Consumer Behaviour and Insights in the Hospitality Sector

Hospitality
Consumers Behaviour
and
Insights

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
TASK 2............................................................................................................................................3
Stages of customer decision making & path of purchasing in context of a hospitality sector.3
Evaluate theories, models as well as concepts which influences the consumer decision making
process....................................................................................................................................5
Define why it is essential for marketers to map a path in order to purchase and to understand
the decision making process of consumer..............................................................................5
Comparison among hospitality decision-making process in reference to B2C and B2B.......6
Approaches for conducted market research as well as methods of research in the process of
decision making......................................................................................................................7
Factors which affect the process of decision-making.............................................................9
Evaluation how marketer influences various decision making stages...................................9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Consumer behaviour refers to a study of different groups, individuals as well as
organisation where all the functions are linked with purchase, disposal and consumption of
products and services. Along with this, it has been said that there are ample number of factors
which consist of culture, sub-culture as well as class where they are living. Therefore, it is quite
important for an organisation to examine what the buying behaviour of customer and develop
their strategies as well as policies accordingly according to the changing needs and wants to
customers (Szmigin and Piacentini, 2018). In the present report, Travelodgeis chosen as the base
organisation which was founded in the year 1939 and its headquarter is located in California, US.
It is the first motel chain in the marketplace of US. There are various sections, which are going to
be discussed in this report which consist of different stages of consumer decision making process
along with this it has also been going to be examined that why it is important for the marketers to
map a path. Comparison between B2B and B2C are also included in this report.
MAIN BODY
TASK 2
Stages of customer decision making and path of purchasing in context of a hospitality sector.
Consumer decision making define as a processwhich is adopted by customers for
examining the needs and requirements, assessing the alternatives, gathering data about available
substitutes and then take any kind of decision. This process might get influenced by various
elements such as social, emotional, psychological and so on. This will assist marketers in order
to place their goods and services at the marketplace in a successful manner after examining their
needs and wants in an effective manner (Nguyen, de Leeuw and Dullaert, 2018). In reference to
Travelodge, management team of the company requires to examine the attitude of consumers
before launching new services at the competitive environment. Different stages of decision
making process of consumers are going to be discussed as follows:

Source: Stages of Consumer Decision Making Process. 2016.
 RequirementRecognition:As per the first phase of customer decision making process, it
is required to identify the needs and wants of customers that what they really want to buy
in order to satisfy their demands. This as a result aid marketer for developing and
modifying their strategies as well as policies (Ismagilovaand et., 2020). In the present
context of Travelodge, managers of the hospitality organisation need to examine the
requirements of customers.
 Searching as well as collecting information: Once managers identify the requirements
of customers, it is essential for them to gather all the information related to the substitute
of goods and services available at the market. For this, management team of the company
adopt different sources which consist of personal contacts, digital media, print medium
and so on. In this context managers of Travelodge use personal data collection method
for gathering all the data and information.
 Evaluation of substitutes: After gathering all the data, it is required to evaluate all the
substitutes in an effective manner so that they can analyse whether it will satisfy their
Illustration 1: Stages of Consumer Decision Making Process