person’s
distinguishing psychological
characteristics that lead to relatively
consistent and lasting responses to his
or her environment.
Reference groups Groups that
have a direct (face-to-face) or indirect
influence on a person’s 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 © 2014 by Pearson Higher Education, Inc
Kotler, Bowen and Makens Upper Saddle River, New Jersey 07458 • All Rights Reserved