Project Report on Consumer Behavior in the Tourism and Hospitality Industry

Description
Consumer Behaviour is the study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society.

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Consumer Behavior in the Tourism
& Hospitality Industry
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• Introduction
• The Environmental factors
• The Buyer's factors
• The Buyer's responses factors
• The Product's sets
Agenda
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Introduction
• Consumer behavior is influenced by
numerous factors
• What, why, where, when and how
• Three major conditions:
Environmental factors
The buyer's factors
The buyer's responses factors
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ENVIRONMENTAL FACTORS
Environmental
Stimuli
• Demographic
• Cultural/Social
• Geographic
• Economic
• Historic
• Legal
• Political
• Technological
• Competitive
Market Stimuli
• Company
• Customers
• Suppliers
• Intermediaries
• Publics
Marketing Efforts
• Product
• Price
• Place distribution
• Promotion
• People
• Publics
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Nationality Ethnicity Religion Age Gender Life Cycle
Occupation Economic Lifestyle Personality Self-concept
Buyer's Personal Characteristics
Buyer's Psychological Characteristics
Motivation Perception Learning Beliefs Attitudes
Decision Process
Need
Recognition
Information
Search
Evaluation
Alternatives
Purchase
Decision
Post-purchase
behavior
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Buyer’s
Responses
Purchase
Timing
Product
Choice
Price
Choice
Service
Choice
Promotion
Choice
Purchase
Location
Purchase
Amount
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ENVIRONMENTAL FACTORS
Environmental
Stimuli
Market Stimuli
Marketing
Efforts
BUYER’S FACTORS
Personal
Characteristics
Psychological
Characteristics
Decision
Process
BUYER’S RESPONSES
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People's roles in the buying
decision process
The
initiator
The
influencer
The
decider
The
purchaser
The user
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T
o
t
a
l

P
r
o
d
u
c
t
s
Evoked set
(acceptable products)
Possible purchase
Inept set
(unacceptable products)
Excluded from purchase:
Unknown, poor features…
Inert set
(indifferent products)
Excluded from purchase:
no benefits
Unaware set
Challenge
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Thank you

doc_710598152.pdf