Hospitality Consumer Behaviour and Insight- Doc

Hospitality Consumer
Behaviour and Insight

Table of Contents
INTRODUCTION...........................................................................................................................3
LO 1.................................................................................................................................................3
Covered in PPT...........................................................................................................................3
LO 2.................................................................................................................................................3
P3 Stage of consumer decision-making journey and a path map................................................3
P4 Importance for marketers to map a path of consumer decision-making................................5
M2 Evaluation of marketer's response to decision-making process...........................................6
LO 3.................................................................................................................................................6
P5 Difference in hospitality decision-making process in B2B and B2C....................................6
P6 Methods of market research to understand decision-making process...................................7
M3 Evaluating different factors influencing hospitality decision-making.................................8
LO 4.................................................................................................................................................8
P7 Evaluation of role of marketers on hospitality decision-making process..............................8
M4 Critical evaluation of influence of marketers on each stage of decision-making.................9
D2 Critical evaluation of theories, concepts and models that influence hospitality decision-
making process............................................................................................................................9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Consumer behaviour is the way in which customers select, purchase, use and dispose off
ideas, goods and services in order to satisfy their needs and wants. These are basically the
behaviour of consumers in the marketplace that are influenced by their motives behind making
any purchases in the market (Banerjee, 2017). Consumer behaviour is affected by various factors
that should be well understood by the marketers so as to attract customers and influence their
buying behaviour. Strategies and policies formulated by organisations should be such that they
can make their products and services to survive in the market by accelerating their sales thereby
increasing their profits. Under this report hospitality industry of UK is considered to understand
consumer behaviour towards the services provided by hotels, restaurants, resorts etc. This will
help in analysing the consumer decision making process and their expectations from hospitality
industry which will in turn help in enhancing the services provided by this industry by creating
memories and joyous experience for consumers.
LO 1
Covered in PPT
LO 2
P3 Stage of consumer decision-making journey and a path map
Consumer decision making process includes all the stages from identification of
problems by customers that need to be solved and making final decision of purchase (Hofacker,
Malthouse and Sultan, 2016). These processes helps the marketers in identifying the factors that
influence the behaviour of customers at each stage of decision-making process which will
successfully place the product or service in the market and attract customers towards them.
Various processes of consumer decision-making are discussed below :

Illustration 1: Five Essential Stages of Consumer Decision
Making Process. 2014
Source : Five Essential Stages of Consumer Decision Making Process, 2014 Need recognition : The customers identify their needs at this stage which will help in
solving their problems. Search for information : At this stage customers search for information related to their
issues how they can be solved. Evaluation of alternatives : At this stage various options that can satisfy their needs are
evaluated based on various parameters like price, facilities etc. which will help them in
choosing the best options available, Purchase decision : At this stage final purchases are made by the customers by paying
the money for the product or service they have chosen.
 Post purchase evaluation : This means evaluating the level of satisfaction after the
consumption of product or service (Maniatis, 2016).
To map a path for customer to avail the hospitality service for conducting a conference in the
hotel is explained below : Pre-purchase : It is related with selecting a hotel that can accommodate the number of
members that will be present in the conference along with the facilities that are required
like a video-conference hall, round table etc.