Hospitality Consumers Behaviour and Insight : Assignment

HOSPITALITY
CONSUMER
BEHAVIOUR AND
INSIGHT

Table of Contents
INTRODUCTION...........................................................................................................................3
LO 1.................................................................................................................................................3
P1 Examining different factors influencing the customer behaviour .........................................3
P2 Customer trends are changing due to impact of digital technology.......................................3
LO 2.................................................................................................................................................3
P3 Stages of consumer decision making journey and also map a path for purchasing the
services .......................................................................................................................................3
P4 Importance for marketers to map the path to purchase..........................................................6
LO 3.................................................................................................................................................7
P5 Comparing and contrasting the hospitality sector as B2B and B2C.....................................7
P6 Different approaches to market research...............................................................................8
LO 4.................................................................................................................................................8
P7 Marketers influences the different stages of hospitality decision making. ...........................8
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Consumer behaviours is determined on the bases of identifying the needs and wants on
respective products and services through which it fulfil their needs at large level. Consumer
behaviour mainly fluctuates on three basic aspects such as psychological thoughts, social factors
which the company is adapting and the personnel expectation which they are undertaking in case
of preferring the products and availing their services. The stability of the company is identified
upon fulfilling the customer needs and thus, it can be undertaken in respect of examining their
behaviour and availability regarding preferring such products.
Present report is based upon the Ritz-Carlton hotel which was opened on 24 May 1906 in
UK and this hotel is famous by its unique concept which is designed by Charles Mewes and
Arthur Davis. This hotel carry the symbol of most prestigious and well known services through
which they attract the large number of customers. Ritz hotel is owned by the Bracewell -Smith
family till 1976 and after that it is purchased by Ellerman group of companies. This report will
includes the various factors which influences the customer behaviour and attitudes in the
hospitality sector. It also incudes the stages which is determined by the customer for effective
decision making and also carry the map regarding the path to purchase or avail services. Further
the report examines various forms of research which influences the consumer decision making.
Lastly the report ends up with determining the marketers to influences different stages of
consumer decision making.
LO 1
P1 Examining different factors influencing the customer behaviour
P2 Customer trends are changing due to impact of digital technology
Covered under PPT
LO 2
P3 Stages of consumer decision making journey and also map a path for purchasing the
services
Consumer decision making process carry the crucial importances for the organisation as
it carries with various judgement before using the products or gathering information regarding
the products availability and also identifying its alternative methods which is available in market
before purchasing such products (De Mooij, 2019). After satisfying with all such aspects, they

prefer to buy the products. This refers to availing the accurate needs and wants of the customer
and taking the effective decision making regarding using such products and services.
The model which the Ritz hotel can use to helps consumer for effective decision making
reflect the Nicosia model in which they uses the communication method to attract the consumer
behaviour and make the positive attitude towards attaining such products. The stages of
consumer making decisions journey which can be examined as (The consumer decision journey,
2019):
Activities Pre- purchase Purchase
Decision
Receive Post – purchase
In case of
ordering any
products from
hotel.
It can be
undertaken by
booking any
products in
advance. This can
be done through
various factors
such as:
 Advertisin
g the
products
 Social
media
marketing
 through
email.
1. It is
undertake
n in
respect of
getting
more
rewards
by
choosing
such
products.
2. The
decision is
also
interpreted
on the
bases of
reading
the case
studies
regarding
availing
 In this
stage, it
carries
various
negotiatio
n
activities
which
they
undertake
before
ordering
the
products.
 The
decision is
undertake
n in
respect of
effective
communic
ation
 This steps
is initiated
when the
customer
is satisfied
with the
company
review.
 They are
attached
with the
services if
they get
timely
referral
money at
the time of
availing
the
services
online.

such
products.
skills
which
they use at
the time of
resolving
the
customer
issue
regarding
the
particular
products.
 After
receiving
the
accurate
feedback
from the
hotel, they
prefer to
purchase
the
products
 They also
came up
with the
return
polices if
they get
cold food
from
restaurant
or not
getting
timely
delivery
of food.
In respect of Ritz hotels, the consumer decision making is identified in respect of
resolving various issue which can be in form of:
1. Extensive problem solving: In this aspects, the issue occurs in respect of preferring the
products for the first time and also not familiar with its quality and quantity of the
products. Thus, in such cases, customer is struggling hard to collect all the relevant
information before availing such products and services. In respect of Ritz hotels, they are
renowned by providing the services which is different from other. Thus, in such

