Table of Contents INTRODUCTION...........................................................................................................................3 LO 1................................................................................................................................................3 P 1. Different factors which influence the behaviour and attitude of consumers........................3 P 2. Changing consumer trends due to digital technology...........................................................3 LO 2.................................................................................................................................................3 P 3. Assessment of the stages of customers effective decision making process..........................3 P 4. Analysing why is it important for marketers to determine the path to purchase..................5 LO 3.................................................................................................................................................6 P 5. Compare the various differences of hospitality decision making process in terms of B2C and B2B.......................................................................................................................................6 P 6. Analysing different approaches to market research for decision making process................7 LO 4.................................................................................................................................................8 P 7. Determining how the marketers can influence the various stages of hospitality in decision making process.............................................................................................................................8 CONCLUSION................................................................................................................................8 REFERENCES..............................................................................................................................10
INTRODUCTION Consumer behaviour is referred to as the in- depth study on how an individual will select, use, purchase and dispose off the goods and services in order to satisfy their particular needs. It is very crucial in determining the underlying motive of the consumer to purchase specific goods and services. It helps marketers in determining the goods needed in marketplace and also examine the effective way to present such goods to the consumers. It will further demonstrate, the stages of customers which leads to effective decision making process. This study will critically examine the various forms of research which in turn largely influence the decision making of the hospitality consumer. Lastly, this study helps in determining how the marketers can influence the various stages of hospitality in decision making process. Center Parcs is a luxurious hotel in UK. It was founded in the year 1968 by Piet Derksen. It offers effective hospitality services and accommodation facilities to the consumers in order to provide them luxurious staying experience. LO 1 P 1. Different factors which influence the behaviour and attitude of consumers. (Covered in ppt) P 2. Changing consumer trends due to digital technology. (Covered in ppt) LO 2 P 3. Assessment of the stages of customers effective decision making process. Kotler and et.al., (2017) consumer decision making process is based on determining the various possible aspects in order to effectively solve the issues in an appropriate and systematic manner. Consumer decision process Problem/ Need recognition:The first stage of the model helps in critically evaluating the problem and motive of the particular customer. In order to understand the needs of the customers, the marketers must focus on critically examining the physical and psychological needs of the customers (Rita and et.al., 2018). The consumer needs tends to continue one after the other. Information search:Once the need of the individual is recognized, then the consumer must focus on searching the more information of the particular products and services in order to
satisfy customer needs. The individual tends to focus on personal and commercial sources in order to gain relevant information to fulfil the set desires of an individual. Evaluation of alternatives:The next step after collecting all the relevant information is that the customers must focus on determining the pros and cons of the particular set of goods and services. The customer tends to compare the services offered by the hospitality industry and tends to choose the best which matches the needs and requirements of the consumer. Purchase:After the customers makes up the mind that the particular goods and services match the needs and requirements of the customers. This in turn results in purchase of particular goods and services in order to gain effective experience. Post purchase:This is one of the most crucial stage after the purchase of particular set of goods (Xiang, Magnini, . and Fesenmaier, 2015). Center Parcs must take reviews and feedback fromthecustomersandincaseofdeficienciesitalsohelpsthecompanyinmaking improvements in the particular segment. Extensive problem solving: This is the factor which occurs when the customer has not purchased the particular set of goods and services. It helps marketers to identify the customers in order to sell the goods and services which can match their needs and requirements. Levels of hospitality consumer decision making Routine problem solving: This is a situation where the individual tends to purchase those goods and services which has been frequently purchased by the customers. This in turn is useful for the marketers in targeting the particular set of customers in order to sell the particular goods and services. Limited problem solving: This is the situation where the consumers are not in a condition to strictly evaluate the outcome and instead take a strategic decision in order to arrive at the simple purchase decision. Four views of consumer decision Economic:This model tends to state that consumer is a rational person and he usually takes rational decision. The customer tends to compare the products and services with the other company and evaluates its pros and cons in order to make a purchase decision. Passive:This model states that consumer takes decision in accordance to the various promotional efforts taken by the competitors. This model states that consumer tends to buy the
