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Communication and the Consumer Buying Process

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Stephen Calver Bournemouth University. Communication and the Consumer Buying Process. Stephen Calver Bournemouth University. Model of Consumer Behaviour. Marketing ... – PowerPoint PPT presentation

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Title: Communication and the Consumer Buying Process


1
Communication and the Consumer Buying Process
2
Model of Consumer Behaviour
Marketing Stimuli
Other Stimuli
Buyers Black Box
Buyers responsibility
Economic Technological Political Cultural
Product Price Place Promotion
Product Choice Brand Choice Dealer
Choice Purchase timing Purchase amount
Buyer Characteristics
Buyer Decision Process
3
Buyers Black Box
  • How to influence ?

4
Factors influencing behaviour
Cultural
Social
Personal
Psychological
Culture Subculture Soical class
Reference groups Family Roles and status
Age/Life cycle stage Occupation Economic circumst
ances Lifestyle Personality and self concept
Motivation Perception Learning Beliefs
and attitudes
Buyer
5
Factors influencing behaviour
  • Individual attitudes are the sum of cultural,
    social, personal and psychological influences.
  • If attitudes can be clustered and size,
    accessibility and responsiveness criteria applied
    these can be formulated into significant market
    segments.

6
Factors influencing behaviour
  • Communication strategy can be based upon these
    substantive consumer segments

7
The Tourism Communication Gap
External communications to the consumer
Gap 4
Gap 3
Service delivery and physical presence
Translation into tourism service
Customer Needs
Gap 2
Management perceptions of consumer expectations
Perceived Service
Past experience
Gap 5
Gap 1
Expected Service
Adapted from Parasuraman, Berry, Zeithaml
8
Gap 1
  • Differences between consumer expectations and
    management perceptions of consumer expectations
  • -Do heritage visitors want education or
    entertainment

9
Gap 2
  • Differences between management perceptions of
    consumer expectations and service quality
    specifications.
  • - If the perception is that heritage visitors
    want education (when some of them want to
    entertained) then specifications for
    architectural presentation may be irrelevant.

10
Gap 3
  • Differences between service quality
    specifications and the service actually
    delivered.
  • - How do you ensure that information about
    architecture is given accurately by guides.

11
Gap 4
  • Differences between service delivery and what is
    communicated about the service to the consumer.
  • - Nature of the communication can influence
    expected service, actual service and evaluation
    of service

12
Gap 5
  • Differences between the perceived and expected
    service
  • Creates a problem for strategy definition e.g.how
    to plan and communicate benefits of air service
    to regular business traveller and infrequent
    vacation traveller

13
Consumer Behaviour
  • Consumer behaviour is purposeful
  • The consumer has free choice
  • Consumer behaviour is a process
  • Consumer behaviour can be influenced
  • There is a need for consumer education

14
Purposeful
  • Purposeful but not necessarily rational can be
    influenced by non product/service benefits e.g
    image.

15
Free Choice
  • Consumers do not have to pay attention to
    marketing communications

16
Process
  • Marketers must understand the process in order to
    influence it

17
Influence
  • Once the process has been understood (through
    research?) communication plans can be evolved

18
Education
  • Because of the complexity of many tourism
    products consumers may need education via
    effective communications

19
Tourism Communication Mix
Advertising, Public Relations
  • Creates awareness
  • Creates image
  • Strategic
  • Difficult to check effectiveness
  • General proposition

Tourism Product
Design Features
Consumer perceptions
  • Tactical
  • More direct link with sales
  • Specific proposition

Merchandising, Sales Promotion Direct Mail,
Personal Selling
20
Communication Mix
  • Depends upon
  • Stage in the corporate/operation life cycle
  • Target Market
  • Competition
  • Strategic position including budget
  • Social/economic/political trends

21
Communicating Tourism Products
  • Basic issue - to create a tangible/integrated and
    straightforward proposition for the tourism
    target market from a complex set of intangibles

22
Communication in the Tourism Marketing Mix
Product Design, Packaging
Price Value for money Promotional pricing
Distributors Atmosphere of agencies
Location Neighbourhood Environment
MARKETING COMMUNICATIONS
Personnel Presentation, sales
Customers Ambience
Administrative process Direct communication
23
Communication in the Tourism Marketing Mix
  • For established tourism organisations the key
    marketing issue is to discriminate between
    competitive offerings in the market place using
    each aspect of the marketing mix as a
    communication tool.

24
Stages of the buying/decision process
PROBLEM RECOGNITION
INFORMATION SEARCH
EVALUATION
DECISION
POST PURCHASE DISSONANCE
SATISFACTION DISSATISFACTION
BUY
25
Problem Recognition
  • Consumers preference structure for a tourist
    destination is influenced by internalized
    environmental factors derived from, cultural
    norms, family/reference groups, financial status
    and social class

26
Information Search, Decision and Evaluation
  • Develops the frame of reference by which future
    tourism purchase intentions are established

27
Post Purchase Dissonance
  • Will determine the extent to which future
    purchase of tourism products/services involves
    straight rebuy or modified repurchasing behaviour
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