HMGT 2405 Hospitality Marketing Ch 6 Consumer Buying 1 HMGT 2405 Hospitality Marketing Chapter 6 § List internal and external influences on consumer behavior. § Describe the Consumer-Decision Making Model. § Outline the 3 levels of consumer problem solving. § List characteristics unique to organizational buying. § Compare consumer buying with organizational buying.
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HMGT 2405 Hospitality MarketingCh 6 Consumer Buying
1
HMGT 2405Hospitality Marketing
Chapter 6
§ List internal and external influences on consumer behavior.
§Describe the Consumer-Decision Making Model.
§Outline the 3 levels of consumer problem solving.
§ List characteristics unique to organizational buying.
§Compare consumer buying with organizational buying.
HMGT 2405 Hospitality MarketingCh 6 Consumer Buying
2
§Consumer behavior is purposeful and goal-oriented.
§The consumer has free choice.
§Consumer behavior is a process.
§Consumer behavior is predictable.§Consumer behavior can be influenced.
§There is a need for consumer education.
Source: Chambers, Chacko and Lewis, 1989
What is Consumer Behavior?
https://www.youtube.com/watch?v=LI_WwbgwYfs
HMGT 2405 Hospitality MarketingCh 6 Consumer Buying
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Source: Kotler, Bown and Makens, 1996
STIMULUS RESPONSE
Source: Kotler, Bown and Makens, 1996
External influences Internal influences
HMGT 2405 Hospitality MarketingCh 6 Consumer Buying
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GroupsWord-of-Mouth
Influence & Buzz Marketing
Online Social Networks
Family Role & Status
HMGT 2405 Hospitality MarketingCh 6 Consumer Buying
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SelectiveAttention
SelectiveDistortion
SelectiveRetention
https://www.youtube.com/watch?v=Rn5a03Xp0Kc
HMGT 2405 Hospitality MarketingCh 6 Consumer Buying
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Need recognitio
nInformation search
Evaluation of
alternatives
PurchasePost-
purchase behavior
§ Need recognition§ Can be caused by internal or external stimuli
§ Information search§ Internal: past experience § External: family/friends, sales persons,
advertising§ Effort required & credibility?
§ Evaluation of alternatives§ Products are seen as bundles of product
attributes.§ Customers rank product attributes § Evoked set
§Postpurchase evaluation§ The smaller the gap between customer
expectations & perceived performance, the greater the customer’s satisfaction.
HMGT 2405 Hospitality MarketingCh 6 Consumer Buying
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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
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