Chambers, Chacko, and Lewis have summarized the basic beliefs about consumer behaviour into five premises. These premises provide a good basis on which to start a discussion of consumer behaviour.

Premise 1 : Consumer behaviour is purposeful and goal oriented. As we mentioned in the introduction, what looks like irrational behaviour to a manager is completely rational to a consumer.

Premise 2 : The consumer has free choice. Consumers do not have to pay attention to your marketing communications. Messages are processed selectively. In most cases the consumer has several products from which to choose.

Premise 3 : Consumer behaviour is a process. marketers need to understand the process.

Premise 4 : Consumer behaviour can be influenced. B

Today’s marketplace has become very competitive. During the last thirty years, hundreds of multiunit restaurant and hotel companies have been formed, resulting in the development of thousands of hotels and restaurants. In addition, during recent years the hospitality and travel industries have undergone globalization. Hotel companies headquartered in nations as diverse as Germany, the U.S.A, and Hong Kong compete aggressively in markets such as Singapore and Japan. The result is a fiercely competitive international market with companies fighting for their share of consumers. To win this battle, they invest in research that will reveal what consumers want to buy, which locations they prefer, which amenities are important to them, how they buy, and why they buy.

1. Believers: principle-oriented consumers with more modest incomes. They are conservative and predictable consumers who favor American products and established brands.

Each role influences buying behaviour. For example, college students dining with their parents may act differently than when they are dining with peers. A person purchasing a banquet for his church’s men’s club may be more price conscious than usual if he believes church activities call for frugality. The same person might be more interested in detail and quality than in price when purchasing a banquet for his company. Thus a person’s role at that time significantly affects his or her purchasing behaviour.

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