perspective, customer can resolve their extensive problem easily (Zhang and Benyoucef,
2016).
2. Limited problem solving: In this case customer required limited motivation to prefer
such products as they already deal in Ritz hotel services and are more satisfied with the
products which they are offering. They choose the products without gather so much
information regarding to the products.
3. Routine problem solving: In this purchaser is familiar with the products and they prefer
the products automatically without any motivation. They avail such services again and
again without any stoppage.
View/ Models of consumer decision Making :
 Economic: In this model, consumer takes rational decision I.e. taking decision on the
bases of identifying the advantages and disadvantages of the products and than preferring
to buy this products.
 Passive: In the model, customer take decision according to the bases of the promotion
techniques which is used by company in respect of attracting their interest (Murphy and
Dweck, 2016).
 Cognitive view: This is one of the best model in which customer take the right decision
regarding availing the products and the decision are made according to their own interest.
 Emotional view: As consumer are emotional at the time of purchasing the products and
also take less time in examining the usefulness of the products. Thus, emotions are
examined at the time of purchasing the products.
P4 Importance for marketers to map the path to purchase
Marketers can influence the consumer in respective of preferring the heuristic aspects
through which they can influence the consumer thorough making the right decision and mixing
their emotions through current situation. It play the critical role in respect of choosing the right
path and also interpreting the decision for better choice (Godey and et.al., 2016). The decision of
the consumer in influenced by adapting the marketing mix concepts such as:
 Product: This factors influenced by not providing the same product which reflect through
online sites. Thus, marketers had to protect the interest by providing guarantee services if
they avail such company products for longer time period.

 Price: Customer demand standardized prices for the products thus, marketers influence
the customer interest through providing the prices which they can easily afford. In respect
of preferring foods from restaurant they get the standardised prices and also get hygienic
good if they deliver online (Stephen, 2016).
 Place: It carries the accurate area where the products are available. In such case marketers
had to adapt the proper place where the customer can easily avail such products and
services
 Promotion: Consumer are attracted if they get proper online sites to purchase the
products, thus marketers had to take care of the consumer interest by providing the online
sites which are highly secured.
The customer are influenced through online purchasing or dealing online as they are face
risk in respect of getting the data infringed or also they didn't get any timely delivery of orders.
The influences also occurs in respect of getting the low rating or reviews from the customer.
This reflect the reputation of the company at larger scale.
LO 3
P5 Comparing and contrasting the hospitality sector as B2B and B2C
Consumer decision making process refers to identifying the customer needs and wants
regarding availing such particular products and services. It carries various stages such as:
Stage 1: Recognising the problems regarding the needs of the products. As they are confuses
regarding choosing the particular products and also gathering information which can satisfy their
needs and wants in better scale (5 steps of Decision Making process, 2019).
Stage 2: Initiating process regarding the products usage and capability to retain for longer time
period.
Stage 3: Examine alternative methods by examining two or more products and than choosing the
best methods to satisfy their needs and wants.
Stage 4: Selecting the products is undertaken in respective of preferring the right products and
services (Delbos and et.al., 2016).
Stage 5: Interpreting the decision is required once the purchaser had avail such products.
The following are the factors through which data is to be compared and contrast such as:
Factors B2B B2C

Meaning It refer to dealing any activity
or transaction between
business to business.
It refers to selling or taking
feedback from consumer
directly without any
conditions.
Pricing procedure Prices may vary according to
relations (Hofacker, Malthouse
and Sultan, 2016).
Same prices are implemented
for all consumers.
E commerce systems It is the complex procedure as
it usually not display such
system through online.
They can linked up with
customer through websites and
offer discounts.
P6 Different approaches to market research.
Market research is conducted to identify the consumer needs and demand regarding
availing the particular products and services. In such perspective, the market research is
conducted on the bases of identifying the personality of the person. As personality results in
determining the needs of the products and also in respect of matters related to self motivation. It
result in gathering the reviews of the products and than self motivating consumer to prefer such
products which is useful for longer time period (Decrop and Woodside, 2017). Through market
research, following factors are identifies regarding measuring the consumer learning in
respective of recognising the needs of the products and recalling them to keep such products in
their memory which is to be preferred in near future. Attitudinal and behavioural refers to
choosing the renowned brand name and preferring their products and it carries brand equity in
market.
Consumer perception represents at the time of preferring such products as it is examined
that where they are facing any risk in ordering such products or the products which is shown is
not getting the same accurate one (Phillips, Szmigin and Piacentini, 2020). This results in facing
many aspects which influences consumer to take effective decision making.
LO 4
P7 Marketers influences the different stages of hospitality decision making.
Behavioural learning:

