Hospitality Consumer Behaviour and Insight

This document explores the stages of consumer decision making journey and map a path within hospitality service. It discusses the significance of mapping a path to understand consumer decision making process. It also compares the differences of hospitality decision making in regards with B2B & B2C and compares key different approaches to market research and methods used for understanding decision making process. Lastly, it explains how marketers can influence several stages of hospitality decision making process.

Hospitality Consumer
Behaviour and Insight

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
(Covered in PPT)....................................................................................................................1
TASK 2............................................................................................................................................1
P3. Stages of consumer decision making journey and map a path within hospitality service.1
P4. Why it is significant for marketers to map a path to understand consumer decision making
process....................................................................................................................................2
TASK 3............................................................................................................................................3
P5. Compare differences of hospitality decision making in regards with B2B & B2C.........3
P6. Compare key different approaches to market research and method used for understanding
decision making process.........................................................................................................4
TASK 4............................................................................................................................................5
P7. How marketers can influence several stages of hospitality decision making process.....5
CONCLUSION................................................................................................................................7
REFERENCE...................................................................................................................................8

INTRODUCTION
Consumer behaviour refers to the study of how people, customers and groups and firms
use, buy, select and implements on ideas, products and services in order to satisfy their entire
needs appropriately. Along with this it is the set of numerous actions of consumers within the
marketplace (Amankwah-Amoah, 2017). Whereas, the term consumer behaviour and insight
used by human behaviour in order to maximise effectiveness of entire goods and services. With
the help of this business firms can achieve their desired goals and objectives in a perfect way. To
understand overall consumers' decision making process Holiday Inn has been selected which is
one of the British-owned American brand of world's largest hotel chains. Along with this it was
formed in the year of 1952 by Kemmons Wilson and headquartered in Denham, United
Kingdom. Moreover discussion will be based on various factors which influence hospitality
consumer behaviour and ability to map a path to purchase in hospitality context. At last, different
forms of research to understand decision making process and how marketers influence various
stages of the hospitality consumer decision making process will get covered.
TASK 1
(Covered in PPT)
TASK 2
P3. Stages of consumer decision making journey and map a path within hospitality service.
Business use the marketing in order to maximise the demand of their products & services
among the market. Here markers play very important role they have to analyse the demand,
needs and preference of consumers. So managers of the company, analyse all the factors which
helps in satisfy customers. There are two types of business process which used by the
organization in order to sell their product or earn profit such as B2B and B2C. In B2B, one
business sell their services or products to the another organization and it does not include the
customer interference (Casado-Díaz, Pérez-Naranjo and Sellers-Rubio, 2017). On the other side,
B2C related to the customers where company directly deal with the consumers. In context of
Holiday Inn, this hotel follow the B2C business process where they provide luxury rooms to
their customers. Holiday Inn wanted to increase their room booking by 20% before 2021. Here,
management make decisions which include the process or strategy that how to maximise the
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demand of their rooms. Basically both business process is beneficial because it helps in
maximising the productivity as well as profitability.
P4. Why it is significant for marketers to map a path to understand consumer decision making
process.
In order to make a path within the organisation there are different types of variances
which is always present by different firms in an appropriate manner. With the help of different
variances firms can make various sorts of goods and services in a proper manner. In context with
Holiday Inn they have different types of demand from their customers which is necessary for
firm to understand overall consumer decision making process, those are following as under:
Influence of marketing mix: With the help of this significant role of marketing mix
firms can evaluate their needs and demand at marketplace. In reference with Holiday Inn,
manager always used marketing mix tool and approach in order to attract numerous customers
and promoting their services worldwide (Mansour and Ariffin, 2017). It helps them to achieve
desired goals in a perfect way.
Influence of heuristic in decision making: It is based on the psychological tools and
strategies by which customers are able to take decisions in order to improve their buying
decisions in a perfect way. In reference with Holiday Inn they always done research in order to
understand customers needs and demand.
From the above mapping path it can be said that, if marketers follow effective and
attractive map a path to understand and purchase consumer decision making then they can get
appropriate knowledge about them and able to achieve its successful growth at marketplace. By
having marketing mix strategies Holiday Inn is able to provide lots of resources to its staff
members so which helps them bringing new technologies and tools to influence customers in a
proper way. Apart from this decision making process is one of the best way to reach consumers
needs and desires. On the basis of this manager of respective firm needs to have effective tools
which help them to achieve consumer goals and improve their buying behaviour among services
in a better way. Through implementing on assorted tools and techniques it has been analysed that
by taking appropriate decisions towards map a path to understand consumer preference is better
step to survive into the marketplace for long period of time. It also help them to increase their
brand value and encourage them to earn profit by offering unique services to customers.
