Consumer Behaviour & Insight

Consumer Behaviour &
Insight

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
Covered in PPT.......................................................................................................................1
TASK 2............................................................................................................................................1
Decision making journey of consumer...................................................................................1
Importance for vendor to see customer decision making.......................................................2
TASK 3............................................................................................................................................2
Measure the consequence of market research utilized in judgement making process...........3
Assorted approaches to market investigation and methods of research for examining decision
making process.......................................................................................................................4
TASK 4............................................................................................................................................5
Various stages of decision making within tourism industry with the help of examples........5
CONCLUSION................................................................................................................................7
REFERENCE...................................................................................................................................8

INTRODUCTION
Consumer behaviour is the beat way to study about organisations, individuals, group as
well as business enterprises. These assorted aspects are generally related with the buying
behaviour of goods and services which is mainly based on emotional, mental and overall
response of people in a perfect way (Tölkes, 2020). Along with this, it is known as the
combination of several actions which shows that how people are taking their decisions towards
their needs and wants along with how they are satisfied themselves. This report is based on
Grosvenor House Hotel which is known as luxury hotel and established in the year of 1929
within London. Along with this hotel is managed and controlled by JW Marriott hotels.
Moreover, discussion will be based on several factors which directly influence consumer's
behaviour insight. There are different types of decision making process in order to know about
purchasing ability in context with organisation will get covered.
TASK 1
Covered in PPT
TASK 2
Decision making journey of consumer.
Consumer decision making refers to the procedure that help customers in order to make
final decision in regards with goods and services (Chernova and Starostin, 2020). Basically
buying behaviour affected by different types of factors such as educational level, referral
influence, consumer preferences and so on. Thus, there are so many factors of this process in
context with Grosvenor House Hotel, mentioned in beneath:
Pre purchase: According to this initial stage consumer behaviour make so many
decisions in relation with products through developing so many unique thoughts and ideas in
order to get accurate information and behaviour of people (Zhang, Faisal and Wang, 2020).
Within respective hotel these assorted services always formulated by manager in order to give
best services to their customers such as online booking websites, unique facilities at hotel
premises as compare to the other hotels.
Purchase: With the help of this accurate information travellers are generally make their
decision best as they booked online and take better services of room within hotel. Herein,
1

respective hotel always applied unique tools and technologies so that they can always keep in
touch with its potential customers and able to satisfy their overall needs and desires.
Receive: On the basis of this stage customer's always build their experience in a better
towards gaining goods and services. Within the respective travel and tourism industry house
keeping department has responsibility to give better experience to their customers so that they
can give positive response to the firm effectively.
Post purchase: It is mainly considered as a last stage of customer's journey in which
customers are able to give feedback to firm and company and avail such kind of facilities which
is given by hotel. Thus, respective travel and tourism industry needed to build good relations
with its clients so that they can achieve its targeted goals and objectives.
Importance for vendor to see customer decision making.
Marketer always required to understand overall consumer behaviour so that they can map
the path of buying and able to conduct decision making process within travel and tourism sector.
Along with this, consumers generally analyse numerous factors or figures during availing sorts
of services in a luxurious way (Peršurić, 2020). Through understanding all kind of factors and
processes firms able to meet customer's entire needs and wants in an effective manner. In context
with Grosvenor House Hotel, research and developing department is able to realise decision
making process in order to make effective goods and services in a different mode. Along with
this, decision marketing campaign always helpful for targeting overall consumer's from market
who can promote their travel industry in a proper way. In order to gain customer's attention and
retain they always advertise their strategies through using affiliated media, social media and so
on. That's why these type of promoting strategies are always helpful for travel and tourism
industries to increase their growth successfully.
TASK 3
Comparison and contrast the cardinal variation between B2B and B2C decision making
procedure.
Within the travel and tourism sector decision making procedure plays significant role in
order to take appropriate decision to make proper judgement for business as well as for another
business in a several ways. There are better way to understanding the concept of B2B & B2C,
those are mentioned below:
2

