Hospitality Consumer Behaviour and Insight: Factors Influencing Consumer Behaviour and Decision Making in Rosewood London

This report explores the factors influencing consumer behaviour and decision making in the hospitality industry with a focus on Rosewood London. It covers cultural, social, personal, and psychological factors, dynamic consumer trends due to digital technology, and the steps of the consumer decision-making journey. It also compares B2C and B2B decision-making processes and evaluates various market research approaches. The report provides insights into the impact of marketers on the decision-making process and the importance of mapping a purchasing path for understanding consumer decision-making.

Hospitality Consumer
Behaviour and Insight

Table of Contents
INTRODUCTION...........................................................................................................................3
Main Body.......................................................................................................................................3
P1 Investigation of different factors like cultural, social, private and psychological influencing
consumer behaviour and attitudes with reference to hospitality............................................3
P2 Dynamic consumer trends due to the effect of digital technology....................................4
M1 Examine the impact of cultural, social, personal and psychological factors at the
behaviour and attitudes of customer in hospitality.................................................................5
P3 Examination of the steps of the consumer decision making journey and mapping a
purchasing path to the for Hotel inn.......................................................................................5
P4 Importance of mapping a path in order to purchase and understand consumer decision-
making in hotel Rosewood London........................................................................................6
M2 Evaluation of the response of marketers at decision making process of customer in context
to Hotel inn.............................................................................................................................6
P5 Compare the key differences of the hospitality decision-making process in the context of
B2C and B2B with illustrations..............................................................................................7
P6 Evaluation of various approaches to research a market and methods of research used to
understand the procedure of decision devising......................................................................8
M3 A coherent and the justified assessment about the influence of different factors at the
decision-making of hospitality and buying behaviour...........................................................9
P7 Evaluation of the affect of marketers at various stages of hospitality decision-making
procedure with examples........................................................................................................9
M4 Assessment of effects of marketers in the decision-making procedure of hospitality...10
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
The tourism sector is growing day by day all over the globe and so the hospitality sector.
So, in order to increase the development of tourism industry, the hotels are increasing day by
day. The hospitality industry includes all the hotels and food services. This has broad category of
fields like food services, travel and tourism, lodging, etc. Such business focuses on the behaviour
of customer and with that respect it takes the decision for needed change in the organisation.
Consumer behaviour is the study of the customer choices while purchasing any product from the
company. It includes the needs, desires, choices, demands, expectations, etc. of a consumer from
specific product. Consumer insight can be used by concern for the identification of how target
audience wants from the organization product and what is reason behind that. This report has
taken the company Rosewood, London(Abuhashesh, et.al, 2019). This company is was opened in
the year 2000 which is being managed by Marriott International and the Renaissance Hotels
which comes as the Renaissance Chancery Court. It is an international luxury hotel and
institution which is operating in 28 hotels in 16 countries. This is presently owned by Hong
Kong-based Rosewood Hotel Group in May 2013). This report will cover the examination and
the difference of hospitality decision-making with reference to B2B and B2C. There are
different approaches for market investigation and the evaluation of the effect of marketers at the
phases of making the decision.
Main Body
P1 Investigation of different factors like cultural, social, private and psychological influencing
consumer behaviour and attitudes with reference to hospitality
The consumer behaviour is the study of each activity of a consumer while buying a
product. This is the identification of all prospect of consumer. This includes the behaviour,
emotional, mental, etc. In hospitality and tourism business, the consumer possess different
expectations. The following are factors that influence the consumer behaviour with respect to the
company Rosewood London-
 Cultural factors: These factors are respect to the customers values, norms and its
believes. These are different ways through which the behaviour of customer is accepted
in the organisation. The company Rosewood London follows a very enjoyable, honoured

as well as the luxury culture. This doesn't harass the societal criterion(Bhardwaj and
Kalia, 2021).
 Social factors: These are the various kind of people who belong to different cities and
nation. They deviate in behaviour as well as the culture. It would effect consumer
behaviour because it has various expectations. The selected hotel keeps all the factors in
mind as well as it tries to fulfil people from each geographical area.
 Personal factors: It is basically related to personal information of the customer like the
age, situation, personality, etc. the selected hotel identify the personal things by taking
daily feedbacks from its tailored. This would allow the business in getting an idea for the
behaviour as well as the attitude of tailored.
 Psychological factors: These factors are related to the psychology of the customer with
respect to the product of the institution. These factors are the thinking, attitude, cognition,
beliefs, etc. about the product of the institution.
P2 Dynamic consumer trends due to the effect of digital technology
The usage of digital technology is enhanced drastically all over the globe, mainly after
the lock down period of COVID-19. This also affects the trends of consumer such as how they
behave, what they demand. The customer used to buy all the products directly if it is required.
There was no scheme of doing business on online platform. The digital technology has made the
life of customised in to contemporary life. The following are the reasons for the ever changing
consumer trends because of the digital technology with reference to the hotel Rosewood London.
 Online booking and payment: This allows the customized to self check-in as well as
check-out in the restaurant. This is because it enables them to devise the online payment.
 Social media: This is used by the large number of individuals all over the world.
Customer behaviour would be effected through out the posts as well as stories of the
services. The chosen hotel can make effectual posts to attract large number of
customer(de, Souza and Hancer, 2021).
 Usage of mobile facilities: The usage of mobile phones is required by everybody in
today scenario of the market. There are different facilities that is easily available on the
mobiles. This would allow the chosen hotel to gain its consumer base. This is because of
the online and direct connectivity of the consumer with the hotel director. This will aid
the customized in having correct information about the business.

