Tourism Market and Consumer Behavior TH2013

Questions and Answers

What type of competition is characterized by different products with the same goal and consumer resources?

Replacement competitors

Indirect competitors (correct)

Direct competitors

Potential competitors

How does social class influence consumer behavior?

By influencing a person’s lifestyle and interests (correct)

By determining a person's motivations

By affecting the collective culture of a group

By determining age and gender preferences

Which factor is defined as the collective mental programming that differentiates one group from another?

Lifestyle

Culture (correct)

Motivations

Social class

What influences likes and preferences of consumers according to their age?

Life cycle Signup and view all the answers

What is the main characteristic of replacement competitors?

Different products with a different goal and consumer resources Signup and view all the answers

Which of the following factors does NOT influence consumer behavior?

Economic downturns Signup and view all the answers

What does lifestyle refer to in the context of consumer behavior?

A person’s pattern of living and interests Signup and view all the answers

Which of the following describes motivations in consumer behavior?

Inner drives that make people take specific actions Signup and view all the answers

Which type of tourist prefers new, unstructured, and exotic experiences?

Allocentrics Signup and view all the answers

What characterizes a 'drifter' type tourist?

They avoid traditional tourist establishments. Signup and view all the answers

Which tourist classification depicts someone who enjoys both structured and unstructured travel depending on circumstances?

Midcentrics Signup and view all the answers

The term 'bubble travelers' refers to which type of tourist?

Travelers with low travel experience who observe from a distance Signup and view all the answers

Which of the following types of tourists is known for buying all-inclusive packages?

Organized mass tourists Signup and view all the answers

What describes the behavior of 'wide-horizon travelers'?

They are ready for individually-oriented travel and have high affluence. Signup and view all the answers

Which type of tourist is characterized by seeking exposure to another culture's language, food, and lifestyle?

Total immersers Signup and view all the answers

What is a primary characteristic of 'psychocentrics' in tourist behavior?

They prefer structured and familiar activities and destinations. Signup and view all the answers

What is the main focus of demographic market segmentation?

Age, gender, income, and other personal characteristics Signup and view all the answers

Which of the following best describes a cohesive market segment?

Consists of individuals who share common traits Signup and view all the answers

What does it mean for a market segment to be identifiable?

The segment can be easily located and targeted Signup and view all the answers

Which characteristic indicates that a market segment must have a significant size or spending ability?

Substantial Signup and view all the answers

In market segmentation, what does 'accessible' refer to?

The feasibility of reaching the segment through marketing efforts Signup and view all the answers

Which of the following is NOT a type of competitor in the market?

Supplementary competitor Signup and view all the answers

Behavioral segmentation can be based on which of the following factors?

Knowledge and attitudes toward a product Signup and view all the answers

Which factor is considered when determining if a market segment is actionable?

The company's resources and commitment to enter the segment Signup and view all the answers

What is the first stage of the buyer decision process?

Need/Problem recognition Signup and view all the answers

What does the evaluation of alternatives stage involve?

Identifying potential brands to consider Signup and view all the answers

Which factor does NOT influence the buyer decision process?

Physical appearance of the product Signup and view all the answers

What is the purpose of the information search stage?

To gather details on potential purchases Signup and view all the answers

What happens during the post-purchase evaluation stage?

The consumer assesses their level of satisfaction Signup and view all the answers

How can marketers utilize the buyer decision process?

By understanding each stage of consumer decision-making Signup and view all the answers

Which of the following best describes personality in the context of consumer behavior?

Unique characteristics leading to consistent behaviors Signup and view all the answers

What might lead to a consumer's dissatisfaction during post-purchase evaluation?

Finding a lower price after the purchase Signup and view all the answers

Study Notes

The Market and Consumer Behavior

A market consists of actual and potential buyers sharing a need that can be satisfied through exchanges.
Identification of tourism and hospitality products/services requires understanding various tourist types.

Types of Tourists (According to Models)

Plog’s Tourist Motivation Model:
- Allocentrics: Seek new, exotic, and unstructured experiences.
- Psychocentrics: Prefer familiar and structured destinations.
- Midcentrics: Exhibit traits of both allocentrics and psychocentrics based on context.
Cohen’s Model:
- Organized mass tourists: Purchase all-inclusive packages with a structured itinerary.
- Individual mass tourists: Prefer independent travel but choose popular activities.
- Explorers: Seek unique experiences with some comfort of familiarity.
- Drifters: Avoid traditional tourist establishments and seek non-conventional experiences.
Stewart’s Model of Holidaytaking:
- Bubble travelers: Low affluence and experience; observe cultures from a distance.
- Idealized-experienced seekers: Higher affluence and familiarity with overseas travel.
- Wide-horizon travelers: Well-traveled, affluent, and seek diverse experiences.
- Total immersers: Desire full exposure to different cultures and lifestyles.

Market Segmentation Variables

Geographic: Divides market based on location (nations, cities, regions).
Demographic: Segmentation based on age, income, gender, etc.
Psychographic: Profiles based on lifestyle, social class, and personality.
Behavioral: Groups based on consumer knowledge, attitude, and interaction with a product.

Characteristics for Successful Segmentation

Identifiable: Members of a segment can be easily identified.
Cohesive: Consumers share common qualities.
Measurable: Ability to evaluate segment size and spending.
Accessible: Marketing efforts can effectively reach segment members.
Substantial: Segments need sufficient size or spending capability.
Actionable: Resources available to engage identified segments.

Types of Competitors

Direct Competitors: Offer the same products/services; e.g., Coca-Cola vs. Pepsi.
Indirect Competitors: Different products, similar consumer goals; e.g., hotels vs. Airbnb.
Replacement/Potential Competitors: Different products with the same consumer base; e.g., ride-sharing apps vs. traditional taxis.

Influences on Consumer Behavior

Motivations: Internal drives that prompt action to satisfy needs.
Culture: Collective mental programming distinguishing groups.
Age and Gender: Preferences and values influenced by demographic factors.
Social Class: Position determined by income, education, and family prestige.
Lifestyle: Patterns of living reflected in activities, interests, and opinions.
Life Cycle: Different stages of an individual's life affecting choices.
Reference Groups: Groups influencing attitudes and behaviors.

Buyer Decision Process

Need/Problem Recognition: Identifying a need that a product/service can fulfill.
Information Search: Seeking information about potential solutions.
Evaluation of Alternatives: Analyzing options based on attributes and personal preferences.
Purchase Decision: Making a choice on whether to buy.
Post-Purchase Evaluation: Assessing satisfaction with the purchasing outcome.

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Description

This quiz explores the concepts of market and consumer behavior specifically within the context of tourism and hospitality. It covers the various types of tourists and their needs, as well as the competitive landscape that businesses must navigate. Enhance your understanding of this dynamic market!