Critical Analysis of Consumer Decision-Making Process Model
ABSTRACT
As the market place is changing, the purpose of this report is to critically analyse 2 chosen consumer decision process models, the KBM model by Kotler, Bowen and Makens (2006) and the BEM model by Blackwell, Miniard and Engel (2006) if they are vague or/ and all-encompassing in hospitality industry today with relevant industry examples. Secondary research is used to conduct data to support the author’s argument.
Consumer behaviour in hospitality industry today is changing by the impact of globalisation and post-modernism; consumers became more price-sensitive, and focus on psychological need more than physiological need. Therefore, two chosen model will be identified and critically analysed. However, for the result, both models are too vague and not all-encompassing in hospitality industry today.
TABLE OF CONTENT
ABSTRACT II
ACKNOWLEDGMENT III
TABLE OF CONTENT IV
1.0 INTRODUCTION 1
1.1 AIM AND OBJECTIVES 8
2.0 METHODOLOGY 9
3.0 FINDING AND ANALYSIS 10
3.1 THE KBM CONSUMER DECISION MODEL 10
3.1.1 Need Recognition 11
3.1.2 Information Search 13
3.1.3 Evaluation of Alternative 14
3.1.4 Purchase Decision 15
3.1.5 Post purchase Behaviour 16
3.2 THE BEM CONSUMER DECISION MODEL 18
3.1.1 Need Recognition 18
3.1.2 Search 20
3.1.3 Pre-purchase Evaluation of Alternative 21
3.1.4 Purchase 21
3.1.5 Consumption 22
3.1.6 Post-consumption Evaluation 22
3.1.7 Divestment 23
4.0 CONCLUSION 25
5.0 REFERENCE 26
APPENDIX I – MASLOW’S HIERARCHY OF NEEDS 29
APPENDIX II – 7 KEYS OF POST-MODERNISM 30 1.0 INTRODUCTION
The purpose of this report is to critically analyse 2 chosen consumer decision process (CDP) models if they are vague or/ and all-encompassing in hospitality industry today under globalisation and postmodernism with relevant industry examples. An overview of consumer behaviour (CB) in hospitality industry today will be offered in the rest of this section.
On traditional view, CB is a process that involves different steps to satisfy needs and desires, includes
As the market place is changing, the purpose of this report is to critically analyse 2 chosen consumer decision process models, the KBM model by Kotler, Bowen and Makens (2006) and the BEM model by Blackwell, Miniard and Engel (2006) if they are vague or/ and all-encompassing in hospitality industry today with relevant industry examples. Secondary research is used to conduct data to support the author’s argument.
Consumer behaviour in hospitality industry today is changing by the impact of globalisation and post-modernism; consumers became more price-sensitive, and focus on psychological need more than physiological need. Therefore, two chosen model will be identified and critically analysed. However, for the result, both models are too vague and not all-encompassing in hospitality industry today.
TABLE OF CONTENT
ABSTRACT II
ACKNOWLEDGMENT III
TABLE OF CONTENT IV
1.0 INTRODUCTION 1
1.1 AIM AND OBJECTIVES 8
2.0 METHODOLOGY 9
3.0 FINDING AND ANALYSIS 10
3.1 THE KBM CONSUMER DECISION MODEL 10
3.1.1 Need Recognition 11
3.1.2 Information Search 13
3.1.3 Evaluation of Alternative 14
3.1.4 Purchase Decision 15
3.1.5 Post purchase Behaviour 16
3.2 THE BEM CONSUMER DECISION MODEL 18
3.1.1 Need Recognition 18
3.1.2 Search 20
3.1.3 Pre-purchase Evaluation of Alternative 21
3.1.4 Purchase 21
3.1.5 Consumption 22
3.1.6 Post-consumption Evaluation 22
3.1.7 Divestment 23
4.0 CONCLUSION 25
5.0 REFERENCE 26
APPENDIX I – MASLOW’S HIERARCHY OF NEEDS 29
APPENDIX II – 7 KEYS OF POST-MODERNISM 30 1.0 INTRODUCTION
The purpose of this report is to critically analyse 2 chosen consumer decision process (CDP) models if they are vague or/ and all-encompassing in hospitality industry today under globalisation and postmodernism with relevant industry examples. An overview of consumer behaviour (CB) in hospitality industry today will be offered in the rest of this section.
On traditional view, CB is a process that involves different steps to satisfy needs and desires, includes