Consumer Decision Making in Hospitality Sector

This document discusses the stages of consumer decision making journey and its importance for marketers in the hospitality sector. It also compares the B2B and B2C decision making processes and evaluates different approaches to market research.

Hospitality
Consumer Behaviour
and Insight

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Task 1...............................................................................................................................................1
Covered in PPT.......................................................................................................................1
Task 2. ...........................................................................................................................................1
P3. Examine the stages of consumer decision making journey and map to path of purchasing.
................................................................................................................................................1
P4. Explore why it is important for marketers to map of a path purchase and understand
consumer decision making in hospitality sector.....................................................................3
Evaluate how marketers are responding to the decision-making process, applying relevant
examples from the hospitality sector......................................................................................4
Task 3...............................................................................................................................................4
P5. Compare the contrast between B2B and B2C in process of decision making by assorting
specific hospitality examples..................................................................................................4
P6. Evaluate different approaches to market research and method for understanding decision
making process. ............................................................................................................7
Provide a coherent and justified evaluation of how different factors influence hospitality
decision-making and buying behaviour, supported by specific hospitality examples...........8
Task 4...............................................................................................................................................9
P7. Estimate how marketers can affect different stages of hospitality decision making process
by giving examples. ..............................................................................................................9
Critically evaluate how marketers influence each stage of the decision-making process with
reference to relevant methods and models applied...............................................................10
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................12

INTRODUCTION
The description of hospitality is relationship between visitor and host, where host receive,
greet to guest while receiving them along with their goodwill involving reception and
entertainment of guests. It is a broad category of field within services industry that involves
lodging, beverages and food items etc. Apart from it, Consumer behaviour is form of study as
individual, group or organisation where all the activities associated utilised for goods and
services.
As in this following report the organisation selected Cosmos Holidays, its a British
Independent United kingdom based offers different range of package holidays in overall UK
market. It was founded 1928 which remains owns by headquarter in Bromley, United Kingdom.
In report topics are discuss on culture, social, personal and psychological factors that influence
consumer behaviour and attitudes. Impact of digital technology in customer trend, consumer
decision making in purchase map-path. Difference between about hospitality industry of context
between B2B and B2C by using examples. Different approach of market research apply to
understand decision making process, Discuss about how marketer influence each other stage of
decision making process with reference of relevant method and model implement.
MAIN BODY.
Task 1.
Covered in PPT
Task 2.
P3. Examine the stages of consumer decision making journey and map to path of purchasing.
The stages of consumer decision making which defines procedure to helps customer at
the time of approaching effective or suitable product and services of different choices
(Dewnarain., Ramkissoon and Mavondo., 2019). It consists of series about phases where a
customer presumes in a way to accomplish their needs and wants . Some of factor of consumer
decision making related with map to path purchasing that explains below:
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 Need for Recognition: It is first process of decision making where consumer get to
identify their actual needs or requirement as per situation. As per this stage product
requirement occurs by customer through which they pursue to buy that particular product
or not.
 Optimising information: On the basis of second stage of decision making process
derives to searching for essential information about to related product and service through
outside environment.
 Evaluation of alternatives: This is third stage of decision making process is helps to
evaluate remaining alternatives of product and services in terms of benefits or mapping
implication (Gibson and O’Rawe., 2018). As for consumer perspective they focuses
towards price, quality, quantity, services to approach for suitable product and services.
 Purchase decision-maker: In this fourth stage, customer buying process is execute
through individual consumer decision in terms of what to purchase for fulfilling
expectation. Their decision making is implemented through review, recommendation,
personal suggestion and experiences etc.
2
Illustration 1: Consumer decision making process, 2019.
Source: Consumer decision making process, 2019.

 Post Purchase evaluation: According to this last stage consumer behaviour get assessed
after purchasing product and services. By post evaluation practise helps to identify
customer satisfaction level in positive nature or negative nature.
As per above five stages of consumer decision making that derives for Cosmos Holidays
context that journey of buying product and services from company they usually promoted along
with influence to customer for meeting up their needs and wants. Cosmos Holidays, hospitality
and marketing team scrutinize overall tourism market to investigate needs and wants of
customer. After analysing needs of their customer they must offer quality of service package and
ensure it should better than competitors product which helps to engage the customer in decision
making. As objective is driven of Cosmos Holidays is to accomplish their expectation and
satisfied them effectively.
