Consumer Behaviour and Insight

Consumer Behaviour and
Insight

Table of Contents
INTRODUCTION...........................................................................................................................3
LO2..................................................................................................................................................3
P3 Stages of consumer decision making journey........................................................................3
P4 Importance for marketers to map a path to purchase.............................................................5
LO3..................................................................................................................................................6
P5 Key differences in hospitality decision making process in B2B and B2C context................6
P6 Different approach of market research methods of research..................................................7
LO4..................................................................................................................................................8
P7 Influence of marketers on different stages of decision making..............................................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................11

INTRODUCTION
Consumer behaviour can be defined as study of customers group of customers an
organisation who are involved in process of buying using and disposing the product and services.
Consumer behaviour includes identify emotions motives and reason because of which a
consumer buy a product of a particular company. This is mainly concerned with identity fine
what increasing motivate a person to buy a particular product. In order to ensure that marketing
of Organisation in in right way and able to to attract and motivate consumer it is very important
to study consumer behaviour. This will include analysing how consumers make decisions
regarding their needs and desire to buy a particular product or service. This is important for all
kind of organisations and this is the reason that hospitality organisations also required to identify
consumer behaviour so that they can plan their marketing efforts in right way. This report will
contextualise Hilton Hotel for the discussion.
LO2
P3 Stages of consumer decision making journey
Consumer decision making can be defined as a process and decision is the result of the
process in which consumers determine what product and service will best fit for their needs.
There are 5 steps in consumer decision journey which are it follows-
Problem recognition
This is first step of the process which leads consumers and buyers to buy the hospitality
services. This means identifying what is their need because of which they are considering the
particular purchase (Panwar and et.al., 2019). This is very first and very important step in the
process to ensure that decision of the consumer is able to take correct decision related to the
product they are required to buy. Problem in context of hospitality service purchase can be why
are consumers considering purchase and this can be either a need to stay at a place where
consumer does not have a place. This situation can be when consumers are willing to purchase
hospitality services regarding their vacation or for leisure purpose. This is because these are two
important reason consumers will purchase hospitality services. Identification of problem will

include what is the purpose of buying services and what consumers are willing to achieve and get
once they buy the services.
Information search
This is second step of the consumer decision in which they search about the information
regarding the services they are willing to buy. In this context consumers will search about hotels
which will suitable according to their needs. Considering this they will look for different hotels
and what are their services and offerings.
Alternatives evaluation
This is third step of the process in which consumer will evaluate the alternative options
they have identified (Shim, Shin and Kwak, 2018). This means when consumers are willing to
look for the hospitality services regarding leisure, alternative hospitality service can be resorts.
This means that hotels should involve marketing and content in such way that it is able to
influence customers in such way that they have variety of offerings which are able to cater all
type of needs of the consumers. This also involves evaluation of the cost of the services.
Purchase decision
This is final step in which consumers make decision regarding what product and service
is best fit for the situation. This decision is made on the basis of evaluation of the product and its
relevant aspects. This includes actual purchase of the hospitality services. This mainly includes
in hospitality industry is related to book the services of hotel, this might be only accommodation
or different types of services. There are several ways in which consumer can book the hotel and
make reservation, this includes online and through third party reservation.
Post-purchase evaluation
Post-purchase evaluation is also important, this includes whether purchase of the services
was worth the money paid for this or not. This includes identifying and analysing what feelings
consumers have about the Hotel Hilton and its services (Huynh, 2020). This also reflects and
includes identifying customer satisfaction and what are the possibilities of consumers
recommending it to others. This also includes customer loyalty about the hotel and its services.