Professional Documents
Culture Documents
Consumer
Markets and
Consumer
Buying
Behavior
©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens
“To be a bullfighter, you must first
learn to be a bull.”
-Anonymous
• Occupation
• Economic Situation
• American Lifestyles
– Believers (principle oriented consumers)
– Achievers (successful, work-oriented
people who get satisfaction from their jobs)
– Herzberg’s Theory
• A two-two factor theory that distinguishes
dissatisfiers (factors that cause dissatisfaction)
and satisfiers (factors that cause satisfaction)
Self
Actualization
Esteem Needs
(self-esteem)
Social Needs
(sense of belonging,
love)
Safety Needs
(security, protection)
Physiological Needs
(hunger, thirst)