Hospitality Consumer Behaviour and Insight

This report explores the factors influencing consumer behaviour and insights in the hospitality industry, with a focus on Tim Hortons. It discusses the impact of digital technology on consumer trends and analyzes the stages of the consumer decision-making journey. It also examines the differences in decision-making processes between B2B and B2C contexts.

Hospitality Consumer
Behaviour and Insight

Table of Contents
INTRODUCTION...........................................................................................................................3
Submission form: 1..........................................................................................................................3
Introduction.................................................................................................................................3
Submission form: 2..........................................................................................................................6
REFERENCES..............................................................................................................................14

INTRODUCTION
Hospitality industry is one of the broad category of fields in which includes the various
services such as lodging,. Food and drink services, event planning, theme parks and
transportation, travelling, airline ad many more in order to reap important outcomes. It is one of
most important to generate revenue for local economies directly in which tourist spend their
money in hotel, restaurants and entertainment venues. Respective report is based on Tim Hortons
which is a fast food restaurant chain, specializing in coffee and doughnuts it is Canada's largest
quick service restaurant chain. Respective report is based on various factors such as cultural,
social, personal and psychological that influence on consumer behaviour and insights with
consumer trends that changed due to digital technology. Further it includes the various stages of
consumer decision-making journey and importance of marketers path to understand the decision-
making of them. In addition to it elaborates the key differences in decision-making process in
both B2B and B2C by using the approaches in order to gain potential outcomes.
Submission form: 1
Introduction
For an organisation it is very much crucial to analyse or evaluate the factors that directly
influence on the decision making such as cultural, family background and life style of consumers
and many more factors (Altinay and Taheri, 2019.) Today's world become competitive day by
day as technology occupies the place in marketplace so it is very much essential to analyse the
necessity and implement accordingly. In context of Tim Hortons they before building products
and services evaluate the respective factors in proper manner.
Examine different factors such as cultural, social, personal and psychological factors that
directly influence on consumer behaviour and attitudes.
In the business world there are kinds of factors or attributes existed that directly affect on
the consumer decision-making process, in context of Tim Hortons they by analysing various
factors tried to satisfied consumers needs and wants in proper manner that are as follows:

Consumer behaviour is decision-making of people by spending in their available resources by
searching for, purchasing, using, evaluating and disposing of products and services for satisfying
their needs and wants in proper manner. For an organisation it is very important for marketers to
conduct marketing by using marketing concept in order to gain important insights in proper
manner.
In context of Tim Hortons they build products and services examines respective factors that
directly influence on the consumer decision making that are as follows:
Cultural:
The cultural factors consist of various factors that directly influence on consumer
decision-making which divided into culture, sub-culture and social class. In cultural factors
consist of belief of human behaviour and roles that played by them in society and in sub culture
includes the customs, traditions and racial groups many more. In context of Tim Hortons they
for different cultural background people prepare different kind of food and drinks so that they
can promptly purchase products and services.
Social:
In social factors consist of the various factors such as reference group, family
background, roles and status and many more. In context of Tim Hortons they analyse the
religion of people and their changing mindset that rapidly change their buying patterns in order
to reap important outcomes.
Personal:
In personal factors includes the various factors such as age group, occupation, financial
position and life style of an individual in order to gain potential outcomes (Bhushan, 2019). In
context of Tim Hortons they deals in various nations so that it is very necessary for them to
analyse their existing as well as emerging needs. In context of Tim Hortons their majorly
consumers are youngsters so they focus on fast food section that helps to consumer in their
decision-making process.
Psychological factors:
In psychological factors includes the motivation level, personal experiences and attitude
towards purchasing products and services in order to reap important outcomes (Fernandes and
Duma, 2019,). In context of Tim Hortons they by taking feedbacks from consumers that visit
their restaurant in order to build loyalty in heart of consumers in positive manner. With the help

