CORRELATION ANALYSIS FOR TOURISM HEDONIC AND UTILITARIAN MOTIVATORS IN THE DECISION MAKING PROCESS 

VINEREAN Alexandra, Lucian Blaga University of Sibiu

Abstract:
For centuries, the marketing concept claims that organizations must forecast and satisfy consumer needs if their goals are to make profit and develop a connection with their customers. The marketing concept plays a vital role because consumers have a variety of choices and lately, they are better educated, with eagerness in spending and they are capable to shop around much more in order to purchase everything that satisfy their needs and expectations. In this line of ideas, this study examines correlations between consumer motivators to buy a tourism package.

Keywords: consumer behavior, motivators, hedonism, utilitarian, drive, analysis, determinants, consumer motivation, bivariate correlation.

JEL Classification: M31

Volume: 65, Issue: 3

Pages: 82 - 93

Publication date: , 2013

Download the article: http://economice.ulbsibiu.ro/revista.economica/archive/65308vinerean.pdf

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