Hospitality Consumer Behaviour and Insight - Assignment
Added on 2021-02-19
12 Pages4118 Words509 Views
Data Science and Big DataLanguages and Culture
|
|
|
19: Hospitality ConsumerBehaviour and Insight
Table of ContentsINTRODUCTION...........................................................................................................................3MAIN BODY...................................................................................................................................3P1 Different cultural, social, personal and psychological factors that influence consumerbehaviour and attitudes within a hospitality context....................................................................3P2Consumer trends are changing due to the impact of digital technology..................................4P3 stages of the consumer decision- making journey .................................................................5P4 Importances for marketers to map a path to purchase and understand consumer decision-making in hospitality sector-........................................................................................................6P5 Key differences between B2B and B2C in decision making..................................................7P6 Different approaches to market research and methods of research used for understandingthe decision-making process........................................................................................................9P7 Marketers can influence the different stages of the hospitality decision making process ...10CONCLUSION..............................................................................................................................10REFERENCES..............................................................................................................................12
INTRODUCTIONConsumer behaviour is term of groups, organizations or individual's all activities that areconnected with the use and purchase of goods and services. Consumer behaviour also includesthe customer's emotions, behavioural responses etc. Consumer behaviour is the decision makingprocedures of person in buying products or services. This report will include the Many elements,specificities and characteristics influence or alters customer's decision-making process.Consumer behaviour also includes the customer's interest, consumption and purchase of goods orservices and their selection for their satisfaction. This report will also highlight the differentcultural, personal, social and psychological factors that influence consumer behaviour. Thesefactors will affects all the activities of hospitality industry and their service development criteria.There are many digital technologies that are adopted by various hotels and lodges. Merriott is ahospitality company that operates in hotel and various guest lodges facilities. Merriott in UKadopts Recognition technology for unlock hotel rooms by face recognition and finger print and'Internet of Thing' technology for automatic set of temperature in rooms. This report will alsoinclude the consumer decision-making journey and its impact on marketers. Marketers of anhospitality company map a path to purchase or understand the consumer decision-makingprocess by which they can forecast the customer's buying behaviour. This report will also statsthat how marketers influence the various stages of the hospitality decision-making process.MAIN BODYP1 Different cultural, social, personal and psychological factors that influence consumerbehaviour and attitudes within a hospitality contextConsumer behaviour and attitudes is the decision process of people in buying products orservices. Various specificities, elements, characteristics and factors influence customer'sdecision-making process and their purchasing behaviour (Berezina and et.al.,2016). Consumerbehaviour refers to the customer's interest, selection, consumption and purchase of goods orservices for their satisfaction.Consumer behaviour is influence by many factors such as Cultural, Social, Personal,Psychological. Culture is very vital cause of individual needs and behaviour. Culture required tobe examined because it is very major element that influences consumer behaviour. Marketerhave to be careful in recognizing the culture of various regions or groups because the impact ofculture on consumer behaviour differ from country to country (Blose, Mack and Pitts, 2015).
Culture analysis helps the marketer to identified habits, perception, expectation and behaviour ofcustomers. According to the cultural differences Merriott organization provides their servicesaccordingly. Sub-culture is the unit of people who share the similar customs, lifestyle, samevalues and traditions. There are several sub-culture such as geographic regions, religions,nationalities and racial group. Marketers use these groups for dividing the market into small-small parts to analysis their needs (Casalo and et.al., 2015). Every society have some types ofsocial class. Social class is main factor for marketer because the purchasing behaviour of peopleof same social class is similar. People likes that services which are perfectly suited their culture.According to the change in cultural trends, the buying behaviour of people are also varies.Social factors also includes reference group, family, member group, role and status andaspirational group. This explains the influences of group on buying behaviour or purchasedecisions directly or indirectly. Reference group have a huge quality to influence buyingbehaviour of consumers. The consumer behaviour also influences by their family or familymembers. If any person belongs to different groups, different organizations or club members, andthey have main role and status in that organization then these roles and status also influencecustomer behaviour (Dixit, ed., 2017). Personal factors also influences the consumer behaviour. These factors include age andlife-cycle stage, occupation, financial or economic situations, life style and self concept andpersonality. People select that hospitality organization who offers best services according tocustomer's life style, personality and their affordable economic situations.Psychological factorslike Peoples also influence the consumer's behaviour bymotivation, perception, selective attention, selective retention, learning and experiences or alsoattitude and belief in specified services. P2Consumer trends are changing due to the impact of digital technologyConsumers trends are varies due to the biggest developments in technology in the hospitalityorganizations. As a market analytics, it is also necessary to deal with various unique challengesthat creates by technological advancement. Digital technology is a biggest tool in changing andinfluencing consumer behaviour. Hospitality industries in the UK have adopted various digitaltechnology (Gao, Mattila and Lee, 2016). Merriott in UK adopts Recognition technology, isused in unlock hotel rooms by facial recognition and finger print. This industry also have varioustechnology such as chatbots and artificial intelligence, 'Internet of Thing' for automatic
End of preview
Want to access all the pages? Upload your documents or become a member.
Related Documents
Consumer Behavior and Trends in Hospitalitylg...
|18
|6285
|1
Hospitality Consumer Behaviour and Insightlg...
|13
|3824
|369
Hospitality Consumer Behaviour and Insightlg...
|11
|3300
|43
Hospitality Consumer Behaviour Insightlg...
|20
|1262
|46
Hospitality Consumer Behaviour and Insightlg...
|14
|3915
|193
Hospitality Consumer Behaviour and Insightlg...
|12
|3820
|466