Hospitality Consumer Behaviour and Insight

This assignment explores consumer behaviour in the hospitality sector, including the stages of consumer decision making, the importance of understanding consumer behaviour for marketers, differences between B2C and B2B decision making, and methods of market research. The case study focuses on Grosvenor House Hotel in London.

Hospitality Consumer
Behaviour and Insight

Table of Contents
INTRODUCTION...........................................................................................................................4
TASK 1............................................................................................................................................4
COVERED IN PPT................................................................................................................4
TASK 2............................................................................................................................................4
P3. Stages of the consumer decision making journey and map a path to purchase given
hospitality service...................................................................................................................4
P4. Importance of consumer behaviour for marketers to understand consumer decision
making in context with hospitality sector...............................................................................6
TASK 3............................................................................................................................................6
P5. Compare key differences of hospitality decision-making process in reference with B2C
and B2B by using particular hospitality examples.................................................................6
P6. Different approaches to market research and methods of research for analysing decision
making process.......................................................................................................................7
TASK 4............................................................................................................................................8
P7. How marketers can influence various stages of decision making by identifying appropriate
examples in context with hospitality sector............................................................................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Consumer behaviour refers to the study of individuals, groups, organisations and business
enterprises. All these activities are related with the uses and purchases of overall goods and
services which mainly consist mental, emotional and behavioural responses of consumers. On
the other side it is a set of actions which shows that how individuals makes their decisions about
what they want, desire and needs and how do they satisfied their needs and wants. This
assignment is based on Grosvenor House Hotel in to hospitality sector. it is a luxury hotel which
was formed in the year of 1929 in the area of London. Along with this, hotel managed through
the JW Marriott hotels and owned by Katara Hospitality. Further discussion will be based on
evaluation of factors which directly influence hospitality consumer behaviour and attitudes. After
this, decision making process in context with the ability to map a path to purchase in hospitality
sector will get covered (Casado-Díaz, Pérez-Naranjo and Sellers-Rubio, 2017). At last, specific
forms of research to analyse influence on the hospitality consumer decision making process and
how marketers influence various stages will get described.
TASK 1
COVERED IN PPT
TASK 2
P3. Stages of the consumer decision making journey and map a path to purchase given
hospitality service.
Consumer behaviour is the activity of people by which they buy and purchase different
types of goods and services effectively. It is necessary for marketer to analyse overall behaviour
of consumers towards accommodations. There are few stages with consumer decision making
journey, mentioned below:
Pre purchase stage: According to this consumers have alternative or few options. In this
marketer learn so many things like consumer's behaviour, reviews and huge information by
social media. When all information is summarised than pre purchase decision-makes and
perform so many activities regularly (Amankwah-Amoah, 2017).
Purchase stage: It is a final purchase decision towards various options available in the
market. In this customers have huge information from all of the products and after this they make
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payment an enjoy those services in a better way. According to respective hotel they pay in
advance for better services in hotel.
Receive stage: In this stage consumers enjoys their package facility within the Grosvenor
House Hotel. Along with they stay happy and able to gain more facilities like public transport,
other accommodations so that it increase productivity of firm and satisfaction of customers.
Post purchase stage: According to this stage, consumers evaluates their overall
experience by receiving services from representative hotel and filled feedback from in hotel.
With the help of this respective business entity can make changes accordingly and gives better
satisfaction level to customers (Hartmann, Apaolaza and D’Souza, 2018).
Levels of consumer decision making in hospitality industry
There are several levels of hospitality sector for consumer decision making process,
given below:
Extensive problem solving: As per this consumers involves in so many activities
towards business entity. In reference with Grosvenor House Hotel, they examine huge cost
services to reach end decision.
Limited problem solving: In this marketer offer huge information to consumers so that
they can easily find out better solutions within the hospitality organization.
Routine problem solving: As per this consumers have good information towards quality
of goods and their cost as well to know appropriate tour packages.
Four views concerned with consumer decision making:
Economic view model : This is the model which is related to the cost incurred during the
buying process. So organisation have to aware about there production process which help them
to maintain the cost effectively.
Passive view: In this aspect it refers to the promotional activities which help organisation
to improve their profits. For the organisation like Grosvenor House Hotel, managers have to use
best possible advertisement method to gain advancement (Han and Won, 2018).
