Hospitality Consumer Behaviour Insight

Hospitality Consumer
Behaviour Insight

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
PART A...........................................................................................................................................1
Consumer behaviour...................................................................................................................1
Factors influencing consumer behaviour....................................................................................1
Challenges of quality service to meet expectations of consumers..............................................3
Impact of digital technology on changing behaviour and attitude..............................................4
Emerging consumer trends that affects hospitality industry.......................................................4
PART B............................................................................................................................................5
Stages of consumer decision making journey and map a path of purchasing for The Ritz Hotel
.....................................................................................................................................................5
Necessity to map a path to purchase and to understand consumer decision making in The Ritz
Hotel............................................................................................................................................7
Key differences of the hospitality decision-making process in context of B2C and B2B..........7
Different approaches to market research and methods of research used with respect to
decision making process.............................................................................................................8
The way marketers are responding to decision-making process of The Ritz hotel.....................9
The way different factors influence the hospitality decision-making and buying behaviour.....9
Application of appropriate theories, concepts and models influencing and impacting
hospitality decision-making process.........................................................................................10
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................12

INTRODUCTION
It is very important for the hospitality industry to have clear understanding with
consumer decision-making process as it reflects the purchasing behaviour of consumers with
respect to products and services offered to them(Galib, Hammou and Steiger, 2018). Present
study is based on the organisation The Ritz hotel that is a 5 star hotel located in London, UK.
Report will include different factors that influence consumer behaviour and attitudes. Report will
map a path to purchase in the hospitality industry and will evaluate different forms of research to
understand decision-making process. At the end report will evaluate the way marketers influence
the different stages of decision-making process.
PART A
Consumer behaviour
It is the deep study on individual customers or group of customers taking decision and
actions in order to influence their purchasing behaviour with respect to different products and
services offered to them. It is a vital aspect in terms of marketing and it helps the organisations to
have a deep understanding with respect to behaviour of customers that how they respond to a
new product and services. However, for The Ritz hotel this helps in identifying different
opportunities in order to satisfy their customers by offering products and services that meet their
customers expectations(De Mooij, 2019).
Factors influencing consumer behaviour
There are different factors that influence the consumer behaviour and the Ritz hotel have
to deeply understand these factors in order to lead the market and to make effective decision for
the organisation. These factors are as following:-
Cultural:-
The deepest impact on consumer behaviour is due to different cultural factors. The
cultural factors include broad culture, sub culture and culture with social class. These types of
culture are having the following impact on the Ritz Hotel:-
 Broad culture:- In order to understand the consumer behaviour, it is very important for
the Ritz hotel to understand the broad culture of the consumers that includes their values,
customs and beliefs etc. and accordingly have to offers the products and services(Zhang
and Benyoucef, 2016).
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 Sub-culture:- All the respective culture consist subculture that indicates more specific
members that belong to it and The Ritz hotel have to conduct an effective product and
marketing programme in order to understand the need of consumers. As the nationality,
religion, Geographical region etc. differs of each customers, it is therefore important for
the Ritz hotel to understand the same and provide the respective offerings.
 Culture with social class:- There are customers having different income, occupation,
education etc. Their behaviour differs on bases of these aspects only. They generally
show different preferences with respect to the offerings. If group of customers are having
less income than they will prefer hotels that they can afford. The marketer of the Ritz
hotel have to design the marketing programme on bases of specific social class so that
they target the customers that can afford their respective services.
Social:-
There are number of social factors that influence consumer behaviour and are as
following:-
 Family:- They are the primary reference group that affects the behaviour of consumers.
 Roles and statuses:- Consumers generally prefer those products that are having effective
role and statuses in society. Therefore, it is very important for Ritz Hotel to be aware of
status symbol potential of its offerings.
 Social customs and trends:- The customers are having different religion, caste and their
preference with respect to offerings depend on these customs only. For example a
vegetarian customer will choose a hotel that is offering pure vegetarian food.
 Income level:- Both rich and poor customers have different behaviour in choosing the
hotel as poor will have its focus on price and rich will have its focus on quality of service
offered by The Ritz hotel(Zameer and et.al. 2016)
Personal:-
There are different personal factors that affects the consumer behaviour and are as
following:-
 Age and stage in life cycle:- Consumers with different age group have different
preference with respect to offerings.
 Occupation:- Consumer needs and wants differs with respect to their occupation as it
leads to their buying pattern.
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