Advance Consumer Behavior

A Critical Analysis of CDP Models to determinate whether they are vague and attempt to be all-encompassing when applied in the Hospitality Industry Today

Abstract

The purpose of this report was to choose two consumer decision-making process models, in this case the author choose Smith and Taylor (2004) and Teare (1998), to demonstrate whether these two models are vague and attempt to be allencompassing when applied in the hospitality Industry today.
Both models present different level of complexity, Smith and Taylor (2004) is rather basic and self explanatory, in contrast Teare (1998) is a 3-stage model which is more complex as it is specially design for hospitality sector. Throughout this report, the reader will find concepts of consumer behavior, globalization, postmodernism andconsumer fragmentation to better understand the models. In the finding and analysis section, both models have being criticized and analyze making use of examples strictly for the hospitality sector. After the analysis of the model, the author concludes that both models failed to be all-encompassing for the Hospitality Industry today.

Table of Contents

Abstract i

1. Introduction 1

2.Aims and Objectives 6

2.1 Aim 6
2.2 Objectives 6

3. Methodology 7

3.1 Data Collection 8
3.2 Limitations 8

4. Finding and Analysis 9

4.1 Smith and Taylor (2004) Model 9
4.2 Teare (1998) 3 Stage Model 16

5. Conclusion 22

6. References 23

1. Introduction

The purpose of this report is to critically analyze the consumer behavior within the hospitality industry making useof consumer decision-making process models (CDP models). Considering postmodern theories and the fragmented nature of the consumer behavior, the author would attempt to determine whether CDP models are vague and intent to be all encompassing by offering examples of consumption within hospitality sector.

Authors such as Solomon, Bamossy, Askegaard and Hogg (2006) indicate that consumer behavioris a process in which individuals constantly face the need to make a decision when selecting, buying, using and disposing of a product in order to satisfy a need or want. Horner and Swarbrook (1996) go a bit further in their attempt to define the concept by suggesting that consumer behavior is the study of the reason why people buys certain products instead of other, and how they manage to makethat decision. However, Williams (2002) argues that the definition of consumer behavior is too vague and not of practical use, and highlights that consumer behavior is a complex concept that describes and reinforces the fact of emotional involvement all along the decision making process.

Perhaps Engel, Blackwell and Miniard (2006) can explain better the nature of consumer behavior, they defineconsumer behavior activities as to which directly involve decision processes prior and after stages of obtaining, consuming and disposing products.
Consequently, for marketers is paramount to understand what triggers motivation on individuals to consume certain products and services and what set them apart from others; therefore as stated earlier, motivation to consume or buy a product starts when aneed urges to be satisfied. A need starts by being physiological, as the Maslow (illustrated in Solomon, 2006) pyramid shows, as human beings we are primarily stimulated by our five senses, for example, if we are hungry we might fancy a burger, or we may passed Starbucks and the aroma of coffee might makes us want to buy coffee, or if we see a billboard that illustrates a Coca-Cola add we tent tofeel thirsty.

Moreover, Wright (2006) and Evans, Jamal and Foxall (2006) agreed that motivation is enormously complex, every individual has the same structure but different specific needs. However, it can be argue that these “physical” needs are rather based on the rapid globalization and the boom of media channels that people are witness of. Corporations like Coca-Cola and McDonalds, have...