Influences on Consumer Behaviour and Decision Making Process

This report explores the factors that influence consumer behaviour and the decision-making process. It covers cultural, social, and personal factors, changing consumer trends, and the importance for marketers to map a path. It also compares B2B and B2C decision-making processes and discusses approaches to market research. The report concludes with an examination of how marketers influence each stage of the tourism decision-making process.

Consumer Behaviour &
Insight

Table of Contents
INTRODUCTION ..........................................................................................................................3
Activity 1 (Covered in PPT)............................................................................................................3
P1 Description of cultural, social and personal factors...............................................................3
P2 Consumer trend is changing...................................................................................................3
Factors influences consumer behaviour and changing trend......................................................3
Activity 2.........................................................................................................................................3
P3 Consumer decision making journey.......................................................................................3
P4 Importance for marketers to map a path................................................................................4
Marketers are reponding towards decision making process.......................................................5
Activity 3.........................................................................................................................................5
P5 Compare and contrast between B2B and B2C ......................................................................5
P6 Approaches to market research..............................................................................................6
Coherent and justification of differnt factors which influences buying behaviour.....................7
Activity 4.........................................................................................................................................8
P7 Marketers influences stages of tourism decision making .....................................................8
Marketers influences each stage while making decisions...........................................................8
CONCLUSION................................................................................................................................8
REFERENCES..............................................................................................................................10

INTRODUCTION
Consumer are those person who analysis their needs and wants and make buying decision
by evaluating all activities like quality, price, products and services, compatibility, experiences
etc. that can satisfy them. To know the consumer behaviour is important for organisation which
helps to produce goods and services accordingly and make profits. This report is all about
behaviour of an individual who analysis their needs and buy the products as per their perception
(KEI, 2018). For gaining knowledge Canary Riverside Plaza has been chosen that is luxury 5 star
hotel in London, located at 46 Westferry Circus in Canary Wharf. This report covers ability to
map a path to buy, understanding about influence on tourism consumer decision making process
and different stages of tourism consumer decision making.
Activity 1 (Covered in PPT)
P1 Description of cultural, social and personal factors
P2 Consumer trend is changing
Factors influences consumer behaviour and changing trend
Activity 2
P3 Consumer decision making journey
This refers as an activity where needs and wants are identified by consumers and make
conclusion by evaluating product and services. In other words, consumer decision journey is a
procedure which is used by people to make decision about buying a products. This consider
different stages are given as:
Need recognition: In this phase, consumer make exactly knows what are their needs and
what they wants. In regard of Canary Riverside Plaza Hotel, people find a holiday package in
order to staying in a hotel (Stages of consumer decision journey, 2019).
Information search: In this phase, information are collected by people to get a product
and services. Such as customers get information about Canary Riverside Plaza Hotel and check
its offer which are providing tour packages.
Evaluation of alternatives: It is involving that activity where alternatives is evaluated by
individual and groups to complete their needs. Such as people get alternatives also in comparison

to Canary Riverside Plaza Hotel who can provide more services in similar package or les then
this (Duhan and et. al., 2019).
Pre purchase: In this, customer make decision to select product by evaluating
alternatives which are available. Such as individual select Canary Riverside Plaza Hotel to spend
their precious time by evaluating all options.
Purchase or Receipt: Herein, service are obtained by customers from Canary Riverside
Plaza Hotel which helps to get good experience and make decision to buy more further.
Post purchase decision: This step is used by business organisation to make feel good to
customers and remember them time to time. Administrator of Canary Riverside Plaza Hotel are
focusing on post purchase services such as customer support, feedback, time to time information
etc which helps to make right decision by customers (Ganak and et. al., 2019).
P4 Importance for marketers to map a path
To run a business or attracting a customers marketers are playing essential role who uses
different ways to attracts people and sale them organisational products and services. Marketers
are mapping a path by understanding needs of people and provide them that kind of products. In
context to Canary Riverside Plaza Hotel, marketers are important who map a path by analyzing
needs and influences decision making process such as:
Influence of marketing mix: Marketers of Hospitality industry uses this factor to make
decisoon such as they analyse the current tend and select the services as per customer perception
which attracts them. For instance, Canary Riverside Plaza Hotel marketers monitoring the
services, price, promotion and places which helps to increase the number of customers in such
Hotel.
Heuristic factor: This is another factor which is used by marketers while mapping a path
and attracts behavior of consumers. It contains metal status of people where people select
products as per their perception. For instance, marketers of Canary Riverside Plaza Hotel
understand people's behavior as some people whose basic needs are completed, wants luxury
which are provided by such organization with the help of marketing management (Liu and Law,
2019).
Technological factor: This is most demanding for all marketers in business organization
where people get influence at high level and make buying decision. Canary Riverside Plaza
Hotel's marketers are using new technology to provide information, such as advertisement,

