1. Need recognition: - The buying process begins when the consumer recognizes a need
which that can be triggered either by internal stimuli (for example previous experience)
or by external stimuli. The individual’s needs and aspirations extends from the well well- known hierarchy of Maslow in 1943, from the basic physical needs, through safety and
social needs to self self-esteem and status needs . Self Self-actualization is the highest
level need which is a more sophisticated need because it is inner inner-directed and it
plays an important role in motivating an individual to travel. Maslow's theory is
popularly used in tourism studies to give an understanding of the human behavior.
which that can be triggered either by internal stimuli (for example previous experience)
or by external stimuli. The individual’s needs and aspirations extends from the well well- known hierarchy of Maslow in 1943, from the basic physical needs, through safety and
social needs to self self-esteem and status needs . Self Self-actualization is the highest
level need which is a more sophisticated need because it is inner inner-directed and it
plays an important role in motivating an individual to travel. Maslow's theory is
popularly used in tourism studies to give an understanding of the human behavior.
2. Information Search: - In this stage, consumers will try and obtain as much information
about the products and services, they intend to purchase. It is through gathering
information that consumers are able tocan increase their awareness and knowledge about
the product and service they intend to purchase as well as the available choices. The
consumers will obtain information from personal sources (like family, friends, or
acquaintances), from commercial sources (such as advertising, salespeople, or packaging
displays), or from public sources (such as restaurant reviews, consumer rating
organizations.
3. Evaluation of alternatives:- The consumer has a range of alternatives from which a
decision is made based on what the consumer considers to be acceptable in a given
product or service category. A consumer is likely to select the first acceptable alternative
rather than searching for many more alternatives.
decision is made based on what the consumer considers to be acceptable in a given
product or service category. A consumer is likely to select the first acceptable alternative
rather than searching for many more alternatives.
4. Purchase decision:- Customers is now fully aware of which product best meets their
criteria and they develop a definite decision to purchase the product. The decision to
purchase is directly linked to motivations which that may be influenced through
marketing decisions especially the product design and the ways in which how the
products are presented to prospective purchasers.
criteria and they develop a definite decision to purchase the product. The decision to
purchase is directly linked to motivations which that may be influenced through
marketing decisions especially the product design and the ways in which how the
products are presented to prospective purchasers.
5. Post- purchase evaluation:- This involves appraising the holiday experience which
measures the level of satisfaction/dissatisfaction. The consumers' measures expectations
before the purchase against experiences after the purchase. The larger the gap between
the expectations and experiences, the greater the consumers’ dissatisfaction. This is a
disadvantage to marketers, because dissatisfied customers are not likely to buy the
product again and may discourage friends and family (personal sources) from buying the
product in the future. On the other hand, if a customer is satisfied they are likely to
purchase the product again and these customers may give advice toadvise friends who
may use the information they receive to actually purchase the product.
measures the level of satisfaction/dissatisfaction. The consumers' measures expectations
before the purchase against experiences after the purchase. The larger the gap between
the expectations and experiences, the greater the consumers’ dissatisfaction. This is a
disadvantage to marketers, because dissatisfied customers are not likely to buy the
product again and may discourage friends and family (personal sources) from buying the
product in the future. On the other hand, if a customer is satisfied they are likely to
purchase the product again and these customers may give advice toadvise friends who
may use the information they receive to actually purchase the product.
Tourist as a consumer follows the step by step process called the tourist decision decision- making process.Before further discussion note these three important points:-
First, the act of purchasing is only one stage in the decision process, which was really
initiated several steps earlier.
initiated several steps earlier.
Second, not all consumer decision decision-making leads to an actual purchase. The
consumer can end the process at any time.
consumer can end the process at any time.
Finally, not all purchase decision proceeds through all the stages of the process.
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