Hospitality Consumer Behaviour and Insight

Hospitality Consumer
Behaviour and Insight

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
Covered in PPT...........................................................................................................................3
TASK 2............................................................................................................................................3
P3 : Stages of consumer decision making and path of purchasing for a hospitality service.......3
P4 Explore why it is important for marketers to map a path to purchase and understand
consumer decision- making ........................................................................................................5
TASK 3............................................................................................................................................8
P5 : Comparison between hospitality decision-making process in context of B2C and B2B . . .8
Decision making process in B2B and B2C ................................................................................8
P6 : Approaches of market research and methods of research in decision making....................9
TASK 4............................................................................................................................................9
P7 : Evaluation of how marketer influences different stages of decision making .....................9
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Consumer behaviour refers to the study of behaviour of individuals and a group of people
related to select, purchase, use and dispose of several product, services and ideas in order to
satisfy needs and desire of customers. It define all the actions of customers in the marketplace
and motive behind those actions. In order to operate all the business organisation activities as per
the customers demand and needs it is essential for an organisation to give their focus on
assessing the behaviour of consumers. As in the present hospitality worlds a range of services are
existing like food, accommodation, recreation, entertainment and many more. This following
assignment is based on Hilton which is an American multinational hospitality company that
manages and franchises a range of hotels and resorts. This report will cover various aspects like
several factors of consumers behaviour, importance of mapping a path to purchase and consumer
decision making process so as to enhance their experience level. Along with this, different
concept of B2B and B2C within the hospitality industry also will consider in this report. Also,
the role of different marketers and their impact on each phase or stage of decision-making and
different theories, models and concepts will consider in this file.
LO 1
TASK 1
Covered in PPT.
TASK 2
P3 : Stages of consumer decision making and path of purchasing for a hospitality service
Consumer decision-making process is a most effective and useful process as it contains
all those phases within from which a customer go through at time of taking the decision of
purchasing a product and service from the market. This is considered as complex process as it
comprises various activities such as determine need of product, make comparison, select and buy
it through various available options. The decision of a customers related to purchase a product is
also gets affected by several factors like physiological, social, emotional etc. that required to be
considered by Hilton in operating all the activities. Here are defining stages of consumers
decision-making process:

Illustration 1: Stages of Consumer Decision Making Process
Source: Stages of Consumer Decision Making Process. 2016.
 Need Recognition : It is first stage of this process in which a customers identify the
needs of the product. Decision related to recognise the needs affected by external and
internal factors as in this time a range of alternative options are accessible in the
marketplace (Del Chiappa and Dall’Aglio, 2012).
 Searching and gathering information: Herein, customers give their focus on collecting
the information and data of various hotel by using personal contacts, public resources
and advertisement.
 Evaluation the alternatives: After collecting information of all hotels a customers will
give their emphasis on evaluating positive and negative aspects of a hotel. This will
enables them in selecting a most perfect hotel for themselves on the basis on cost,
ambience, quality services etc.