Influence of Marketers on Consumer Decision Making in Hospitality Sector

Hospitality
Consumer

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1 The different cultural, social, personal and psychological factors that influence consumer
behaviour and attitudes within a hospitality context..............................................................3
P2 Changing consumer trends due to impact of digital technology.......................................4
TASK 2............................................................................................................................................4
P3 The stages of the consumer decision-making journey and map a path to the purchasing for
given hospitality service.........................................................................................................4
P4 Important for marketers to map a path to purchase and understand consumer decision-
making in the hospitality sector..............................................................................................4
TASK 3............................................................................................................................................4
P5 Comparison between decision making process in hospitality in B2B and B2C...............4
P6 Approaches of market research and methods of research for decision making................4
TASK 4............................................................................................................................................5
P7 Influence of marketers on different stages of decision making........................................5
CONCLUSION................................................................................................................................6
REFRENCES...................................................................................................................................6

INTRODUCTION
Consumer behaviour can be said to be a study which shows the pattern, attitude and all the
factors which a consumer considers while buying a product or a service. It is always based upon
actuals of a consumer which takes place within a market place in order to form proper strategies
by any organisation. In this report Travelodge has been chosen which was founded in year 1939.
It’s headquarter is situated in California, United States (Ashman, Solomon and Wolny, 2015). In
this assignment discussion about different cultural, social factors which are influencing consumer
behaviour, stage of consumer decision-making, changing consumer trends, important mapping
part, comparison of B2B and B2C, evaluation of different approaches of market research
followed by rule of marketers in influencing hospitality industry in decision making process is
included.
TASK 1
P1 The different cultural, social, personal and psychological factors that influence consumer
behaviour and attitudes within a hospitality context
Customer satisfaction can be defined as the level of awareness and acceptance of service
for costume. This is an emotional response of a customer towards expectation from a product,
performance or quality of the product. Various factors which influence consumer behaviour and
attitude or cultural factors, social factors and personal factors.
Cultural factors: Cultural factors contain importance in estimating consumer behaviour and
attitude towards a product or a service. This is a basic field that influences needs as well as wants
of an individual. The cultural factors influence value, behaviour, perception as well as liking of
a human. Every culture also consist of small sub cultures which provide the methods of
socializing and different identification.
Social factors: Social factors includes family, groups, social rules as well as status which impact
behaviour and attitude of a customer. Through this classification reference group faces influence
on the attitude and behaviour of a consumer. Different important parts of this reference groups
are family, neighbors, friends as well as co-workers. Family is an indispensable part when taking
into account consumer buying behaviour (Banerjee, 2017). It is majorly depending on family
orientation which includes parents, siblings as well as family with spouse and children.

Personal factors: This includes ages as Willis stages in the life cycle. It also takes into account
occupational as well as economic conditions of an individual including their personality and self-
development values and lifestyle. Customers usually evaluate price, size, of a product and
service offered by any organisation. Places a customer needs to visit while buying a product is
also important.
P2 Changing consumer trends due to impact of digital technology
Internet is one of the important tools when influencing customers. It has had a great impact
on consumer attitude and buying behaviour. Generally, a number of hotels use cyber marketing
to promote their services. In this way they also provide a number of discounts and offers to their
customers. In context of travel lodge, a number of bookings are taken online from different
websites such as make my trip, trip advisor and so on.
Consumers can also provide feedback and upload many pictures from their trips at given
hospitality sector company. This helps consumer to decide on which service to choose. There are
also various options where people mention their experiences at hotel (Frederiks, Stenner and
Hobman, 2015). Travelodge takes extra initiative to make sure that all its customer fills the
feedback form. Also, in case there is any negative feedback they try and work on it.
TASK 2
P3 The stages of the consumer decision-making journey and map a path to the purchasing for
given hospitality service
Consumer decision-making can be explained as actual news consumers in at most
appropriate product or services amongst various alternatives available to them. This involves all
the steps which starts from identification of needs, extraction of relevant information,
examinations as well as evaluation of all the available alternatives and at the end it is closed by
making a purchase decision.
Number of factors such as social, psychological, emotional and so on which affect the
choices all divine decision of customer. Consumer decision-making faces is contributing
organisation to deter mine the buying behaviour of customer and also take various types increase
awareness about their products and services Ltd. The set of procedures which comprises of
different stages of customer buying behaviour through customer decision making are mentioned
below: