Consumer Behaviour and Insight

This document discusses the concept of consumer behaviour and its importance for marketers in the hospitality industry. It explores the stages of consumer decision making journey and the significance of mapping a path to purchase. The document also highlights the key differences in decision making process in B2B and B2C context, along with different market research methods. Lastly, it discusses the influence of marketers on different stages of decision making.

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.

P4 Importance for marketers to map a path to purchase
Mapping a path to purchase is a visual representation of experience that consumers have
with the Hilton hotel. This means identifying how and what consumer will feel and experience
about having been associated with the organisation. This help in identifying and understanding
the purchase path in which customer initially engage with the product and what will be long term
relationship of the consumer with Hotel Hilton. This requires that business keep themselves at
the place of consumer to identify their experience in relationship with their path to purchase.
This is helpful for business to understand and gain insights about consumer view point related to
their purchase experience. There are several reasons which make it important for the marketers
to map the path for purchase-
Interaction of the customer with your business
This means that hotel will be able to identify at which points consumers interact with the
hotel. This means ensuring that consumers are allowed with a proper impression on the place
where customers interact with the hotel (Jones and Runyan, 2016). This place can be website and
third party mediators so that they can make positive and attractive impression on the consumers
where they interact with the hotel.
Position the hotel to drive better results
This means that when hotels are aware about the experience that consumers are having at
different stages of their purchase path hotel Hilton can ensure that this experience is positive and
consumers are not having any trouble during their experience. They are able to properly connect
with the hotel and are able to get all the required information. This ensures that consumers does
not stop interaction with the company because they are not able to find the right and required
information. Additionally in terms of hospitality industry it is very important that hotel gives
proper knowledge and idea about the experience that customer will be able to have. This is very
important and this is possible by mapping purchase path of the customers.
Quicker Sales Cycle
This means that ensuring that customers get seamless experience across all the channels
and this means that customers are able to experience which is seamless. This also enable

business organisations and Hilton Hotel to ensure that through the cycle of sales and unified data
and processing they are able to create streamlined sales channels. This also means that there are
no blocks in the way from where customers buy the product and service (Campos and Oliveira,
2018). They are able to effectively connect with hotel through their choice of channel.
LO3
P5 Key differences in hospitality decision making process in B2B and B2C context
These are two forms of business practices and marketing. In these two B2B stands for
business to business whereas B2C stands for business to customers and consumers and decision
regarding both these differ in marketing of the organisation. several things are different when
customers are sold the products and when the customers are business. The Key difference in both
these are as follows-
Focus
This is first difference in both these because focus of the Hilton Hotel in B2B marketing remains
on the company and integrated approach and requirements of the company. This in B2C remains
on customers and individual customers and what are their priorities and taste. Factors affecting
both these are different. This is because factors influencing the decision in buying of business are
different from the factors influencing purchasing decision of the company. Hilton Hotel requires
considering all these so that they can offer their services accordingly.
Quantity of the Purchase
This is another key difference between these two as when business buy product and services the
quantity of their purchase is large compared to purchase of the service. In this case customers
buy limited and small quantity (Rėklaitis and Pilelienė, 2019). For example in context of Hilton
Hotel when business is purchasing services of the company they will either book many rooms in
one time or they will book and buy services such as conference hall tec. In this case Hotels are
required to provide discounts and price is also comparatively less compared to the one which is
offered to the customers.
Relationship Approach

This is another important difference in business and consumers decision making as relationship
orientation and approach in business to business marketing and decision making is long term.
For example once a business buying services of the Hilton Hotel they will also buy services of
the Hilton Hotel in future once the company and business is satisfied with the services and prices
of the hotel. Even in case individual customer is satisfied with the services and other factors of
their purchase possibility of their coming back is less and even if they come back this is
comparatively very less often then a business client.
Factor affecting decision making
This is another important difference in selling hospitality services to the business and customers.
This means that services purchased by the business clients are based on adequate analysis and
decision is based on wide calculations whereas regarding hospitality services decision of the
consumers are often based on intuition that they buy the services if they are attractive (Teti and
et.al., 2017). Business clients will make proper analysis of services and decisions along with this
they also analyse value offered by the hospitality organisation.
One another important factor that differentiate in decision making of the B2B and B2C is
B2B transactions and selling is many times based on mutual relationship and trust that
organisations have on each other. This in B2C is based on marketing and promotions of the hotel
and its services.
P6 Different approach of market research methods of research
In order to understand what is the process of decision making and what affect decision
making of the consumers so that they buy a particular service or the product it is important to
conduct a research. Research will guide marketers regarding marketing strategies and how can
they influence consumers on every phase of the decision making of the consumers. The
approaches through which marketers can understand the decision-making process are as follows-
Focused Group
This is one of the approach that can be used by marketers for understanding the decision
making process. This involves that group of people who has purposefully been collected together
in order to conduct research. This is an effective method of research as through these members of

