Hospitality Consumer Behaviour and Insight pdf

Hospitality
Consumer behaviour
and insight

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1. Factors influencing behaviour and attitudes of consumer.....................................................1
P2. Ways in which consumer trends are changing because of digital technology impacts.........2
M1. Analysis of the ways factors are influencing behaviour of consumer and changing
attitudes........................................................................................................................................3
D1. Critical analyses of emerging trends and attitudes................................................................3
TASK 2............................................................................................................................................3
P3. Stages within journey of consumer decision making............................................................3
P4. Importance of marketers to map path....................................................................................6
M2. Evaluation of the ways marketers responds towards decision making procedures..............7
TASK 3............................................................................................................................................7
P5. B2B and B2C.........................................................................................................................7
P6. Market research approaches..................................................................................................9
M3. Coherent and justification of ways distinct factors influences decision making as well as
buying behaviour.......................................................................................................................10
TASK 4..........................................................................................................................................10
P7. Ways marketers influences stages of hospitality decision making process.........................10
M4. Evaluation of ways marketers influences each stages within decision making process in
relevance with applied models or methods................................................................................11
D2. Evaluation of appropriate theories and models influencing as well as impacting on
hospitality decision making procedures.....................................................................................12
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Consumer behaviour is a marketing concept that is used by organisations for studying the
ways in which groups of people, businesses addition to individuals purchase, interact and sells
products or services in the large market (Dredge and Gyimóthy, 2017). With the concept of
consumer behaviour addition to insight, companies makes predictions about how customers will
purchase or consume commodities that are offered at marketplace. To develop deep knowledge
about the concept, Travelodge is selected. It is one of the private entity operating in hospitality
sector throughout United Kingdom and comprises uncountable hotel chains around its native
nation. The report examines factors influencing behaviour and attitudes of hospitality consumers.
It also demonstrate ability of marketers to map purchase path. In addition, appropriate research
forms are also evaluated in this report. At last, the report also evaluates how marketers influences
phases of hospitality decision making procedures.
TASK 1
P1. Factors influencing behaviour and attitudes of consumer.
Consumer behaviour is a study that helps in identifying how an individual, group or
organisation make buying decision for product and service offered to them to satisfy their needs
and wants. It deals with various stages that a consumer goes through before purchasing a product
or service. Consumer behaviour is affected and influenced through various factors that are as
follows-
Culture: It plays important role in determine consumers behaviour as it leads to
generation of belief among humans. An individual learns the set of values, perception, behaviour
and preferences at a very early stage of childhood specially from family and friends and that
becomes grounds during development stage. Travelodge while serving to its consumer must
consider culture of majority of its consumers. This will help hotel in providing services as per
taste and preference of consumer and culture. Satisfying consumer's taste and preference helps in
attracting more and more consumers and business objectives will be achieved (Gibson and
Parkman, 2018).
Social: Social environment is surrounded by several people who have different buying
behaviours. Since all the individuals are part of social environment their buying behaviour is
influenced through society. Social factors such as family, reference groups and roles and status.
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Marketing group of Travelodge identify targeted consumers and their reference group this will
help in identifying taste and preference to targeted group. Consumers when provided with their
desired preference will help Travelodge in getting more satisfied consumer group.
Personal: Personality of an individual influences the types and brands of products
purchased. Personality and self-concept are reflected in the lifestyle of an individuals.
Travelodge while providing serving it its consumer must examine personal choice of its targeted
consumer group.
Psychological: Motivation, perception, learning and experience, attitude and beliefs are
the four psychological factors that influences consumers behaviour. Travelodge hotels while
providing services to consumer must consider targeted groups psychological needs to get more
satisfied consumers.
Challenges that are faced by Travelodge hotels of quality services delivery to its
consumers include change in taste and preference of consumers, targeting large consumer group
and emerging high amount of competition are termed as biggest challenges that are faced by
Travelodge hotels.
P2. Ways in which consumer trends are changing because of digital technology impacts
Digitization plays an important role in changing consumers behaviour and attitude.
Following are some common changes that are recorded by managers of Travelodge hotels
through introduction of technology-
Decrease consumer attention: In today's scenario it is seen that availability of content
that is posted online for providing information is too much for an individual to consume
(Gbadamosi, 2017). This leads to decrease in the consumers attention for important information
that Travelodge hotels intended to provide its targeted group through technological means.
The need of personalization: When interaction with individuals are done through piece
of content or software that leaves them with a feeling that their preference and interest were
taken into account. Need for personalization for communicating information is required to build
connection among individual and business houses like Travelodge hotels.
The ease of access to information: In earlier time period consumers decision for buying
a product and service was influenced through news, advertisements and their past experience. In
the era of digital world consumers uses search engines to make research about the product and
then buying decision is taken.
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