Hospitality Consumer Behaviour and Insight

HNHM319:
Hospitality Consumer
Behaviour and Insight

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1) Stages of Consumer Decision Making Process for Products and Services of an
Organisation................................................................................................................................3
P2) Explore How Consumer Trends and Changing Due to the Impact of Digital Technology..5
TASK 2............................................................................................................................................6
P3) Stages of the Consumer Decision Making Process Making Journey and Map a Path to
Purchase Given Hospitality Service............................................................................................6
P4) Importance of Consumer Behaviour for Marketers to Understand Consumer Decision
Making Process In Context of Hospitality Sector.......................................................................8
TASK 3............................................................................................................................................8
P5) Comparison of Key Differences of Hospitality Decision Making Process in Reference to
B2C and B2B by using Particular Hospitality Examples............................................................8
P6) Different Approaches to Market Reserach and Methods of Reserach for Analysing
Decision Making Process............................................................................................................9
TASK 4..........................................................................................................................................10
P7) How Marketers Inlfuences Various Stages of Decision Making Process by Identifying
Appropriate Examples in Context of Hospitality Sector...........................................................10
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Consumer Behaviour refers to the study of the perspectives of individuals, groups
organisations and also of the business enterprises (Bian and et.al., 2016). It is important for the
companies to make proper analysis of the needs and preferences of their customers with the help
of which it will be possible to know about the different perspectives of their customers and the
knowledge about the change in the needs and demands of their customers could be known and
services could be provided to them according to the needs and preferences of their customers.
The company chosen for the completion of this assignment is Grosvenor House Hotel which was
founded in the year 1929 and is headquartered in London. The company provides their customers
with different types of services such as food, lodging, accommodation and many more with the
help of which it is possible to make improvement in the level of satisfaction of their customers.
The assignment will make its focus on the factors which makes influence on the hospitality
consumer behaviour and attitudes. In addition to this, the focus will also be made on the decision
making process of the organisation along with the ability to map the path that could be used to
make use of the services of the hospitality sector. At last, the focus of this assignment will be
made on the specific forms of research that could be used to analyse the influence on the
hospitality consumer decision making process and to know about the ways with the help of
which marketers influence different stages will also be presented in the following assignment.
TASK 1
P1) Stages of Consumer Decision Making Process for Products and Services of an Organisation
Consumer Behaviour can be defined as the as process of grouping, individual and
companies which are rleated to and are connected with purchasing, disposal and use of products
and services that provides mental, emotional and social reaction of customers to the companies
which impacts upon the qualities of the products and services of an organisation (Venkatraman
and et.al., 2015). It is critical to think about customers so that products and services can be made
and developed accordingly. Consumer Behaviour is characterized as feeling of ideal and
unfavourable choices of a person towards the products and services. It is includes feeling, belief
and behavioural intentions of customers towards the products and services of an organisation.

It is the duty of Grosvenor House Hotel to know about the consumer behaviour and their
attitudes towards the products and services of their organisation and in case of non satisfaction,
possible improvements could be made in the quality, design and other factors of the products and
serivces for the better experiences and satisfaction of customers. The different variables that
impact consumer behaviour and attitudes are discussed as under:
Cultural Factors:
This factor plays an important role in the identification of the needs and demands of
customers rleated to a particular group. In the following context, the division is made according
to different sub-culture, social class. Under culture setting, belief of human behaviour and their
roles which they play an important role in the society is incorporated. The sub culture implies
society where they share customs, values, conventions as far as country, racial gathering,
religion, etc. Likewise, social class individuals center around pay level of person. This comprises
of human conduct, customs, conventions, values, etc. The individual lives in the society who has
different need and demands and impacted by others. The customer attitude and behaviour are
affected on the grounds that every single customers has their own way of life and traditions
which impacts upon their perspective set for purchasing of products and services (Liobikienė,
Mandravickaitė and Bernatonienė, 2016).
Social Factors:
These components are divided into reference group, family, jobs and status. Here,
reference group can impact buyer which impacts on brands and products of an organisation. It
incorporates opinion leader to take their view and survey seeing services just as the products of
their organisation. For instance, if reference group has provided benefit with their own services
from Grosvenor House Hotel and in case the product or service proves to be good than this will
make them to recommend to other individuals as well. In absence of good services they advice
their group to make use of services from other tour operators. Indeed, even the family changes
their mindset of taking services from an organisation, so this will also impact negatively on the
growth and performance of their organisation as well. Individuals having a place different
groups, organisations, club individuals, families needs to keep up their jobs and status at society.
This can impact consumer behaviour for obtaining products and services.
Personal Factors: