Consumer Behavior Models and Consumer Behavior in TourismWord格式文档下载.docx
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AssistantProfessor
DepartmentofTourismandHospitality,FacultyofTourismandArcheology
KingSaudUniversity
ABSTRACT
Thetheoriesofconsumerdecision-makingprocessassumethattheconsumer’spurchasedecisionprocessconsistsofstepsthroughwhichthebuyerpassesinpurchasingaproductorservice.However,thismightnotbethecase.Noteveryconsumerpassedthroughallthesestageswhenmakingadecisiontopurchaseandinfact,someofthestagescanbeskippeddependingonthetypeofpurchases.
Thereasonsforthestudyofconsumer’shelpsfirmsandorganizationsimprovetheirmarketingstrategiesbyunderstandingissuessuchas:
∙Thepsychologyofhowconsumersthink,feel,reason,andselectbetweendifferentalternatives(e.g.,brands,products);
∙Thepsychologyofhowtheconsumerisinfluencedbyhisorherenvironment(e.g.,culture,family,signs,media);
∙Thebehaviorofconsumerswhileshoppingormakingothermarketingdecisions;
∙Limitationsinconsumerknowledgeorinformationprocessingabilitiesinfluencedecisionsandmarketingoutcome;
∙Howconsumers’motivationanddecisionstrategiesdifferbetweenproducts,thatdifferintheirlevelofimportanceorinterestthattheyentailfortheconsumer;
and
∙Howmarketerscanadaptandimprovetheirmarketingcampaignsandmarketingstrategiestomoreeffectivelyreachtheconsumer.
2.2ConsumerBehavior
Thestudyofconsumerbehaviorfocusesonhowindividualsmakedecisionstospendtheiravailableresources(time,money,effort)onconsumption-relateditems(SchiffmanandKanuk,1997).Thefieldofconsumerbehaviorcoversalotofground.AccordingtoSolomon(1996),consumerbehaviorisastudyoftheprocessesinvolvedwhenindividualsorgroupsselect,purchase,use,ordisposeofproducts,services,ideas,orexperiencestosatisfyneedsanddesires.
TheofficialdefinitionofconsumerbehaviorgivenbyBelch(1998)is‘theprocessandactivitiespeopleengageinwhensearchingfor,selecting,purchasing,using,evaluating,anddisposingofproductsandservicessoastosatisfytheirneedsanddesires’.Behavioroccurseitherfortheindividual,orinthecontextofagroup,oranorganization.Consumerbehaviorinvolvestheuseanddisposalofproductsaswellasthestudyofhowtheyarepurchased.Productuseisoftenofgreatinteresttothemarketer,becausethismayinfluencehowaproductisbestpositionedorhowwecanencourageincreasedconsumption.
Andreason(1965)proposedoneoftheearliestmodelsofconsumerbehavior.ThismodelisshowninFigure2.1.Themodelrecognizestheimportanceofinformationintheconsumerdecision-makingprocess.Italsoemphasizestheimportanceofconsumerattitudesalthoughitfailstoconsiderattitudesinrelationtorepeatpurchasebehavior.
Figure2.1Andreason,A.R(1965AttitudesandConsumerBehavior:
ADecisionModelinNewResearchinMarketing(ed.l.Preston).InstituteofBusinessandEconomicResearch,UniversityofCalifornia,Berkeley,pp.1-61
Constraints
No
Yes
Ownership
Key
DirectFlows
Feedbacks
Income,budgetpiorities,physicalcapacity,householdcapacity
Noaction
Search
Select
Attitudestowardsproduct,substitutes,complement
Perceivedbeliefs,
Norms,
Valuesofsignificantothers.
Othercustomer
Decision-makers
Disposition
Wants
Wantstrength
Directexperience
Beliefs
Personality
Feelings
Otherpurchasedecisions
Hold
Attitudestowardssources
Filtration
Intrinsicattributes
Extrinsicattributes
Priceavailability
Informationstorage
Independentpersonalsources
Advocatepersonalsources
Independentimpersonalsources
Advocateimpersonalsources
Information
Asecondmodel,whichconcentratesonthebuyingdecisionforanewproduct,wasproposedbyNicosia(1976).ThismodelisshowninFigure2.2.Themodelconcentratesonthefirm'
sattemptstocommunicatewiththeconsumer,andtheconsumers'
predispositiontoactinacertainway.ThesetwofeaturesarereferredtoasFieldOne.Thesecondstageinvolvestheconsumerinasearchevaluationprocess,whichisinfluencedbyattitudes.ThisstageisreferredtoasFieldTwo.TheactualpurchaseprocessisreferredtoasFieldThree,andthepost-purchasefeedbackprocessisreferredtoasFieldFour.Thismodelwascriticizedbycommentatorsbecauseitwasnotempiricallytested(Zaltman,PinsonandAngelman,1973),andbecauseofthefactthatmanyofthevariableswerenotdefined(Lunn,1974).
Perhaps,themostfrequentlyquotedofallconsumerbehaviormodelsistheHoward-Shethmodelofbuyerbehavior,whichwasdevelopedin1969.ThismodelisshowninFigure2.3.Themodelisimportantbecauseithigh