Chapter
2
CONSUMER
BEHAVIOUR
Prepared by
Simon Hudson, Haskayne School of Business
University of Calgary
and
Marion Joppe, University of Guelph
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Copyright © 2009 by Nelson Education Limited.
Consumer Behaviour
Chapter
2
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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Copyright © 2009 by Nelson Education Limited.
Consumer Behaviour
Chapter
2
Factors
Influencing
Consumer
Behaviour
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Copyright © 2009 by Nelson Education Limited.
Consumer Behaviour
Chapter
2
Motivations and Needs
• Motivations
– inner drives that people have that cause
them to take action to satisfy their needs
• Needs
– the gaps between what customers have
and what they would like to have, seen as
the force that arouses motivated
behaviour
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Consumer Behaviour
Chapter
2
Maslow’s Hierarchy of Needs
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Copyright © 2009 by Nelson Education Limited.
Consumer Behaviour
Chapter
2
Learning and Beliefs
• Learning
– refers to the way in which visitors receive
and interpret a variety of stimuli
• Beliefs
– the thoughts that people have about most
aspects of their life
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Copyright © 2009 by Nelson Education Limited.
Consumer Behaviour
Chapter
2
Attitudes and Perception
• Attitudes
– ingrained feelings about various factors of
an experience
• Perception
– an overall mind-picture of the world,
shaped by information that people filter
and then retrieve
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Copyright © 2009 by Nelson Education Limited.
Consumer Behaviour
Chapter
2
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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Copyright © 2009 by Nelson Education Limited.
Consumer Behaviour
Chapter
2
Competitive Positioning of Key
Long-Haul Destinations
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Consumer Behaviour
Chapter
2
Culture
• norms, beliefs and rituals that are
unique to each person
• Snapshot: Longing for the Way We
Were
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Copyright © 2009 by Nelson Education Limited.
Consumer Behaviour
Chapter
2
Age and Gender
• As people reach different ages they
tend to exhibit different values and
requirements than younger groups
• Increasing importance of female
business travellers
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Consumer Behaviour
Chapter
2
Median and
average
wealth in
Canada by
age group,
1984 –2005
Table 2.1
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Copyright © 2009 by Nelson Education Limited.
Consumer Behaviour
Chapter
2
Lifestyle & Psychographic Analysis
• Lifestyle analysis
– examines at the way people allocate time,
energy, and money
• Psychographic analysis
– attempts to measure people’s activities,
interests, and opinions
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Copyright © 2009 by Nelson Education Limited.
Consumer Behaviour
Chapter
2
VALS™
• VALS™
– a typology framework that divides the
population into eight lifestyle groups,
defined according to factors such as selfimage, aspirations, values, and products
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Copyright © 2009 by Nelson Education Limited.
Consumer Behaviour
Chapter
2
The
VALS™
Typology
Framework
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Copyright © 2009 by Nelson Education Limited.
Consumer Behaviour
Chapter
2
Life Cycles
• Family life cycle
– based on the premise that when people
live together their way of life changes.
• Life cycle model
– many authors have applied the model to
tourism suggesting that travel patterns
and destinations vary as people move
through their life cycle
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Copyright © 2009 by Nelson Education Limited.
Consumer Behaviour
Chapter
2
Allocentrics vs. Psychocentrics
• Venturers (Allocentrics)
– travellers who prefer exotic destinations,
unstructured vacations rather than
packaged tours, and more involvement
with local culture
• Dependables (Psychocentrics)
– travellers who prefer familiar destinations,
packaged tours, and “touristy” areas
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Consumer Behaviour
Chapter
2
Plog’s Classification of Tourists
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Copyright © 2009 by Nelson Education Limited.
Consumer Behaviour
Chapter
2
The Buying Process
• Three levels of commitment
– Extended problem solving
– Limited problem solving
– Habitual problem solving
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Copyright © 2009 by Nelson Education Limited.
Consumer Behaviour
Chapter
3
Buying Roles
• Five buying roles
– Initiator
– Influencer
– Decider
– Buyer
– User
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Consumer Behaviour
Chapter
2
The
Consumer
Buying
Process
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Copyright © 2009 by Nelson Education Limited.
Consumer Behaviour
Chapter
2
Organizational Buyer Behaviour
• 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
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Copyright © 2009 by Nelson Education Limited.
Consumer Behaviour
Chapter
2
Trends in Consumer Behaviour
•
•
•
•
•
•
•
•
•
•
Learning and Enrichment
Ethical Products
Nostalgia
Health-Consciousness
Customization
Convenience and Speed
The Unpredictable
Spiritual Enlightenment
Service Quality
Experiences
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Consumer Behaviour
Chapter
2
Learning and Enrichment Travel
• 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
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Copyright © 2009 by Nelson Education Limited.