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TASK 3
P5. Compare differences of hospitality decision making in regards with B2B & B2C.
Business process of organization need to evaluate their research and make sure that
collected data is useful for them. It will further beneficial for strategic decision in context of
hospitality sector.
Basis B2B B2C
Meaning It is the way of doing business
where one organization doing
business with another one. Goods &
services directly sell to the another
business is called B2B process.
When organization sell their
goods & services directly to the
customers are called B2C process
(McKercher, 2018).
Customer Organizations and others business
enterprises
Customers or end user
Focus B2B business process have focus on
two organizations.
B2C business process have focus
on consumers.
Relationship Supplier – Manufacturer
Manufacturer – Wholesaler
Wholesaler – retailer
Retailer – Consumer
Creation of Brand
value
Trust between the two organizations
develop brand value.
With the help of effective
advertisement and promotions
helps to creating brand value.
Relationship Horizon Here B2B business have long term
relation with each other which they
have to maintain for regular
profitability (Pijls and et.al., 2017).
In this business process,
organization have short term
relation with their customers and
they will change according to
time. But they try to make long
run relation through making their
customer loyal.
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P6. Compare key different approaches to market research and method used for understanding
decision making process.
Market research: It is the process of collecting information from various sources
regarding product or services which organization going to offer. It helps in collecting
information which make business able to target potential customers. It include two types of
research such as quantitative or qualitative which used to collect information that is beneficial in
decision making process of the marketers. Research methods discussed below:
Qualitative approach: Main purpose of this research is to get deeper understanding into
customer motivation and emotion. Quantitative research majorly focus on “what” and customer
behaviours and qualitative research is all about “why”. It helps in increasing understanding of
human and social behaviour which required in decision make process. This market research
method used in B2B business process through collecting relevant information and data. This
research include the various ways of collecting data such as sample representation, observation
and survey to gather information (Namkung and Jang, 2017). In context to Holiday Inn,
managers follow the sample survey to gather the information for effective decision which helps
in achieving business goals & objectives. With the help of this research, organizations able to
eliminate the threat that can hinder success of company.
Quantitative approach: In this research, organization collect the numeric data and make
decision on the basis of facts and figures. In context of Holiday Inn, company deals in B2C
market where data based on the research which include the questionnaires and observation to
make accurate decisions. For instance, marketer of Holiday Inn will use this research in order to
analyse the needs or wants of customers that required to build strategics decisions. With the help
of this approach business able to get numerical data which helps in analysing the potential
customers that leads to introduce new facility.
It has been critically evaluated that effective research influence the decision making
process of Holiday Inn managers. With the help of market information, management able to
modify their current strategy according to the needs, demand or preference of the company.
Collected information influence the each stage of decision making process such as at the time of
making decision, at the time of choosing alternate options, any modification in strategy or used
in final decision for the organization which can maximise the productivity as well as profitably.
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For B2B and B2C research approach analysis, business follow the Pareto principle which
is suitable for the business to make further decision regarding their operational activity (Paulose
and Bujisic, 2017). In context of Holiday Inn, in order to get the effectiveness of Pareto
principle which mentioned below:
Skill set: In order to conduct research for B2B and B2C business process they required
some skills which helps in collecting information. In Holiday Inn, in the staff members they
need to have coordination and communication skills which helps at the time of interacting with
targeted customers and make decisions accordingly.
Research methodology: Holiday Inn is using sample survey as well as questionnaire
method to collect information about their services and what improvement they required which
they wanted to enjoy in the future.
Sample size: Holiday Inn done research on high level where they collect information
through observing some set of samples of customers (Nimri, Patiar and Kensbock, 2017). With
the help of sample size findings, business able to develop strategic decisions which is beneficial
for the company to attract large number of clients.
Tele- depth interview: This research method is essential for B2B and B2C business
process organizations. With the help of depth interviews, interviewer able to understand the need
of consumers. Holiday Inn company collect information by using telephone which is totally
different from face to face interview.
