American Journal of Marketing Research
Articles Information
American Journal of Marketing Research, Vol.1, No.2, Aug. 2015, Pub. Date: Jul. 29, 2015
Study of Consumer Buying Process in a Model Tourism Destination Cotler (Case Study: Esfahan)
Pages: 88-92 Views: 3804 Downloads: 6212
Authors
[01] Marzieh Karimi, Department of Management, Najafabad Branch, Islamic Azad University, Esfahan, Iran.
[02] Hossein Pirasteh, Department of Economics, University of Isfahan, Isfahan, Iran.
Abstract
Successful marketing begins with understanding why and how consumer behavior. This research examined consumer behavior through Cutler model. According to the Cutler model a consumer behavior is basically shaped on marketing stimulants and factors (marketing mix) into the black box of the consumer and he or she shows a specific reaction. This research aimed to assessing the consumer buying process in tourist destination by Cutler model in city of Isfahan. The research methodology is descriptive - survey method. The population of the study is the Esfahan city tourists and the sample size is determined 385 person using Cochran formula. The data collection is field and is done through interviews. Research variables to assess the main hypotheses are shaped based on demographic factors, tourist income and consumer purchasing behavior. Results indicate there is a significant relationship between consumer buying behavior and demographic factors (age, gender, marital status, and education). The tourists purchase behavior on their tourist destination is different by their purchasing behavior at their home living. This study analysis the consumer’s black boxes to understand the essential strategies to satisfy them according to their characteristics applied in Esfahan market.
Keywords
Buying Process, Consumer Behavior, Tourism, Cutler Model, Esfahan
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