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product by critically evaluating the current market position and promotion of the set goods and services. Emotional:This model states that the consumer tends to make an impulsive purchase when they relate with the set goods and services (Campos and Oliveira, , 2018, March). Cognitive:This is referred to as one of the best model where consumer purchase particular products based on their own understanding and interest. P 4. Analysing why is it important for marketers to determine the path to purchase. Gursoy, (2019) said that, it is very crucial for the consumers to determine the path to purchase in order to critically examine the current market trend and buying behaviour of an individual. It helps marketers in optimizing the local channel by effectively determining the path to channel of an individual. Path to purchase helps marketers in providing value to the customers when and where they need the most. It helps marketers to be conceptual, influential and valuable to customers. This in turn helps them in generating more interest for the particular set of products and services (4 Examples of How Technology Is Changing Consumer Behavior,2019). The influence of heuristics in the decision making process is very useful in making purchase decision. It helps marketers in resolving various issue and problems in order to make judgements efficiently. The hospitality industry must focus on developing a shortcut decision making rules in order to reduce the process and in turn leads to instant purchases. Decrop and Woodside, (2017)sought to determine the fact that, marketing mix elements helps in influencing the decision making process of the consumers. Product:The hospitality industry marketers must focus on delivering those goods and services which match the needs and requirements of the individual. The company must focus on furnishing the adequate information to the consumers about the services offered by the Center Parcs. Price:Center Parcs charges adequate prices for the particular goods and services. It must set a price which a customer is willing to pay. Place:The marketer must focus on establishing its business to a place which is convenient for the customers to reach (Schuckert, Liu and Law, 2015). Promotion:The marketer must focus on making people aware about the particular goods and services with the help of advertisement and promotional platforms in order to r each higher customer base.
LO 3 P 5. Compare the various differences of hospitality decision making process in terms of B2C and B2B. Bharwani and Jauhari, (2017) said that,Business to customers is referred to as the procedure of selling goods and services are sold directly to customers. On the contrary, business to business is based on selling of goods and services from one business to another business entity. The decision making process in the B2C is quite simple. ParticularsB2BB2C MeaningBusiness to business is based onsellingofgoodsand services from one business to another business entity. Businesstocustomersis referred to as the procedure of selling goods and services are sold directly to customers Key focusThekeyfocusisonthe company. The key focus is on the end user i.e., customers. Creation of brand worthThebrandvalueiscreated throughmutualrelationship and trust. Thebrandvalueiscreated throughpromotionaland advertisement activities. Decision making processBusiness to business decision makingprocessismore complex. Decision making is based on logical and planned reasoning. Business to customers decision makingprocessiseasyand convenient.Decisionmaking isbasedemotionaland personal interest. Critical analysis of market research between B2C and B2B Research methodology:The consumer research process tends to focus on more specific research technique.In the B2B research, the objectives of the company are wide reaching and focus on agencies reaching particular set of objectives through research technique. On the contrary, B2C market research agencies which tends to focus on using different methodological technique.
Different skill set:The B2B market research must have different skill set by complying with various level of responsibilities. Telephone interviewers tends to face with wide range of challenges like finite sample size, unknown respondents, while working B2B project. Sample size:The sample size for the B2B is quite smaller. The sample size in case of B2C is quite large. Tele- depth interview:The tele- depth interview tends to work effectively because it is less costly and helps in reaching large number of customers from across the globe. It helps in gathering quality information within the stipulated time (Su and et.al., 2017). Pareto principle:Pareto principles is more useful for B2B research as it helps in determining 80/20 rule. In case of B2C, 20% of the customers tend to account for 80% of the revenue which in turn needs to be treated differently. P 6. Analysing different approaches to market research for decision making process. The decision making process of the individual is based on personality, self- interest and motivation of the customers in the hospitality industry. Personality:This factor plays a very crucial role in decision making as it is very useful in influencing buying behaviour of an individual. It helps hospitality industry determine whether the individual make decision on in an emotional or rational manner (Shen and Yeh, 2017). Combined level of experience, maturity, proactive self awareness leads to strategic decision making. Self- interest:It is based on personal choice, needs and interest of the consumer in order to gain particular set of services within the hospitality industry. Motivation:Encouraging others to take a specific decision. It helps in effectively establishing the base for the particular decision making. There are various measures of consumer learning which mainly includes: Recognition and recall:It helps in determining how often customer purchase from the specific brand. Behavioural:It is based on the observable responses to the particular promotion of the goods and services. Attitudinal:It is mainly concerned with the overall feeling of the customers related with particular goods and services. Understanding various aspects of consumer perception:
