Professional Documents
Culture Documents
Customer Behave
Customer Behave
Marketing for Hospitality and Tourism, 3e Philip Kotler, John Bowen, James Makens
Questions to be addressed
How do consumer characteristics influence buying behavior?
What are the processes and the parameters which influence consumer responses towards marketing programs?
Marketing for Hospitality and Tourism, 3e Philip Kotler, John Bowen, James Makens
Tata Steel used steeljunction to encourage consumers to go steel shopping and to develop deeper understanding of individual and household customers.
Marketing for Hospitality and Tourism, 3e Philip Kotler, John Bowen, James Makens 2003 Pearson Education, Inc. Upper Saddle River, NJ 07458 5
Marketing for Hospitality and Tourism, 3e Philip Kotler, John Bowen, James Makens
Marketing for Hospitality and Tourism, 3e Philip Kotler, John Bowen, James Makens
Marketing for Hospitality and Tourism, 3e Philip Kotler, John Bowen, James Makens
Stimulus-response model
Marketing and Other Stimuli
Buyers Response
Marketing for Hospitality and Tourism, 3e Philip Kotler, John Bowen, James Makens 2003 Pearson Education, Inc. Upper Saddle River, NJ 07458 9
2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 3e Upper Saddle River, NJ 07458 Bowen, James Makens Philip Kotler, John
Marketing for Hospitality Pearson Education, Inc. 2003 and Tourism, 4th edition 10 Kotler, Bowen, and Makens Upper Saddle River, NJ 07458
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Personal
Age and life-cycle Personality and self-concept Lifestyle
Psychological
Motivation Perception Learning Beliefs and attitudes
Buyer
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Culture
Culture is the fundamental determinant of a persons wants and behaviors and has a great impact on the values, perceptions, preferences and behaviors through the key institutions. Culture includes knowledge, belief, art, morals, custom, gestures and any other system received as a member of the society and transferred from one generation to other. These factors are outside the control of the customers and marketers but must be taken into account by the them. Marketers need to customize products according to the culture and tradition. As a part of their efforts to convince customers to purchase their products marketers use cultural representations especially in promotional appeals. EgCoca Cola Open happiness campaign Eg- Color meanings for choosing color pallette Numbers Eating habits
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Social Class
Society s relatively permanent & ordered divisions whose members share similar values, interests, and behaviors. Measured by: Occupation Income, Education, Wealth and Other Variables. People within a social class tend to exhibit similar buying behavior. for Hospitality and Tourism, 3e Marketing
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Social Factors
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Family
The most important primary reference group which effects a buyers behavior Consists of parents- family of orientation and later on the family of procreation- spouse and children. From parents a person acquires an orientation toward religion, politics, and economics and a sense of personal ambition, self-worth, values, morals and love. In countries like India family of orientation plays a significant role in buying pattern. With changing lifestyles women and children have come to influence the purchase decisions to great extent. Teenagers exert a great influence in purchasing decisions particularly in technology based products. More and more children are being targeted as they also influence the buying decision to a great extent.
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Personal Influences
Age and Family Life Cycle Stage Personality and self concept
Lifestyle Identification
Activities Opinions
Interests
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Brand Personality
Is a comprehensive concept which includes all the tangible and intangible traits of a brand like beliefs, values, features and interests. Brand personality describes a brand in terms of human characteristics. A brand with a personality becomes a compelling value proposition for the customers hence marketers are constantly trying to give their brands a personality by conveying it through promotional appeals Manufacturers use brand ambassadors to create the perception and image. It is the attribution of human personality traits to a brand and is done as a method to achieve differenciation. Brand personality helps marketers to position their products in minds of customers.
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Lifestyle
Lifestyle is a persons pattern of living in the world and is determined by his activities, opinions and interests. Though people may belong to the same sub culture they may lead absolutely different lifestyles. Lifestyle portrays the person interacting with his environment As marketers the job is to relate their products with different lifestyles. Marketers who target consumers on the basis of their lifestyles believe that by appealing to the peoples inner selves it is possible to influence their outer selves- their purchase behavior.
