摘要:随着市场经济的不断发展和深入，随着市场竞争的日趋激烈，国际知名的各大餐饮公司纷纷加大在中国市场的投入，餐饮行业在竞争激烈中蓬勃发展。餐饮市场的消费需求是餐饮产品设计和营销的出发点, 而餐饮市场的消费需求往往通过餐饮消费行为表现出来。餐饮消费行为的特点是由文化、社会、个人等因素的影响而形成的，我们可以通过餐饮营销活动强化对餐饮消费者的需求了解以及对餐饮企业自身客源的控制和掌握。
本文研究的内容是重庆餐饮消费者的心理行为研究。首先从餐饮企业的发展现状入手，对餐饮企业的发展有一个简单的把握，对消费者在外餐饮消费的心理行为类型做了简单的划分，接着详细的探讨了消费者在外消费心理因素，主要是对居民在外餐饮消费过程的心理研究，居民餐饮消费选择心理因素分析，以及不同消费群体的心理因素研究。然后又对影响居民在外餐消费的心理因素进行了分析，影响居民餐饮消费心理的主要外在因素有经济、文化、环境餐厅经营管理者等因素，内在因素主要是消费者自身餐饮习惯。希望通过对餐饮消费者在外心理因素的研究有助于促进餐饮企业的融会贯通，改良经营方式，开展特色经营满足不同消费者的需求，提高服务水平。
关键词：消费心理 餐饮业 消费者
ABSTRACT:With the continuous development of market economy and in-depth, with the increasingly fierce market competition, the internationally renowned major food and beverage companies have increased their investment in the Chinese market, fierce competition in the food and beverage industry to flourish. Food market food and beverage products, consumer demand is the starting point for the design and marketing, and food and beverage market, consumer demand is often manifested through food consumption behavior. Food consumption behavior is characterized by the cultural, social, personal and other factors of the formation, we can strengthen marketing activities catering catering the needs of consumers as well as food and beverage companies to understand their source control and mastery.
The contents of this study consumer psychology Chongqing catering behavior. First, from the status quo of the development of catering enterprises, the development of the catering companies have a simple grasp of the consumer food and beverage consumption outside the psychological type of behavior do a simple division, followed by a detailed study of consumer spending out psychological factors, mainly food consumption outside of the residents of the psychological research, the residents dining psychological Factors consumer choice, as well as psychological factors of different consumer groups studied. Then again meals consumed outside the affected residents were analyzed psychological factors, affecting the population food consumption psychology major external factors are economic, cultural, environmental factors such as restaurant managers, internal factors are mainly the consumer's own dining habits. Consumers outside of the restaurant hopes to study psychological factors contribute to mastery of catering enterprises, improvement of operation, carried out the operating characteristics to meet different consumer needs, improve service levels.
Keywords：Consumer Psychology；Catering；Consumer