of Maslow's need hierarchy organisation can be able to examine potential needs of their
consumers and build strategies accordingly.
Exploration of how consumer trends are changing due to the impact of digital technology.
In hospitality industry highly advance tools and techniques such as emergence of digital
technology in marketplace that improve the working conditions and quality of products and
services into the marketplace. In context of Tim Hortons they adopted various kinds of digital
tools and techniques in order to reap important outcomes that are as follows:
Tech vision 2020:
In today's business environment people are very much concerned for the environment as
people more aware so in context of Tim Hortons they expect dramatic advances in the nine
technological areas such as sustainable energy, clean and green environment, health and wellness
of people for gaining potential outcomes. By using 27 hours and 7 days services to their
consumers by giving visualisation effect to improve the product and services conditions.
Cloud and big data analytics:
Respective technological advancement is one of the rigorous demand in these days by
providing networks, storage and servers with the help of big data analytics by driving better kind
of analysis in both structured and unstructured form (Gursoy, 2019.). In context of Tim Hortons
they by collecting the necessary knowledge and information about consumers and their taste with
preferences in order to provide one of best services to them.
Analysis of how cultural, social, personal and psychological factors that influence consumer
behaviour and attitudes are changing and driving trends in hospitality.
In context of Tim Hortons they evaluate the various kinds of needs and factors that
directly influence on the purchasing decisions of consumers such as due to emergence of
advance tools and techniques in marketplace affects on their building products and services.
Such as respective organisation use eco friendly products and services which is based on smart is
the new green and analyse the concept of urban people as they pace towards the fast food so by
building respective products they mould and ease the consumer buying decisions in positive
manner (Hu and et.al ., 2019. ). By providing visualisation effects to consumers by using highly

advance tools and techniques they influence the consumer behaviour and attitudes in positive
manner.
Critical analysis of the emerging trends in consumer behaviour and attitudes using specific
examples from the hospitality industry to support your arguments.
In context of Tim Hortons they by using the Tech vision 2020 that focuses towards the
eco friendly products and services, sustainable energy and many more that not only proved
beneficial for organisation but also in context of consumers. Respective technology saves the
cost of organisation and execution time also but on other hand organisation requires some major
kind of training and development in their organisation that takes high cost (Ivanov and Webster,
2019. ). Big data analytics also proved beneficial for organisation to save large no. of knowledge
and information of consumers in order to reap important outcomes.
Conclusion
From the above section it has been analysed that for an organisation it is very much
crucial for organisation to analyse various factors or attributes that helps in decision-making
within the organisation in order to reap important outcomes. To remain always competitive in
marketplace it is crucial to analyse emergence of highly advance tools and then implement
within the organisation.
Submission form: 2
Introduction to the report
Respective section of the report is based on the mapping of consumer experiences and
their needs in proper manner by using stage of consumer decision-making. It is very crucial for
an organisation to analyse or evaluate the key differences in the hospitality decision-making
process in order gain potential outcomes in positive manner.
Examination of the stages of the consumer decision-making journey and mapping a path to
the purchasing for a product/service.
Consumer decision making journey which is one of most important model for an
organisation that describes or evaluate the consumers decision-making process in order to reap
important outcomes (Khan, 2019.). Respective process is linear in nature that saves to overlap
various works and activities for taking effective kind of purchasing decisions. In context of Tim
Hortons they analyse various stages that are as follows:
Need recognition:

Respective is the first phrase in crucial decision-making process that enables to Tim
Hortons in identifying the potential kinds of needs and wants in order to reap important
outcomes. They by conducting the research and development in marketplace evaluate changes
that are potential for market for gaining desirable results. With the help of internal stimuli and
external stimuli organisation analyse their existing as well as emerging needs.
Information search:
Respective organisation after knowing needs and wants of consumers collect necessary
knowledge and information from various sources such as personal sources, commercial, public
and experiential sources that are potential for an organisation (Kustos and et.al ., 2019..). In
context of Tim Hortons they by using consumer rating groups and taking reviews from their
family and friends that are most effective source of information. They by reviewing social media
the another best tool for analysing the consumers needs and demand in proper manner.
Evaluation of alternatives:
In that regards consumer evaluate or optimise the options available in front of them so
that they can choose or opt one of best out of them. In context of Tim Hortons they relatively
provide various options to examine factors such as careful calculations and logical thinking that
helps to them in gaining clear insights for taking crucial decisions. By elaborating distinctive
factors that provided by them to their consumers. In context of Tim Hortons they are large no. of
restaurants in various places by using franchise strategy for gaining potential outcomes in order
to reap important outcomes.
Post purchase behaviour:
Respective stage is the last stage in which organisation remain accountable for serving
the consumer base after selling products and services (Liu and Law, 2019). In that regards
respective organisation take proper feedbacks from consumers as they what important attributes
liked in their products and serving style in order to be more improved or not so that they can put
one of their best efforts in organisational as well as self development in positive manner.
So from the above stage of consumer decision-making process it has been analysed that
to provide products and services to the ultimate consumer base required sequence of activities or
actions for completing the journey of consumers. For an example in the restaurant if an
consumer wants to organise the birthday party then the various factors or attributes contributes

