Description
Consumer behaviour is the study of individuals, groups, or organizations and the processes they use to select, secure, and dispose of products, services, experiences
Consumer Behavior
?
“The study of consumer characteristics and the processes involved when individuals or groups select, purchase, and use goods and services to satisfy wants and needs”
?
Why is this important?
Motivation
“A force within an individual which causes them to do something to fulfill a biological need or psychological desire”
Secondary (soc/psych) vs. Primary needs (live) ? Short term vs. Long term Motives ? Intrinsic vs. Extrinsic
?
Motivating Factors
?
Push Factors:
?
Those things internal to the tourist which make them desire travel
?
Attitudes, values, perception, learning, personality, norms
?
Pull Factors:
?
Those things external to the tourist which are contrived to make a destination more appealing
Maslow’s Heirarchy of Needs
?
? ? ? ?
Physiological
?
food, water, air, shelter, reproduction
Safety
?
Stability, security, structure
Affiliation, affection, sense of belonging Success, self-worth, achievement Self-fulfillment, personal growth
Love
?
Esteem
?
Self-Actualization
?
Leisure Ladder Model (Pearce)
?
? ? ? ?
Fulfillment
?
feeling peaceful (transported), totally involved Developing skills, knowledge & abilities; competency Build/extend relations; Enjoying through others
Self-esteem and Development
?
Relationship
?
Stimulation
?
Optimal arousal for themselves; safe, but not bored
Emphasize basic needs; enjoy sense of escape
Relaxation and Bodily Needs
?
Psychographic Dimensions
?
? ? ?
High-energy Allocentrics
?
Frequent travelers, use air, exotic, unique By air, less frequent, more in fantasy Active, by car or RV Stay home, near familiar surroundings
Low-energy Allocentrics
?
High-energy Psychocentrics
?
Low-energy Psychocentrics
?
Distribution of Dimensions
Allocentric
Psychocentric
Near Psychocentric Disney Miami Beach
Mid-centric
Near Allocentric South Pole South Pacific
Caribbean/ Hawaii
Optimal Arousal Theory
?
Tourism is guided primarily by intrinsic motives and the need to escape stress, excessive stimulation, and the mundane
Through travel, the tourist seeks the stimulation or the peace and tranquility they may not have at home or work
?
Barriers to Travel (constraints)
Cost ? Time ? Health ? Family Stage ? Lack of Interest ? Fear and Security
?
Segmenting Tourism Markets
Why? ? Segmentation Types:
?
Geographic Segmentation (gravity!) ? Demographic ? Psychographic (not who, but how/why)
?
?
Lifestyle, values, attitudes, desires, etc. Based on benefits, preferences, loyalty, etc.
?
Product/Service-related (ie, leisure/business)
?
Segmentation (cont.)
?
Good segments are..
Substantial, exploitable, identifiable, durable ? Long term (Dolly) vs. Short term (Christina)
?
?
Five-Step Approach
Choose a segmentation approach ? Profile the segments (using marketing mix) ? Forecast each segments’ potential (#/$) ? Decide which segment(s) should be targeted ? Estimate likely market share per segment
?
Specialized Tourist Segments
?
?
Business & Professional Travelers
?
Inelastic! Vs. Elastic Demand
Incentive Travelers (employees) ? Mature Travelers (55 & older)
?
50% of US disposable income Canada, Mexico, Japan, Gr. Britain, Germany
? ?
International Travelers (passports!)
?
Single Travelers (live alone)
doc_241267412.ppt
Consumer behaviour is the study of individuals, groups, or organizations and the processes they use to select, secure, and dispose of products, services, experiences
Consumer Behavior
?
“The study of consumer characteristics and the processes involved when individuals or groups select, purchase, and use goods and services to satisfy wants and needs”
?
Why is this important?
Motivation
“A force within an individual which causes them to do something to fulfill a biological need or psychological desire”
Secondary (soc/psych) vs. Primary needs (live) ? Short term vs. Long term Motives ? Intrinsic vs. Extrinsic
?
Motivating Factors
?
Push Factors:
?
Those things internal to the tourist which make them desire travel
?
Attitudes, values, perception, learning, personality, norms
?
Pull Factors:
?
Those things external to the tourist which are contrived to make a destination more appealing
Maslow’s Heirarchy of Needs
?
? ? ? ?
Physiological
?
food, water, air, shelter, reproduction
Safety
?
Stability, security, structure
Affiliation, affection, sense of belonging Success, self-worth, achievement Self-fulfillment, personal growth
Love
?
Esteem
?
Self-Actualization
?
Leisure Ladder Model (Pearce)
?
? ? ? ?
Fulfillment
?
feeling peaceful (transported), totally involved Developing skills, knowledge & abilities; competency Build/extend relations; Enjoying through others
Self-esteem and Development
?
Relationship
?
Stimulation
?
Optimal arousal for themselves; safe, but not bored
Emphasize basic needs; enjoy sense of escape
Relaxation and Bodily Needs
?
Psychographic Dimensions
?
? ? ?
High-energy Allocentrics
?
Frequent travelers, use air, exotic, unique By air, less frequent, more in fantasy Active, by car or RV Stay home, near familiar surroundings
Low-energy Allocentrics
?
High-energy Psychocentrics
?
Low-energy Psychocentrics
?
Distribution of Dimensions
Allocentric
Psychocentric
Near Psychocentric Disney Miami Beach
Mid-centric
Near Allocentric South Pole South Pacific
Caribbean/ Hawaii
Optimal Arousal Theory
?
Tourism is guided primarily by intrinsic motives and the need to escape stress, excessive stimulation, and the mundane
Through travel, the tourist seeks the stimulation or the peace and tranquility they may not have at home or work
?
Barriers to Travel (constraints)
Cost ? Time ? Health ? Family Stage ? Lack of Interest ? Fear and Security
?
Segmenting Tourism Markets
Why? ? Segmentation Types:
?
Geographic Segmentation (gravity!) ? Demographic ? Psychographic (not who, but how/why)
?
?
Lifestyle, values, attitudes, desires, etc. Based on benefits, preferences, loyalty, etc.
?
Product/Service-related (ie, leisure/business)
?
Segmentation (cont.)
?
Good segments are..
Substantial, exploitable, identifiable, durable ? Long term (Dolly) vs. Short term (Christina)
?
?
Five-Step Approach
Choose a segmentation approach ? Profile the segments (using marketing mix) ? Forecast each segments’ potential (#/$) ? Decide which segment(s) should be targeted ? Estimate likely market share per segment
?
Specialized Tourist Segments
?
?
Business & Professional Travelers
?
Inelastic! Vs. Elastic Demand
Incentive Travelers (employees) ? Mature Travelers (55 & older)
?
50% of US disposable income Canada, Mexico, Japan, Gr. Britain, Germany
? ?
International Travelers (passports!)
?
Single Travelers (live alone)
doc_241267412.ppt