P4. Explore why it is important for marketers to map of a path purchase and understand
consumer decision making in hospitality sector.
As per the concept of path to purchase that emphasis their customer which assorted to
expose in order to purchase. By procuring information through Facebook, Email, Google and
twitter through these channels overall way to interpretation to utilise information (Ivanov and
Webster eds., 2019). There are five factors which relates to marketers to know about actual
requirement which is needful to customer as well as it create influence to decision making
process such as:
 Awareness: According to this stage customer tend to involve to aware about their
seeking from different sources for collecting necessity information (Mariani, Fuchs and
Höepken., 2018). As example driven on Cosmos Holidays where they promote their
services information in market to maing people aware and attract.
 Engagement: To making proper awareness the next step defines to interact with people
who are seeking for hospitality services that helps to engage customer. For example:
Cosmos Holidays, their hospitality or marketing team to referring customer or references
for effective interaction as well as they target their customer to provide more and more
information.
 Interest: In this stage, it defines to making attract or obsessed to people by providing
them unique aspect of feature of product and services that not offer by other hospitality
company. As Cosmos Holidays, they enhance more creativity in their product that aspect
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makes customer attractive weather it related to be pricing, quality product implement by
Cosmos Holiday towards particular service.
 Retention: Through this process it helps to offering customer wide range of product in
such a way where they can interact with organisation post purchase (Mejia., 2019). As
Cosmos Holidays they can approach for advertising or promoting in social media of
service related product and services which support to retain customer overall basis.
 Post Purchase: At it is consider last process of consumer buying decision making where
customer make up their mind to finalise about buying particular product and services .
The Cosmos Holidays, they team get to analysis after getting experience of their services
as customer satisfied or not. They facilitates a feedback practise to their customer in
which they share their suggestions, positive reviews and lack of improvement that helps
to company for further development.
Evaluate how marketers are responding to the decision-making process, applying relevant
examples from the hospitality sector.
Through marketers can approach their decision making by need to concerned the five
factors of decision making process which helps to identify actual requirement of customer from
product and services. Need of recognition helps to provides basic need that can fulfil the
requirements. Searching for sources through which need can be classified after that evaluation
that particular sources making optimum decision and then interpretation of purchasing product
and services in term of satisfaction aspects. For Example this procedure helps to Cosmos
Holiday company to read their customer expectation through practise of decision making
process.
Task 3.
P5. Compare the contrast between B2B and B2C in process of decision making by assorting
specific hospitality examples.
Basic Business to Customer(B2C) Business to Business(B2B)
Meaning The process in which interchange or
exchange of goods and services
between buyers and sellers within
customised the business in different
This process derives about
transication of goods and services
related
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way. Through Cognitive and
Behavioural learning to mapped
by marketers for customer
suggestion, experiences and point
of view along with react to
particular product from individual
personality through different
situational based. Different
buying pattern also matters for
marketers where they considered
for customer perspective For
example Culture plays important
role of individual buyers that
examine through marketers by
considering different product and
services allocate to various
preferences of customer.
Customer buying pattern is
crtically scrutinize by marketers
as it is essentials through which
they can approach their right
customer. All these above
evaluation is framed for Cosmos
Holidays company where their
marketers presumes to do market
research to collected overall
information about their product
related. with business entities
which is known to business to
business.
Consideration As Cosmos Holidays company The main agenda to focus for
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focuses towards offering effective
quality of services tourism
packaging which not provided by
other travels venture.
respective firms in terms of B2B
is on making better relationship
with tours and travels companies
(Merli and et. al., 2019).
Clients As per the organisation perspective
their main customer are those
people who stays in hotel and
experience service quality.
In Business to business segment
Tourism company serves their
foods and other traits of services
in organisation of Cosmos
Holidays venture.
Relationship In Business to customer, every
hospitality organisation marketers of
Cosmos Holidays have focused to
maintain their relationship between
hotels and customer (Min, and
Jeong., 2019).
As in other scenario hotels
business must contribute to build
healthy relationship with other
organisation who helps serving
customer as well as to dealing
business investment to increase
credibility.
Decision making to
Buying related
Cosmos Holidays offers services in
their product by presenting those
aspect which makes influence to
customer easily or it hit travel
oriented people where it effects to
their emotions.