majorly in their decision-making that are budget, facilities and food and décor in order to give
one of best experiences to them.
Evaluation of how marketers are responding to the decision-making process, applying
relevant examples from your selected hospitality organization.
In the business environment there are various ways to deal with the business and related
activities that helps to consumers in their decision-making process for gaining higher level of
profitability and profit margins (Mariani, Borghi and Kazakov, 2019.). In context of Tim
Hortons they by using the decision-making process by analysing their taste and preferences in
proper manner. By using the process of consumer decisions making they measure the path by
which willing to purchase products and services that are as follows:
Level of perception:
Perception is very much important for an organisation in context of their potential
consumer base, in context of Tim Hortons they by tracking their consumers taste and
preferences from the very beginning so that they can easily perceive the important attributes
regarding the products and services. In context of respective organisation they have distinctive
brand image in marketplace as they provide one of rare taste and features in their food products
that plays very key role in the consumer decision-making in positive manner. In the stage of
need recognition they try to build perception of products in proper manner.
Marketing activities and campaign:
Marketing campaign and various activities to get aware people about organisational
products and services are very much crucial for an organisation in order to reap important
outcomes in positive manner ( Merli and et.al ., 2019.). Marketing activities proved beneficial
for organisation from inception of consumer purchasing decision till the post consumer
behaviour in order to reap important outcomes. In context of Tim Hortons they use social media,
direct marketing and other tools in order to reach at large no. of consumer base.
Consumer feedbacks:
Consumer feedbacks are very much important for an organisation as it required from the
very beginning in order to collect necessary knowledge and information from consumers in order
to improve level of performance. In context of Tim Hortons they collect feedbacks from their
consumers that avail services from them in order to improve in their level of performance to
remain competitive advantage in positive manner.

Comparison and contrast of the key differences of the hospitality decision-making process
in the context of B2C and B2B, using specific hospitality examples.
In an organisation for taking effective decisions it is required the contribution of B2B and
B2C businesses for commercial transactions in order to reap important outcomes. The B2B
refers to the business to business activities in which organisation directly sell their products and
services to businesses (Min, So and Jeong, 2019). In context of B2C which denotes business to
consumers that directly sell their products to consumers in order to reap important outcomes. In
context of Tim Hortons they evaluate business functions and activities on various backgrounds
that are as follows:
Particulars B2B B2C
Purchasing decisions In context of B2B business for
providing products and
services to the ultimate
consumer base they needed to
evaluate various components
such as pricing, taste and
preferences of consumers and
many more attributes. For an
organisation it is very crucial
to gather crucial kind of data
and statistics that contributes
towards decision-making
within the organisation
(Möhring, Keller and
Schmidt, 2019).
In B2C business the consumer
considered one of most
important assets as they are
crucial for gaining profitability
and sustainability within the
organisation. They consumes
less time and resources in
comparison to the other kind
of businesses.
Evaluation of needs In context of B2B they put one
of their best efforts in order to
evaluate the emerging changes
which occurs within
marketplace in order to gain
In respective stage the
organisation and their
management are accountable
for evaluation of consumers
needs and wants in proper