Behavioural learning is refers the stimulus response of theories. Behaviour of the customer used
to affects the Ritz hotel also as in the hotel many customer from different culture used to come
and has different need so it is very important to understand the same (Grigaliūnaitė and Pilelienė,
2017).
Cognitive learning: The cognitive learning looks at providing the best learning which can help
in problem solving (Kotler and et.al., 2017). For example: Ritz hotel market used to clarity all
the think to the consumer and provide with the way through which their can be communication
between consumer and hotel which help in influencing the decision.
Influence on the Decision making cycle
Step1: Identify decision: Marketer can influence the initial stage of the decision making by
making sure that there is a proper marketing of the organization service and product and the
marketing tool which is used is helpful enough so that the decision maker feel that there is a need
of adopting the same service.
Step2: Gather relevant information: At this stage marketer has to make sure that the
information regarding the service and product is clearly promoted by the way of marketing tool
which has been used by the organization and consumer is able to get the information comfortably
(Xiang, Magnini and Fesenmaier, 2015). For example: company can use poster or advertising to
promote the service or product as it describes whole features of service and product.
Step 3: Identify alternative: For defending this challenge marketer has to make sure that the
marketing tool include some line which compares the product of the company with the other
company product. For example: Whole difference money will be refunded if any other
organization can give you the same benefit in low rate.
Step 4: Weigh evidence: This is the stage where marketer can not do any thing but can promote
the price of the product in such a way that the organization is in the loose and customer is getting
out of it.
Step 5: Choose alternative: This is the stage where marketer can not do anything just can
promote the benefit and uniqueness of the service offered by the organization.
Step 6: Take action: This is the stage where marketer can not do anything as it is total consumer
decision.

Step 7: Review decision: At this stage marketer has to make sure that the organization is in touch
with the customer on the regular basis and taking the feedback so that consumer feel valued after
decision making also (Samoggia and Riedel, 2018).
CONCLUSION
After going through above report it has been summarized that there are many different
type of cultural, social, personal and physiological factor that influence decision making. After
that the report summarized that there are 7 step purchasing decision making process which is
used by the consumer before making decision in the organization. After that report summarized
that motivation and personality are the two forms which can influence the hospitality consumer
decision making. In the end the report summarized that with the help of the different techniques
marketer can influence the decision making of the consumer.

REFERENCES
Books and Journals
Delbos, A.S .E.,and et.al., 2016. How much sugar do consumers add to plain yogurts? Insights
from a study examining French consumer behavior and self-reported habits.
Godey, B., and et.al., 2016. Social media marketing efforts of luxury brands: Influence on brand
equity and consumer behavior. Journal of business research. 69(12). pp.5833-5841.
Grigaliūnaitė, V. and Pilelienė, L., 2017. Elements of online advertising influencing consumer
behavior: theoretical insights. In DEMSME 2017: International conference on Decision
making for small and medium-sized enterprises, Ostrava, Czech Republic May 4-5, 2017:
conference proceedings/editors P. Suchánek, R. Šperka, Š. Čemerková, R. Dolák. Karviná:
Silesian University in Opava, School of Business Administration in Karviná, 2017.
Hofacker, C .F., Malthouse, E .C. and Sultan, F., 2016. Big data and consumer behavior:
Imminent opportunities. Journal of Consumer Marketing. 33(2). pp.89-97.
Kotler, P., and et.al., 2017. Marketing for hospitality and tourism.
Murphy, M. C. and Dweck, C. S., 2016. Mindsets shape consumer behavior. Journal of
Consumer Psychology. 26(1). pp.127-136.
Phillips, D. M., Szmigin, I. and Piacentini, M., 2020. Consumer Behavior & Insights. Oxford
University Press.
Samoggia, A. and Riedel, B., 2018. Coffee consumption and purchasing behavior review:
Insights for further research. Appetite. 129. pp.70-81.
Stephen, A .T., 2016. The role of digital and social media marketing in consumer behavior.
Current Opinion in Psychology. 10. pp.17-21.
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.
Online
5 steps of Decision Making process. 2019. Online. Available Through:
<https://www.business2community.com/marketing/5-steps-of-decision-making-process-
0480178>.

The consumer decision journey. 2019. Online. Available Through:
<https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/the-
consumer-decision-journey>.