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Consumer Behavior Models and Consumer Behavior in Tourism

Consumer Behavior Models and Consumer Behavior in Tourism



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Published by jdsuguna

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Published by: jdsuguna on Sep 08, 2009
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Consumer Behavior Models in TourismAnalysis Study
Muhannad M.A Abdallat, Ph.D.
Assistant Professor 
Hesham El –Sayed El - Emam, Ph.D.
Assistant Professor Department of Tourism and Hospitality, Faculty of Tourism and ArcheologyKing Saud University
The theories of consumer decision-making process assume that theconsumer’s purchase decision process consists of steps through which thebuyer passes in purchasing a product or service. However, this might not bethe case. Not every consumer passed through all these stages when making adecision to purchase and in fact, some of the stages can be skipped dependingon the type of purchases.The reasons for the study of consumer’s helps firms and organizations improvetheir marketing strategies by understanding issues such as:
The psychology of how consumers think, feel, reason, and select betweendifferent alternatives (e.g., brands, products);
The psychology of how the consumer is influenced by his or heenvironment (e.g., culture, family, signs, media);
The behavior of consumers while shopping or making other marketingdecisions;
Limitations in consumer knowledge or information processing abilitiesinfluence decisions and marketing outcome;
How consumers’ motivation and decision strategies differ between products,that differ in their level of importance or interest that they entail for theconsumer; and
How marketers can adapt and improve their marketing campaigns andmarketing strategies to more effectively reach the consumer.
2.2Consumer Behavior 
The study of consumer behavior focuses on how individuals make decisions tospend their available resources (time, money, effort) on consumption-relateditems (Schiffman and Kanuk, 1997). The field of consumer behavior covers alot of ground. According to Solomon (1996), consumer behavior is a study of the processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs anddesires.The official definition of consumer behavior given by Belch (1998) is ‘theprocess and activities people engage in when searching for, selecting,purchasing, using, evaluating, and disposing of products and services so as tosatisfy their needs and desires’. Behavior occurs either for the individual, or inthe context of a group, or an organization. Consumer behavior involves the useand disposal of products as well as the study of how they are purchased.Product use is often of great interest to the marketer, because this mayinfluence how a product is best positioned or how we can encourage increasedconsumption.
Andreason (1965) proposed one of the earliest models of consumer behavior.This model is shown in Figure 2.1.The model recognizes the importance of information in the consumer decision-making process. It also emphasizes theimportance of consumer attitudes although it fails to consider attitudes inrelation to repeat purchase behavior.

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