Hospitality Consumer Behaviour Insight

Hospitality Consumer
Behaviour Insight

Table of Contents
Introduction .....................................................................................................................................3
Main Body.......................................................................................................................................3
LO2: Demonstrate the ability to map a path to purchase in a hospitality context, including the
decision-making process.............................................................................................................3
P3 : Stages of the consumer decision- making journey.............................................................3
Mapping the path to the purchasing............................................................................................4
P4: Importance of mapping the path to purchase and understanding consumer decision.........4
LO3: Evaluate appropriate forms of research to understand influences on the hospitality
consumer decision-making process.............................................................................................5
P5: Differences of the hospitality decision-making process in the context of B2C and B2B. . .5
P6: Market research approaches to understand the decision-making process............................6
LO4: Evaluate how marketers influence the different stages of the hospitality consumer
decision-making process.............................................................................................................7
P7: Influence of marketers on the different stages of the hospitality decision-making process. 7
Conclusion.......................................................................................................................................8
References .......................................................................................................................................9
.........................................................................................................................................................9

Introduction
The idea of consumer trends revolves around analysing the consumption and disposal of
several goods and services and the origin of the basic need behind this. Hospitality industry is
based on providing the best quality services, relaxation and satisfaction of customer needs in
accordance to social or psychological factors. UKHospitality is a London based organization
having control over many night-clubs, hotels, tour planning, restaurants, pubs, bars, etc. This
report focuses on the purchasing pattern of a consumer based on social, personal, psychological
and cultural factors. The report also sheds light on the stages of consumer decision-making
process and analyse these stages to map a journey of a customer from recognition or origin of
needs to purchase of the commodity and actions taken thereafter. The report also focuses on the
key differences between B2B marketing-mix and B2C marketing-mix regarding hospitality
industry. There are multiple market research techniques used to understand the purchasing
pattern of customers and personalizing marketing campaigns on the basis of it.
Main Body
LO2: Demonstrate the ability to map a path to purchase in a hospitality context, including the
decision-making process
P3 : Stages of the consumer decision- making journey
There are five stages of consumer decision-making journey as follows:
Recognition of need- The very first stage in the process of consumer's decision-making
is recognising the need to consume or dispose a commodity. The lower the need is in Maslow's
hierarchy of needs the more will be the chances of consumer making the purchase. The idea to
travel can come by influencing over social media or any other basic need.
Information search – The next step in consumer decision making process is gathering
information. This can be either intentional or latent but human brain is always collecting and
disposing information. Using internet a customer can gather all the information. In accordance to
hospitality sector the customer can compare countless hotels on the basis of quality of their
services and their affordability structure.
Evaluation of alternatives – Next step is evaluating all the information gathered. All of
the alternative courses of actions in order to find out the one which is most desirable. In