MARKETING MANAGEMENT, Summaries of Marketing Management

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Introduction to Hospitality

Consumer Behavior

• Describing Consumer Behavior  (^) SOCIAL SETTING  (^) SOCIAL FORCES  (^) ROLES  (^) ATTITUDES RELATIVE TO ROLES
• Reasons to Study Consumer Behavior

Factors that Influence Consumer

Behavior

• External Influences
• (^) Culture
• (^) Socioeconomic level
• (^) Reference groups

Households

Internal Influences

• (^) Personal needs and motives
• (^) Experience
• (^) Personality and self- image
• (^) Perception and attitude

Feedback Figure 3.1. Needs Related to Consumer Behavior Needs Motivation^ Behavioral intentions Behavior

Consumer Discretionary

Purchasing over a Lifespan

Possession Experiences – less than 40

• Catered Experiences – ages 40 to 60
• Being Experiences – ages 60 to 80+

Consumer Decision-Making Model

• Problem recognition
• Information search Table 3.1 Comparison of Information Sources Information Source Effort Required Credibility Internal (past experience) Low High External Personal (friends and family) Low High Marketing (advertising, promotions, salespeople) High Low Public (consumer information, Internet) High High

Consumer Decision-Making Model

(Continued)

Evaluation of alternatives  (^) Evoked set -A set of brands that will be considered in the final purchase decision

• Purchase decision
• Post purchase evaluation  (^) Cognitive dissonance -Consumers may have second thoughts or negative feelings after they have purchased a product or service

Consumer Problem-Solving

Techniques

Routine Response Behavior – habitual response with little search or evaluation

• Limited Problem Solving – some search and evaluation
• Extended Problem Solving – extensive search and evaluation

Table 3.3 Problem-solving Techniques Characteristics Routine Response Behavior Limited Problem Solving Extended Problem Solving Amount of search Minimal Moderate Substantial Number of brands considered One Few Many Number of attributes evaluated One or two Few Many Cognitive processing Minimal Moderate Substantial Number of external information sources used None Few Many Level of involvement Low Medium High Total amount of effort Low Medium High

Members of an Organizational

Buying Unit

Users – people that actually use the product

• Influencers – people with expertise who may help determine specifications
• Buyers – people who make purchase
• Deciders – people with the authority to select or approve a supplier
• Gatekeepers – people who control the flow of information © 2010 John Wiley & Sons, Inc.