The system of decision making
buying in Business to business
that planned for provide basic
requirement (Nusair., Butt. and
Nikhashemi., 2019). Customer
compare the product
differentiation in terms of price,
quality and quantity effectively.
Their motive is to purchase
optimum product from different
alternative.
Target Market Marketing team of Cosmos
Holidays, they focuses to those
customer who are travelling
Business to business marketer are
measure the competitors in terms
of their performance and how
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enthusiastic as well as middle range
of people (Osman. and Nelson.,
2019). Because they provide high
quality service in lower range that
easily approach by customer.
they are attracting to other
business for high increase growth
for more collaboration.
Procedure of Buyers In business to customer the buying
process is very flexible where
Cosmos Holidays presents their
product as well as services.
Customer can access for experience
packages through websites and
inquiry about service for booking
hotels and tours by check in
consuming services.
At the time of Business to
business purchase is having wide
concept that presumes through
various stages. By checking rates,
reviewing inquiry about
professional activities such as
meetings, get together, occasional
party and others (Pourfakhimi.,
Duncan and Coetzee., 2018). All
these arrangement are looking
forward to booking tickets and
filling purpose of check in and
out.
P6. Evaluate different approaches to market research and method for understanding decision
making process.
Market Research approaches:
 Primary Research: According to this method is usually collect first trait data or
influence to contribute by own efforts to scrutinize effectively. The objective of primary
research for collecting data directly from previous information related collected. In
perspective of Cosmos Holidays, this approach supports to investigate solutions by
conduct online services, questionnaire and other surveys (Rai and Nayak , 2019). They
assort for using observation by mapping behaviour and reaction of customer and test
marketing which helps to conducts online survey. They can also assort to selling
products and services within small business market.
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 Secondary Research: It help to utilise by collecting data and information which is
having existence already and presumes through various sources like research report of
other documentation, internet, articles, books and Journals etc. The marketing team of
Cosmos Holidays assort secondary approach to identify target market for better
understanding by assessing new trends and characteristics available in market (Rather
and Hollebeek., 2019). Through this approach it helps to promoting more discounts and
sponsors where it saves cost of organisation.
Methods of Research in Marketing:
 Questionnaire: This is an written document where set of questions which related to
topic. Market researcher assort to better understands decision making process of
consumer perspective. This is form of method that consists of series of questions that
having aimed of collecting information through respondent. The Cosmos Holidays
researcher team can enhance to visiting the customer by assessing their behaviour though
practises of questionnaire influencing through offering.
 Survey: This practise is another essential method of evaluating consumer by
implementing decision making process through survey method. According to this
method of market researcher where they applies for this method to collecting answers or
analysing the majority factor that how many respondent are having different point of
view towards particular topic (Strandberg and et. al., 2018). This survey method helps to
mapping behaviour of consumer as well as attributes to attract for experiencing services.
Provide a coherent and justified evaluation of how different factors influence hospitality
decision-making and buying behaviour, supported by specific hospitality examples
There are many factors which can change hospitality decision making as well as buying
behaviour For example: Cosmos Holiday company decision making impact by market demand
changes as product trend fluctuates in terms of specification, Quality, Quantity and clients
behaviour matters that support of buying behaviour. When customer having buying issue such as
not able to afford high quality of product, it can change the mind as well as also change
perspective of buying behaviour. Experiences with other product or comparing with similar traits
product but they belong from different brand can fluctuates people attitudes and behaviour.
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Task 4.
P7. Estimate how marketers can affect different stages of hospitality decision making process by
giving examples.
There are two different stages of hospitality to mapping individual consumer decision
making process are:
 Cognitive Learning: According to this learning aspect it derives about to develop
naturally enforcement that reflects unique trait of individual personality. By assessing
personality in terms of suggestion, reaction and recommendation (Stumpf. and Califf, .,
2018). To influence the customer buying behaviour implements by excellence way of
communication plays important role by making planning to target audience to provide
different services by Cosmos Holidays company.
 Behavioural Learning: This learning of approach having used by Cosmos Holidays
marketing team to measure behaviour of individual in different situational. It only use for
product and services performance as well as how people is reacting while approaching
that. Psychological plays important role in consumer which is analyse by marketers in
different perspective for gaining maximum customer.