the focused group Hilton Hotel and marketers in the hotel will be able to research the decision-
making of the consumers. In order to research about decision making process for the marketers
they can be collected from diverse and different segments of the customers that are targeted by
the Hotel (Gursoy, 2018). They can create a focus group of them and then through different
means such as interview and by observation can identify what is the decision making process and
factors affecting decision making process.
Test Markets
This is another way of researching on the decision making process of the consumers. This
process will start from implementing and launching new campaigns and then testing groups
those have been targeted through marketing campaign. This will provide idea about what is the
decision making process of the consumers when they are encouraged through promotions and
advertisements.
Questionnaire
This is another simple and effective approach of research about the decision making
process of the consumers. This includes that questionnaire is prepared and this is required to be
filled by target consumers. Their answers are result of the research and on the basis of that
marketers can conclude the result. This is effective as this will allow to know the decision
making process in general regarding consumers of the hospitality industry. This is effective
because this enables hospitality organisation to collect data from more number of people.
LO4
P7 Influence of marketers on different stages of decision making
Knowledge and understanding of the process will enable marketers to make strategies
through which they can influence the decision making of the customers (Varkaris and Neuhofer,
2017). Some of the ways in which marketers at Hilton Hotel can influence the decisions of the
consumers within cycle and decision making process are-
In first stage marketers will have to ensure that their promotions and marketing efforts are being
properly communicated to the target audience because this is first stage through which consumer

decision can be influenced. This means identifying right audience and later communicating right
message to the audience. Hospitality marketers through effective promotions not only can inform
and influence but can also generate the need and desire to buy the product by addressing right
audience.
Second stage in the marketing is that when consumers identify and collect information Hilton
Hotel should ensure that it is able to provide all the required and desired information and this
should be available at the places where possibilities exist regarding search of the consumers.
Later, the important stage in which consumers make analysis of the services and Hilton Hotel
requires presenting its services and offerings in such way that they can encourage customers
about different products and services. This means that Hilton Hotel will be compared and
analysed to other hotel. This is where marketing is important in this company needs to ensure
that its image is better than other hospitality organisation. It is also able to provide more value
than its competitors.
Later the decision is made in which consumers purchase services of the company. this is also
important as whether the consumer have made decision but this will be affected by how feasible
and easy it is for consumers to make reservation and buy service of the Hilton Hotel (Dadwal,
and Hassan, 2016). This is because their decision can change on very time if they are not able to
make reservation.
Though the purchase has been done and purchasing cycle has completed but providing the
services as promised is very important to ensure that customers are satisfied. Customer
satisfaction is key to success of the business and Hilton Hotel also requires to consider this.
CONCLUSION
On the basis of above discussion it can be concluded that hospitality organisation requires
identifying and understanding consumer behaviour. This will enable them to make effective
decision regarding practices they make to influence customers and consumers. This starts from
understanding and identifying what is the path of decision making and how it gets affected by
several factors. Identifying the decision making path and factors hotel will also be able to
understand what differentiate decision making from business to business transactions and

business to customer transaction. This is important to understand the difference so that hotel can
correctly approach these two types of segments. Later the report discussed about approaches that
marketers can utilise in order to research about the decision making process. This research will
enable marketers to create strategies regarding how can they influence decision of the customers
at different stages of decision making.

REFERENCES
Books and Journals
Campos, J. and Oliveira, M., 2018, March. Exploring Decision Making on Hospitality Brands:
Emotional or Rational Factors. In International Conference on Tourism Research (pp.
15-VIII). Academic Conferences International Limited.
Dadwal, S.S. and Hassan, A., 2016. The augmented reality marketing: A merger of marketing
and technology in tourism. In Mobile Computing and Wireless Networks: Concepts,
Methodologies, Tools, and Applications (pp. 63-80). IGI Global.
Gursoy, D., 2018. Future of hospitality marketing and management research. Tourism
Management Perspectives. 25. pp.185-188.
Huynh, V., 2020. The Role of Social Media Influencers in the Consumer Decision-making
Process.
Jones, R.P. and Runyan, R.C., 2016. Conceptualizing a path-to-purchase framework and
exploring its role in shopper segmentation. International Journal of Retail &
Distribution Management.
Panwar, D and et.al., 2019. Consumer decision making process models and their applications to
market strategy. International Management Review. 15(1). pp.36-44.
Rėklaitis, K. and Pilelienė, L., 2019. Principle differences between B2B and B2C marketing
communication processes. Management of Organizations: Systematic Research. 81(1).
pp.73-86.
Saran, A. and White, H., 2018. Evidence and gap maps: a comparison of different
approaches. Campbell Systematic Reviews. 14(1). pp.1-38.
Shim, D., Shin, J. and Kwak, S.Y., 2018. Modelling the consumer decision‐making process to
identify key drivers and bottlenecks in the adoption of environmentally friendly
products. Business Strategy and the Environment. 27(8). pp.1409-1421.
Teti, K and et.al., 2017. The Different Approaches Firms Use to Set Strategy.
Varkaris, E. and Neuhofer, B., 2017. The influence of social media on the consumers’ hotel
decision journey. Journal of Hospitality and Tourism Technology.