Influencing Consumer Decision Making in Hospitality Sector

Hospitality
Consumer
Behaviour and
Insight

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
Covered in PPT............................................................................................................................1
TASK 2............................................................................................................................................1
P3. Consumer decision making journey stages............................................................................1
P4. Importance for marketers to map purchase path as well as understand decision making of
consumers in hospitality sector....................................................................................................3
TASK 3............................................................................................................................................4
P5. Key differentiations among B2B and B2C............................................................................4
P6. Market research approaches with methods to understand decision making procedures.......6
TASK 4............................................................................................................................................7
P7. Evaluation of ways marketers influences distinct stages of decision making.......................7
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................1

INTRODUCTION
Consumer behaviour is referred to studying individuals and organisational procedures
that are adopted by them to select, secure, utilise as well as dispose commodities, ideas addition
to experiences for satisfying desires. It describes when people purchase, how they purchase,
whey they purchase along with what they purchase. In other words, it reflects consumer actions
within market place together with basic motives for the actions. To better understand the
concept, Old Parsonage Hotel is selected which has its head office at Oxford, United Kingdom
(Old Parsonage Hotel, 2019). The hotel combines original charm along with character with
amenities, technologies as well as luxury so to deliver convenience services to wide customers.
The report includes factors which influences attitudes and behaviours of consumers within
hospitality industry, mapping path including decision making process associated with consumers,
appropriate research forms and ways market influences distinct stages within hospitality
consumer decision making process.
TASK 1
Covered in PPT
TASK 2
P3. Consumer decision making journey stages.
The involvement of consumers for need identification, information collection, identifying
alternatives, evaluation of alternatives and making purchase option is termed to journey of
consumer decision making (Altinay, Paraskevas and Jang, 2015). For marketing analysts of Old
Parsonage Hotel to investigate situations in which consumers behave for particular items in order
to position various substantial products as well as unsubstantial services in front of audiences
that are targetted. For providing accommodation service as expected by market, selected
institutional managers have launched new holiday package along with analysed phases of
consumer decision making journey connected with targetted clients so that they can execute
further activities. Phases of consumer decision making journey includes followings:
Need recognition phase: Herein, customers identifies their needs for specific service or
product so to start finding key solutions. In context to Old Parsonage Hotel, customers
recognises their need to buy holiday package while they will visit destination places.
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Information search: Herein, information is gathered about various hotels in order to
seek answers to resolve the needs. Various sources like organisational websites, friends and trip
advisors are used to search required information. Old Parsonage Hotel's marketers devise various
attractive advertisements containing full information about accommodation packages that helps
customers to collect the information that is required by them.
Alternative evaluation: Herein, first various options are identified and evaluation of
each alternative is done to find which option will give maximum satisfaction (Backer and King,
2015). Customers first collect alternatives such as list of hotels and then make comparison
among each ion basis of service quality, price structure and offered services. If customers have
developed some interest with selected entity then they compares transpiration facilities,
destinations, days of tour as well as accommodation facilities that entity provides with other
organisation within such industry.
Pre purchase: When required information is gathered and alternatives are evaluated then
clients make pre purchase decision by selecting one of the option and setting budget accordingly.
Purchase phase: In this, potential client is ready to buy the product. In context to
customers of Old Parsonage Hotel, they books the holiday package by making advance payments
for services they will use in upcoming duration.
Receive stage: The customers at this stage receive the promised package to enjoy
facilities in order to satisfy the needs. Organisational managers caters all promised services such
as transportation facilities, food services, accommodation facilities and many more that helps
customers in gaining values with maximum satisfaction.
Post purchase stage: Herein, customers first themselves examines experiences which are
gained from the received services and delivers feedbacks accordingly to the entity. Old
Parsonage Hotel uses the feedbacks for further improvements or making modifications so that
they can enhance their market position.
Levels of hospitality consumer decision-making
Extensive problem solving level: Within such level, consumers gets highly involved in
products offered by business concern (Bowie and Buttle, 2011). Customers of Old Parsonage
Hotel makes critical evaluation of high cost packages and takes huge time to make appropriate
decision.
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