Unit 19: Hospitality Consumer Behaviour and Insight

This report discusses the factors that influence consumer behaviour in the hospitality industry, such as cultural, social, personal, and psychological factors. It also explains the impact of digital technology on customer behaviour and the factors that drive customer behaviour in the hospitality industry.

Unit 19: Hospitality
Consumer Behaviour
and Insight

Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
LO1: ................................................................................................................................................1
Explain cultural, social, personal and psychological factors which influence consumer
behaviour. ....................................................................................................................................1
Explain the impact of digital technology.....................................................................................2
Explain the factors which influence the customer behaviours by driving the trends in
hospitality.....................................................................................................................................3
LO2:.................................................................................................................................................3
Discuss the stages of consumer decision- making journey .........................................................3
Importance of marketers to understand the consumer decision- making process in hospitality
sector............................................................................................................................................4
How marketers are react in decision-making process given relevant example from hospitality
sector............................................................................................................................................5
LO3:.................................................................................................................................................5
Difference between of B2C and B2B by using specific hospitality examples............................5
Explain the different approaches of market research and methods to understanding the
decision-making process..............................................................................................................6
Give the justification of various factors which influence hospitality decision-making and
buying behaviour and give relevant example of hospitality sector .............................................7
LO4:.................................................................................................................................................7
Explain how marketers can causing the various stages in hospitality business sector................7
How marketers responding in selection taking process and provide applicable example ..........8
Explain how marketers can causing the each stage of selection making process and provide
methods and models ....................................................................................................................8
CONCLUSION ...............................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Consumer behaviours refers to the study of individual taste and preferences and this
information helps the company to make their product and services according to their study. It
helps to analyse the how consumer make decision related to what to buy, when to buy and so on.
Premier inn is the British limited services hotel chain, it is the largest hotel brand of UK with
more than 72,000 rooms and 800 hotels (Asmin, Semwanga and Ngoma, 2019). They operates
the many variety of hotel in different locations. It was establish by Whitebrad as travel Inn in
1987 and the main headquarter was in Dunstable, England, UK. In this report it discuss the factor
which influence the Hospitality consumer behaviours and attitudes, along with they demonstrate
the ability of map the path for purchase on hospitality context and which include in decision-
making process.
MAIN BODY
LO1:
Explain cultural, social, personal and psychological factors which influence consumer
behaviour.
This factors helps to determine the customer taste are explain below:
 Cultural Factors- The group of individual people are associated the set of values and
idealogical which belong the particular community. The customer are coming from
different communities and culture and all have different behaviours from other and this
factor are highly influenced by their culture, it include the concepts of subculture and
social class. UK have a massive consumer bases, Because of this Premier Inn hotel need
to adjusted their menu and services to match their taste and preferences of the local
community. Along with there are some significant cultural factors which include such
things like culture, subculture and social class (Belafhaili, El Marhoune and Hinti, 2018).
 Social Factors- The people are social beings and the society is influence their buying
behaviours. People are being try to imitative the other people and accepted the nature
desire are socially accepted. This factors are influence the customer behaviours for the
other people around them. There are some factors which include in social factor such as
family, references groups and role and status. Most of the time people are change their
taste and preferences because of this social factors this play a significant role to shaping
1

the consumer behaviours of a person. This factor is influencing the purchasing decisions
which impact the some extent by the people around, as the result this factors influence the
customer behaviour regarding the items (Tran and Vu, 2021).
 Personal Factors- This factor is vary from the person to person by introducing the varied
perception and behaviour. They deliver the things in different perceptions and consumer
behaviours are some factor which include in person purchasing behaviours such as age,
income, occupation, lifestyle. Customer are change their taste and preferences according
to their lifestyle and peroneal decisions and this things are influenced the Primer Inn hotel
chain in decision making process.
 Physiological Factors- The people physiology are play the major role to understanding
the purchasing behaviours of consumer and it is difficult the measures but it is almighty
enough to influence the buying decision. This factor are not easy measure, there are some
integral psychological factor which helps to driving the purchasing behaviours of
customers such as motivation, perception, learning, attitude and beliefs. This factor is
highly effect the people purchasing behaviour and create problem for the hospitality
industries in decision making process.
Explain the impact of digital technology.
Trend are change a situations by way of people behaving. Digital technology is a very
important part of modern- day life, mostly people are using the smart devices and adapting the
advance technicologies changed. The consumer behaviours are change due to the technology
advance in the perhaps of the biggest tread which helps the provide the many opportunities and
benefits to the hospitality industry and Premier Inn hotel industry is one of them.
 Digital technology impact positive to the customer trends, mostly people are using
smartphones which helps them to book their hotel online and this things helps the hotels
industry too, along with people are also start to go the different hotels to compare the
variety of productivity (Bu, Parkinson and Thaichon, 2022). Because technology is
changed the behaviours of customer dramatically and provide the customer more
convenient.
 Now people are more changes and choices,they can compare the quality and price of the
products and services from different hotel chain thought online. They do not need to
paying them after they visit. Along with they can read or see the review the hotel thought
2