Basis B2C B2B
Meaning Business to communication
always helpful for decision
making across the target
customers.
Business to business always
helpful for taking decision
within commercial units in a
two concepts.
Stress On
Affected party Herein, few potential people
can be affected in some ways.
There is different types of
unique parties so that decision
can be influence of them
towards business.
Relationship There are choices based on
customers reference in which
business does not needed to
always concentrates on
managing long term relations
(Dharmarasu and Mathavan,
2020).
According to this decisions are
mainly formulates connections
by which they can sustain for
long period of time.
From the above discussion there is little bit differences between B2C&B2B in order to
make decision making process. Along with they are similar at the time of judgemental decision
by having target to fulfil overall business profits and objectives. At last both elements of firms
always have deep marketing research in order to fulfil market needs and wants.
Measure the consequence of market research utilized in judgement making process.
Market research has responsibility to identify overall data and conclude better possible
method through which firms are able to understand current trends of industry in order to expand
their business operation in a proper way. Similarly, in the sector of travel and tourism industry
they always able to search potential investor by which people can willingly invest and help firm
to achieve their targeted goals. At present scenario, there are most of the organisations which
already have diverse market towards their business within global market that can analyse from
external market through developing marketing research in order to make proper decisions in
3

order to expansion of business. Therefore, it is necessary for each and every aspect of business in
order to overcome risk chances by understanding overall situation of dynamic environment along
with willingly participation of people in a better way. Furthermore, it elaborated several aspects
of business such as customer's needs, business demand and needs towards competition strategies
along with price (Kanakaratne, Bray and Robson, 2020). Therefore, marketing research is very
helpful concept to bring so many important changes in order to meet customer's needs and wants.
So that now it can be said that there are so many ways by which travel and tourism industry is
able to compare their services from another firm to gain competitive advantages. Therefore, it is
essential to maintain and manage effective brand goodwill through satisfying consumer's needs
and wants along with giving more benefits for its potential customer's.
Assorted approaches to market investigation and methods of research for examining decision
making process.
For surviving at marketplace most of the firms are needed to have different types of
research and numerous method in order to achieve several goals and objectives in an appropriate
manner. With the help of this they can satisfy consumer's needs and wants. In context with
Grosvenor House Hotel, generally used unique marketing research in order to conduct so many
research through which they can exist at marketplace for long period of time. There are few
methods, those are given below:
Marketing research approach in B2C
According this approach marketer is able to use secondary data method or collection
which is generally taken by first hand. There is one example, which is going to be discussed
below:
Personal interviews: This is based on face to face interview in which respective
organisation of travel and tourism industry always conduct better interview process in order to
select best candidate for their firm (Abd Wahil, Ishak and Daud, 2020). With the help of this they
can achieve their targeted goals and objectives in an appropriate manner.
Therefore, this type of approach is consider as most important research method for firm
in order to define several needs and wants of travel and tourism sectors. Along with they are able
to build strong relationship with customers.
Marketing research approach in B2B
4

On the basis of business to business firm are using this as a secondary resource in which
data has been already available which is generally based on short period of time. Along with the
benefit of this approach is that it is not much costly and do not take more time. For example:
Public records: On the basis of respective organisation, with the help of this they can
take better decision in order to achieve their desired goals and achieve target market in an
effective manner.
TASK 4
Various stages of decision making within tourism industry with the help of examples.
Marketers are always considered as an essential part of an organisation which make the
process of decision making easy in order to develop effective goods and services and sell them
into the marketplace. In reference with travel and tourism sector marketer's have key role within
such kind of firm by which they can determine overall preferences and taste of customers along
with give different solutions to them to overcome negative issues from the industry. Therefore,
organisations are using several kinds of strategies or tools in order to make their service better
through focusing on consumer's demand and needs. With the help of this they can satisfy their
customers in a perfect way. There are few stages in reference with travel and tourism, those are
going to be discussed below: Alternatives: It is most essential stage which help firms to analyse several kinds of
alternatives in marketplace towards products to attract large number of buyers. Purchase decision: Marketers are easily able to influence buying decision of hotel in
which people are able to get so many facilities while making purchasing decisions. Need recognition: During the increment of overall demand of consumers within the
travel and tourism sector it can be possible for them to take feedback from different types
of travellers and clients so that if there is any requirement that can be fulfilled by firm
through bringing such kind of unique strategies which will help them to satisfy
consumer's needs ad wants (Nguyen, Brennan and Lockrey, 2020). Post-purchase evaluation: These sorts of aspects generally accomplished through taking
feedback from customers so that marketers can make better valuable chain of their
changing scenario and strategies in order to influence future decision of firms.
5

 Search for information: By having so many websites of hotel, they are able to provide
different types of goods and services along with they put affordable price on their
services (Sherwin and Parkhurst, 2020). Therefore it is helpful for firm to take effective
decision in a successful manner.
From the above specified stages this can be said that decision making process is very
helpful within travel and tourism sector for providing effective goods and services for satisfying
customer's needs and wants.
6