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Lifestyle Influences
Multi-tasking Time-starved Money-constrained
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Perception
Learning
Marketing for Hospitality and Tourism, 3e Philip Kotler, John Bowen, James Makens 2003 Pearson Education, Inc. Upper Saddle River, NJ 07458 46
Psychological - Motive
A motive is a need that has a sufficient level of intensity. Creating a tension state that drives the person to act. Satisfying the need reduces the felt tension. Motivation begins with the presence of a stimulus that spurs the recognition of a need The theories are by Sigmund Freud, Abraham Maslow and Frederick Herzberg Psychological forces shaping peoples behavior are largely unconscious. Methods like Laddering, In depth interviews and Projective techniques have been used by motivation researchers to trace a persons terminal motives which are largely implicit. Accordingly marketers can decide at which level to develop the message and appeal and position the product.
Marketing for Hospitality and Tourism, 3e Philip Kotler, John Bowen, James Makens 2003 Pearson Education, Inc. Upper Saddle River, NJ 07458 47
Self Actualization
Safety Needs
(security, protection)
Physiological Needs
(hunger, thirst)
Marketing for Hospitality and Tourism, 3e Philip Kotler, John Bowen, James Makens 2003 Pearson Education, Inc. Upper Saddle River, NJ 07458 48
Motivation
Maslow sought to explain why consumers are driven by different needs at different times. Maslow said that human needs are arranged in a hierarchy from the most pressing to the least pressing. People will try to satisfy their most important needs first. Marketers need to understand how their products and services fit psychologically into the lives, goals and aspirations of their potential customers. If the marketer knows which need is to be appealed to, it will be much easier to market its products.
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Psychological - Perception
The process by which an individual selects, organizes, and interprets information inputs to create a meaningful picture of the world.
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Perception in marketing
Perceptions are often more important in marketing than the absolute reality since it is the perception of the customer which effects their behavior and purchase decisions Its important for marketers to to make sure that the product is same in terms of quality, features and benefits that the consumers perceive it to be. Perception directly influences the psychology of customers as to how they think, feel, reason and select among different alternatives. Also conditions and situations play a very important role. Eg- Timing of the stimulus. Brand personality and positioning is also related to perceptions of consumers. Selective attention, selective distortion and selective retention
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Psychological - Learning
Changes in an individuals behavior arising from experience. Change is relatively permanent Arises out of certain past experiences and events
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Learning in Marketing
Repititive purchases of a product by customers is directly related to their learning experiences and generalisations Most human behavior is learned hence consumer behavior is also learnt. A drive is a strong stimulus impelling action and marketers have to provide those positive stimulus by associating their brands with them Marketers can create demand for their products by associating them with strong drives, using motivating cues and providing positive reinforcements. New marketers can enter the market by using similar drives as used by their already existing competitors.
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Psychological - Attitude
An attitude describes a persons favorable or unfavorable evaluations, feelings, and tendencies toward an object or idea. Attitude gives customers a frame of mind of liking or disliking an object
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Attitude
Consumer attitude is a composite of their belief, feelings and behavioral intentions towards an object A customer may hold a positive or negative belief towards a product. EgCoffee available at Barista is black Belief gives rise to a feeling. Eg- Drinking black coffee spoils taste. Feelings result in behavioral intentions.
Marketing for Hospitality and Tourism, 3e Philip Kotler, John Bowen, James Makens 2003 Pearson Education, Inc. Upper Saddle River, NJ 07458 56
Buyer Decision Process Purchase Decision Evaluation of Alternatives Information Search Need Recognition
Marketing for Hospitality and Tourism, 3e Philip Kotler, John Bowen, James Makens 2003 Pearson Education, Inc. Upper Saddle River, NJ 07458 57