A brief introduction to tourists' purchasing decision-making process

1. Arouse demand

2. Collect commodity information

There are three main sources of information.

(1) Market sources: including commercial advertisements, sales staff introductions, commodity exhibitions and other information provided by enterprises.

(2) Social sources: mainly refer to information and materials disseminated by family members, relatives and friends, and social users.

(3) Experience source: refers to what consumers have seen, heard and actually felt in their past lives, and is the basic source for consumers to obtain information. With experience, consumers may make a purchase decision. By collecting information, consumers find out the main characteristics of different brands of products.

Step 3 evaluate the goods to be purchased

It refers to the process of analyzing, sorting and comparing the information obtained by consumers. The evaluation mainly includes three aspects:

(1) product attributes. That is, the product can meet the needs of consumers. In addition to the basic use, it also includes whether the appeal point of the marketer to the product is consistent with the interest point of the consumer.

(2) price. Different consumers have different reactions to the price of the same commodity because of their gender, age, income and educational experience.

(3) Utility function. That is, the function of goods meeting demand. Any commodity has different effects at different times and on different occasions. This stage is the prelude of consumers' purchase and plays a decisive role in the implementation of purchase. Different consumers have different standards and methods for evaluating goods. Marketers should provide conditions for consumers as much as possible to help consumers understand the attributes of goods and make purchase decisions.

4. Purchase decision

Through the evaluation of choice, consumers form a preference for a certain commodity and decide to buy it. From purchase decision to purchase, there are two factors besides consumers' own factors: (1) the attitude of others. (2) unexpected circumstances. For example, income, product price increase or other things that need to be bought more. These will make consumers change or give up their original purchase intention.