Emotional view: Grosvenor House Hotel, management have evaluate the emotional
state of end user as it plays a vital role in understanding the buying pattern of the consumers.
Cognitive view: Hence it is important to have information regarding the trends which
help them to gain competitive advancement in the similar industry.
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P4. Importance of consumer behaviour for marketers to understand consumer decision making in
context with hospitality sector.
In the present aspect of the organisation, there are various organisation present in a
similar industry. This help consumer to have different option for choosing the product and
services in a well define manner. As the consumer have become more dynamic as well as brand
specific which made difficult for the companies to satisfy the consumer from their rivals. In the
case of Grosvenor House Hotel, the manager of the organisation have to ensure about the market
and as well as changing demand of the customers. Here some reasons which are explained
below:
Influence of heuristic in decision making: It refers to psychological techniques which
allow consumers to make decision effectively. Further it plays an vital role in buying behaviour
of the consumers (McKercher, 2018). So the manager of the Grosvenor House Hotel have
proper research in understanding the buying behaviour of the customers.
Influence of marketing mix: There are system which help in understanding the buying
behaviour of the consumers. Therefore organisation like Grosvenor House Hotel manger must
use proper techniques of marketing mix such as promoting which help to attract more
customer's. Here are some models which help in attaining gaol effectively.
TASK 3
P5. Compare key differences of hospitality decision-making process in reference with B2C and
B2B by using particular hospitality examples.
In the hospitality sector there are different decision making process for the B2B as well
as B2C marketing. So the Grosvenor House Hotel must ensure about both the marketing
strategies in business to business and to customers. For example the consumer of Grosvenor
House Hotel will choose their services from the website whereas in the case of B2B organisation
will maintain the relation with the suppliers and dealers in order to manage and control the
demand of the market (Mansour and Ariffin, 2017). In doing business with directly with the
customers organisation have to focus on quality as well as after sales services to meet the
satisfaction level of the customers. Whereas in the case of B2B the organisation have to focus on
other companies relation which help them grab larger market share. Both of the organisation
have to maintain the relationship with the customers as well as business to maintain the quality
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and market which help in development and growth of the organisation. The managers of the
company have to maintain the standard and have effective knowledge about the environment
which help in expansion and growth in a well defined manner. Hence both B2B as well as B2C
are the important ascpect which organisation have to maintain effectively.
P6. Different approaches to market research and methods of research for analysing decision
making process.
In order to survive within the current marketplace for long period of time research is
much essential part of an organisation by which they can easily determine their demands and
trends to satisfying customer's desires (Paulose and Bujisic, 2017). According to Grosvenor
House Hotel, they always used good research so that they can exist in hospitality sector by using
2 forms such as B2B and B2C, those are given below in detail:
Marketing research approach in B2B
According to B2B, respective firm use secondary sources of data which is already
available within the market and it is generally used through the researcher in a short period of
time (Nimri, Patiar and Kensbock, 2017). This data or source takes less cost and time for
example:
Public records: As per this respective firm can easily make good decision within the
hospitality sector by observing overall past records towards marketplace. It helps them to fulfil
their goals.
Marketing research approach in B2C
In this, marketer always used secondary data collection method which is acquired by first
hand. Along with it is also helpful to reduce errors from work and make better project. For
example:
Personal interviews: By having face to face interview respective firm can get better
employment in its business and able to gain huge profit or decision for the betterment of future.
Therefore, it helps firm to sustain long period of time in hospitality sector (Namkung and Jang,
2017).
So that these approaches or methods of research are much helpful for an organisation to
analyse overall decisions towards hospitality sector. On the basis of this firm can give better
support to consumers and make good relationship with them.
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TASK 4
P7. How marketers can influence various stages of decision making by identifying appropriate
examples in context with hospitality sector.
For consumers learning is the best process to buy something and experience better
services within the hospitality industry. With the help of better experience they can make their
future better and able to give better feedbacks to different organisations. In regards with
Grosvenor House Hotel, marketers plays crucial roles who makes appropriate decisions by
having accurate knowledge of customers and other organisations as well (Pijls, and et. al., 2017).