online information, timely updating of websites, online booking and payment which attracts
customers and encourages them to purchase service.
Marketers are responding towards decision making process
To map a path in order to purchase services in context to international tourism sector
marketing are those person who respond properly to customer query which encourages them and
make buying decision. For example, Canary Riverside Plaza Hotel is using some views for
marketers in which they respond and make decision that is defined as:
Economic view: Herein, consumer make a rational decision after knowing about product
and its benefits and disadvantages. For instance, consumer of Canary Riverside Plaza Hotel
make decision by their choice as they have information (Shukla, Singh and Saxena, 2019).
Passive view: Herein, marketers of Canary Riverside Plaza Hotel provide information by
using promotional activities which helps customers to make purchase decision.
Emotional view: This view related emotional perception as tehy have less time to make
buying decision. In chosen Hotel, customer purchase services on the basis of emotions and
possessions.
Cognitive view: In this view, marketers get information about taste and preference of
customers which helps to make buy services of chosen hotel (Ibrahim and Al-Ajlouni, 2018).
Activity 3
P5 Compare and contrast between B2B and B2C
Decision making process is an activity which is performing by a person and group of
person in order to make right decision. A business is connected with B2B process and B2C
which helps to increase the productivity and profitability of running business. B2B depicts
business to business in which a company deals with other business firm to run their business. In
contrary B2C depicts business to customers in which products and services are sale to customers
by a organisation. The difference between B2B and B2C decision process is defined as:
Particulars B2B B2C
Finding out needs In B2B, business concern are having
more knowledge about product or
services which they are buying or
selling. There is no direct relation
In this, customers and business
concern are having knowledge and
experience which helps to make
buying decision. Herein, direct

between customer and business. interaction between customer and
organisation.
Purchasing
decision
Herein, decision about products and
services are made by business who
evaluate information and make
decision regarding, product, price
and strategy.
Herein, customer make decision by
analysing needs and wants who
select which product they should
purchase that can satisfy them
effectively.
Market size
decision
Canary Riverside Plaza Hotel
classified its market in to larger size
as it has tie up with some travel
agency which provide information to
their customer in order to select such
Hotel for staying and visiting other
place (Ramkissoon, 2018).
In Canary Riverside Plaza Hotel,
descions are segmented on the basis
of size, age, income and lifestyle of
people which helps to provide
services accordingly by making
decision.
Above discussion states that B2B and B2C decision are different which is used by
Canary Riverside Plaza Hotel to increase their performance and making higher profits. The
market size of chosen organisation is wider which helps to build effective relationship with
customers and other businesses.
P6 Approaches to market research
For surviving and sustaining in business environment investigation is important which
helps to know about current trend and needs of people. Market research means to get information
about particular thing or product and then make decision. In content of Canary Riverside Plaza
Hotel management conduct a market research in the form of B2B and B2C that is defined as:
Market research approach in B2B:
This consider as quantative method where a business conduct research for the purpose of
getting information about other business. Quantative method is used by Canary Riverside Plaza
Hotel to complete their research in which they get information what should be add in their
services and product which helps to increase the organizational performance (Jaeger, Lee and
Ares, 2018).

