CONSUMER BEHAVIOR is the process and activities people engage in when searching

for, selecting, purchasing, using, evaluating, and disposing products and services to
satisfy their needs and desires.
FACTORS THAT INFLUENCE CONSUMER BEHAVIOR
1. MOTIVATIONS - are inner drives that make people take a specific plan of action to
satisfy the needs.
Maslow's Hierarchy of Needs is the most popular theory of motivation as it is able to
outline the different needs of man, and rank them based on degree of importance in a
simple and easy to understand manner.
 Physiological needs refer to basic needs for survival such as need for
food and water.
 Safety refers to personal and perceived degree of safety and security,
Belongingness refers to acceptance in social groups.
 Esteem/status refers to desire for prestige and status.
 Self-actualization refers to the goal of self-fulfillment.
The push factors are those that make you want to travel.
the pull factors are those that affect where you would want to go.

Krippendorf classifies these ones into eight explanations of travel which are:

1. Recuperation and Regeneration

2. Compensation and Social Integration,
3. Escape,
4. Communication
5. Freedom and Self-Determination
6. Self-Realization:
7. Happiness, And
8. Broadening of The Mind

2. CULTURE - The impact of culture cannot be disregarded in the study of

consumer behavior. Researchers have looked into how culture has affected
consumer behavior.
3. AGE AND GENDER
Age pertains to the number of years a person has been living Age is a
traditional way of segmenting the market and also greatly influences consumer
behavior. Likes and preferences of consumers are normally dependent on their
ages. Travel packages are normally tailor-fit depending on the generation of the
target market.
Gender, on the other hand, also influences consumer behavior. The
female market is steadily increasing and has been observed to be more
discriminating than its male counter parts.

4. SOCIAL CLASS - s one's position within the society and is determined by

factors such as income, wealth, education, Occupation, family prestige, and
value of home or neighborhood.

5. LIFESTYLE - is a person's pattern of living as expressed in one's activities,

interests, and opinions (Kotler et al. 2010). It portrays the whole person
interacting with external forces Lifestyles are by no means universal since it also
interacts with culture, economic situation, and personality.

6. LIFE CYCLE refers to the stages an individual goes through in their lifetime.
Single people choose destinations that have fun and adventure more than those
who are married and have young children.

7. REFERENCE GROUPS are known to be a set of people who have a direct

or indirect influence on other people's attitudes or behavior.

8. PERSONALITY refers to distinguishing psychological characteristics that lead

to relatively consistent and enduring responses to the environment. This has
great influence over one's buying behavior. A CONSUMER'S SELF-
CONCEPT refers to his personal mental picture (Kotler et al. 2010).
Consumers tend to go for product brands that reflect the personality People who
are friendly and outgoing would likely be found in restaurants that project a
friendly and outgoing image.
 Allocentric prefer what is new, unstructured, exotic or unusual in terms of trips
or destination choice. Psychocentric ate those who prefer the structured and
familiar.

Later on, it was realized that there exists midcentrism wherein a tourist could
portray characteristics of both allocentric and psychocentric depending on the situation
or season A critique of this model was made by Gilbert (1991) when he stated that
tourists travel with different motivations on different occasions.

TOURISM
Tourism is one of the leading industries of the future. Next to information technology
and telecommunications, tourism contributes largely in terms of job generation and
strengthening of economies. Much attention has been given to how tourism can
continually grow. Just like any other business, marketing plays an integral role in its
continuing growth.