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BHMS 2nd year term 4 > consumer behavior > Flashcards

consumer behavior Flashcards

1
Q

Consumer decision-making

A

4 types of decisions a consumer in hospitality must make +Financial allocation How to spend the money we have available +Outlet / store patronage the distributions channels – TV , Mail deliver, retail stores, Internet etc. +Product purchase or not Made with respect to individual products or between competing purchases (Cola or Pepsi?) +Brand / style choice the specifications of the goods and services chosen

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2
Q

consumer decision-making

A

A final definitive solution in a problem solving process; act of choice - sequence of activities - decision

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3
Q

3 types of decision-making

A

+ Extensive problem-solving: effort, takes time and is complex evaluation + Limited problem solving consumer is unfamiliar with specific brands, styles, options or choices + Routine behavior Consumers understand a service offered Consumers are aware of options Consumers have developed likes and dislikes Consumers undertake limited information searches Decisions are reached quickly

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4
Q

Pre-purchase, purchase and post-purchase (stages)

A

+Identify the problem/need (motivation) INTERNAL: Previous experience stored in our memory may be suitable for similar decisions EXTERNAL: Media, conversations, observations, etc. +Clarify the goal /criteria for the outcome/info search +Evaluate the potential outcomes/choices +Definitive choice of action Satisfaction – Customers expectations are met: Reinforces positive attitude towards the product which increases the likelihood of repeated consumption Post-purchase dissonance: when consumers are insecure about their decision

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5
Q

Consumer Behavior

A

Individuals or groups acquiring, using and disposing of products, services, ideas, or experiences

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6
Q

Circle of Consumption

A

Production Acquisition Consumption Disposal

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7
Q

consumer behavior growth

A

+ Economy: Growth/Decrease GDP—> Political implications

+ Growth of youth market: Generation Y

+ Technological Change: Digitalization / Marketing

+ Social Change: focus on consumption

+ Mass media: Advertising

+ Facilitating Means: mail orders, credit cards, online booking growth.

+ Globalization: Corporations etc.

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8
Q

Different types of consumers

A

+ Economic consumer: rational decisions, analysis of potential benefits and losses. + Behavioral consumer: response to stimulus,relationship between experience and subsequent behavior + Experiential Consumer: choice, decision, learning.

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9
Q

role of consumer behavior

A

+ Producing/ Consuming + influence on business + Competitive advantage

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10
Q

goods and services

A

+ Goods are tangible objects + Services are acts of processes + Services are rented + Goods are possessed

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11
Q

Intangibility

A

unable to touch an item. Mental difficulty in accepting a concept/idea.

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12
Q

Decision making process

A
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13
Q

Environmental influences on cinsumer behavior

A

+ Culture

+ Ethnicity

+ Social Status

+ Personal Influences

+ Family & Other Groups

+ Situation

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14
Q

Culture Characteristics in relation to consumer behavior?

A

+ learned since childhood, process of education

+ behavior: ways of acting

+ difficult to change: (generation to generation)

+ dynamic; change/ adjust to reflect on society

+ differentiate from one another culture

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15
Q

Dimensions of culture characteristic on customer behavior

A
  1. Individualism vs collection
  2. uncertaininty in avoidance (accepting rules/customs)
  3. Power distance: centralization of power
  4. Masculinity : achievement, acquisition, assertiveness

vs

Femininity: concern, community, nurtuting

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16
Q

factors that influence cultural values

A

+ product as social status (prestige)

+ product as self-expression (personality, individual)

+ product as sharing experience ( social occasions, events)

+ products are self indulgent(hedonistic) (effects consumer values)

+ experiential: reminds of previous experiences

17
Q

Subcultures

A

+ Age

+ Geography

+ Ethnicity

+ Religion

18
Q

Social class

A

+ Economic (Occupation, increases wealth)

+ Interaction ( socialization, personal brand)

+ Political ( power, mobility, class consciousness)

19
Q

factors for prestige for product

A

+ Exclusivity: Hockey, wimbledon

+ Expensive

+ Qualtiy: Forest more health club

+ limited: Lamborghini

+ Respect: Brand

20
Q

Types of group influences on hospitality consumers

A
  1. Primary group: most closely related (family, colleagues)
  2. Secondary groups: shared interest (sports, etc.)
  3. Aspirational Groups: aspire to belong to one, behavior, motivational
  4. Dissociative: avoid being associated with cinsumer behavior impact i.e. bar/restaurants
  5. Formal groups: membership, rules, formal clubs.
  6. Informal groups
  7. Automatic groups: age, gender, education, social class
21
Q

type of influence by individuals or family

A

INDIVIDUALS:

  1. individual’s value system
  2. intensity to confront
  3. Commitment to groups
  4. value of individualtiy

FAMILY:

  1. Continuous decision
  2. Private decisions
  3. Family consumption is not made individually
  4. multiple choice
  5. families differ from each other
22
Q

motivation according to maslow

A
  1. self actualization: achieving one’s full potential
  2. esteem needs: prestige and feeling of accomplishment
  3. belongingness and love needs: intimate relationships, friends
  4. safety needs: security, safety
  5. physiological needs: food, water, warmth, rest.
23
Q

explain conscious and unconscious motivation

A

Conscious Motivation:

+ Knowing that you are motivated to do something

+ Choosing to do something and knowing exactly why you want to do it.

Unconsciou motivation:

+ Wanting to do something but being unaware why you want to do it.

+ Engaging in an activity and not knowing why you participated in it

24
Q

factors of involvement

A
  1. Antecedents:

+Person: refer to presonal needs, values, interests and experiences.

+Product: refers to something that the person may be closely related to

  1. Properties:

+Intensity: severity of involvement (High/Low)

+Direction: focu of involvement (product, service, etc.)

+Persistence: length of time consumer remains involved with purchase decision

  1. Involvement Outcome: Concerns how a consumer behaves under different intensity. forms a pattern.
25
Q

factors influencing learning

A
  1. Beliefs: the belief that one puts into a product while leaning about it
  2. Knowledge: the power to gain as much as possible about the product
  3. Feelings: the feeling about the product use…good/bad
  4. Attitude: attitude of onself towards the product positive/negative
26
Q

factors influencing risk and perception

A
  1. Performance: refers to the workforce and whether the rsults will be seen
  2. Financial: how much money to invest and take a chance to reap returns
  3. Physical:
  4. Time: the duration in which the returns will turn to profit
  5. Social: is the product user friendly and will it be accepted
  6. Psychological:

BHMS 2nd year term 4 (1 decks)

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