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HTM3103 CB for Tourism Hospitality

Consumer Behavior. The study of why people buy the products/services they do and how they make their decisions (Horner

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HTM3103 CB for Tourism Hospitality

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    1. HTM3103 CB for Tourism & Hospitality Week 1.1 Kalyakorn T. 2012/1

    2. Consumer Behavior ‘The study of why people buy the products/services they do and how they make their decisions (Horner & Swarbrooke, 1996)

    3. Consumer Behavior : A definition Customer vs. Consumer Customer = someone who make a purchase ( ‘monetary exchange’ takes place) Consumer = someone who consume the products or services In Hospitality Industry, Customer and Consumer may not be the same person e.g. having a restaurants meals with family

    4. The role of CB in marketing process Organizations often consider their consumer’s wants & needs , however, they rely more on persuading them to buy products and services rather than putting the consumer at the core Without knowing real wants and needs , how can the right marketing mixes can be designed? Understanding CB is crucial for marketing activities which is carried out by organizations to be effective How?

    5. How? (continued..) Understanding CB enabling companies to: Forecast behaviors in the future ( not to be over optimistic or underestimate the situations) Correctly Persuade consumers to choose Developing new products/ services

    6. Overview of Tourism & Hospitality Tourism : A short term movement of people to places distancing from their normal place of residence to indulge in pleasurable activities, so as travelling for business purposes ( adapted from Horner & Swarbrooke, 1996) Hospitality: ‘The provision of food, drink, and accommodation away from home’ includes all organizations which provide guests with food, drink, and leisure purpose, as it is defined as ‘ looking after guests well’ Without Hospitality Industry, Tourism industry cannot be survived

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