Hospitality Consumer Behaviour and Insight

Hospitality Consumer
Behaviour and Insight

Table of Contents
INTRODUCTION...........................................................................................................................4
TASK 1............................................................................................................................................4
P1 Analysis of several factors influencing consumer behaviour of Claridge's...........................4
P2 Impacts digital technology has on emerging trends of consumer..........................................5
TASK 2 ...........................................................................................................................................6
P3 Stages of consumer decision-making.....................................................................................6
P4 Importance for marketers to map path for purchase and understanding consumer decision-
making.........................................................................................................................................8
TASK 3 ...........................................................................................................................................9
P5 Analysis and comparison of B2B and B2C business.............................................................9
P6 Approaches to market research............................................................................................10
TASK 4 .........................................................................................................................................11
P7 Marketers influence on stages of hospitality decision-making process of consumer..........11
CONCLUSION .............................................................................................................................12
REFERENCES .............................................................................................................................13

INTRODUCTION
Consumer behaviour is the study of individuals, groups or organisations about how they
make their decisions while selecting, buying any goods or services for satisfying their needs or
achieving desired goals. This behaviour of consumers has huge impacts on their decisions while
they are making any purchase or buying any services from hospitality field. In other words
consumer behaviour is the actions or decisions people take while purchasing any goods or
services. For this assignment Claridge's hotel is chosen for analysis the behaviour of buyers and
to learn about the different factors which influence them. Claridge's is a five star hotel located on
Davies street in Mayfair, London(Moutinho and Vargas-Sanchez, 2018). Claridge's hotel was
initially founded in 1856 and soon noticed by royal families and attracting royal guests. Many
film stars, statesmen, fashion designers and other famous personalities prefer Claridge's hotel
when they visit London, for any reasons. In this report various factors like culture, social etc. are
evaluated for understanding the decision-making criteria of buyers or guests in relation with
Claridge's. Many tools and techniques are also analysed and discussed for learning how
behaviour of consumers can be influenced and changes can be done in their purchasing
decisions.
TASK 1
P1 Analysis of several factors influencing consumer behaviour of Claridge's
Various factors which are influencing and affecting behaviour of consumers while
making purchases or availing any services to satisfy their personal needs and wants. These
factors are broadly classified as culture, social, personal and psychological. All these are
explained below:
1. Culture- It plays a vital role in life of consumers and holds huge impacts on the
behaviour of buyers. Culture refers to the beliefs of buyers, the society they live in, the
role they play in society, values they holds, customs they follow etc(Gardiner, Carlini and
Scott, 2017). It is a very important factor and needs to be analysed thoroughly. Also it's
further divided:
 Sub-culture- It is group of individuals sharing same values, customers and traditions.
This means that members of these group will have same kind of likes and dislikes and
therefore, their decisions-making process and elements are also similar.