CONCLUSION
According to the above respective report it can be said that, consumer behaviour and
insight is one of the most considerable part of marketplace in which marketer always notice
overall activity of customer in a perfect way. In order to maintain good relation with customers
they always develop unique ways to reach customer's desires in a perfect manner. Therefore, the
travel and tourism industry able to fulfil customer's needs and wants through using advance
technology in order to bring so many changes within an organisation. It will help them a lot
achieve success effectively. In addition to this, decision making process is on of the best way to
understand consumers in a proper manner with the help of accomplished their needs and wants.
Along with these type of industry have good impact on people to achieve successful growth.
7

REFERENCE
Book and Journal
Tölkes, C., 2020. The role of sustainability communication in the attitude–behaviour gap of
sustainable tourism. Tourism and Hospitality Research, 20(1), pp.117-128.
Chernova, V. and Starostin, V., 2020, January. Leading Trends in Marketing Research: a Case of
Big Data. In 5th International Conference on Social, Economic, and Academic
Leadership (ICSEALV 2019) (pp. 210-215). Atlantis Press.
Nguyen, A.T., Parker, L., Brennan, L. and Lockrey, S., 2020. A consumer definition of eco-
friendly packaging. Journal of Cleaner Production, 252, p.119792.
Abd Wahil, M.S., Ishak, M.F.M. and Daud, F., 2020. AWARENESS OF HEALTH EFFECTS
FROM SKIN WHITENING PRODUCT USAGE: A SYSTEMATIC
REVIEW. International Journal of Public Health and Clinical Sciences, 6(6), pp.20-32.
Kanakaratne, M.D.S., Bray, J. and Robson, J., 2020. The influence of national culture and
industry structure on grocery retail customer loyalty. Journal of Retailing and Consumer
Services, 54, p.102013.
Dharmarasu, N. and Mathavan, R., 2020. Consumer’s Awareness towards Fast Moving
Consumer Goods in Paramathi Velur Town in Namakkal District. Studies in Indian Place
Names, 40(70), pp.1573-1579.
Pennisi, G.A., 2020. A Linguistic Insight into the Legislative Drafting of English-Speaking
Jurisdictions. European Journal of Law Reform, 22(1), p.3.
Zhang, J., Liu, L., Jiang, Y., Faisal, S. and Wang, Q., 2020. A new insight into the high-moisture
extrusion process of peanut protein: From the aspect of the orders and amount of energy
input. Journal of Food Engineering, 264, p.109668.
Sherwin, H. and Parkhurst, G., 2020. Exploration of the motivations and existing behaviour of
bike-rail integrators to inform future promotional interventions.
Contini, M., Annunziata, E., Rizzi, F. and Frey, M., 2020. Exploring the influence of Corporate
Social Responsibility (CSR) domains on consumers’ loyalty: An experiment in BRICS
countries. Journal of Cleaner Production, 247, p.119158.
Pillai, S.K.B., 2020, April. External and internal factors of mobile games adoption in Indonesia.
In Digital Economy for Customer Benefit and Business Fairness: Proceedings of the
International Conference on Sustainable Collaboration in Business, Information and
Innovation (SCBTII 2019), Bandung, Indonesia, October 9-10, 2019 (p. 64). Routledge.
Botha, E., Creaven, G. and Mandy, J., 2020. Conveniently healthy: The impact of health
endorsements on brand trust, brand loyalty and brand equity in Fast Moving Consumer
Goods convenience versus shopping goods. South African Journal of Business
Management, 51(1), p.9.
Thompson, B., Toma, L., Barnes, A.P. and Revoredo-Giha, C., 2020. Date-label use and the
waste of dairy products by consumers. Journal of Cleaner Production, 247, p.119174.
Peršurić, A.S.I., 2020. Improving Marketing Strategies for Private Labels of Malvazija Istarska
Wines. In Improving Marketing Strategies for Private Label Products (pp. 17-38). IGI
Global.
Arbolino, R., Boffardi, R. and Ioppolo, G., 2020. An insight into the Italian chemical sector:
How to make it green and efficient. Journal of Cleaner Production, p.121674.
8

Nguyen, N. and Pervan, S., 2020. Retailer corporate social responsibility and consumer
citizenship behavior: The mediating roles of perceived consumer effectiveness and
consumer trust. Journal of Retailing and Consumer Services, 55, p.102082.
9