online. Which helps to choose the best hotel in right price (Silva, Pedron and Picoto,
2021).
 Digital technology provide the privacy and security to the people which helps them to
protect their data from hacker, the customer are being defective in adapting the optimal
technology, to be in trend in global world.
 Digital technology helps the hotel industry to provide the batter services to their
customers by using the robots the basic function of this reboots is cleaning, assisting the
customers to being carried out the robots (Du and Liu, 2021). It helps the Premier Inn
hotel industry to engage the customers in their organisation, they can use the digital
technology to provide the batter service to the attract the larger number of customers.
 This innovative techniques support the hotel industry to build the interest of clients in the
hotels by using internet connectivity, along Premier Inn hotel industry can use the digital
marketing techniques to promoting their brand which helps the Premier Inn hotel industry
to attract the larger numbers of customers. Advance technology support the Premier inn
hotel to connect their customer and they can launch their app which helps the customer to
book their hotels online and also get many offers to satisfied their needs.
Explain the factors which causing the customer behaviours by driving the trends in
hospitality
There are some component which causing the customer taste and preferences are
changing such as culture, social, personal and physiological factors are influence the purchasing
behaviour of customers and because of this Premier Inn hotel face difficulty in decision-making
process and they are not able to mange their work according to their plan (Sengupta and Cao,
2022). Premier Inn hotel chain need to assure they are doing proper study of customer behaviour,
so that they are able to make their product and services according to their taste and preferences.
Digital technology play a important role to identifying the customer purchasing behaviour
LO2:
Discuss the stages of consumer decision- making journey
Customer play important role in hotel industry, if Premier Inn hotel industry wants to
attract the large number of customer, so the need to assure they know about the customer
decision making journey (Fink, 2021). There are many stages where the customer are goes
3

through in order to make the purchases, some phase of Purchaser decision-taking traveling are
explain below:
 Difficulty recognition- First step of customer decision- making process is recognized the
need and wants of product and services. Premier Inn company need to identified the
main problem which effect or influence the purchasing power of consumer. Premier Inn
need to find the problem which is faced by the customers and try to solve them, it helps
the Premier Inn hotel to provide the solutions to solve the problem and satisfied their
needs and wants.
 Information search- Second step is Customer need to find out the solutions which will
helps them to handle the problem. Premier inn company are take this as opportunity, they
can conduct the online surveys or make the customer aware related to the solutions they
can provide, along with they can use the digital media method to reach the customers
and helps them to assist their problems.
 Alternative evaluation- This stage support the consumer to measure the more choice by
exploitation the motive criteria like cost, position, subjective criteria. Customer need to
find the best alternative solutions which helps them to fulfil their needs. Premier Inn hotel
chain can provide innovative and creative services to their customers, so that they are
able to find the best alternative options are available in the market. The customers can go
with the best options in right price as well as quality.
 Purchase decision- After choosing the best alternative solution, the customer have to
select the company who are able to provided the more offers and high quality services,to
them. The client be given to purchase the product or services which has been match the
criteria.
 Post- purchase evaluation- In this last stage customers need to evaluate the buy against
the expectation, they are not matching the customer taste and preferences or their will be
either dissatisfied. That why Premier Inn hotel chains give the high- quality service to
their clients and over diver services to satisfied wants.
Importance of marketers to understand the consumer decision- making process in
hospitality sector
Customer decisions devising process is essential for every organisation, it assist to shows
that how customer are choose their hotel. There are many different stages which helps to occurs
4

