COBE week 1 Flashcards
What is consumer behaviour relevant for?
product, services and ideas
What are the 5 differences between products and services ?
- Product is tangible, a service is not.
- Product is produced first before it is consumed; services are produced and consumed at the same time.
- Product is standardised, a service adapts.
- Products can be stocked, a service can not.
- Products can be sold multiple times, a service can not.
Why is consumer behavior an important subject for tourism students?
- To gain insight in a central element of tourism: the client or the ´tourist´.
- To understand how you can apply this insight in tourist/management/marketing.
What is segmentation?
´The process of defining and subdividing a large homogeneous market into clearly identifiable segments having similair needs , wants or demand charasteristics. Its objective is to design a marketing mix that precisely matches the expectations of consumers in the targeted segment´
What are the variables of the category demographics?
- age
- gender
- occupation
- social class
- income
- ethnic group
- religion
- stage in life
-purchaser vs user
What are the variables of the category geographic?
- region
- country differences
What are the variables of the category psychographic
- self concept
- personality
- lifestyle
- values
What are the variables of the category behavioural?
- brand loyalty
- extend of useage
- useage situation
- benefits desired
How do individuals decide?
- cognitive (rational)
- affective (emotional)
- habitual (routine)
What is the cognitive decision making process?
1) problem recognition
2) information search
3) evaluation of alternatives
4) product choice
5) outcome
What are the perceived risks of the factors influencing the holiday decision
- monetary
- functional
- physical
- social
- psychologial
Examples of market trends
More sustainable tourism products or wellness tourism products, as they are related to a domain
The type of segmentation by motivation is …?
Values-based