potential outcomes. manner by conducting research
and development to run their
business smoothly.
Actions or decisions in context
of market size
In context of B2B they
segment their market on age,
taste and preferences, pricing
of product that a consumer can
buy also they segment on basis
of their major competitors in
marketplace. In context of
Tim Hortons they build
products by examine related
factors in their consumer base.
Respective kind of business
and their holders covers the
majority of consumer and
market in order to satisfy
consumers needs and wants in
proper manner (Rather and
Hollebeek, 2019).
Evaluation of the different approaches to market research and methods of research used
for understanding the decision-making process.
For an organisation to survive and remain competitive in marketplace it is very much
essential to analyse or evaluate the needs of consumers on various grounds (Olya, Bagheri and
Tümer, 2019.). In context of Tim Hortons they by avail the approaches in context of Both B2B
and B2C business in order to gain potential outcomes. Here are the approaches of market
research and methods in context of B2B and B2C business:
Market research approach in context of B2C:
the first and foremost objective of marketers is to collect necessary knowledge and
information that contributes towards achieving organisational goals and objectives in positive
manner. The sources are:
Questionnaire:
In respective source of collecting information in order to improve the delivery of
products and services in proper manner.
Personal interview:

In respective source of collecting knowledge and information they conduct the face to
face interview in which they ask relevant kind of information in order to reap important
outcomes (Rahimi and Taheri, 2019).
Market research approach in B2B:
Respective kind of data and information proved very much essential for an organisation
as it already existed in marketplace and takes less time to evaluate the information and
knowledge in order to reap important kind of outcomes (Sahelices-Pinto, Lanero-Carrizo and
Vázquez-Burguete, 2019). In context of Tim Hortons they collect necessary information from
the public records and from other public institutions to reap important outcomes.
Public records:
In context of Tim Hortons they take information from the public records in order to
analyse various factors or attributes in order to reap important outcomes.
Government and non government agencies:
In context of Tim Hortons to analyse the consumer taste and preferences they use
already available data and information in order to gain important insights for taking crucial
decisions within the organisation.
A coherent and justified evaluation of how different factors influence hospitality decision-
making and buying behaviour, supported by specific hospitality examples.
In hospitality industry to provide help to consumers mapping path of purchase plays a
very critical role in order to gain potential outcomes. In context of Tim Hortons marketing map
which directly affects on the marketing mix, technology in order to reap important outcomes.
Influence on marketing mix:
Respective factor helps in the consumer decision-making process by strongly position in
terms of giving right kind of knowledge and information to the consumer base in positive
manner (Olya, Bagheri and Tümer, 2019.). In context of Tim Hortons they positioned each
and every aspect such as product, price, place and promotions that directly contributes in
purchasing decision-making in positive manner.
Influence on technology:
In consumer decision making the use of tools and techniques influence on the providing
products and services in most technological advance in order to gain potential outcomes. In
context of Tim Hortons they avail one of most technologically advance in order to giving one of

best experiences to the consumers by using the social media tools and techniques, personalized
experiences to consumers and other attributes.
To map the consumers experience there are the model that helps in crucial decision
making that are as follows:
Cognitive view:
Cognitive view elaborates the decision making from thinking problem from the solver's
perspective in order to gain potential outcomes (Koc, 2019..). In context of Tim Hortons they
build emotional bond with consumers so that they become loyal towards organisational products.
Economic view model:
while an consumer purchase products and services they analyse or evaluate various
factors or attributes that are potential or reasonable in nature. In context of Tim Hortons they
examine various factors to build one of effective products in proper manner.
Emotional view:
It is crucial for organisation to connect their consumers emotionally by giving products in
most effective manner.
Passive view:
Respective factor related with the advertisement and promotions that enables to an
organisation to enhance the sustainability in marketplace in positive manner.
Critical evaluation of how marketers can influence the different stages of the hospitality
decision-making process giving specific hospitality examples.
It has been critically analysed that different stages helps to organisation as well as
individual in order to move on definite path by achieving organisational goals and objectives in
proper manner (Olya, Bagheri and Tümer, 2019.). In context of Tim Hortons they as per
interest of consumers present features and other attributes in order to gain potential outcomes
from them. The negative aspects of respective theory and practice that it depends on consumer
mindset that are rely from one person to the another and respective stage takes too much cost and
time in order to examine each and every factor in proper manner. In context of Tim Hortons
they by using respective model can be better understand the consumers needs and demands in
order to gain competitive advantage.