the tine of decision making process and Premier Inn hotel marketer need to know the path for
influence and realise the user conclusion making process in hospitality industries top take the
batter decision. It is important to know the purchased behaviour of customer's to make their
plans (Lee, Liu and Tseng, 2022).
 All customers have a different perception and taste, so Premier Inn Market can use social
media platform to doing a online services for know the taste and preference of the
customers, and customers can check the reviews and rating of the hotels which helps the
marketers to create the positive impact to attract the customers towards the Primer Inn.
The markers need to adapt the sales marketing and undertone the needs and wants of the
customers. so that they are able to provide the high quality of services as per the
requirement of customers.
 The marketing manger of Premier Inn hotel wants to observe the customer behaviour to
identified their specific requirements and provide the services according to their
requirements.
 Primer Inn hotel need to build the good relation between the customer and try of provide
the best experiences to satisfied their needs.
 The marketing manger needs to experiences the customers point of view, so that they can
do effective changes in their strategies. This feedback helps the Primer Inn hotel to
identified their strength and weakness.
How marketers are react in decision-making process given relevant example from
hospitality sector
Marketers demand to involve tin conclusion component process, so that they are able to
find the customer taste and preference of the customer, so that they can take actions for
providing the more opportunities to the customers by providing the more offers and discounts
(Meng and Choi, 2018). They need to adapt the effective sale services to provide the valuable
experiences when the visit the hotels.
LO3:
Difference between of B2C and B2B by using specific hospitality examples.
The large hotel commercial enterprise are using various types of distribution channels
through a product and services such as B2B services which are applicable for provide the
5

services for directly to the customers, B2C services is applicable for provide the services directly
to the customers. Primer Inn company can adapt the various strategies for decision making
process such as B2B, B2C
Business to Business(B2B) Business to Customers (B2C)
This strategies support the Primer inn hotel to
provide their services to the business as per
their needs and wants. They make their
decisions to fulfil their demand and satisfied
their needs
This factors helps to analysis the situation
before taking the right decisions like culture,
social and environmental and this factors are
influence the customers decision making
process
Premier Inn hotels has its product which is
based the approach the sell the business by
collaborating with them. This strategy helps
them to focus on products rather than satisfied
their customers it helps to save the time and
cost.
This approach used by the Premier Inn hotel
to build the strong customer retains. It would
be important on their sales and retain the long
term benefits
The main aim is fulfil the requirement and
need of business which is automatically leads
the customers need and wants
The main motive of this strategies is directly
satisfied customer needs and wants by
providing the high- quality of good and
services.
The hotel are able to get the more accurate
sales from this types of strategy.
This types of business helps to lead the less
sales which impact negative to the hotel profit
margin.
Explain the different approaches of market research and methods to understanding the
decision-making process.
Marketer demand to adapt a digital marketing techniques to market their brand and attract
the larger number of customers, they have to perform the market research and understand the
customer requirements Primer Inn marketers need to conduct the market research appropriately
to bring the changes accordingly to that. Different customer have different taste and purchasing
behaviour, so Premier Inn marker need to conduct the market research appropriately are using
6

this primary and secondary methods. This methods helps to identified the customer taste and
preferences in context of reduce the cost and time of the organisation (Qi, Hu and Peng, 2020).
If marketer wants to promote their hotel brand, so they need to adapt the direct marketings
strategises which helps them to promote their brand and attract the larger number of customers.
Primer Inn hotel industry using social media platform to connect with their customer and market
their brand, along with they can provide online business website to their customers, so that
customer are bale to book their rooms thorough online and they get many offers and discounts.
Give the justification of various factors which influence hospitality decision-making and
buying behaviour and give relevant example of hospitality sector
There are some section which influences the hospitality judgment- taking process and
purchasing behaviours of the customers such as culture, social, personal, psychological factors.
Primer inn hotel need to study the customer behaviours, so that they are able to identified the
buying behaviour of the customers (Qi, Huang and Peng, 2022). They need to victual
understand the current market needs to bring the modern solutions. It will lead to avoid the
unnecessary strategy need more investment and time.
LO4:
Explain how marketers can causing the various stages in hospitality business sector
The organisation productivity and portability is mostly depend upon the conclusion
taking activity of Premier Inn hotel industry. Conclusion making process helps to influence the
sales and turnover of the organisation and influence the customer to purchase their product and
services. The hospitality industry having the large market environment which having the various
services such as food, accommodation and many more. Therefore marketing manger need to
adapt a various stages of choose making process which helps to make the suitable strategies to
satisfied their customers needs and wants.
 Marketers need to identified the customer taste and preferences, so that they are bale to
make their product and services to satisfied their needs, for example Primer Inn hotel
manger need to adapt the digital technology to attract the customers.
 Marketers need to provide the high- quality of services to their customers, it is the best
opportunities for the hotel industries to retain the customers, Primer Inn need to provide
7