Market research approach in B2C
This consider qualitative method which is well known, used to get the information about
customers choice by different ways such as questionnaire, sample survey and observation which
helps to gather information effectively. Canary Riverside Plaza Hotel management are using this
approach to investigate about customers and provide room services accordingly which helps to
improve the business performance (Zhao, 2018).
Moreover, organization is using Pareto Principle in market research that is defined as:
Skill set: This states that a skill which is required to conduct a market research for the
purpose of improving performance. For instance, Canary Riverside Plaza Hotel marketers are
require marketing skills, listening, management, data handling and writing skills which helps to
maintain the information properly (Fatma, Khan and Rahman, 2018).
Research methodlogy: The management of Canary Riverside Plaza Hotel is using
questionnaire method to get information and data.
Sample size: This is also important in B2B and B2C research where B2B is stated at
small level and B2C at big level as there is direct connection between them (Zarezadeh,
Benckendorff and Gretzel, 2019).
Tele – depth interview: This is also used by Hotel industry in research process taht
covers telephones, messages, chatbots etc.
Influence on the decision making process:
Self-motivation: Motivation is important for organization as well as customer which
helps to make decision accordingly. Presently, people are self-motivated who visits websites and
social media to select best product and services and make conclusion (LAli, 2018).
Personality: This factor states that customers are focusing on their personality, lifestyle
and living status which helps to select services in Canary Riverside Plaza Hotel.
Coherent and justification of differnt factors which influences buying behaviour
There are different types of factors which influences buying behavior of customers and
maintain the profitability in organization. Factors such as marketing mix, heuristic and
technological factor which is used by Canary Riverside Plaza Hotel in order to increase the
organizational performance by affecting customers. For instance, management of chosen
organisation provide information about new package, services, and many more with the help of

new technology which influences customers and encourages them to make buying decision (Lutz
and Newlands, 2018).
Activity 4
P7 Marketers influences stages of tourism decision making
In business organisation there are many people who understand needs and make a
judgement regarding product and service (Myung, 2018). Decision making is a on-going process
which is going through by all people and organisation to get a right decision in order to meet
with needs. In Canary Riverside Plaza Hotel, customer are using decision making process which
influenced by marketers of such organization. There are some stages of tourism decision making
process that are as defined:
Behavioral approach: This approach consider scientific study about observable
behavior response by analyzing environmental determinants. This is used by customers which
influenced marketers for example, Canary Riverside Plaza Hotel as customers buy services by
getting information from marketers which helps to make right buying decision (Tajeddini, Ratten
and Merkle 2019). This approach helps to set the mind of people and make them stimulus
towards particular products.
Cognitive approach: This is different from behavioral approach in which customers are
unfamiliar and involved with products of organization. This does not make stimulus to them
which affect the marketers (Taylor and et. al., 2018). For example, Canary Riverside Plaza Hotel,
once customers has bought the services then it become responsibility of marketers to retain them
so it influenced marketers and make consumer buying decision.
Marketers influences each stage while making decisions
From the above discussion it has evaluated those marketers of Canary Riverside Plaza
Hotel uses Marketing campaign and Perception of consumers which helps to make right
business decision. Such as marketers are using pareto principle in order to conduct market
research in context to B2B and B2C which helps to maintain a relationship and improve
organizational performance. Behavioral and cognitive concept are using by management which
responds properly and increase productivity and profitability (Shin, Kim and Severt, 2019).

CONCLUSION
From the report it can be concluded that consumer make buying decision by recognising
needs, getting information, evaluating alternatives and receipt the services which attracts them
and make right decision. Marketers are important who get information about people and provide
products accordingly. Market research is conduced by marketers where information are needed
to make any decisions.

REFERENCES
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Online
Digital technology in Hospitality industry. 2019. [Online]. Available Through:
<https://www.revfine.com/digital-trends-hospitality-industry/>
Stages of consumer decision journey. 2019. [Online]. Available Through:
<https://www.marketingtutor.net/consumer-decision-making-process-stages/>
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