Why is tourism purchase decision a complicated activity?

In today's extremely rich material, customers no longer only meet physiological needs, but pursue higher-level needs. In addition to pursuing material satisfaction, it also pursues spiritual satisfaction; In addition to pursuing individuality, we should also establish a personal image; In addition to self-realization, we should also shape social roles …

Complexity of purchasing psychology

Customer's purchasing psychology refers to the psychological activities generated by customers when they seek, choose, buy, use, evaluate and dispose of products and services related to them. It consists of a series of extremely complicated and subtle psychological activities, and it is the prelude and foundation of purchasing decision.

Because of the complexity of customers' psychological activities and the diversity of specific purchase needs, it is difficult for outsiders to perceive the psychological activities of customers' purchase decisions, which is called the psychological black box of customers' purchase. Whether it is a store manager or a salesperson, in the process of customer-oriented sales or service, a very important task is to try to understand this psychological black box, and then adopt corresponding sales or service strategies, implement effective induction, and promote sales or resale.

Complexity of purchase decision

In the past, the decision-making process of customers to buy goods or accept services was mainly influenced by the involvement of goods (or services) and brand differences. In other words, whether the goods (or services) are easy to identify and whether the goods (or services) of different brands are easy to compare is directly related to the complexity of the purchase decision.

However, under the influence of highly developed network information technology and current business philosophy, some trend changes have taken place in the customer purchase decision-making process:

The first is the planning and randomness of the purchase decision. The plan didn't change so quickly. An empirical study by Professor GeraldZaltman of Harvard Business School shows that 95% of consumers' cognition of products or brands exists in their subconscious. This also shows that customers' instant purchase decisions are mostly irrational, and it also proves that more than 70% of consumers' behaviors are impulsive purchases. The existence of impulsive purchase often breaks the pre-planned shopping, and the purchase decision becomes instantaneous under the stimulation of various factors, and "spike" becomes a phenomenon.

Secondly, "quick decision" and "slow decision" are mixed. For intense purposeful purchase, the purchase decision-making cycle is also "lengthened" by customers, and customers seem to be dragging their feet on purchase and consumption. The reason is simple: customers should "compare" and compare prices with quality.