Chapter 4
Personal characteristics affecting consumer bahavior
Culturefactor: is the factors exert the broadest influence on consumer behavior. We examine by buyers culture, subculture and social class.
Culture is the most basic determinant of a person's want and behavior.it is expressed trough tangible items such as food , buildinngs, clothing and art. It is an integral part of the hospitality and travel business. It determine what we eat, how we travel, where wr travel and where we stay , it's dynamic , adapting to the environment. Marketers try to identify culture shifts in order to devise new product and service that might find receptive market.
Consumer behavior across international culture
Understanding consumer behavior is quite difficult for companies marketing within the borders single country . For company operating in many countries such as Hyatt, Marriott ,Star wood , however,underdtanding and serving needs of consumers can be daunting.
Although consumer in different countries may have something in common , their value, attitudes, behaviors and lifestyle vary dramatically. Internationnal marketers must understand such differences and adjust their product and marketing program.