the unique experience and good quality of services to retain the customers for long period
of time.
How marketers responding in selection taking process and provide applicable example
Marketer can provide the tempt to the customers to purchase their products through the
coupons discounts, deals and promotions. Primer Inn Marketer need to adapt the different and
innovative marketing techniques to attract the target number of customers. They can launch their
app or conduct the contests to build to relation and promote their brand. Along with they can
launch their app to their customers, so that they can get many benefits, offers and they have to
focus in 5 phase of client selection process such as demand to identification, search the
information, consideration, conversion and re- purchase.
Explain how marketers can causing the each stage of selection making process and provide
methods and models
The marketplace can apply a rational selection making model in decision making process.
It is based on three decision making model such as thinking first, seeing first and doing first.
Thinking first is based on rational decision making means Primer Inn hotel need to find the
problem which impact negative to their performance and try to solve them. Second is seeing first
they related to the insight-driven decision making, it helps to visualize the problem on the basis
on first stage, they usually used for find the creative solutions and it is based on this steps such as
preparation, incubation, illumination and verifications. Final models is doing first it helps to
implement the plan and choosing the best alternative to solve the problem and it is based on this
process such as enactment, selections and retention.
8

CONCLUSION
In this report it discuss the topic of Hospitality Consumer Behaviour and Insight, if any
hotel industry wants to achieve their goals and earn maximize profit, so they need to study the
customer behaviour and taste and preferences. Customer behaviours play a important role in
hospitality industry, to know the choose and taste of the customer helps the hospitality industry
to attract the similar customers and support to take the batter decision about their product and
services which is beneficial for the hospitality industry to achieve their target effectively and
efficiently. It gives the appropriate forms of research to understand that how hospitality industry
influence the customer selection-making process and justify the marketers who causing the
various level of hospitality customers descension devising operation.
9

REFERENCES
Books and Journal
Asmin, B.N., Semwanga, A.R. and Ngoma, M., 2019. Factors influencing customer behaviour
in different market segments: an agent-based approach in mobile telecommunication
in Uganda. Information Technologist (The), 16(2), pp.185-197.
Belafhaili, M., El Marhoune, A. and Hinti, S., 2018. Retracted: Corporate social responsibility
and customer behaviour, empirical study. Journal of Fundamental and Applied
Sciences, 10(4S), pp.502-507.
Bu, Y., Parkinson, J. and Thaichon, P., 2022. Influencer marketing: Homophily, customer value
co-creation behaviour and purchase intention. Journal of Retailing and Consumer
Services, 66, p.102904.
Du, Y. and Liu, D., 2021. A novel approach to relative importance ratings of customer
requirements in QFD based on probabilistic linguistic preferences. Fuzzy
Optimization and Decision Making, 20(3), pp.365-395.
Fink, F., 2021. Qualitative and quantitative customer analysis of professional and non-
professional campervan users in the french market: strategic marketing
recommendations for Indie Campers (Doctoral dissertation).
Lee, W.L., Liu, C.H. and Tseng, T.W., 2022. The multiple effects of service innovation and
quality on transitional and electronic word-of-mouth in predicting customer
behaviour. Journal of Retailing and Consumer Services, 64, p.102791.
Meng, B. and Choi, K., 2018. An investigation on customer revisit intention to theme
restaurants: The role of servicescape and authentic perception. International Journal of
Contemporary Hospitality Management.
Qi, J., Hu, J. and Peng, Y.H., 2020. Integrated rough VIKOR for customer-involved design
concept evaluation combining with customers’ preferences and designers’
perceptions. Advanced Engineering Informatics, 46, p.101138.
Qi, J., Hu, J., Huang, H. and Peng, Y., 2022. New customer-oriented design concept evaluation
by using improved Z-number-based multi-criteria decision-making method. Advanced
Engineering Informatics, 53, p.101683.
Sengupta, A. and Cao, L., 2022. Augmented reality's perceived immersion effect on the
customer shopping process: decision-making quality and privacy
concerns. International Journal of Retail & Distribution Management, (ahead-of-print).
Silva, E.C., Pedron, C.D. and Picoto, W.N., 2021. Customer relationship management and
innovation capability: a multiple case study. International Journal of Business
Innovation and Research, 26(2), pp.240-260.
Tran, T.B.H. and Vu, A.D., 2021. From customer value co-creation behaviour to customer
perceived value. Journal of Marketing Management, 37(9-10), pp.993-1026.
10