Consumer Behaviour

Table of Contents

1. Introduction 4

1.1 Aim and Objectives 5

2. Consumer Behavior 6

2.1 Consumer Behavior Overview 6

2.2 Decision-making process 6

3. Pre-Purchase 7

3.1 Recognition of Problem 7

3.2 Search of information and Evaluation 8

4. Purchase 9

4.1 Evaluation with Justification 9

4.2 Buyer’s Black Box with Evoked Set 10

5. Service Consumption Delivery 11

5.1 Modern Customer Service Delivery 11

5.2 Routinized Purchase Behavior 12

6. Post-Consumption 13

6.1 Dissatisfaction 13

6.2 Satisfaction 14

7. Conclusion 15

8. References 16

9. Appendices 21

9.1 The consumer decision process for hospitality services 21

9.2 Consumer phenomena and other non-marketing influences 22

9.3 Marlow’s hierarchy of needs 23

9.4 Median household income of Asian Americans and total U.S. population 24

9.5 Vacation’s activities of different ethnicities in U.S. 25

9.6 Searching effort 26

9.7 Decisional reasons of wine order in U.S. 27

9.8 Influence of online review on purchase decision in U.K. 28

9.9 Pre-purchase activity involvement of consumers 29

9.10 Factors Influencing Consumer Purchase Decision Making in China 30

9.11 Buyer’s Black Box 31

9.12 Influences of shoppers’ purchase decision by age group in U.K. 32

9.13 Strength of brand preferences by age group 33

9.14 Evoked Set 34

9.15 Categories of Service Encounters 35

9.16 Technological Trend in the Future 36

9.17 Merging & acquisition value in consumer services in U.S. 37

9.18 Satisfaction and Dissatisfaction Actions Taken by Consumers 38