Hospitality Consumer Behaviour and Insight

Hospitality Consumer
Behaviour and Insight

Table of Contents
INTRODUCTION...........................................................................................................................1
Task 1 (Covered in PPT)..................................................................................................................1
P1 Different cultural, personal, social and psychological factors that influences consumer
behaviour......................................................................................................................................1
P2 Consumer trends are changing due to impact of digital technology......................................1
Task 2...............................................................................................................................................1
P3 Consumer decision making journey and path mapping .........................................................1
P4 Map a path to purchase are important for marketers .............................................................3
Task 3 ..............................................................................................................................................4
P5 Compare and contrast the key difference of hospitality decision making process for B2B
and B23C.....................................................................................................................................4
P6 Different approaches to market research and methods of research........................................5
Task 4 ..............................................................................................................................................7
P7 Marketers can influence the different stages of hospitality decision making process............7
CONCLUSION................................................................................................................................7
REFERENCE...................................................................................................................................8

INTRODUCTION
Consumers are the essential needs of any business organisation who contributes in
growth and development of business. Every business is depend on customers as they purchase
products and services from organisation and increases popularity. It is important for business
organisation to focus on customers and their needs which helps to increase the productivity and
profitability. Consumer behaviour is changing time to time which creates opportunities as well as
threats for business organisation. To understand consumer behaviour concept Malmaison Hotel
has been selected that operating more than 15 Hotels in United Kingdom. This report will
discusses about consumer decision making journey which involves different stages to purchase
the products and services. Moreover, decision making process in context to B2B and B2C for
hospital industry and about marketers who influences hospitality decision making process.
PPT Intro.
Consumer are the those who analysis the needs and buy products or services for the purpose of
consume. Whole businesses are rely on people who helps to increase the business sale by
purchasing goods and services. This presentation is all about consumer behaviour that states
different factors which can influences consumer behaviour and attitudes and consumer trends
which are changing due to digital technology.
Task 1 (Covered in PPT)
P1 Different cultural, personal, social and psychological factors that influences consumer
behaviour
P2 Consumer trends are changing due to impact of digital technology
Task 2
P3 Consumer decision making journey and path mapping
The decision making journey involves an activity in where people recognises their needs,
collect the information, view alternatives and final selection for purchasing products and services
(Ayik, Benetatos and Evagelou, 2013). Thus, according to this, important this is to know
understand the needs of their customers. Path mapping is the way to influencing people and
make buying decisions by using appropriate journey, stages are as follows:

Need recognition: This is first step where people analysis their needs and make decision
to buy products. In context to Malmaison Hotel customers can get services by analysing their
needs and make decisions to purchase.
Information Search- In next step, information is collected by customer towards a
products and services (Liebeskind, Mandravickaitė and Bernatonienė, 2016). Such as people
collect the information about Hotel Malmaison in order to avail services.
Evaluation of Alternatives – Here, customer have many option to make purchase
decision. For example, different options are evaluated by customers of Malmaison Hotel which
helps to make decision.
Pre purchase stage: This is based on understanding the needs of themselves or finding
the problems. In this stage needs are analysed by consumer and also identified alternatives before
purchasing a products and services (Bilgihan and et. al., 2016). For instance, customers who are
interested to visit outside they thinks to avail services from Malmaison Hotel which as it
provides better quality of services
at economic prices.
Purchase stage: This step involves purchasing of products and services by analysing all
alternatives or options. It helps to select the best option and enjoys services prominently. In
relation to Malmaison Hotel, customers purchases services from such industry after analysing all
options. Customers realised that it provides different services from all at affordable prices which
can satisfy them properly.
Post purchase stage: This means services should be provides to customer after sale also.
It helps to make buying decision for next period too. For instance, customer of Malmaison Hotel
who has availed services can make further buying decision as it provides post purchase services
like feedback, customer query etc which make happy.
Receive stage: This is related with products and services which are received by
customers and also enjoys. It helps to increase business value and popularity by providing
quality of service (Hall, 2013). In context to Malmaison Hotel, customer make decision to
receive services along with other facility such as WI-FI, musics and transportation facility that
helps to make the decisions.