Consumer Behaviour in Hospitality Sector

CONSUMER BEHAVIOUR

Table of Contents
INTRODUCTION.......................................................................................................................2
LO2..............................................................................................................................................3
P3 Examine the stages of consumer decision-making journey..........................................3
P4 Explore the importance of the marketeers to map a path to purchase and understand the
.......................................................................consumer decision-making in hospitality sector 4
M2 Evaluate how marketeers are responding to the decision-making process..................6
LO3..............................................................................................................................................6
P5 Compare and contrast the key differences of the hospitality decision-making process of
B2C and B2B......................................................................................................................6
P6 Evaluate the different approaches to market research and methods of research for
understanding the decision-making process.......................................................................8
M3 Provide the coherent and evaluation of factors influence the decision-making and
buying Behavior.................................................................................................................9
LO4............................................................................................................................................10
P7 & D1 Evaluate how marketers can influence the different stages of decision-making
process..............................................................................................................................10
M4 Critically evaluate how marketers influence each stage of the decision-making process
with models and methods.................................................................................................12
CONCLUSION..........................................................................................................................12
REFERENCES..........................................................................................................................14

INTRODUCTION
Consumer behaviour is the study in which the individual customers buy the goods and
their actions in the market place is consumer behaviour (Shim, Shin and Kwak, 2018). The
report is discussing the consumer behaviour and the factors which would influence the
consumer decision-making process. Decision making process of consumers would be affected
and these are discussed in the report. This Report would be providing the knowledge to the
students regarding the consumer behaviour and the decision-making process of consumers.
LO2
P3 Examine the stages of consumer decision-making journey
In the customer decision-making journey will include journey of customers and it will
be started form the process of idea of journey.
Figure 1Consumer decision making process
(Source: Stages of Consumer Decision Making Process, 2016)
Customers will need recognition because they need to develop the idea of visiting out.
Information research is done by customer in the tourist aces and which hotel could be
visited for getting beast experiences.
Evaluation of alternatives is important because customers will look after the every
hotel. Customers will also look after the prices and quality of the services provided in hotels.
Purchase decision will be done by customers on the basis of the price of services and
after evaluating the alternatives of hotels.

Post purchase behaviour, after staying at any hotel customers will give the feedback
and reviews for hotel services.
Consumer decision-making journey would include the factors which would affect the
decision of the consumer like consumers would look after the brand and the quality of the
products and the alternatives of the products which would affect the decision-making process
of consumer. There are different stages which would affect the decision-making ability of
consumer.
Search process is next step for consumer decision-making process. In these step
consumers would be searching for the best service which would provide the best quality of the
services in hotel. In search process costumers would also look for the services which are
provided to them at the low cost and with the best quality. Searching of the hotels is done by
the way of the families and the reviews and feedback on the websites would also affect the
decision (De Mooij 2019).
Evaluating alternatives is the next step and these would include the alternate hotels
which would be providing the services to the customers. Consumers would be evaluating the
alternatives by the way of quality services and price of the services. Selection stage would be
affecting the decision of the consumers but the consumers would evaluate their decision and
take the decision which would be suitable for them. The customers would evaluate the
decision whether it s right or not and then visit the hotel for working in the effective way.
Consumers would visit the hotel and look after the service and quality of the services.
Customers must be satisfied, and then they would leave the hotel if customers are not satisfied
they would give the negative feedback to others and also they would not visit the hotel.
P4 Explore the importance of the marketeers to map a path to purchase and understand the
consumer decision-making in hospitality sector
Consumer decision-making in hospitality industry is playing the vital role in the
making the hotel successful. As if consumers take the decision of moving towards other firm
then it can affect profitability and sustainability of company badly.. Customers would face
many problems, and then they would search for the solutions which would solve their
problems. In some case all the problems of customers would be solved but in some cases only
limited problems of customers would be solved. Employees behavior towards the consumer
would affect the decision and so the employees would behave nicely with the customers.