Chapter 6

Question 1

Model of buyer behaviour

Answer 1

According to this model marketing stimuli and other stimuli enter in the buyer’s black box and produce certain response. The task of marketers is to understand how stimuli are changed into responses inside the consumer’s black box.

Question 2

Marketing stimuli

Answer 2

marketing mix

Question 3

Other stimuli

Answer 3

macroenvironment

Question 4

Buyer’s black box

Answer 4

is divided in two parts:
1) Buyer’s characteristics →
a) Cultural factors (values, perceptions, wants and needs)
b) Social factors (groups, word-of-mouth, online social networks, role and status)
c) Personal factors (age, life cycle stage, occupation, economic situation, lifestyle,
personality and self-concept)
d) Psychological factors (motivation, perception, learning, beliefs and values)
2) Buyer’s decision process (consumer’s buying process) →
a) Need recognition
b) Information search
c) Evaluation of alternatives
d) Purchase decision
e) Post-purchase behavior

Question 5

Unique aspects of hospitality and travel consumers

Answer 5

1. The buyer relies more on information from personal sources
2. The evaluation of services ins fundamental because services intangibility makes it difficult to judge the
   service beforehand
3. Price is often used as an indicator of quality
4. Customers sometimes blame themselves when dissatisfied and do not complain