Hospitality Consumer Behaviour and Insight

Hospitality Consumer
Behaviour and Insight
Contents

INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1.The different cultural, social, personal and psychological factors that influence consumer
behaviour.....................................................................................................................................1
P2. How consumer trends are changing cause of the influence of digital technology................2
TASK 2............................................................................................................................................3
P3. The stages of the customer decision making journey and map a path to the buying............3
P4. Why it is important for marketers to map a path to purchase and acknowledge consumer
decision making...........................................................................................................................4
TASK 3............................................................................................................................................6
P5. Compare and contrast the key differences of the hospitality decision making process........6
P6. The different approaches to market research and methods or research utilised for
understanding...............................................................................................................................7
TASK 4............................................................................................................................................8
P7. How marketers can influence the different stages of the hospitality decision making
process.........................................................................................................................................8
CONCLUSION................................................................................................................................9
REFERENCES................................................................................................................................9

INTRODUCTION
Consumer behaviour is the activity of studying the behaviour and characteristics of people
and a particular regarding buying, selecting and utilising the goods and services with the aim of
offering fulfilment to their demands and requirements. It is a constant process that starts with pre
buy activities and ends with post purchasing experience. It includes several factors like assuring,
obtaining, using and removing of goods and facilities. Customer behaviour is effective to the
firm as it assist in offering information about their taste and preferences that is useful to the firms
to increase rivalry benefits from market (Kustos and et. al., 2019). This assignment is supported
on Travelodge which is a private company operating in the hotels and hospitality sector. This
firm was incorporated in 1985 and is headquartered in Thame, England. It is the UK’s largest
independent hotel brand with more than 570 hotels and 40,000 guest bedrooms, right crosswise
the UK and other nations. This document will consider information about the factors that affect
consumer behaviour, consumer decision making activity and capability to map a path to buy.
Moreover, it will explain about effective research to acknowledge impacts on the decision
making process. It will also describe that how marketers impacts the diverse phases of
determination devising activity.
TASK 1
P1.The different cultural, social, personal and psychological factors that influence consumer
behaviour
There are diverse cultural, social, personal and psychological aspects that create influence
upon customers’ behaviour and attitudes. These components are briefly defined as under:
Culture- Consumers behaviours are greatly influenced through these aspects such as purchase
culture, subculture and social group. Cultural components impact people as there are diverse
people and they belong from several religion, values and beliefs etc. For instance, If Travelodge
provide offer its services to those people that like to take benefits of its services like
accommodation, tour and many more then they can buy its commodities and services (Altinay
and Taheri, 2019). Now these days people like to prefer room services and other as per their
culture and if the firm consider that kind of services then it will enhance the customer and sales
of the venture. These sorts of individual make determination for buying by including their
culture, religion, value and beliefs.
1

Social class- It is another aspect that influence customer behaviour. As per to this, the
behaviour of consumer cannot be determined supported to income but there are diverse other
factors such as wealth, education and profession etc. In Travelodge, they can buy commodities
and facilities of it as per to their living standard.
Social factors- Human beings are social animal so they and their behaviour greatly influenced
through these factors (Papargyropoulou and et al., 2019). Reference groups, family, role and
status are some social components which influence customer behaviour in diverse ways.
Reference group- This component considers family, friends, colleagues and well-known
individuals from whom they are greatly impacted. Fr instance, a person utilise the services of
Travelodge and view regarding effectiveness and efficiency of them to their relatives and friends,
and then it forms influence on the consumer behaviour.
Personal factor- It consist living standard, financial situation, occupation, age, personality and
other self concept. These all aspects influence a person’s behaviour.
Occupation and income- It is the key component that is greatly influenced to customer
behaviour. For instance, an individual that is performed as a house keeper to manage the lower
level duties regarding cleaning and do not make high interaction with guest. But as working a
manager, the person highly accountable to perform high level duties and interact with diverse
visitors.
Psychological factors- This aspect considers empowerment, perception, learning beliefs and
characteristics which greatly influence surcharging authority and customer determination making
of people.
Perception- It is the key aspect that greatly influences consumer behaviour and attitude.
For instance, if individual observe that Travelodge provide efficient facilities and products on
affordable price in compare to others then they can utilise the facilities of the respective firm (Hu
and et. al., 2019). While, the insight is not excellent and think that the cost of services and
commodities is high then they can move on to other enterprise.
P2. How consumer trends are changing cause of the influence of digital technology
There are diverse digital technologies that are accepted through hospitality sector and they
make influence on customer behaviour in form of making modification. There are some technical
changes that influence consumer trends, they are defined as under:
2