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Dynamics:The perception of the customers related with the particular goods and services are changing continuously. It helps in determining how the product is actually perceived by the product consumers. Imagery:The brand image of the hospitality industry plays a very crucial role in the decision making process (Beldona and Kher, 2015). It is referred to as the emotional perception of the consumers in relation to the particular brand image. Risk:This is referred to as the uncertainty of the customer in order to buy particular set of good and services. It is related with the threat and hazardous activities. LO 4 P 7. Determining how the marketers can influence the various stages of hospitality in decision making process. Xiang, Magnini and Fesenmaier, (2015) sought to examine that,Behavioural approach is based on the observable responses to the particular promotion of the goods and services. Cognitive model is referred to as one of the best model where consumer purchase particular productsbasedontheirownunderstandingandinterest.Culturalfactorsareusefulin encompassing the certain set of values, language and beliefs of an individual. It consists of various ideologies where it is useful in influencing the buying behaviour of an individual. Center Parcs must focus on analysing the needs of the customers in order to deliver the best quality goods and services according to the individual preference and needs. The marketers should focus on critically examining the culture trends of different cultural groups and countries (Zhang and Benyoucef, 2016). There are certain set of language barriers which in turn affects the decision making process. On the contrary, subculture is referred to as the distinct cultural group which tends to exist based on unified characteristics. The subculture is classified on the basis of certain factors such as social class, age, region and gender. There is a significant change in the consumer behaviour of the individual with the growth in particular life cycle and change in the age trend. The buying behaviour of the customer is largely influenced because of the buying preference of the men and women. Use of advanced digital technology helps in effectively influencing the buying behaviour of the consumers. CONCLUSION This study concludes that, Consumer behaviour is referred to as the in- depth study on how an individual will select, use, purchase and dispose off the goods and services in order to
satisfy their particular needs. The buying behaviour of consumer is influenced by various factors such as social, personal, cultural and psychological. This study summarizes that, technology is one of the most important element which is very crucial for the sustainable development of the hospitality industry. It will further demonstrate, the stages of customers which leads to effective decision making process. The influence of heuristics in the decision making process is very useful in making purchase decision. The marketing mix of the company also influences the buying decision. Lastly, this study also critically examine the various differences of hospitality decision making process in terms of B2C and B2B.
REFERENCES Books and journals Beldona, S. and Kher, H.V., 2015. The impact of customer sacrifice and attachment styles on perceived hospitality.Cornell Hospitality Quarterly.56(4). pp.355-368. Bharwani, S. and Jauhari, V., 2017. An exploratory study of competencies required to cocreate memorable customer experiences in the hospitality industry. InHospitality Marketing and Consumer Behavior(pp. 159-185). Apple Academic Press. Campos, J. and Oliveira, M., 2018, March. Exploring Decision Making on Hospitality Brands: Emotional or Rational Factors. InInternational Conference on Tourism Research(pp. 15- VIII). Academic Conferences International Limited. Decrop,A.andWoodside,A.G.,2017.ConsumerBehaviorinTourismandHospitality Research. Emerald Publishing Limited. Gursoy, D., 2019. A criticalreviewof determinantsof information search behavior and utilization of online reviews in decision making process (invited paper for ‘luminaries’ special issue of International Journal of Hospitality Management).International Journal of Hospitality Management.76. pp.53-60. Kotler, P and et.al., 2017. Marketing for hospitality and tourism. Rita, P and et.al., 2018. Mobile services adoption in a hospitality consumer context.International Journal of Culture, Tourism and Hospitality Research.12(1). pp.143-158. Schuckert, M., Liu, X. and Law, R., 2015. Hospitality and tourism online reviews: Recent trends and future directions.Journal of Travel & Tourism Marketing.32(5). pp.608-621. Shen, C. and Yeh, C., 2017. Destination Attracting from Online Imagination. J Tourism Res Hospitality 6: 4.of.5. pp.14-16. Su, L and et.al., 2017. How does perceived corporate social responsibility contribute to green consumerbehaviorofChinesetourists:Ahotelcontext.InternationalJournalof Contemporary Hospitality Management.29(12). pp.3157-3176. Xiang, Z., Magnini, V.P. and Fesenmaier, D.R., 2015. Information technology and consumer behavior in travel and tourism: Insights from travel planning using the internet.Journal of Retailing and Consumer Services.22. pp.244-249. Zhang, K.Z. and Benyoucef, M., 2016. Consumer behavior in social commerce: A literature review.Decision Support Systems.86. pp.95-108.
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