M1 Examine the impact of cultural, social, personal and psychological factors at the behaviour
and attitudes of customer in hospitality
There is the market research for analysis of consumer behaviour towards the business and
its merchandise and services. The hotel Rosewood London also conduct market investigation on
the grounds of social, personal, cultural and psychological factors of the customers. This would
allow the industry in finding the accurate knowledge for the customer mindset, its expectations,
desires, etc. On this basis the consumer would expect the taste of its tradition. Moreover, for
private basis, the customer requires the facilities and services as per the age and gender of the
customer. The psychology of customer would decide the condition of his mind which either he
would take or not. The hotel Rosewood London would prioritise the consumer demands as well
as accordingly it would make available the facilities which it need and want in the
organisation(George, Omuudu and Francis, 2020).
P3 Examination of the steps of the consumer decision making journey and mapping a purchasing
path to the for Hotel inn
Consumer changes its method of investigating the products and services that influences
its journey in order to make purchasing decisions. These are various stages that can be used that
impacts the buying decision of customized as follows-
 Problem recognition: This is a very necessary need of any institution to identify the
difficulties of any consumer. This is because it would allow the institution in making
needed changes to its merchandise or services. The hotel Rosewood London used to ask
about its feedback that allows the industry in using the idea of the expectations of
tailored.
 Information search: The tailored used to discover about the information in any company
after it recognise the problems with respect to the other industries. Customized searches
by which assorted ways about the work of any hospitality and hotel Rosewood London
happens to be on top in these facilities(Gupta, 2019).
 Alternative evaluating: The customer often discovers an alternative to form check in in
any of the hotel. They are required to make comparison between the various hotels. The
hotel Rosewood London keep all these factors in mind as well as it applies strategies for
the best performance more than its rivals in the market.

 Purchasing decision: Customized can make a suitable decision only after getting the
exact content regarding to check-in, facilities, payment, etc. in the hotel. Moreover, hotel
Rosewood London keep drawing its customers by giving different discounts as well as
the offers to its customers. Its aim is to keep the customized satisfy by furnishing the
desired facilities in the organisation(Gursoy, 2018).
P4 Importance of mapping a path in order to purchase and understand consumer decision-making
in hotel Rosewood London
Mapping way for the buying is just examination of different steps that a customer takes in
buying any product from the organisation. The steps to map the buying path includes the
problem identification, alternative evaluating, information search, buying decision as well as the
post purchase assessment of the product. Mapping the path would make it simple to explore
different products as well as choose the best product in the market. This would allow them in
devising comparison of various product from its subsidiary products. The selected hotel has
become a perfect pick for the customized as it is aiming to furnish its target consumer with best.
Hence, it would successfully come wit its final choice in mapping path in order to make the
purchase of it. Mapping is an crucial journey because it has the better customer demands. It is
mainly for the small and medium size institution. Moreover, the expectations of customized are
changing as well as the demands are accelerator y which is coming to customer service and sales.
Mapping the journey of consumer would allow the improvement of customized on boarding
procedure. It is good in creating logical command in buyer journey.
M2 Evaluation of the response of marketers at decision making process of customer in context to
Hotel inn
There are various reactions of marketers wit respect to the various field. There are five
steps in decision devising procedure of a customized. A marketer has the duty to value the
problem statement of various customer as well as applying the methods as well as the techniques
in order to resolve these problem. There is a counselling for the marketers from mapping the path
of buying(Han, 2020). This would too allow the marketers in order to identify about the
competitors as customized analyse more options and marketers that would have all the
opportunities to encourage their strategy more than its competitors. It too has the acceptance
about the mentality of customers with its final choice in buying a merchandise.

