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Determinants of Consumer Buying Behavior for the Domestic Tourists in Kerala

Swathy V. Chandran, 4th Sem M.Com St. Thomas College, Thrissur, Kerala 680001, India. , Swathy V. Chandran , Daisland Thattil ,

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Journal of Social Welfare and Management 10(3 (Special Issue)):p 387-395, Sep-Dec 2018. | DOI: http://dx.doi.org/10.21088/JSWM.0975.0231.10318.11

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Abstract

 Tourism industry has become one of the important industries of kerala. Since 1990; the growth has been very impressive. The beauty of the land, along with local entrepreneurship and warmth of the people has taken Kerala tourism to the heights we see today. The study focused on measuring the determinants of Consumer Buying Behavior for the Domestic Tourists in Kerala. The main objectives are to analyze the influence of marketing mix factors on consumer buying behavior for domestic tourists in Kerala and to access the influence of the situational factors on consumer behavior for domestic tourists in Kerala. This study used both descriptive and inferential statistics. Primary data was used for collecting data by administering a structured questionnaire. Percentage averages and correlations are the tools used for analysis. It was found that there is significant relationship between marketing mix factors, situational factors and consumer buying behavior.

 

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DOI: http://dx.doi.org/10.21088/JSWM.0975.0231.10318.11

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Consumer buying behavior; Domestic tourists.

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