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Copyright © 2009 by Nelson Education Limited.
Chapter
CONSUMER BEHAVIOUR
2
2-1
Prepared by
Simon Hudson, Haskayne School of BusinessSimon Hudson, Haskayne School of Business
University of CalgaryUniversity of Calgary
andand
Marion Joppe, University of GuelphMarion Joppe, University of Guelph
Copyright © 2009 by Nelson Education Limited.
Chapter
Topics
• Importance of consumer behaviour within tourism marketing
• Major factors influencing consumer behaviour• Typologies of tourist roles• Underlying principles of organizational buying
behaviour • Trends in consumer behaviour influencing
tourism marketing today.
2Consumer Behaviour
2-2
Copyright © 2009 by Nelson Education Limited.
Chapter
Factors Influencing Consumer Behaviour
2Consumer Behaviour
2-3
Copyright © 2009 by Nelson Education Limited.
Chapter
Motivations and Needs
2Consumer Behaviour
2-4
• MotivationsMotivations
– inner drives that people have that cause them to take action to satisfy their needs
• NeedsNeeds
– the gaps between what customers have and what they would like to have, seen as the force that arouses motivated behaviour
Copyright © 2009 by Nelson Education Limited.
Chapter
Maslow’s Hierarchy of Needs
2Consumer Behaviour
2-5
Copyright © 2009 by Nelson Education Limited.
Chapter
Learning and Beliefs
• LearningLearning– refers to the way in which visitors receive
and interpret a variety of stimuli
• BeliefsBeliefs– the thoughts that people have about most
aspects of their life
2Consumer Behaviour
2-6
Copyright © 2009 by Nelson Education Limited.
Chapter
Attitudes and Perception
• AttitudesAttitudes– ingrained feelings about various factors of
an experience
• PerceptionPerception– an overall mind-picture of the world,
shaped by information that people filter and then retrieve
2Consumer Behaviour
2-7
Copyright © 2009 by Nelson Education Limited.
Chapter
Perceptual Mapping
• A technique used to identify the relationship between the level of perceived importance of certain aspects of a product on the part of the tourist and the actual performance on the part of the supplier
2Consumer Behaviour
2-8
Copyright © 2009 by Nelson Education Limited.
Chapter
Competitive Positioning of Key Long-Haul Destinations
2Consumer Behaviour
2-9
Copyright © 2009 by Nelson Education Limited.
Chapter
Culture
2Consumer Behaviour
2-10
• norms, beliefs and rituals that are unique to each person
• Snapshot: Longing for the Way We Were
Copyright © 2009 by Nelson Education Limited.
Chapter
Age and Gender
2Consumer Behaviour
2-11
• As people reach different ages they tend to exhibit different values and requirements than younger groups
• Increasing importance of female business travellers
Copyright © 2009 by Nelson Education Limited.
Chapter
Median and average wealth in Canada by age group,1984 –2005
2Consumer Behaviour
2-12Table 2.1
Copyright © 2009 by Nelson Education Limited.
Chapter
Lifestyle & Psychographic Analysis
2Consumer Behaviour
2-13
• Lifestyle analysisLifestyle analysis– examines at the way people allocate time,
energy, and money
• Psychographic analysisPsychographic analysis– attempts to measure people’s activities,
interests, and opinions
Copyright © 2009 by Nelson Education Limited.
Chapter
VALS™
2Consumer Behaviour
2-14
• VALS™VALS™– a typology framework that divides the
population into eight lifestyle groups, defined according to factors such as self-image, aspirations, values, and products
Copyright © 2009 by Nelson Education Limited.
Chapter
The VALS™ Typology Framework
2Consumer Behaviour
2-15
Copyright © 2009 by Nelson Education Limited.
Chapter
Life Cycles
2Consumer Behaviour
2-16
• Family life cycleFamily life cycle – based on the premise that when people
live together their way of life changes.
• Life cycle modelLife cycle model – many authors have applied the model to
tourism suggesting that travel patterns and destinations vary as people move through their life cycle
Copyright © 2009 by Nelson Education Limited.
Chapter
Allocentrics vs. Psychocentrics
2Consumer Behaviour
2-17
• Venturers (Allocentrics)Venturers (Allocentrics) – travellers who prefer exotic destinations,
unstructured vacations rather than packaged tours, and more involvement with local culture
• Dependables (Psychocentrics)Dependables (Psychocentrics)– travellers who prefer familiar destinations,
packaged tours, and “touristy” areas
Copyright © 2009 by Nelson Education Limited.
Chapter
Plog’s Classification of Tourists
2Consumer Behaviour
2-18
Copyright © 2009 by Nelson Education Limited.
Chapter
The Buying Process
2Consumer Behaviour
2-19
• Three levels of commitment
– Extended problem solving
– Limited problem solving
– Habitual problem solving
Copyright © 2009 by Nelson Education Limited.
Chapter
Buying Roles
3Consumer Behaviour
3-20
• Five buying roles
– Initiator
– Influencer
– Decider
– Buyer
– User
Copyright © 2009 by Nelson Education Limited.
Chapter
The Consumer Buying Process
2Consumer Behaviour
2-21
Copyright © 2009 by Nelson Education Limited.
Chapter
Organizational Buyer Behaviour
2Consumer Behaviour
2-22
• Group vs. individual buying– Group buying: business-to-business– Individual buying: business-to-consumer
• Nature of the buying unit– usually involves more buyers and a more
professional purchasing effort (e.g., meeting planners)
• Decision Process– more complex buying decision
Copyright © 2009 by Nelson Education Limited.
Chapter
Trends in Consumer Behaviour
2Consumer Behaviour
2-23
• Learning and Enrichment• Ethical Products• Nostalgia• Health-Consciousness • Customization• Convenience and Speed • The Unpredictable• Spiritual Enlightenment• Service Quality• Experiences
Copyright © 2009 by Nelson Education Limited.
Chapter
Learning and Enrichment Travel
2Consumer Behaviour
2-24
• Refers to vacations that provide opportunities for authentic, hands-on, or interactive learning experiences
• Canada has some of the best learning and enrichment travel experiences in the world including cuisine and wine, gardens, arts and culture, natural phenomena, wildlife viewing, heritage and history
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