Research On Consumer Decision Of Urumqi Equestrian Club Services Products Based On Consumers’ Attitudes

Modern equestrian sport originated in Europe， is divided three main forms of leisure equestrian，competitive equestrian and performing equestrian. It is widely spread and developed throughout the wordin recent years. In the above three main forms， the equestrian club as the carrier of leisure equestrian isparticularly rapidly developed， especially in some European and American countries where havedeveloped tourism and leisure industry. Of course， China is no exception， the total number of them isalways increasing， especially in Shanghai， Guangdong， Jiangsu and other developed coastal provinces.Against this background， in rich horse cultural heritage of Xinjiang， equestrian club， this new leisureand entertainment industry has emerged， but due to the combined influence of many internal and externalfactors， make most Xinjiang equestrian club make ends meet， can only rely on food supplementindustry， sales and other primary industries to eke or simply close down， the development of theemerging industry is in the bottleneck period. But the practice has proved that the role of equestrian club inthe expansion of the Xinjiang minority entertainment consumption market， the revitalization of Xinjianghorse industry economy and the process of leading the farmers enrich should not be underestimated.Consumers are the important factors that influence the development of the equestrian club， andconsumers’ attitude of equestrian club service products is a top priority. But for now， the study ofdomestic scholars is only limited to the general situation of China’s equestrian club，the microscopic studyof equestrian club management based on the consumers’ attitude to equestrian club service products is stillblank. The paper put the consumer attitude theory as the research foundation， the equestrian club serviceproducts as the research object， taking Xinjiang Urumqi city as an example， on the basis of the summaryof the status quo of equestrian club service products in Urumqi，it got intention factor，product preferencefactor， product features factor， perceived value factor and brand preference factor through factoranalysis， built consumer attitude structural model on this basis. It also found out the factors that affectingconsumers’ buying decision through the stepwise regression analysis， and built consumer attitudedecision-making model and analyzed the impact of various demographic variables on consumer buyingdecisions. Finally， according to empirical conclusions above that， the paper provided strategic advice forbusiness development of Xinjiang Urumqi equestrian club form product， pricing， brand and promotionfour aspects.