Influence of Factors on Consumer Behaviour and Attitude in Hospitality

Hospitality
Consumer
Behaviour
Insight

Table of Contents
INTRODUCTION...........................................................................................................................3
P1 : Influence of various factors on consumer behaviour and attitude..................................3
P2 : Changes in consumer trends due to digital technology...................................................3
TASK 2............................................................................................................................................3
P3 : Stages of consumer decision making and path of purchasing for a hospitality service..3
P4 : Significance for marketer to map a path of purchase and consumer decision making...5
TASK 3............................................................................................................................................6
P5 : Comparison between hospitality decision-making process in context of B2C and B2B6
P6 : Approaches of market research and methods of research in decision making process. .7
TASK 4............................................................................................................................................7
P7 : Evaluation of how marketer influences different stages of decision making.................7
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Consumer behaviour is the study which shows the attitude, pattern and factors which are
considered by the customers while making purchases. It is related to the actions of consumers
within marketplace so that proper strategies can be formulated (Ashman, Solomon and Wolny,
2015). In this report, InterContinental Hotel has been chosen which was founded in the year
1946. Thisassignment includes different cultural, social etc. Factors influencing consumer
behaviour, change in consumer trends, stages of consumer decision making, importance of
mapping a path, comparison of B2C and B2B, evaluation of different approaches of market
research followed by role of marketers in influencing hospital in decision making process.
TASK 1
P1 : Influence of various factors on consumer behaviour and attitude
Covered in PPT
P2 : Changes in consumer trends due to digital technology
Covered in PPT
TASK 2
P3 : Stages of consumer decision making and path of purchasing for a hospitality service
Consumer decision making refers to the action where in customer select the most
appropriate product out of several alternatives. It involvessteps which starts from identification
of needs of the target people, extraction of relevant information, examination and evaluation of
available alternatives which is closedby making a purchase decision. Some of the factors such as
psychological, emotional and many more can affect the choices or decision of buying goods. The
contribution of consumer decision making is very useful for an organisation as it helps in
determining the behaviour of customers with a view to increase the awareness of products in the
market place. There is a set procedure comprising different stages which have been elaborated
below:
Need Recognition: At this stage, various needs of customers which day company wish to
target are identified. It is very important to determine what are the demands of buyers so that
InterContinental hotel chain to make appropriate marketing strategy.

Illustration 1: Consumer decision making process
(Source: Stages of Consumer Decision Making Process. 2016.)
 Searching and gathering information: This stage is about gathering of information
which is connected to kinds of options available in the market for satisfaction of
customers. For this purpose, many types of sources such as print media advertisement,
personal contact, and so on are used.
 Evaluation the alternatives : All the alternatives identified in the earlier stage are
evaluated on the basis of their characteristics in order to determine positive as well as
negative outcomes in terms of quality, quantity and services. It is significant so that best
option can be chosen.
 Actual Purchase of product or services: At this stage, the customer finally makes a
decision as to which product to be bought so that all the demands and needs can be
fulfilled. The ultimate reason for choosing one among the entire alternative is to get the
satisfaction.
 Post-purchase evaluation: All the steps included in this stage are post purchase where in
evaluation of the purchase product is done on the basis of its usefulness and satisfaction
gained from such goods or services. Afterpurchasing products and services this stage