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Hospitality Consumer Behaviour and Insight Assignment Solved

   

Added on  2021-02-21

9 Pages2315 Words50 Views
Hospitality ConsumerBehaviour and Insight

Table of ContentsINTRODUCTION...........................................................................................................................3PART A ..........................................................................................................................................3Covered in PPT............................................................................................................................3PART B............................................................................................................................................3Decision making journey of customer.........................................................................................3Significance for marketer to understand customer decision making...........................................4Evaluate the response of market research used in decision making process...............................5Marketers are responding to decision-making process, apply relevant examples ......................6Different factors that influences decision making and buying behaviour...................................7Application of appropriate theories, concepts and model that influence and impact uponhospitality decision making process............................................................................................7CONCLUSION................................................................................................................................8REFRENCES...................................................................................................................................8

INTRODUCTIONConsumer behaviour and insight assist the organisation to leverage all the essentialinformation regarding the buying pattern or preferences of target audience. It basically offer thebetter approach that is required to carry out communication with current as well as prospectivecustomer effectively (Björand and Kauppinen-Räisänen, 2015). The traditional strategy of thebusiness that mainly focuses to gain the maximum ROI is not longer function now due toimmense competition. As customer has wider optional choices so the organisation needs toidentify and respond the client accordingly. For the better understanding of reportInterContinental hotels has been selected which is multinational hospitality company of UK. Thecompany offer various hotel resort or accommodation facility for the convenience of nationaland international travellers. This report cover topic like external factors that influences thecustomer behaviour and its attitude. Determine the path of purchases within the hospitality sectorthrough decision making process. Along with that evaluate the significant form of research thatcan influence the decision making process of hospitality consumer. Further, influence ofmarketer in different stages of the consumer's decision making process are covered in this report.PART A Covered in PPTPART BDecision making journey of customerCustomer decision making is the process that help the customer to make final decisionregarding the buying of goods and services (Chathoth and et. al., 2016). The buying behaviour isinfluenced by various factors like the taste and preference of customer, educational level, referralinfluence, financial status and so on. Thus, this process for IHG company comprises of variousstages that is defined below:Pre purchase: At this stage the consumer behaviour makes the decision about product bygenerating suitable idea or information regarding product as well as services. The way anindividual generate the knowledge regarding availing services from IHG company eventuallygenerate the interest of customer. Like, in terms of services most of the people view the website

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