Marketing for Hospitality and

Tourism
8th Edition

Chapter 6
Consumer Markets and Consumer
Buying Behavior

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Learning Objectives
• 6.1 Explain the model of buyer behavior.

• 6.2 Outline the major characteristics affecting consumer behavior, and list some of the
specific cultural, social, personal, and psychological factors that influence consumers.

• 6.3 Explain the buyer decision process and discuss need recognition, information
search, evaluation of alternatives, the purchase decision, and postpurchase behavior.

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Figure 6-1 Model of Buyer Behavior

Figure 6-1 Model of Buyer Behavior

Page 158

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Figure 6-2
Factors Influencing Behavior

Figure 6-2 Factors Influencing behavior

Page 158

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Cultural Factors
• Broadest and deepest influence on consumer behavior

• Most basic determinant of a person’s wants and behavior

• Includes basic values, perceptions, wants, and behaviors learned from society

• Expressed through tangible items

• Integral part of hospitality and tourism

• Subculture
– Group of people with shared value systems based on common life experiences
and situations

• Social class
– Relatively permanent and order divisions in a society whose members share
similar values, interests, and behaviors

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Groups and Social Networks
• Membership groups
– Direct influence on attitude or behavior
– Belongs to group

• Reference groups
– Direct or indirect influence on attitude or behavior
– Do not need to belong

• Aspirational groups
– Does not belong but desires to

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Word-of-Mouth Influence and Buzz
Marketing
• Opinion leaders
– People within a reference group who, because of special skills, knowledge,
personality, or other characteristics exert influence on others
– Also known as influentials or leading adopters

• Buzz marketing
– Cultivating opinion leaders and getting them to spread information about a
product to others in their community
– Brand ambassadors and evangelists

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Online Social Networks
• Blogs, social networking, web sites, virtual worlds

• People socialize or exchange information and opinions

• Interactions between consumers and between organization and consumer

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Personal Factors
• Occupation

• Age and life-cycle stage

• Economic situation

• Lifestyle

• Personality

• Self-concept

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Psychological Factors
• Motivation
– A need that leads to a person seeking satisfaction of that need
– Maslow’s theory

• Perception
– Interpretation of received sensory information
– Selective attention, selective distortion, selective retention

• Learning
– Changes in a person’s behavior arising from experience

• Beliefs and attitudes

– Belief- descriptive thought that a person holds about something
– Attitude- enduring (un)favorable cognitive evaluations, emotional feelings, and
action tendencies toward some object or idea

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Figure 6-3
The Buyer Decision Process

Figure 6-3 Buyer decision process

Page 173

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Need Recognition
• Buyer sense difference between his or her actual state and desired state

• Triggered by internal or external stimuli

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Information Search
• Personal sources

• Commercial sources

• Public sources

• The internet

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Evaluation of Alternatives
• Bundle of product attributes
– Product quality, selections, service quality, atmosphere, location, price

• Degrees of importance to each attribute

• Develop set of beliefs

– Brand image

• Determine the utility function of each attribute

• Evaluate overall attitude

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Purchase Decision
• Factors between intentions and decisions
– Attitudes of others
– Unexpected situations

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Postpurchase Behavior
• Evaluation of expectations against perceived product performance
– Meets expectations = satisfaction
– Does not meet expectations = dissatisfaction
▪ Return product, complain, file lawsuit, stop purchasing, discourage others

• Past experience, messages from information sources

• Cognitive dissonance
– Discomfort caused by postpurchase conflict

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