There are some of the other factor which is essential for Cosmos Holiday marketing:
Culture Factor: This factor plays an important role to assessing customer on the basis of
their choices and preferences. According to Cosmos Holidays, they must considered customer
culture as well as sub culture aspect that it create impact on customer decision making where
they relates product with their culture suitability.
Through Cognitive and Behavioural learning to mapped by marketers for customer
suggestion, experiences and point of view along with react to particular product from individual
personality through different situational based. Different buying pattern also matters for
marketers where they considered for customer perspective For example Culture plays important
role of individual buyers that examine through marketers by considering different product and
services allocate to various preferences of customer. Customer buying pattern is crtically
scrutinize by marketers as it is essentials through which they can approach their right customer.
All these above evaluation is framed for Cosmos Holidays company where their marketers
presumes to do market research to collected overall information about their product related.
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Buying Pattern: After analysing customer's culture properly, it is must to understand
about what is buying pattern which carries by customer effective way. Norms, ethics and religion
are three major factor which decides buying pattern of consumer, because different customer
having various kind of culture as well as background that depicts their styles (Rai and Nayak.,
2019). Cosmos Holidays, need to examine their existing and new customer buying specification
as in price negotiation level or differ from culture to culture can effect in product and service
growth.
Critically evaluate how marketers influence each stage of the decision-making process with
reference to relevant methods and models applied.
Through Cognitive and Behavioural learning to mapped by marketers for customer
suggestion, experiences and point of view along with react to particular product from individual
personality through different situational based. Different buying pattern also matters for
marketers where they considered for customer perspective For example Culture plays important
role of individual buyers that examine through marketers by considering different product and
services allocate to various preferences of customer. Customer buying pattern is crtically
scrutinize by marketers as it is essentials through which they can approach their right customer.
All these above evaluation is framed for Cosmos Holidays company where their marketers
presumes to do market research to collected overall information about their product related.
CONCLUSION
From above report hospitality consumer behaviour and insight as come for conclude that
different factor of culture, social, personal and psychological influence to consumer behaviour in
terms of taste, preferences and choices which indicates towards hospitality context. Influences
which driven through digital technology which implies it effect to changing trends of customer in
terms of social media, mobiles, internet and e-commerce business. Customer changing their
behaviour and attitude on the basis of social, culture and personal aspect as per accordingly. The
resulting which generated outcomes by approaching formal decision making at the time of
buying products and services through from customer in terms of quality, quantity related. By
method of research are assorted to understand B2B and B2C decision making by collecting
through survey, interview and questionnaire for measuring interpretation. At last, evaluation of
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consumer buying style from company by considering with understanding culture, purchasing
pattern and leader influence where customer gets obsessed to buy products and services.
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REFERENCES
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increasing the effectiveness of social media use in hospitality industry. Journal of
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hospitality platforms: A viewpoint of trust. Tourism Management, 71, pp.366-377.
Dann, D., Teubner, T. and Weinhardt, C., 2019. Poster child and guinea pig–insights from a
structured literature review on Airbnb. International Journal of Contemporary
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Del Chiappa, G., Gallarza, M.G. and Dall'Aglio, S., 2018. A relativistic value-based approach to
interpreting e-rating and e-complaining behaviour in the hospitality sector. European
Journal of Tourism Research. 18. pp.13-32.
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management: An integrated conceptual framework. Journal of Hospitality Marketing &
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Gibson, A. and O’Rawe, M., 2018. Virtual reality as a travel promotional tool: Insights from a
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hospitality and tourism: a systematic literature review. International Journal of
Contemporary Hospitality Management.
Mejia, C., 2019. Influencing green technology use behavior in the hospitality industry and the
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Merli and et. al., 2019. Why should hotels go green? Insights from guests experience in green
hotels. International Journal of Hospitality Management. 81. pp.169-179.
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Min, S., So, K.K.F. and Jeong, M., 2019. Consumer adoption of the Uber mobile application:
Insights from diffusion of innovation theory and technology acceptance model. Journal
of Travel & Tourism Marketing. 36(7). pp.770-783.
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Osman, M. and Nelson, W., 2019. How can food futures insight promote change in consumers’
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Pourfakhimi, S., Duncan, T. and Coetzee, W., 2018. A synthesis of technology acceptance
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Rai, S. and Nayak, J.K., 2019. Hospitality branding in emerging economies: an Indian
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Rather, R.A. and Hollebeek, L.D., 2019. Exploring and validating social identification and social
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