Chapter 6:

Consumer Markets
and Consumer Buying
Behavior

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Philip Kotler, John Bowen, James Makens Upper Saddle River, NJ 07458
 Consumer Buying Behavior
• Consumer Buying Behavior refers to the
buying behavior of final consumers
-individuals & households who buy goods
and services for personal consumption.

• The central question for marketers is:

“How do consumers respond to various
marketing efforts the company might use?”

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Philip Kotler, John Bowen, James Makens Upper Saddle River, NJ 07458
 Model of Buyer Behavior

Marketing and Buyer’s Black Box Buyer Responses

Other Stimuli

Mark eti ng Bu yer Ch ara cteri stics Prod uct Ch oice

Product Bu yer Deci sion Proces s Bra nd Choi ce
Price
Place
Promotion
Other Purch ase Tim in g
Economic Purch ase Am ount
Technological
Political
Cultural
Marketing for Hospitality and Tourism, 3e ©2003 Pearson Education, Inc. 3
Philip Kotler, John Bowen, James Makens Upper Saddle River, NJ 07458
 Factors Influencing
Consumer Behavior
Cu ltural
Soc ial
Pe rson al
Ps ycho-
Cu ltu re Ref eren ce Age and log ic al
grou ps li fe- cy cle
Occu pa tion Moti vati on
Su b- Econ om ic Pe rcep tion Bu ye r
cu ltu re Fami ly situ ation Learn in g
Li fes tyl e Beliefs and
Rol es Per sonalit y atti tu des
Soci al and and
cl ass sel f-con ce pt
statu s

Marketing for Hospitality and Tourism, 3e ©2003 Pearson Education, Inc. 4

Philip Kotler, John Bowen, James Makens Upper Saddle River, NJ 07458
 Factors Affecting Consumer
Behavior: Culture
Culture is the Most Basic Cause of a Person's
Wants and Behavior.
Su bc ultu re
• Group of people with shared
value systems based on
common life experiences.
• Hispanic Consumers
• African American Consumers
• Asian American Consumers
• Mature Consumers
Marketing for Hospitality and Tourism, 3e ©2003 Pearson Education, Inc. 5
Philip Kotler, John Bowen, James Makens Upper Saddle River, NJ 07458
 Factors Affecting Consumer
Behavior: Culture
Culture is the Set of Values, Perceptions, Wants &
Behavior Learned by a Member of Society from
Family.
So cia l Cla ss
• Society’s relatively permanent
& ordered divisions whose
members share similar values,
interests, and behaviors.
• Measured by: Occupation,
Income, Education, Wealth and
Other Variables.

Marketing for Hospitality and Tourism, 3e ©2003 Pearson Education, Inc. 6

Philip Kotler, John Bowen, James Makens Upper Saddle River, NJ 07458
 Factors Affecting Consumer
Behavior: Social
Groups
Membership
• •

Reference

Family (most important)

Husband, wife, kids Social Factors
• •

Influencer, buyer, user

Roles and Status

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Philip Kotler, John Bowen, James Makens Upper Saddle River, NJ 07458
 Factors Affecting Consumer
Behavior: Personal
Personal
Personal Influences
Influences

Age
Age and
and Life
Life Economic
Economic Personality
Personality &&
Cycle Occupation
Occupation Situation Self-Concept
Cycle Stage
Stage Situation Self-Concept

Lifestyle
Lifestyle Identification
Identification

Activities
Activities Interests
Interests Opinions
Opinions

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Philip Kotler, John Bowen, James Makens Upper Saddle River, NJ 07458
 VALS 2 Actualizers
Abundant Resources

Principle Oriented Status Oriented Action Oriented

Fulfilleds Achievers Experiencers

Believers Makers
Strivers

Minimal Resources Strugglers

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Philip Kotler, John Bowen, James Makens Upper Saddle River, NJ 07458
 Factors Affecting Consumer
Behavior: Psychological
Motivation

Psychological
Factors
Beliefs and Affecting Perception
Attitudes Buyers
Choices

Learning
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Philip Kotler, John Bowen, James Makens Upper Saddle River, NJ 07458
 Psychological - Motive

•A motive is a need that has a

sufficient level of intensity.
Creating a tension state that
drives the person to act.
•Satisfying the need reduces the
felt tension.

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Philip Kotler, John Bowen, James Makens Upper Saddle River, NJ 07458
 Psychological - Perception

The process by which an individual

selects, organizes, and interprets
information inputs to create a meaningful
picture of the world.

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Philip Kotler, John Bowen, James Makens Upper Saddle River, NJ 07458
Psychological - Learning

Changes in an individual’s
behavior arising from experience.

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Philip Kotler, John Bowen, James Makens Upper Saddle River, NJ 07458
 Psychological - Attitude

An attitude describes a person’s

relatively consistent evaluations,
feelings, and tendencies toward
an object or idea.

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Philip Kotler, John Bowen, James Makens Upper Saddle River, NJ 07458
Maslow’s Hierarchy of Needs

Self
Actualization
Esteem Needs
(self-esteem)

Social Needs
(sense of belonging, love)

Safety Needs
(security, protection)

Physiological Needs
(hunger, thirst)

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Philip Kotler, John Bowen, James Makens Upper Saddle River, NJ 07458
 Buyer Decision Process
Pur cha se
Dec is io n
Evaluation Postpurchase
of Alternatives Behavior
Information
Search
Need
Recognition
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Philip Kotler, John Bowen, James Makens Upper Saddle River, NJ 07458
Consumer Behavior and Services

•Search qualities

•Experience qualities
•Credence qualities

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Philip Kotler, John Bowen, James Makens Upper Saddle River, NJ 07458
When Search Qualities are
Lacking
• Personal sources of information
• More post-purchase evaluation than
pre-purchase evaluation
• Price and physical qualities are major
tools
• Evoked set is smaller

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Philip Kotler, John Bowen, James Makens Upper Saddle River, NJ 07458
 When Search Qualities are
Lacking
• Innovations adopted more slowly
• Perceive greater risks
• Brand switching is less frequent
• Self blame for dissatisfaction
– Source: Valarie Zeithaml, “How Consumer Evaluation
Processes Differ Between Goods aand Services,” in
Marketing Of Services, 1981, pp. 186-190.

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Philip Kotler, John Bowen, James Makens Upper Saddle River, NJ 07458