Hospitality Consumer Behaviour Insight

Hospitality Consumer
Behaviour Insight

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK 1............................................................................................................................................3
P1 Investigate the different cultural, social, personal and psychological factors that influence
consumer behaviour and attitudes within a hospitality context..................................................3
P2 Explore how consumer trends are changing due to the impact of digital technology...........5
TASK 2 ...........................................................................................................................................6
P3 Examine the stages of the consumer decision- making journey and map a path to the
purchasing for a given hospitality service...................................................................................6
P4 Explore why it is important for marketers to map a path to purchase and understand
consumer decision- making in the hospitality sector..................................................................8
TASK 3............................................................................................................................................9
P5 Compare and contrast the key differences of the hospitality decision- making process in
the context of B2C and B2B, using specific hospitality examples.............................................9
P6 Evaluate the different approaches to market research and methods of research used for
understanding the decision-making process..............................................................................11
TASK 4..........................................................................................................................................12
P7 Examine how marketers can influence different stages of decision making process in
relation with hospitality.............................................................................................................12
CONCLUSION..............................................................................................................................12
REFERENCES .............................................................................................................................14

INTRODUCTION
Consumer behaviour is defined as study of individual and association of individual that
how they initiate process of buying and satisfying their own needs. Consumer behaviour is
recognised as the study of understanding needs and demands of customers so as to attain pre
formulated goals and objectives (Bowie and Buttle, 2011). Behaviour of consumer draws high
impact within buying habits in hospitality industry as this industry is implicated by customers
only. Consumer behaviour is regarded as a term which is associated with recognising insight of
individual and their qualities which are held by all the individual in context of demo-graphs,
behaviour and geographical qualities. This report is made so as to enhance understanding
regarding different concepts within consumer behaviour in the context of Travelodge hotels.
Travelodge is a private company which is owing their hotels within industry of hospitality in
UK. Travelodge is managing more than 570 hotels around UK and they are known for comfort
stay along with economical pay.
TASK 1
P1 Investigate the different cultural, social, personal and psychological factors that influence
consumer behaviour and attitudes within a hospitality context
Consumer behaviour is known as the study of people and their perception for buying and
disposing of any product. Consumer behaviour is driven by numerous factors under which
services of hospitality is depending. In the background of Travelodge, the company is putting
high efforts on understanding their customer so that customer satisfaction can be received by
them as well. There are various factors through which consumer behaviour is influenced and
these factors are examined below:
Social factors: These factors are associated with environment pertained by individual as this is
playing major role for consumers in framing decisions. Social factor is divided into three major
parts such as:
Reference group: These groups are associated with immense power of influencing
decision of consumer and under this opinion leader is having major role of impacting decisions
of personnels (Chatterjee and Pandey, 2019). This group is showing their power of influencing
perception and mentality of others in such a way that positive decisions can be framed.

Family: Family is known as the place where primary belongings are undertaken by an
individual. Values and beliefs are result of family as blood relation is held with them. So this can
be concluded that on buying decision family upbringing is having major impact as well and these
upbringing frames behaviour of an individual (Dixit, 2017).
Roles and status: Role and status is defined as the portion under which societal identity
is proved. This factor is drawing positive impact for consumer behaviour as role executed by an
individual is factor defining status of individual and their earned income draws behaviour of
consumer.
Personal factors: These factors are accumulations of various aspects which are pertained by
individual and these factors are drawing high impact on consumer behaviour. Personal factor is
associated with various aspects and these are explained as under:
Age and life cycle stage: This is essential that all the framed decisions are taken by
individual as according to their age. At every age needs and demands are changed so behaviour
is related with those needs and demands of individual. So this aspect draws huge impact over
consumer behaviour.
Occupation: Occupation is known as the job or business which is carried out by the
individual. In the context of consumer behaviour occupation is playing essential role as this
provides financial assistance and financial stability due to which purchasing power get impacted.
Cultural factors: These factors are related with moral value, tradition, beliefs and other
constraints. Culture is playing significant role in influencing consumer behaviour in follwing
mentioned manner:
Sub-culture: These are regarded as the group in which same value and traditions are
pertained. Due to similar culture likes and dislikes are created which enumerates higher power of
decision making by consumers and their moulding their behaviour.
Social class: Social class is categorised as creation of a society and accumulation of
people which frames prominent impact on decision making for an individual. Every society is
having various traits due to which their behaviour get moulded and process of decision making
takes place by consumers (Bowie and et. al., 2016).
Psychological factors: These factors are related with the existence of mind and perceptive
abilities of an individual. From inner insight these factors are propounded and this is pertained
with various factors those are explained as under: