Influence of Factors on Consumer Behaviour in Hospitality Industry

Hospitality
Consumers Behaviour
and
Insights

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1 : Influence of various factors on consumer behaviour and attitude..................................3
P2 : Changes in consumer trends due to digital technology...................................................5
TASK 2............................................................................................................................................6
P3 : Stages of consumer decision making and path of purchasing for a hospitality service..6
P4 : Importance for marketer to map a path of purchase and consumer decision making.....8
TASK 3............................................................................................................................................9
P5 : Comparison between hospitality decision-making process in context of B2C and B2B9
P6 : Approaches of market research and methods of research in decision making process 10
TASK 4..........................................................................................................................................12
P7 : Evaluation of how marketer influences different stages of decision making...............12
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................14

INTRODUCTION
Consumer behaviour define as an study which mainly focusses on consumers behaviour
about how they buy goods, consume them & disposes off. Also the behaviour might get affected
by different elements factors which includes social class, culture as well as sub-culture where
they live. It is very essential for the marketer that they examine buying procedure of consumer
as it will assist in modifying their policies and strategies in order to ensure their survival at the
competitive marketplace (Frederiks, Stenner and Hobman, 2015). Premier Inn Hotel is taken as
the base company in the report which was founded in the year 1987 is a British hotel chain. In
this report, main consideration is given to the hospitality industry therefore all the factors,
influence and research is conducted in the context of restaurants, hotels and so on. It is very
important for an organisation to understand the behaviour and decisions making process so taste,
requirements and need of consumers can be identified.
TASK 1
P1 : Influence of various factors on consumer behaviour and attitude
Consumer Behaviour means study of how individuals as well as group buy, consume
and dispose products and services. It will assist in identifying the influence of various factors on
the buying process of consumers. This as a result help managers in order to provide goods and
services according to the requirements and demands of consumers. In the present context of
Premier Inn, management team of the company decides to examine all the factors which highly
influence buying behaviour of consumer. Some of the most essential factors are as follows:
 Cultural factors : Cultural factors affect the value, perception and beliefs which is
developed by the culture and sub-culture in which the consumer lives. It divides the
consumers into different classes such as lower, medium and upper. Accordingly the
consumer decide the hotel they want to check into. For e.g. a middle class person will
always prefer to go into 3 star hotel (Ashman, Solomon and Wolny, 2015) .
 Social factors : It is the factor which involves all those with whom users have close
relation which includes friends, family, society and many more. All these highly
influence the purchasing and buying behaviour of consumer. In the present context of
hospitality sector, it has been analysed that decision of an individual mainly based on the
mentality, attitude and on the manner they grow. For instance, in reference to Premier Inn

hotel if a child stay in a high price hotel which have ample number of facilities then he
will prefer the same for their whole life.
 Personal factors : On the basis of personal factors it includes age, economic condition,
life cycle stage and many more which influence behaviour of consumer. In the present
context of hospitality sector, if the consumer is young & wants different facilities under a
single roof then a resort or 5 star hotel is suitable for him which is also based on his level
of income (Maniatis, 2016)
 Psychological factors : This is the last factor which is based on perceptions, motivation
level as well as learning of individuals which have direct impact on consumer buying
behaviour. In reference to hospitality industry, before taking any decision or action,
consumer takes advice or opinion from others which help them in taking better decisions.
For instance, a friend of an individual recommend him a resort then he will be able to
take decision whether to opt the option or not suggested by his friend.
Apart from all these factors there are some challenges which is faced by organisations in order to
provide services to satisfy customers requirements. Some of the essential dimensions are going
to be discussed which are crucial for providing service quality includes:
 Tangibility : It has been said that physical facilities commonly visible to consumers
which need to be according to the requirements so it is essential to provide them high
quality service (Banerjee, 2017).
 Reliability and Responsiveness : With the help of fulfilling promised services as well as
providing services according to the requirements, customer will remain loyal towards the
company for longer period of time.
 Assurance : This majorly aims that staff members are required to have sufficient
knowledge as well as courtesy which assist them in order to satisfy needs and wants of
consumer.
P2 : Changes in consumer trends due to digital technology
It has been analysed that consumer Behaviours is highly influenced by different elements
and factors in which technology is one of the most essential as it assist in enhancing
requirements and demands among customers. In today’s world with the help of digital
technology, information related to service and goods might attain easily and within limited time
period (Wang and 2017). Therefore, it becomes essential for hospitality industry to upgrade their