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Consumer Behaviour and Insight in Hospitality

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Added on  2023-01-19

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This document discusses consumer behaviour and insight in the hospitality industry. It covers the stages of consumer decision making journey, the importance of mapping the path for marketers, and the differences in decision making in B2C and B2B. It also explores different approaches to market research.

Consumer Behaviour and Insight in Hospitality

   Added on 2023-01-19

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Hospitality
Consumer
Behaviour and
Insight
Consumer Behaviour and Insight in Hospitality_1
Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1 ...........................................................................................................................................1
Covered in PPT............................................................................................................................1
TASK 2............................................................................................................................................1
P3. Stages of consumer decision making journey.......................................................................1
P4. Importance for marketers to map path for purchasing as well as understanding decision
making by consumers..................................................................................................................4
TASK 3............................................................................................................................................5
P5. Differences of decision making within hospitality industry in context of B2C and B2B.....5
P6. Approaches to market methods as well as research...............................................................6
TASK 4............................................................................................................................................7
P7. Ways in which marketers can influence stages of hospitality decision making procedures. 7
CONCLUSION................................................................................................................................8
REFERENCE ..................................................................................................................................9
Consumer Behaviour and Insight in Hospitality_2
Consumer Behaviour and Insight in Hospitality_3
INTRODUCTION
Consumer behaviour is primarily concerned with examining the ways in which emotions,
preferences along with attitude affects purchase behaviour (Dlačić, 2017). Hospitality consumer
behaviour is related to understanding the consumers demands and wants, their willingness to
pay, the way they makes decisions for what they have to purchase and aspects to finalise buying
procedure. To gain deep knowledge about hospitality consumer behaviour and insights, Thomas
Cook Group is selected which is one of the British international travel group whose headquarters
are situated at London, United Kingdom. The firm offers services including package holidays,
hotel services addition to airline facilities. The report demonstrate abilities for mapping path in
purchase and appropriate research forms for understanding the influence on decision making
procedure of consumers within hospitality context. At last, the report also evaluates the aspects
in which marketers influences distinct stages involved in decision making process of hospitality
consumers.
TASK 1
Covered in PPT
TASK 2
P3. Stages of consumer decision making journey
Consumer behaviour is termed to the determination devising activity of an individual
which aids in purchasing services and commodities of specific organisation with the aim of
delivering satisfaction of needs and demands in appropriate manner. Consumer decision making
is as concept that involves procedures to identify needs of market, gather information, evaluating
alternatives as well as taking decision for purchase. It is a considered as critical procedure that
initiates from recognising issues and ends at post purchase activities. It is very essential for
marketing analysts to investigate the ways in which consumers behaves towards products so that
distinct commodities can be positioned in front of targeted individual. Another name of customer
buying procedure is purchasing decision procedure of consumer which constitute five stages
(Customer’s buying process. 2019). In order to provide accommodation services, managers of
respective entity has framed a new tour package and analysed stages connected with decision
1
Consumer Behaviour and Insight in Hospitality_4

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