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BEHAVIOUR
Definition
Consumer behaviour is the study of individuals, groups, or
organizations and the processes they use to select, secure, and dispose
of products, services, experiences, or ideas to satisfy needs and the
impacts that these processes have on the consumer and society.
a) It attempts to understand the decision-making processes of buyers,
both individually and in groups.
b) It studies characteristics of individual consumers such as
demographics and behavioral variables in an attempt to understand
people's wants.
c) It also tries to assess influences on the consumer from groups such
as family, friends, reference groups, and society in general.
Consumer Decision-Making
Process/ tourist buying process
The consumer buying process is defined as the
process which involve sequence steps by which a
consumer chooses to purchase or use a product or
service, those step commonly known as PIECE
1) Problem recognition
2) Information search
3) Evaluation of alternatives
4) Choice of purchase/ purchase decision
5) Evaluation of post-purchase experience
Consumer Decision-Making
Process
Problem/need recognition
Problem recognition The buying process begins with the
buyer recognizes a problem or a need. Although the
buyers need is sometimes triggered by internal stimuli
(ex. you feel hungry now and need to eat), it can also be
triggered
externally;
for
instance,
a
television
advertisement may trigger your need for a vacation.
At this stage, hospitality marketers must identify such
factors that trigger consumers problem recognition and
deliberately relate their products and services as the best
solutions for their customers.
Information search
Information search At this stage, the buyer seeks
information about the hospitality products and services. The
buyer now may visit different travel agencies for information
on packages to destination before making his/her final
decision. At the same time, the buyer may also talk to friends
and family who have been to destination for more information.
Therefore, hospitality marketers can take advantage of this
stage by making sure that such information is readily
available and accessible to customers, and most importantly,
communicate about the features and benefits of their
products and services to customers through these sources.
Evaluation of alternatives
The buyer is now ready to compare information gathered
about the hospitality products and services, the buyer
will evaluate the different travel packages to destination.
There is no single process that can be used to explain
how the buyer chooses among the alternatives. However,
it is likely that the buyer will evaluate each travel
package in terms of a variety of product attributes such
as price, itinerary, airline, departing time.
Knowing what these attributes are and the importance
that consumers attach to these attributes should enable
hospitality organizations to come up with effective
Purchase decision
Purchase decision The buyer is now ready to commit
to the alternative selected in the prior stage. However,
hospitality marketers should note that unexpected
situations may still occur at this stage that lead to
changes in consumers final purchase decisions.
For instance, the buyers choice on the travel package
to destination may change because of an unexpected
car repair expense for the month.
Post-purchase
Post-purchase Following a purchase, the buyer may
(may not) repurchase from the same travel agency for
his/her next vacation trip based on his/her previous
experience with the company.
Hospitality marketers need to identify customers post
purchase behaviors in order to take necessary actions.
For instance, the travel agency may ask the buyer to fill
out a short survey about his/her overall impression on
the trip to Spain and his/her post-purchase intention
Market segmentation
Product or service decisions
Pricing decisions
Distribution decisions
Promotion decisions