Chapter Copyright © 2009 by Nelson Education Limited. CONSUMER BEHAVIOUR 2 2-1 Prepared by Simon Hudson, Haskayne School of Business University of Calgary

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


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.

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Chapter

Factors Influencing Consumer Behaviour

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Chapter

Motivations and Needs

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• 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


Chapter

Maslow’s Hierarchy of Needs

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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

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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

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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

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Chapter

Competitive Positioning of Key Long-Haul Destinations

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Chapter

Culture

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• norms, beliefs and rituals that are unique to each person

• Snapshot: Longing for the Way We Were


Chapter

Age and Gender

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• As people reach different ages they tend to exhibit different values and requirements than younger groups

• Increasing importance of female business travellers


Chapter

Median and average wealth in Canada by age group,1984 –2005

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Chapter

Lifestyle & Psychographic Analysis

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• 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


Chapter

VALS™

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• 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


Chapter

The VALS™ Typology Framework

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Chapter

Life Cycles

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• 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


Chapter

Allocentrics vs. Psychocentrics

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• 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


Chapter

Plog’s Classification of Tourists

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Chapter

The Buying Process

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• Three levels of commitment

– Extended problem solving

– Limited problem solving

– Habitual problem solving


Chapter

Buying Roles

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• Five buying roles

– Initiator

– Influencer

– Decider

– Buyer

– User


Chapter

The Consumer Buying Process

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Chapter

Organizational Buyer Behaviour

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• 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


Chapter

Trends in Consumer Behaviour

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• Learning and Enrichment• Ethical Products• Nostalgia• Health-Consciousness • Customization• Convenience and Speed • The Unpredictable• Spiritual Enlightenment• Service Quality• Experiences


Chapter

Learning and Enrichment Travel

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• 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

Documents

Chapter Copyright © 2009 by Nelson Education Limited. CONSUMER BEHAVIOUR 2 2-1 Prepared by Simon Hudson, Haskayne School of Business University of Calgary