Consumer behavior
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Transcript of Consumer behavior
Consumer Behaviorin
Travel and TourismVinit Khandelwal
What is Consumer Behavior?
• Study of HOWIndividuals
GroupsOrganizations
SelectBuyUse
Dispose
GoodsServices
IdeasExperiences
To satisfy their NEEDS and WANTS
Model of Consumer Behavior
What influences Consumer Behavior?
Consumer Behavior
Personal
Social Cultural
Cultural Factors
• Cultural is the fundamental determinant of a person’s WANTS and BEHAVIOR
Exposure to valuesChild growing up in US
Achievement and SuccessActivityEfficiency and PracticalityProgressMaterial ComfortIndividualismFreedomExternal ComfortHumanitarianismYouthfulness
Child growing up in IndiaRespect and Care for eldersHonesty and IntegrityHard WorkAchievement and SuccessHumanitarianismCompassion
Sub Culture
• Provide more specific identification and socialism for their members.
• Nationalities• Religions• Racial Groups• Geographic Regions
Socio-Economic Classification
• Uses a combination of education and occupation of the chief wage earner of the household to classify buyers in URBAN areas.
• Uses a combination of occupation of the chief wage earner of the household and the type of house to classify buyers in RURAL areas.
Social FactorsReference
Groups
Direct Influence
Secondary
Primary
Indirect Influence
Aspirational
Dissociative
Social Factors
Family
Orientation Procreation
Examples
• Women – place priority to people• Men – place priority to actions• Children – Amusement Park• 2/3rd – 13-21 year olds influence purchase– Audio/Video equipments– Software– Vacation Destinations
• Women - Spa
Personal Factors
• Personal Characteristics that influences a buyer’s decision:– Age and Stage in Life Cycle
– Occupation and Economic Circumstances
– Personality and Self Concept
– Lifestyle and Values
Age and Life Cycle Stage
• Children – Adventure Places• Adults – Relaxation Places• Old – Religious Places
• Nuclear Family – Small Cars/Flight• Joint Family – Bus/Train
• Married – Honeymoon
Occupation and Economic Circumstances
• Doctors – Conferences
• Recession – Reduced foreign trips
• People from entertainment industry – more shopping from Hip stores (Zara, Gucci, Prada)
Personality and Self Concept• Personality? Distinguishing Human Psychological
Traits that lead to relatively consistent and enduring responses to environmental stimuli
• Self-confidence• Dominance• Autonomy• Deference• Sociability• Defensiveness• Adaptability
Stanford’s Jennifer Aaker researched Brand Personalityand identified the following traits
• Sincerity (down-to-earth, honest, wholesome, cheerful)
• Excitement (daring, spirited, imaginative, up-to-date)
• Competence (reliable, intelligent, successful)• Sophistication (upper-class and charming)• Ruggedness (outdoorsy and tough)
Lifestyle and Values
• Lifestyle? A person’s pattern of living in the world as expressed in activities, interests and opinions
• Health Conscious lifestyle• Sophisticated lifestyle• Workaholic lifestyle
• Money constrained• Time constrained