P5 Compare the key differences of the hospitality decision-making process in the context of B2C
and B2B with illustrations.
B2C (business to customer) is a kind of marketing by which products are straightly
compass to the customised. On the other hand, the B2B (business to business) is a kind of
marketing that provides services to some other business. The different between both is written
below as follows-
Decision making process B2C B2B
Problem recognition The recognition of the
problem by the customer that
specifies about what is his
desire for any product. The
Rosewood London tries to pull
in more consumer by
examining the common and
general troubles to the
customer which he is
facing(Ho, et.al, 2021).
This is the regular need of
fetching the feedback from
customized. This is because it
is essential to make needed
alteration in the business
dealings as per the need of
tailored.
Information research In existing scenario, the
customized are very sharp and
ever keep investigating and
examining the product as well
as services of a business with
other. Rosewood London keep
drawing its customers by
listing its relevant posts on the
social media platform. It
regularly uploads the pictures
of services and products
offered by them at its website
in order to make its customised
There is regular requirement
of research about the concern
and its supplier who are
accountable for good services
and quality merchandise(Liu,
et.al, 2021).

aware about services it is
giving.
P6 Evaluation of various approaches to research a market and methods of research used to
understand the procedure of decision devising.
There are different ways to execute the investigation in the market. Some of the main
methods by which the market research can be done as well as the research data can be assembled
are as follows-
 Survey: This is the analysis and the research of market for the particular product that also
includes the customer reviews. Moreover, the surveys are cost effectual and are assistive
in assembling large amount of information. Rosewood London asks its clients to comply
with the feedback form at a outlined period of time in order to conduct the survey.
 Interviews: The investigator too asks questions to different responsive for getting
customer insights. Moreover, the interviews provides with the one on one interaction that
would be more assistive in getting actual cognition and data about customer outlook. The
manager of Rosewood London asks for a interrogation meeting so that the staff members
can asks the questions with its clients for the required feedback(Roozen and Raedts,
2018).
 Social media listening: There are so many people on of social media. So, many of these
people give the response to the feedback that comes in between on the online platform.
This would be a leading source for investigating market and serving the researcher in
acquiring actual information of customized. Rosewood London puts an advertisement of
the business with its feedback below at different social media platforms.
 Observations: In this way, there is no private interaction held between investigator and
the respondent. Moreover, the researcher would get the information from the behaviour
of the responsive. In these cases, the investigators visits different shops, malls along with
the other places in which the customer who are buying various things. A investigator
accurately observes its purchasing behaviour, its choices, dislikes as well as likes, their
habits, etc. The actual investigation could be only done if the investigator in unaware
about the investigator(Ruel and Njoku, 2020).

 Competitive analysis: It is a type of secondary research way from where the information
can be collected and examined by the companies for its competitors and its customized.
Hence, it could make essential changes to its products as per the choices of the
customized and make more effectual strategy than the rivals in the market.
All these ways are essential in taking effectual decisions because these are giving a deep
investigation about market, customized and the rivals.
M3 A coherent and the justified assessment about the influence of different factors at the
decision-making of hospitality and buying behaviour
The industry makes an effectual and correct decisions after adequately researching the
marketplace, there would be increased consumer base and transformed buying behaviour. So,
various factors would allow the organisation in having correct idea to form alteration in its
present policies.
P7 Evaluation of the affect of marketers at various stages of hospitality decision-making
procedure with examples
The methods by which decision-making procedure can be affected by the marketers are
discussed below as follows-
 Necessity recognition: Marketers are liable to interpret the behaviour of customised in
an organisation. This is very important for the business to get the correct information
related to the demands of its customized. A marketer must have the skills to examine
every activity of customized.
 Information hunt: Each customer requires to form clear vision for any product for
which it requires the correct information by searching about these goods. A marketer has
the duty to upload applicable information related to these industries. Hence, it has no
confusion at all.
 Option assessment: There are different alternative choices for a consumer for any
merchandise and service that subsist in market. A merchandiser has the duty to identify
all these options, its strategies, strengths as well as weaknesses. Hence, the company
would make effectual decisions for the welfare of the institution.

M4 Assessment of effects of marketers in the decision-making procedure of hospitality
Rosewood London marketers are very skilled as well as it knows the trends by which it
can attract extra new clients for the business. Thisvery efficaciously research the marketplace
and the choices of customized and as per this it makes the decisions for the business through
which the result is the strong consumer base and increased per year revenue(Varga, et.al, 2021).
CONCLUSION
From the above report, it can be summarised that the hospitality as well as the tourist
industry is growing at a wide range all over the world. There is a lot of consumer of such
commercial enterprise . So, it can have various behavioural evaluation. The customer behaviour
is the investigation of the buying activities of a user which changes from product to product. The
factors that influence are the cultural, social, etc. which affects the behaviour of customized
towards hospitality. Moreover, the use of digital technology is growing rapidly that is also
effecting the behavioural requirements of a tailored. It has too changed the course of customer
because it provides different facilities to masses online regarding the hotels like online booking,
payments, etc. moreover, the problem recognition, information search, etc. are some phases of
consumer decision-making process.

REFERENCES
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