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1、Chapter6 ConsumerMarketsandConsumerBuyingBehavior“Tobeabullfighter,youmustfirstlearntobeabull.”-Anonymous©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakensChapterObjectivesNametheelementsofthestimulus–responsemo
2、delofconsumerbehaviorOutlinethemajorcharacteristicsaffectingconsumerbehaviorExplainthebuyerdecisionprocess©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakensConsumerBuyingBehaviorConsumerbuyingbehaviorreferstotheb
3、uyingbehavioroffinalconsumers–individuals&householdswhobuygoodsandservicesforpersonalconsumptionThecentralquestionformarketersis:“Howdoconsumersrespondtovariousmarketingeffortsthecompanymightuse?”©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleR
4、iver,NJ07458Kotler,Bowen,andMakensFivePremisesofConsumerBehaviorConsumebehaviorispurposefulandgoalorientedTheconsumerhasfreechoiceConsumerbehaviorisaprocessConsumerbehaviorcanbeinfluencedThereisaneedforconsumereducation©2006PearsonEducation,Inc.MarketingforHospitalityandTourism
5、,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakensAModelofConsumerBehavior©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakensPersonalCharacteristicsAffectingConsumerBehaviorCulturalFactorsSocialFactorsPerso
6、nalFactorsPsychologicalFactors©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakensFactorsInfluencingConsumerBehavior©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotl
7、er,Bowen,andMakensCulturalFactorsCultureisthemostbasicdeterminantofaperson’swantsandbehaviorSubculturesaregroupsofpeoplewithsharedvaluesystemsbasedoncommonlifeexperiencesandsituationsSocialclassesarerelativelypermanentandordereddivisionsinasocietywhosememberssharesimilarvalues,
8、interests,andbehaviors©2006PearsonEducation,Inc.Market
