COURSE OVERVIEW:

Understanding the behaviour of hospitality consumers is among the most important challenges facing management. It is critical that managers remain in constant communication with those who consume the products and services, and pay close attention to consumer needs so that they will be ready to change elements of the marketing mix when consumer preferences, wants, or needs change.

The study of consumer behaviour focuses on understanding consumers as they purchase products or services. This behaviour takes place within the larger context of the environment in which each individual operates. Therefore, consumer behaviour examines the roles and influences that others have on the behaviour of individual consumers.

The study of consumer behaviour is based on two fundamental ideas: that consumer behaviour is rational and predictable and that, as marketers, we can influence this behaviour. Contrary to what some may think, the behaviour of consumers is not irrational or random. Consumer behaviour that appears to be irrational to the outside observer is very rational to the individual making the purchase decisions.

One of the most perplexing problems confronting hospitality managers is to understand why hospitality consumers behave as they do.

This course explores several important aspects of consumer behaviour, including the internal and external factors that influence consumer behaviour. Then discusses the way in which consumers make purchase decisions. The ways to satisfy hospitality consumers are also examined. Then explains how continuous quality improvement can be used as a marketing tool.

After studying this course, you should be able to:

1. List external and internal influences on consumer behaviour.

2. Describe the consumer decision-making model.

3. Explain the three problem-solving process strategies employed by consumers—compensatory, non-compensatory, and combination.

4. Outline the three levels of consumer problem solving— routine response, limited, and extended.

5. List characteristics unique to organisational buying.

LEARNING OUTCOMES:

By the end of this course, you will be able to understand:

·       What is meant by consumer behaviour?

·       The factors that influence consumer behaviour

·       The reasons to study consumer behaviour

·       The external influences on consumer behaviour

·       The internal influences on consumer behaviour

·       The needs related to consumer behaviour

·       Maslow’s hierarchy of needs

·       The consumer discretionary purchasing over a life span

·       The consumer adoption process

·       The trends in individual behaviour that are affecting consumerism

·       The diffusion and adoption across the product life cycle

·       The several types of risk that are associated with the purchase of a product or service

·       The consumer decision-making model

·       The five key elements in the decision-making model

·       The consumer problem-solving processes

·       The compensatory strategies that are used by consumers

·       The non-compensatory strategies including: conjunctive, disjunctive, and lexicographic

·       The combination strategies

·       The consumer problem-solving techniques

·       The routine response behaviour

·       The limited and extended problem solving decisions

·       The organisational buyer behaviour

·       The characteristics of organisational buying

·       The comparison between consumer and organisational buying

·       The organisational buying units that influence consumer purchase decisions

·       The five specific roles that has been identified for individuals constituting a buying unit: user, influencer, buyer, decider, and gatekeeper

·       The factors that influence organisational buying

COURSE DURATION:

The typical duration of this course is approximately 2-3 hours to complete. Your enrolment is Valid for 12 Months. Start anytime and study at your own pace.

COURSE REQUIREMENTS:

You must have access to a computer or any mobile device with Adobe Acrobat Reader (free PDF Viewer) installed, to complete this course.

COURSE DELIVERY:

Purchase and download course content.

ASSESSMENT:

A simple 10-question true or false quiz with Unlimited Submission Attempts.

CERTIFICATION:

Upon course completion, you will receive a customised digital “Certificate of Completion”.