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14 Cards in this Set
- Front
- Back
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Factors that Influence Consumer Behavior
External |
Learned patterns of behavior and social relations
Communicated values, ideals, attitudes Frame of reference, i.e. what is acceptable behavior? Subcultures |
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Factors that Influence Consumer Behavior
Socioeconomic level |
Linked to hospitality & travel purchases
Basis for target marketing |
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Factors that Influence Consumer Behavior
Reference Groups |
Group with whom individuals identify (belonging); dictates standards of behavior
Comparative (perceptions) Status (emulation) Normative (influence behavior): “cool” |
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Factors that Influence Consumer Behavior
Households |
Single living unit
Leadership in decision making normally rotated/shared |
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Factors that Influence Consumer Behavior
Opinion Leaders |
Leaders of reference groups (experts)
Travel agents Food critics Frequent guests or passengers |
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Maslow's Hierarchy of Needs
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Physiological Needs
Safety Needs Social and Belonging Needs Esteem Needs Self-actualization Needs |
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Factors That Influence Consumer Behavior
Internal |
Personal needs:
Lack of something: difference between desired state and actual state Motives Directs the individual toward satisfying a need Experience Integrate perceptions into an experience framework First impressions? Evaluate new situations comparatively (to past experience) |
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Consumer Discretionary Purchasing over a Lifespan
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Possession Experiences – age 40 or less
Cars, houses, “stuff” Catered Experiences – ages 40 to 60 Hospitality, travel, entertainment, social, esteem Being Experiences – ages 60 to 80+ Relationships, personal growth, self actualization |
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McClelland Social Motives
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Achievement: goals
Affiliation: belonging/approval Power: control over environment and others |
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Consumer Purchases
discretionary/ non |
Need (non-discretionary)
Desire (discretionary) Consumer satisfaction (discretionary) |
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Consumer Problem Solving Process
Compensatory |
Consumers use a product’s strengths in one or more areas to compensate for deficiencies in other areas
Bundles of attributes Tradeoffs |
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Consumer Problem Solving Process
Noncompensatory |
Do not allow products’ strengths in one area to compensate for deficiencies in others
Conjunctive: exceed minimum threshold for all attributes Disjunctive: exceed minimum threshold on at least one critical attribute Lexicographic: prioritize and consider one attribute at a time Evaluate alternate brands starting with most important attribute (ranking) |
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Characteristics of Organizational Buying
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Structured and formalized
Larger volume purchases Corporate meeting planners Tour operators Derived demand As economy grows, demand for hospitality products increases More emphasis on specifications and service Specifications (meeting rooms, reception space, etc) After sale service (AV equip.) Professional buyers with more negotiation skills Extensive product knowledge Volume purchase discounts expected Repeat business Predictability Consistency Multiple buyers make decision Buying centers Association committees |
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Members of an Organizational Buying Unit
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Users – people that actually use the product
Influencers – people with expertise who may help determine specifications Buyers – people who can make purchases (authority and responsibility) Deciders – people with the authority to select or approve a supplier Gatekeepers – people who control the flow of information to decision makers |
