Podcast
Questions and Answers
What type of competition is characterized by different products with the same goal and consumer resources?
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?
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?
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?
What influences likes and preferences of consumers according to their age?
What is the main characteristic of replacement competitors?
What is the main characteristic of replacement competitors?
Which of the following factors does NOT influence consumer behavior?
Which of the following factors does NOT influence consumer behavior?
What does lifestyle refer to in the context of consumer behavior?
What does lifestyle refer to in the context of consumer behavior?
Which of the following describes motivations in consumer behavior?
Which of the following describes motivations in consumer behavior?
Which type of tourist prefers new, unstructured, and exotic experiences?
Which type of tourist prefers new, unstructured, and exotic experiences?
What characterizes a 'drifter' type tourist?
What characterizes a 'drifter' type tourist?
Which tourist classification depicts someone who enjoys both structured and unstructured travel depending on circumstances?
Which tourist classification depicts someone who enjoys both structured and unstructured travel depending on circumstances?
The term 'bubble travelers' refers to which type of tourist?
The term 'bubble travelers' refers to which type of tourist?
Which of the following types of tourists is known for buying all-inclusive packages?
Which of the following types of tourists is known for buying all-inclusive packages?
What describes the behavior of 'wide-horizon travelers'?
What describes the behavior of 'wide-horizon travelers'?
Which type of tourist is characterized by seeking exposure to another culture's language, food, and lifestyle?
Which type of tourist is characterized by seeking exposure to another culture's language, food, and lifestyle?
What is a primary characteristic of 'psychocentrics' in tourist behavior?
What is a primary characteristic of 'psychocentrics' in tourist behavior?
What is the main focus of demographic market segmentation?
What is the main focus of demographic market segmentation?
Which of the following best describes a cohesive market segment?
Which of the following best describes a cohesive market segment?
What does it mean for a market segment to be identifiable?
What does it mean for a market segment to be identifiable?
Which characteristic indicates that a market segment must have a significant size or spending ability?
Which characteristic indicates that a market segment must have a significant size or spending ability?
In market segmentation, what does 'accessible' refer to?
In market segmentation, what does 'accessible' refer to?
Which of the following is NOT a type of competitor in the market?
Which of the following is NOT a type of competitor in the market?
Behavioral segmentation can be based on which of the following factors?
Behavioral segmentation can be based on which of the following factors?
Which factor is considered when determining if a market segment is actionable?
Which factor is considered when determining if a market segment is actionable?
What is the first stage of the buyer decision process?
What is the first stage of the buyer decision process?
What does the evaluation of alternatives stage involve?
What does the evaluation of alternatives stage involve?
Which factor does NOT influence the buyer decision process?
Which factor does NOT influence the buyer decision process?
What is the purpose of the information search stage?
What is the purpose of the information search stage?
What happens during the post-purchase evaluation stage?
What happens during the post-purchase evaluation stage?
How can marketers utilize the buyer decision process?
How can marketers utilize the buyer decision process?
Which of the following best describes personality in the context of consumer behavior?
Which of the following best describes personality in the context of consumer behavior?
What might lead to a consumer's dissatisfaction during post-purchase evaluation?
What might lead to a consumer's dissatisfaction during post-purchase evaluation?
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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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