Transcript Consumer Behavior - rww2coursecontent

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”
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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
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Motivating Factors
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Push Factors:
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Those things internal to the tourist which
make them desire travel
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Attitudes, values, perception, learning,
personality, norms
Pull Factors:
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Those things external to the tourist which
are contrived to make a destination more
appealing
Maslow’s Heirarchy of Needs
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Physiological
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Safety
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Affiliation, affection, sense of belonging
Esteem
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Stability, security, structure
Love
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food, water, air, shelter, reproduction
Success, self-worth, achievement
Self-Actualization
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Self-fulfillment, personal growth
Leisure Ladder Model (Pearce)
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Fulfillment
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Self-esteem and Development
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Build/extend relations; Enjoying through others
Stimulation
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Developing skills, knowledge & abilities; competency
Relationship
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feeling peaceful (transported), totally involved
Optimal arousal for themselves; safe, but not bored
Relaxation and Bodily Needs
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Emphasize basic needs; enjoy sense of escape
Psychographic Dimensions
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High-energy Allocentrics
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Low-energy Allocentrics
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By air, less frequent, more in fantasy
High-energy Psychocentrics
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Frequent travelers, use air, exotic, unique
Active, by car or RV
Low-energy Psychocentrics
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Stay home, near familiar surroundings
Distribution of Dimensions
Allocentric
Psychocentric
Near
Psychocentric
Disney
Miami
Beach
Mid-centric
Caribbean/
Hawaii
Near
Allocentric
South Pole
South
Pacific
Optimal Arousal Theory
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Tourism is guided primarily by intrinsic
motives and the need to escape stress,
excessive stimulation, and the mundane
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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
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Segmenting Tourism Markets
Why?
 Segmentation Types:
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Geographic Segmentation (gravity!)
 Demographic
 Psychographic (not who, but how/why)
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Lifestyle, values, attitudes, desires, etc.
Product/Service-related (ie, leisure/business)
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Based on benefits, preferences, loyalty, etc.
Segmentation (cont.)
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Good segments are..
Substantial, exploitable, identifiable, durable
 Long term (Dolly) vs. Short term (Christina)
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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
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Specialized Tourist Segments
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Business & Professional Travelers
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Inelastic! Vs. Elastic Demand
Incentive Travelers (employees)
 Mature Travelers (55 & older)
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International Travelers (passports!)
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50% of US disposable income
Canada, Mexico, Japan, Gr. Britain, Germany
Single Travelers (live alone)