CONCEPTS OF

CONSUMER
BEHAVIOR
 ATS3043 CONSUMER BEHAVIOUR IN TOURISM NURZEHAN ABU BAKAR 
01
DEFINITIONS

DEFINITION OF CONSUMER BEHAVIOR IN TOURISM

TOURISM IS DEFINED AS A SHORT
TERM MOVEMENT OF PEOPLE TO
PLACES SOME DISTANCE FROM
THEIR NORMAL PLACE OF
RESIDENCE TO INDULGE IN
PLEASURABLE ACTIVITIES. IT
MAY INVOLVE TRAVEL FOR
BUSINESS PURPOSES. .
(HORNER AND SWARBROOKE (1996) )
 ‘CONSUMER BEHAVIOR IS THE
STUDY OF WHY PEOPLE BUY THE
PRODUCT THEY DO, AND HOW
THEY MAKE THEIR DECISION’
(ENGEL,BLACKWELL & MINIARD, 2001)

‘THOSE ACTIVITIES DIRECTLY

INVOLVED IN OBTAINING,
CONSUMING, AND DISPOSING OF
PRODUCTS AND SERVICES
INCLUDING THE DECISION
PROCESSES THAT PRECEDES AND
FOLLOWS THESE ACTION’.
.
 (SOLOMON,1996)
02
 CUSTOMER VS  CONSUMER?
‘CUSTOMER’ IS USED TO DESCRIBE SOMEONE WHO MAKES A
PURCHASE, THAT IS, WITH CUSTOMERS THERE IS USUALLY AN
ELEMENT OF EXCHANGE.
WHAT IS CUSTOMER?

‘CUSTOMER’ IS USED TO DESCRIBE SOMEONE

WHO MAKES A PURCHASE, THAT IS, WITH
CUSTOMERS THERE IS USUALLY AN ELEMENT OF
EXCHANGE

IT Implies a simple economic relationship between

a business and a buyer (relationship is based on
monetary exchange).

‘Customer’ tends to focus on the individual who

undertakes the purchase decision.
WHAT IS CONSUMER?

‘Consumer’ is a much wider term, which recognizes

that it is not necessarily based on any form of
financial exchange.
.
CONSUMER VS CUSTOMER

Customer
The person who buys the goods or services from
a seller  (also known as buyer or client )

Consumer
The person who uses the goods or services
(consumer is the ultimate user of the goods).

wikipedia.org
03
WHAT IS CONSUMER INTEREST ?

CONSUMER INTEREST IS NOTHING BUT WILLINGNESS OF

CONSUMERS TO PURCHASE PRODUCTS AND SERVICES AS PER
THEIR TASTE, NEED AND OF COURSE POCKET
THE PURCHASE DECISION AND ITS CONTEXT

Why do you think an individual buys a product ?

Need
Social Status
Gifting Purpose
Why do you think an individual does not buy a product ?
No requirement
Income/Budget/Financial constraints
Taste
When do you think consumers purchase products ?
Festive season
Birthday
Anniversary
Marriage or other special occasions wikipedia.org
04
CONSUMER BEHAVIOR MODEL

AMONG CONSUMER BEHAVIOR MODEL DEVELOPED BY

SCHOLAR
01
1ST MODEL BY ANDERSON (1965)

RECOGNIZES THE IMPORTANCE OF INFORMATION IN THE

CONSUMER DECISION MAKING PROCESS

02
2ND MODEL BY NICOSIA (1996)

CONCENTRATES ON THE BUYING DECISION FOR A NEW

PRODUCT

03
3RD MODEL BY  HOWARD-SHETH
MODEL OF BUYER BEHAVIOR (1969)
IMPORTANT BECAUSE IT HIGHLIGHTS THE IMPORTANCE OF
INPUTS TO THE CONSUMER BUYING PROCESS &  SUGGESTS
WAYS IN WHICH THE CONSUMER ORDERS THESE INPUTS
BEFORE MAKING FINAL DECISIONS.
04
4TH MODEL – SOLOMON (1996)

CONCENTRATED ON THE EXCHANGE PROCESS & HAS

ATTEMPTED TO LOOK AT THE MARKETER’S PERSPECTIVE ON
THE PROCESS.

05
5TH MODEL BY MIDDLETON & CLARKE

PRESENTED A MODEL OF CONSUMER BEHAVIOR FOR

TOURISM WHICH TERMED THE STIMULUS-RESPONSE MODEL
OF BUYER BEHAVIOR