It has been critically evaluated that B2B and B2C research are more effective for BMW
that will helps to collect information from customer by using interviews, questionnaire and
observing. The marketers of such organization need to communicate with other business and
customer to know the demand of particular product and then make right decision to launch
products.
TASK 4
P7. How marketers can influence several stages of hospitality decision making process.
In order to analyse the need of customers organization have to evaluate the market and
identify the potential customers. In context of Holiday Inn, marketer influenced the decision
making process of B2C by using behavioural and cognitive learning theory which mentioned
below:
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Behavioural learning: Under this theory, organization focus on customer behaviour
and the activity which they perform. Here managers have to be capable to make decisions in
classic as well as behavioural condition (O’Hara and De Villiers, 2017). In the classic condition,
seller responds stimulus such as managers of Holiday Inn provide regular review regarding their
facilities to the consumers which helps them to analyse their behaviour regarding services which
they offer. Holiday Inn have very high profile image among the consumers because of their
services which make consumers experience more effective.
Cognitive learning: It is an learning base process where they acquire knowledge and
process of information which is beneficial in the decision making process. In the B2C business
process such as Holiday Inn, they have to analyse the need of customers and add some unique
features which attract more customers. It is a kind of mental activity that holds various learning
characteristics which required to solve problems. This theory help the Holiday Inn to identify the
need and make effective decision as per the need of consumers.
Holiday Inn follow the various tools and strategy in order to attract customers through
providing various facilities and offers.
Role of leaders which influence the purchasing decisions:
With the help of market research where organization identify the needs or desires of
individual and it will be based on their buying behaviour. It will further impact the decision
making process of the company. For example: Holiday Inn used to take their clients feedback or
suggestions in order to measure their performance and what improvement they required to
enhance their services. These suggestions, feedback or findings of market research used in their
further decisions which helps in maximising productivity as well as profitability.
With the help of digital audience research development, business able to analyse their
customers requirement and needs according to time (O’Hara, 2017). With the help of it, business
able to analyse the consumer behaviour which further beneficial for the managers of Holiday Inn
to build strategy which maximise the productivity as well as profitability.
It has been critically evaluated that, buying behaviour of customers will influence the
decision making process of marketers. Digital audience research, market research regarding
consumer's preference, suggestions or feedbacks influence the marketers decision making
process.
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CONCLUSION
From the above discussion it has been concluded that, in the hospitality sector behaviour
of consumer differ because before making any decisions they evaluate all the factors which can
impact the final decisions of buyers. In order to attract huge customers they have to build
effective strategies and offer efficient product or services that satisfy consumer's needs.
Company use the marketing mix strategy which help the managers in decision making process.
Different business process such as B2B and B2C, both are having different decision making
process and it further provide the benefit to attract consumers accordingly.
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REFERENCE
Book and Journal
Amankwah-Amoah, J., 2017. Global consolidation of industries and business failures: insights
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Casado-Díaz, A. B., Pérez-Naranjo, L. M. and Sellers-Rubio, R., 2017. Aggregate consumer
ratings and booking intention: the role of brand image. Service Business. 11(3). pp.543-
562.
Mansour, J. S. and Ariffin, A. A. M., 2017. The effects of local hospitality, commercial
hospitality and experience quality on behavioral intention in cultural heritage
tourism. Journal of Quality Assurance in Hospitality & Tourism. 8(2). pp.149-172.
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Namkung, Y. and Jang, S., 2017. Are consumers willing to pay more for green practices at
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Hospitality and Tourism Management. 33. pp.43-50.
O’Hara, T. and De Villiers, R., 2017. A Clean, Mean, Broken Machine: Resolving Customer
Complaints in Hospitality Management. In Trade Tales: Decoding Customers'
Stories(pp. 85-92). Emerald Publishing Limited.
O’Hara, T., 2017. Rouxelle De Villiers and Arch G. Woodside (2017).'A Clean, Mean, Broken
Machine: Resolving Customer Complaints in Hospitality Management', Trade Tales:
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Paulose, H. and Bujisic, M., 2017. Persuading Consumers to Go Green: Effect of Perceived
Service Greenness on Environmental Behavior. Proceedings Book, p.319.
Pijls, R., Groen, B. H., Galetzka, M. and Pruyn, A. T., 2017. Measuring the experience of
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