Hospitality Consumer Behavior and Insight : Assignment

Added on - 21 Feb 2021

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Hospitality ConsumerBehavior and Insight
Table of ContentsINTRODUCTION...........................................................................................................................3LO 1.................................................................................................................................................3P 1 Various factors influencing consumer behavior in hospitality industry..............................3P 2 Impact of consumer behavior in technology changes..........................................................6LO 2.................................................................................................................................................7P 3 Stages of consumer decision making..................................................................................7P 4 Importance of consumer mapping.......................................................................................8LO 3.................................................................................................................................................9P5 Compare and contrast the key differences of the hospitality decision-making process in thecontext of B2C and B2B, using specific hospitality examples...................................................9P 6 Evaluate the different approaches to market research and methods of research used forunderstanding the decision-making process..............................................................................10LO 4...............................................................................................................................................11P7 Evaluate how marketers can influence the different stages of the hospitality decision-making process giving specific hospitality examples...............................................................11Conclusion.....................................................................................................................................12References......................................................................................................................................13Books and Journal.....................................................................................................................13
INTRODUCTIONHospitality industry is all dependent on the customers, customers are the main essence ofthe hospitality industry. There are many factors that impact the opinions of the customers, thehospitality industry always try to evaluate these factors of the customer's opinion. As the mainobjective of any hospitality organization is to bring satisfaction to the customers' life and create agood experience. There are many marketing strategies applied also for the increase in the sale ofthe organizational only be possible if the organization understand the consumer behavioralpatterns(Espinet, 2019). As travelogue is second largest brand in hospitality industry which wasfirst started in 1985 with just one lodge. It has established itself in very short time with the greatsuccess as it focused on budget hotels segment. Travelodge has mainly focused on UK indeveloping its market as the company has rooted 200 properties with more than 10000 rooms.Travelodge is enhancing itself rapidly as there is increase in competitors in the same market, thecompany is investing in technology to get an advantage from its customers and bring a review asthe most pleasurable hotel room chain. This report will communicate the about the differentfactors of customer decision making on the sale of Travelodge brand.LO 1P 1 Various factors influencing consumer behaviour in hospitality industryConsumer behavior is a cognitive course in which feelings of consumers are portrayedspecifically. Consumer expresses their emotions to what they want to satisfy their desires andneeds. They go through planning of product purchase, choices of the product with the limitedmoney with the consumers. There are some different factors that affect the behaviour of theconsumer.(Panchal, 2016)Cultural FactorsEvery consumer follows some cultural beliefs which becomes the base of their decisionmaking. The cultures which have some particular ideology and that impacts the behavior of theconsumer(Blagoev, Nikolskaya and Popov, 2019). Travelodge respects the beliefs of theconsumers and also tries to do their marketing accordingly, Travelodge also evaluate the culturesneeds which will help the organization to be more efficient, Travelodge try to provide thedemanded rooms as per the requirements of the consumers as the culture factor is further dividedin sub culture factors and social class factors. Sub culture is the group of individuals who have
the same belief and lives in the same geographic location, these groups may be resembled withdifferent religion and nation or tribe. Social class are the group of people of same culture butdivided on the basis if the living standards and income. Travelodge is not culture biased andtreats every customer equally important and Travel lodge gives more emphasis on the othersocial classes of the market as the upper class are very less in ratio as compared to upper middleand lower middle, so the company makes their marketing starter on that basis to increase theirsales and also ensure the customer satisfaction.Social FactorsEvery consumer is being related to some person to whom they are influenced from. Thesepeople are categorized in reference groups and family and social status of the consumer. Theconsumer idolizes an individual and obey his advice sand opinions without thinking too much.These reference groups may include family members and close friends, colleagues etc(Dev Ph D, 2015). the customer will ask them whether they have used the services of Travelodgeor not and will try to get all the pro's and cons of the company's services to take a decision.Travelodge will always make sure to satisfy the needs of the customers and also focus on thefeedback taken from the customers to improve the company's framework as more customeradaptive. Travelodge will analyze the market on the basis of need in different stages ofconsumer. If a consumer is a bachelor its focus will be buying alcohol, wants more lavish rooms,if the customer is newly married then they will be looking for more comfortable and romanticrooms with good services, customers who are having a family will focus on more economicrooms with their family's security and safety where they can enjoy their stay. The customers whoare very old will be given extensive services by the company as medicines, massages etc to relaxthemselves. The company will also focus on the market social class ratio which will help thecompany to make the marketing strategy accordingly. Travelodge always focus on the consumerbehavior to provide them with the services never experienced before.Personal factorsPersonal factors are the individual factors that affects in decision making of theconsumer. The factors may vary from person to person. As age of a consumer may change theneed and wants of them in the particular age, if the consumer is young then he is more active tostay in a hotel but if a consumer is old then he may prefer more to be at home at not go out.Income of the consumer is also a major factor which influences the decision of the customer , if
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