Briefly describe the significance of analyzing the purchasing behavior of tourism consumers.

The successful marketing of enterprises is to meet the needs of customers to the maximum extent. However, customers are diverse, and so are their preferences. How to meet the needs of customers will be an important problem for enterprises. Therefore, an in-depth understanding of consumers' demand and purchase behavior will play a very important role in the marketing of enterprises.

Keywords: consumer behavior; Mode; factor

Consumers are the food and clothing parents of the enterprise, their approval is the premise of the enterprise's survival, and their purchase is the guarantee of the enterprise's existence. Therefore, all enterprises should not only isolate consumers from the outside of the enterprise, but also classify consumers as "insiders". Only in this way can we truly look at the problem from the standpoint of consumers, and only in this way can we truly win the recognition of consumers. Therefore, it is very important for enterprises to analyze various factors related to consumers' buying behavior.

First, the definition of consumer market

Consumer market, also known as consumer goods market and material market, refers to the market formed by people buying products and services to meet the needs of individuals or families, and refers to the final market served by the organization market and the whole economic activities. The consumer market mainly includes the following characteristics: a wide range of supply; More transactions, less quantity; Consumption complexity; Inducibility of consumer demand; Market seasonality; Demand scalability.

Second, consumer buying behavior patterns.

Consumer's purchase behavior refers to the process that people explore, select, purchase, apply, comment and deal with goods and services in order to meet the needs and desires of individuals or families. It includes human objective material activities and subjective psychological activities. The whole process of studying consumers' buying behavior generally consists of the following six questions.

1. Who is responsible for the purchase in the family (WHO)

This is a question about the purchasing organization. In fact, it is to answer two main questions: who is the user and who is the buyer? Who is involved in the purchase decision? For example, in children's buying behavior of toys, users, buyers and decision makers are separated. On the surface, the purchase activity seems to be only an individual's behavior, but in fact, many people are involved in the purchase behavior. Therefore, marketers should know who is the decision maker, who is the influencer and who is involved in the purchase process, so as to carry out a series of promotional activities in a targeted manner to achieve the best results.

2. What kind of goods are you buying?

This is a question about whom consumers buy. Let's analyze what products consumers want to buy, why they need this product instead of that product, and discuss how enterprises should supply products to meet consumers' needs. For example, when buying automobile products, consumers usually choose the model, brand, home, style, color, price and other factors before buying.

3. Why buy (why)

This is about the purpose of consumers' buying, understanding what consumers want to buy, and then analyzing the formation of consumers' buying motives (the interaction of physiological, natural, economic, social and psychological factors). It is precisely because people's buying motives are complex and diverse that enterprises should analyze why people buy now, grasp people's buying motives, stabilize existing customer groups, and constantly develop more effective selling points to attract a wider range of consumer groups.

4, where to buy (where)

This is about where consumers buy and where people buy, including where they decide to buy and where they actually buy. People also have certain regularity when choosing the place to buy. For example, daily necessities, customers generally choose to buy nearby; More selective or expensive goods are generally purchased in business districts (commercial centers or regional centers); However, for more special goods, they will generally go directly to the enterprise or go to a reputable store to buy.

5. How to buy (how)

This is about the way consumers buy, that is, how to buy and how to sell is also a very important link. Although consumers' psychology is elusive and complicated, this mysterious psychological activity that is not easy to be peeked at will still be reflected and known by people. For example, economic buyers have the pursuit of cheap prices and performance; Impulsive buyers have a preference for taste and appearance; Cash-strapped buyers are willing to pay by installments; Busy buyers care about the convenience of buying and delivering services to their homes.

6, choose when to buy (when)

This is about the time when consumers buy, and people's buying habits usually have time rules. For example, the time when people buy automobile products will be affected by factors such as the place of consumption, public holidays, and the seasons of the year. Therefore, analyzing people's requirements for the purchase opportunity of a certain product, grasping the opportunity and launching the product in time will make the marketing of the enterprise more successful.

Third, the influencing factors of consumer buying behavior

Consumers' needs, desires, consumption habits and buying behaviors are formed under the influence of many factors, and their formation is complicated. The important factors that affect people's buying behavior include economic factors and psychological factors. Therefore, analyzing the influencing factors of people's buying behavior is of great significance for enterprises to correctly grasp consumer behavior and carry out a series of marketing activities in a targeted manner.

1. The economic factors that affect people's behavior mainly include social productivity, consumer income and commodity prices.

(1) The influence of social productivity on consumer behavior. Because the goods consumed by consumers are provided by production, what and how much production can provide objectively restricts what and how much consumption. Production not only restricts the specification, variety and quantity of consumption, but also restricts the structure of consumption.

(2) The influence of consumer income on consumer behavior. Consumers only have the desire to buy, but they don't have a certain income as the guarantee of purchasing power, so the purchase behavior can't be completed, so the income of consumers is an important guarantee of purchasing power.

(3) The influence of commodity prices on consumer behavior. In a certain period of time, the income of consumers is limited. In order to meet the needs of consumers, consumers must choose among various commodities according to their actual income.

2. Psychological factors affecting consumer behavior. Psychological factors mainly include motivation, study and so on.

(1) Motivation is the reason to act to achieve a certain goal, which makes people form the idea of purchasing activities. Motivation has two conditions: one is the internal condition, that is, the individual's physiological needs; The second is external factors, that is, the goal and incentive to meet the demand.

(2) Learning refers to the process that people gradually gain and accumulate experience through practice and adjust their buying behavior according to the experience. Human learning is formed by the interaction of driving force, influencing object, source and reaction.

Fourth, enterprises lose consumers in the marketing process, and they also lose the market. In order to win the recognition of consumers, it is necessary to analyze consumer behavior, because consumer behavior analysis is the basis of enterprise marketing success and the key to achieving business goals.