• Consumer Behaviour- Consumer

behaviour is the study of individuals,

groups, or organizations and all the
activities associated with the purchase,
use and disposal of goods and services,
including the consumer's emotional,
mental and behavioural responses that
precede or follow these activities.
Introduction
• Target audience
• Adventurous
• Ambitions
• Compassionate
• Courageous
• Passionate
 • Positioning
positioning by product attribute
(product feature and/or benefit),
positioning by user,
Cont. positioning by product class,
positioning versus competition,
positioning by use/application, and
positioning by quality or value.
 EVALUATION OF ALTERNATIVES

BELIEF (descriptive thought) ATTITUDE (emotional feelings)

• QUALITY HOSPITALITY
• EASY LODGISTICS
• BRAND LOYALITY • ENTHUSIASTIC
• RISK TAKING
• EXTROVERET
Expectancy value model
• quality service ( 40%)
• Augmented services(30%)
• Security(20%)
• Price(10%)
QUALITY AUGMENTED SECURITY PRICE VALUATION
SERVICE SERVICE
OBEROI 0.4(7) 0.3(6) 0.2(7) 0.1(7) = 6.7
VANVILLA
S
TAJ 0.4(8) 0.3(9) 0.2(8) 0.1(9) =8.4
SAFARI
PURCHASE DECISION
Wildlife Vacation + Luxurious stay

• SUBDIVISIONS: • 2 FACTORS:
BRAND: 100 years of experience, - Feedback from others
strong brand loyalty, heritage.
- Unforeseen situations
TIMING: October to June
QUALITY:12 rustic cottages, pristine
jungle environment
PAYMENT METHOD: Hotel website,
Travel agents, concierge desk
 POST PURCHASE BEHAVIOUR
 After purchase , customer can experience dissoaunance.
Reasons:
 Competitor’s brand.
 Felt lack of service.
 To find out post purchase behavior of customers:
• Post purchase satisfaction:
 Level of closeness between expectations and perceived ones.
• Post purchase action:
Satisfied customers will suggest others by sharing experiences.
• Important to know the the behavior.
Feedback,CRM
BASED ON THIS BUYING DECISION PROCESS, WHAT
SHOULD MARKETERS AND SALES
PEOPLE REMEMBER ?
 BRAND REINFORCEMENT
Through :- social media promotion, billboards etc.
Provide accessible and concrete information about the products or
services
 Enhance customer relationship
• Train sales and customer representative

• Establish a complaint handling process