Introduction to the theory and investigation of planned and realized consumer behaviour.

Abstract

Abstract This chapter addresses a fundamental question in consumer behaviour: What explains the difference between what consumers plan to consume versus what they actually consume? The question is explored from three perspectives. First, the influence of product information on both planned and realized consumption behaviours is tested by grouping respondents into users and non-users of product information and investigating for differences in consumption patterns. Secondly, changes that occur between planned and realized behaviours are examined in the context of customer characteristics, such as product experience, income and geographical origin. These two areas of enquiry represent the major managerial contributions of the chapter. Thirdly, the chapter probes theory by applying Henry Mintzberg's 1978 model of planned and unplanned organizational strategy to consumer strategies for the purchases of products and services. Heretofore, Mintzberg's model has been untested in the consumer behaviour academic literature. The model has two advantages for consumer behaviour researchers: it offers a new technique for matching intentions to actual behaviours, and, by extension, enables the identification of products whose actual consumption levels have failed to match the intended consumption levels. Most importantly, it offers a rich interpretation of how people behave. The factors underlying consumers' planned and actual consumption behaviours are explored across six variables: spending, length of stay, attractions, destinations, accommodation and activities. Two data sets - derived from surveys administered upon entry to, and upon exit from, the research setting - are compared using ratio analyses. The research setting is the Canadian island province of Prince Edward Island, a popular summer holiday destination for North American and overseas visitors. The chapter generates and tests a series of hypotheses that relate to the influence of product information and demographics on realized and planned behaviours of visitors to Prince Edward Island. 'Product information' refers to the glossy, visitors' information guide that is produced and widely distributed for visitors to tourist destinations, in this case Prince Edward Island.