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The Study of Consumer Buying Behaviors

of Travel Souvenirs for Gift-Giving

TSUJIMOTO Noriko

TAGUCHI Nobuhito

ARAKI Nagateru

Consumer decision making, which does not conform to one pattern, is a fundamental research problem. It is influenced by consumers purchase situation. For example, tourist purchasing comportment differs from that of everyday consumers. Moreover, the purpose of purchases influences such decision-making, as when goods are bought as presents rather than for self-consumption.

Through internet research on travelers to Kumamoto Prefecture in 2011, this paper studies tourist purchases of travel souvenirs for gift-giving.

We believe that the acquisition of souvenirs is inspired by five factors: 1) the package of good, 2) the place of travel, 3) the recipient, 4) self-assertion, and 5) the function of goods. Furthermore, we contend that there are three motives for gift-giving: 1) the return of gifts, 2) the expression of gratitude, 3) the expression of true friendship for a recipient.

We analyzed the relationship between the motives for purchases and those of giving. We found that self-assertion and the recipient were motives for returning gifts. The expression of gratitude was prompted by the package of goods and the recipient. The expression of true friendship for the recipient was motivated by self-assertion and the place of travel.