Critical evaluation of the application of appropriate theories, concepts and models that
influence
and impact upon the hospitality decision-making process.
From the theory of consumer experience map it has been analysed that for an
organisation it is very crucial to map the consumer map by collecting their crucial kind of
experiences and purchasing patterns in order to serve in better way in future so that organisation
can gain competitive advantage (Mariani, Borghi and Kazakov, 2019.). So for an organisation
it is very crucial to map their level of experiences in order to reap important outcomes. But on
the side that the relevance of cognitive and emotional models are not justifiable as consumers do
not tend to make pre purchase evaluation in impulse and emotions but on practical aspects that
are very much crucial for an organisation.
Conclusion of the report.
From the above report it has been analysed that for an organisation it is very much crucial
to analyse or evaluate the consumer behaviour and purchasing patterns in order to improve the
level of performance in near future. With the help of consumer decision-making process
organisation can be able to evaluate the needs at every tier of their life to serve the consumers in
better way. In addition to draw out the consumer experience map that helps to find out gaps and
accordingly perform well.

REFERENCES
Books and journals:
Altinay, L. and Taheri, B., 2019. Emerging themes and theories in the sharing economy: a
critical note for hospitality and tourism. International Journal of Contemporary
Hospitality Management. 31(1). pp.180-193.
Bhushan, S., 2019. Design thinking in hospitality education and research. Worldwide Hospitality
and Tourism Themes.
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ASSESSMENT OF NEW LUXURY HOSPITALITY BUSINESS MODELS AND
THEIR IMPLICATIONS ON 5-STAR HOTELS IN SWITZERLAND. In 2019 Global
Fashion Management Conference at Paris (pp. 515-521).
Gursoy, D., 2019. A critical review of determinants of information search behavior and
utilization of online reviews in decision making process (invited paper for ‘luminaries’
special issue of International Journal of Hospitality Management). International Journal
of Hospitality Management. 76. pp.53-60.
Hu, F., Teichert, T., Liu, Y., Li, H. and Gundyreva, E., 2019. Evolving customer expectations of
hospitality services: Differences in attribute effects on satisfaction and Re-
Patronage. Tourism Management. 74. pp.345-357.
Ivanov, S. and Webster, C. eds., 2019. Robots, Artificial Intelligence and Service Automation in
Travel, Tourism and Hospitality.
Khan, M.A., 2019. Building Theories for Hospitality Discipline: An Attempt to Describe and
Elaborate Required Processes and Procedures. Journal of Hospitality & Tourism
Research. 43(5). pp.619-632.
Koc, E., 2019. Service failures and recovery in hospitality and tourism: a review of literature and
recommendations for future research. Journal of Hospitality Marketing & Management.
28(5). pp.513-537.
Kustos and et.al ., 2019. Using consumer opinion to define New World fine wine: Insights for
hospitality. International Journal of Hospitality Management. 83. pp.180-189.
Liu, X. and Law, R., 2019. Insights into managers’ response behavior: Priority and
effort. International Journal of Hospitality Management. 77. pp.468-470.
Mariani, M.M., Borghi, M. and Kazakov, S., 2019. The role of language in the online evaluation
of hospitality service encounters: An empirical study. International Journal of
Hospitality Management. 78. pp.50-58.
Merli and et.al ., 2019. Why should hotels go green? Insights from guests experience in green
hotels. International Journal of Hospitality Management. 81. pp.169-179.
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Insights from diffusion of innovation theory and technology acceptance model. Journal
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Systems at Hotel Booking Platforms. In Information and Communication Technologies
in Tourism 2019 (pp. 265-277). Springer, Cham.
Olya, H.G., Bagheri, P. and Tümer, M., 2019. Decoding behavioural responses of green hotel
guests: A deeper insight into the application of the theory of planned
behaviour. International Journal of Contemporary Hospitality Management.

Rahimi, R. and Taheri, B., 2019. Sustainability and Corporate Social Responsibility in
Hospitality and Tourism.
Rather, R.A. and Hollebeek, L.D., 2019. Exploring and validating social identification and social
exchange-based drivers of hospitality customer loyalty. International Journal of
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Sahelices-Pinto, C., Lanero-Carrizo, A. and Vázquez-Burguete, J.L., 2019. Corporate social
responsibility and consumer behaviour in the hospitality sector: its effects on the
decision-making process. World Review of Entrepreneurship, Management and
Sustainable Development. 15(1-2). pp.132-150.

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