![SEKOLAH TINGGI
P A R I W I S A T A
T R I S A K T I
Welcome to
Introduction To
Tourism Destination
Four Main Factors Affecting Consumer Behaviour
Rina Suprina M.Hum, Msi, Par
Ivan Prasetya M.Par
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- 1. SEKOLAH TINGGI P AR I W I S A T A T R I S A K T I Welcome to Introduction To Tourism Destination Four Main Factors Affecting Consumer Behaviour Rina Suprina M.Hum, Msi, Par Ivan Prasetya M.Par [ ]
- 2. Cultural Factors, SosialFactors, Personal Factors, Physicological Factors Characteristics Affecting Consumer Behavior
- 3. Characteristics Affecting Consumer Behavior CulturalFactors • Buyer’s culture • Buyer’s subculture • Buyer’s social class
- 4. SocialFactors • Reference groups •Family • Roles and status
- 5. • Age andlife-cycle stage • Occupation • Economic situation • Lifestyle • Personality and self-concept PersonalFactors
- 6. Psychological Factors • Motivation •Perception • Learning • Beliefs and attitudes
- 7. Characteristics Affecting Consumer Behavior Cultureis the learned values, perceptions, wants, and behavior from family and other important institutions
- 8. Characteristics Affecting Consumer Behavior Subcultureare groups of people within a culture with shared value systems based on common life experiences and situations • Hispanic • African American • Asian • Mature consumers
- 9. Characteristics Affecting Consumer Behavior Socialclasses are society’s relatively permanent and ordered divisions whose members share similar values, interests, and behaviors
- 10. Characteristics Affecting Consumer Behavior Socialclass is measured by a combination of occupation, income, education, wealth, and other variables The major American social classes • Upper class • Middle class • Working class • Lower class
- 11. Social Factors Groups Membershipgroups have a direct influence and to which a person belongs
- 12. Social Factors Groups Aspirationalgroups are groups to which an individual wishes to belong
- 13. Social Factors Groups Referencegroups are groups that form a comparison or reference in forming attitudes or behavior
- 14. Social Factors Groups Opinionleaders are people within a reference group with special skills, knowledge, personality, or other characteristics that can exert social influence on others
- 15. Social Factors Groups •Buzz marketing enlists opinion leaders to spread the word • Social networking is a new form of buzz marketing • MySpace.com • Facebook.com
- 16. Social Factors Groups Familyis the mostimportantconsumer-buying organizationin society
- 17. Social Factors Social rolesand status are the groups, family, clubs, and organizations to which a person belongs that can define role and social status
- 18. Personal Factors • Personalcharacteristics • Age and life-cycle stage • Occupation • Economic situation • Lifestyle • Personality and self-concept
- 19. Personal Factors Age andlife-cycle stage RBC Royal Band stages: • Youth—younger than 18 • Getting started—18-35 • Builders—35-50 • Accumulators—50-60 • Preservers—over 60
- 20. Personal Factors Occupation affectsthe goods and services bought by consumers
- 21. Personal Factors Economic situationincludes trends in: •Personal income •Savings •Interest rates
- 22. Lifestyle is aperson’s pattern of living as expressed in his or her psychographics Personal Factors
- 23. Measures a consumer’sAIOs (activities, interests, and opinions) to capture information about a person’s pattern of acting and interacting in the environment Personal Factors
- 24. Classifies people accordingto how they spend money and time • Primary motivations • Resources Personal Factors SRI Consulting’s Values and Lifestyle (VALS) typology
- 25. Primary motivations • Ideals •Achievement • Self-expression Personal Factors
- 26. Resources •High resources Innovators exhibitall primary motivations •Low resources Survivors do not exhibit strong primary motivation Personal Factors
- 27. Personal Factors Personality andSelf-Concept Personality refers to the unique psychological characteristics that lead to consistent and lasting responses to the consumer’s environment
- 28. Personal Factors Personality andSelf-Concept Brand personality refers to the specific mix of human traits that may be attributed to a particular brand • Sincerity • Excitement • Competence • Sophistication • Ruggedness
- 29. Personal Factors Personality andSelf-Concept Self-concept refers to people’s possessions that contribute to and reflect their identities
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- 31. Personal Factors Economic situationincludes trends in: •Personal income •Savings •Interest rates
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- 35. Personal Factors Economic situationincludes trends in: •Personal income •Savings •Interest rates A motive is a need that is sufficiently pressing to direct the person to seek satisfaction
- 36. Personal Factors Economic situationincludes trends in: •Personal income •Savings •Interest rates Motivation research refers to qualitative research designed to probe consumers’ hidden, subconscious motivations
- 37. Perception is theprocess by which people select, organize, and interpret information to form a meaningful picture of the world from three perceptual processes •Selective attention •Selective distortion •Selective retention
- 38. Selective attention isthe tendency for people to screen out most of the information to which they are exposed
- 39. Selective distortion isthe tendency for people to interpret information in a way that will support what they already believe
- 40. Selective retention isthe tendency to remember good points made about a brand they favor and to forget good points about competing brands
- 41. Learning is thechanges in an individual’s behavior arising from experience and occurs through interplay of: • Drives • Stimuli • Cues • Responses • Reinforcement
- 42. Beliefs and attitudes Beliefis a descriptive thought that a person has about something based on: • Knowledge • Opinion • Faith
- 43. Attitudes describe aperson’s relatively consistent evaluations, feelings, and tendencies toward an object or idea
- 44. Types of BuyingDecision Behavior • Complex buying behavior • Dissonance-reducing buying behavior • Habitual buying behavior • Variety-seeking buying behavior
- 45. When consumers are highlymotivated in a purchase and perceive significant differences among brands Types of Buying Decision Behavior Purchasers are highly motivated when: • Product is expensive • Product is risky • Product is purchased infrequently • Product is highly self-expressive
- 46. Types of BuyingDecision Behavior Dissonance-reducing buying behavior occurs whe consumers are highly involved with an expensive, infrequen or risky purchase, but see little difference among brands
- 47. Types of BuyingDecision Behavior Post-purchase dissonance occurs when the consumer notices certain disadvantages of the product purchased or hears favorable things about a product not purchased
- 48. Types of BuyingDecision Behavior Habitual buying behavior occurs when consume have low involvement and there is little significa brand difference
- 49. Types of BuyingDecision Behavior Variety-seeking buying behavior occurs whe consumers have low involvement and there a significant brand differences