Therefore, marketer of this firm can easily influence several stages of decision making process in
hospitality sector. There are some approaches by which marketer can easily identifying their
decision making process, those are mentioned below:
Behavioural approach: On the basis of this approach respective firm can learn that how
consumers are behave within the organisation (Hara, 2017). It is the process of learning effective
behaviour of customers for the better development in the organisation. Behaviour is always
based upon minds thinking of people and how their brain works. Therefore, it is essential for
firm to know about consumers. It also influence culture of people and their surroundings in
which they gives better performance.
Cognitive approach: It is the mental activity includes in thinking, remembering,
learning and using different languages. This approach is very useful for learning and analysing
overall behaviour of consumers in the industry. Along with it helps respective firm to to collect
appropriate information and concepts to understand connection of people for increasing firm's
productivity in hospitality sector (Hara and Villiers, 2017). Therefore, it is essential to observe
consumer's behaviour and provide better goods and services accordingly.
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CONCLUSION
According to the above respective report, it has been analysed that consumer behaviour
plays very crucial role in every marketer's life. In this assignment consumer behaviours is
dynamic process to communicate with different people at marketplace. With the help of this
hospitality organisation sector can take initiate to determine overall demand and desires of
people and give better satisfaction to them. It help firms to increase profit and productivity at
higher level and satisfying consumers. Furthermore, there are various decision making process in
context with hospitality sector among the buying behaviour of people. Along with this, there are
so many factors which directly influence consumer's buying behaviour in a positive way. In
addition to this B2B & B2C are the best form for hospitality sector which helps them to increase
profit by taking effective course of action to adopt huge profitability. Whereas, marketing
research methods or approaches much essentials to make better decisions appropriately.
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REFERENCES
Books and Journals
Amankwah-Amoah, J., 2017. Global consolidation of industries and business failures: insights
from brick-and-mortar and online outlets.
Casado-Díaz, A. B., Pérez-Naranjo, L. M. and Sellers-Rubio, R., 2017. Aggregate consumer
ratings and booking intention: the role of brand image. Service Business. 11(3). pp.543-
562.
Han, C. M. and Won, S. B., 2018. Cross‐country differences in consumer cosmopolitanism and
ethnocentrism: A multilevel analysis with 21 countries. Journal of Consumer Behaviour.
17(1). pp.e52-e66.
Hartmann, P., Apaolaza, V. and D’Souza, C., 2018. The role of psychological empowerment in
climate-protective consumer behaviour: An extension of the value-belief-norm
framework. European Journal of Marketing. 52(1/2). pp.392-417.
Mansour, J. S. and Ariffin, A. A. M., 2017. The effects of local hospitality, commercial
hospitality and experience quality on behavioral intention in cultural heritage
tourism. Journal of Quality Assurance in Hospitality & Tourism. 8(2). pp.149-172.
McKercher, B., 2018. What is the state of hospitality and tourism research–2018?. International
Journal of Contemporary Hospitality Management. 30(3). pp.1234-1244.
Namkung, Y. and Jang, S., 2017. Are consumers willing to pay more for green practices at
restaurants?. Journal of Hospitality & Tourism Research. 41(3). pp.329-356.
Nimri, R., Patiar, A. and Kensbock, S., 2017. A green step forward: Eliciting consumers'
purchasing decisions regarding green hotel accommodation in Australia. Journal of
Hospitality and Tourism Management. 33. pp.43-50.
O’Hara, T. and De Villiers, R., 2017. A Clean, Mean, Broken Machine: Resolving Customer
Complaints in Hospitality Management. In Trade Tales: Decoding Customers'
Stories(pp. 85-92). Emerald Publishing Limited.
O’Hara, T., 2017. Rouxelle De Villiers and Arch G. Woodside (2017).'A Clean, Mean, Broken
Machine: Resolving Customer Complaints in Hospitality Management', Trade Tales:
Decoding Customers' Stories (Advances in Culture, Tourism and Hospitality Research,
Volume 14).
Paulose, H. and Bujisic, M., 2017. Persuading Consumers to Go Green: Effect of Perceived
Service Greenness on Environmental Behavior. Proceedings Book, p.319.
Pijls, R., Groen, B. H., Galetzka, M. and Pruyn, A. T., 2017. Measuring the experience of
hospitality: Scale development and validation. International journal of hospitality
management. 67. pp.125-133.
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