Understanding Customer Behaviors
HTM 2304
Marketing in Hospitality and Tourism
Lecture 5
Understanding Consumer Behavior
1
Introduction
• New Hotel Trend: _______________________
– Less than 1% of business travelers in 1970, women now account for about ______ of all business travelers
• Security • Room Amenities
• Executive Lounge
• Health Centre • Golf Lessons
2
Introduction
Consumer Buying Behavior:
• The buying behavior of ______ customers – individual and households who buy goods and services for personal consumption
Different Types of Consumer:
• Age, income, education level, tastes, gender, occupation, family status – they buy variety of goods and services
3
A Model of Buying Behavior
• Globalization in hospitality & tourism industry
-> fiercely competitive international market
• Research to reveal:
– what customers want to buy, locations they prefer, amenities important to them – _____ they buy and _____ they buy • Understanding -> a great advantage over its competitors regarding product features, prices & advertising
4
A Model of Buying Behavior
Figure 1 Model of Consumer Behavior
Marketers MUST: 1. Determine ________ is in the buyer’s black box 2. Understand _______ the stimuli are changed into responses inside the consumer’s black box
5
Personal Characteristics
Affecting Consumer Behavior
Figure 2 Factors Influencing Behavior
6
The Buyers Decision Process
• This model emphasizes that the buying process starts long before and continues long after the actual purchase
– encouraging the marketer to focus on the ENTIRE buying process rather than just the purchase decision
FIVE Stages
Figure 3 Buyer Decision Process.
7
The Buyers Decision Process
1. Need Recognition o Process starts when the buyer recognizes a problem/need o Buyer senses a difference between his/her actual state and a desired state o The need can be triggered by internal or external stimuli o Marketers must determine the factors and
Marketing in Hospitality and Tourism
Lecture 5
Understanding Consumer Behavior
1
Introduction
• New Hotel Trend: _______________________
– Less than 1% of business travelers in 1970, women now account for about ______ of all business travelers
• Security • Room Amenities
• Executive Lounge
• Health Centre • Golf Lessons
2
Introduction
Consumer Buying Behavior:
• The buying behavior of ______ customers – individual and households who buy goods and services for personal consumption
Different Types of Consumer:
• Age, income, education level, tastes, gender, occupation, family status – they buy variety of goods and services
3
A Model of Buying Behavior
• Globalization in hospitality & tourism industry
-> fiercely competitive international market
• Research to reveal:
– what customers want to buy, locations they prefer, amenities important to them – _____ they buy and _____ they buy • Understanding -> a great advantage over its competitors regarding product features, prices & advertising
4
A Model of Buying Behavior
Figure 1 Model of Consumer Behavior
Marketers MUST: 1. Determine ________ is in the buyer’s black box 2. Understand _______ the stimuli are changed into responses inside the consumer’s black box
5
Personal Characteristics
Affecting Consumer Behavior
Figure 2 Factors Influencing Behavior
6
The Buyers Decision Process
• This model emphasizes that the buying process starts long before and continues long after the actual purchase
– encouraging the marketer to focus on the ENTIRE buying process rather than just the purchase decision
FIVE Stages
Figure 3 Buyer Decision Process.
7
The Buyers Decision Process
1. Need Recognition o Process starts when the buyer recognizes a problem/need o Buyer senses a difference between his/her actual state and a desired state o The need can be triggered by internal or external stimuli o Marketers must determine the factors and