Download ppt - 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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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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Competitive Positioning of Key Long-Haul Destinations

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Culture

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

• Snapshot: Longing for the Way We Were


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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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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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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


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The Consumer Buying Process

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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