Influence of Consumer Behaviour on Hotel Intercontinental

HOSPITALITY
CONSUMER
BEHAVIOUR
INSIGHT

Table of Contents
Introduction......................................................................................................................................3
LO1 .................................................................................................................................................3
P1 Different cultural, social, personal, psychological factors to influence consumer behaviour
.....................................................................................................................................................3
P2 Impact of digital technology on consumer trends. ................................................................4
LO 2.................................................................................................................................................6
P 3 Consumer Decision Making Process In Hospitality Industry...............................................6
Importance of Consumer Mapping in Hospitality .....................................................................7
LO 3.................................................................................................................................................8
P 5 Comparison between Business to Business and Business to Customers..............................8
P 6 Different Approaches To Market Research .........................................................................9
LO 4...............................................................................................................................................10
P 7 Different factors of Research in the Market......................................................................10
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

Introduction
Consumer is required for development of business at large scale. The smooth working of
business largely depends on the their consumers. Companies needs to analyse facilities and
services that drive the target audience towards the organization services. Business needs to
prepare marketing strategy for development of business at large scale. Consumer behaviour helps
organization to study the individuals and groups in an organization. Individuals are required to
analyse to satisfy their needs and wants. The consumer behaviour is required to analyse the
buying decision of an individual. The report is going to show the influence of consumer
behaviour on Hotel Intercontinental that helps them to develop business at large scale. The report
is going to cover different factors that influence overall consumers while using services of an
organization. Impact of digital technology on the working of an organization. The stages of
consumer behaviour that influence them in decision making in an organization. The decision
making process of consumer is analysed effectively and how it is important for marketers.
Different type of market research method helps to understand decision making.
LO1
P1 Different cultural, social, personal, psychological factors to influence consumer behaviour
Intercontinental hotel group in U.K is have a large number of branches all over the world.
The business needs to analyse working to establish an effective environment in their
organization. The business needs to analyse the behaviour of their consumers to develop
effective use of their resources. Consumers are one of the important factors for development of
business at large scale that helps business to achieve their goals and objectives(Grimmer and
Miles, 2017.) . The hotel needs to analyse each and every working of their customers for their
smooth working in an organization. Company needs to analyse various factors to develop their
business at large scale.
Personal factors
Personal factors are analysed to know the basis requirements of the customers. The age,
gender, education, income level is important to develop business at large scale. Age is most
important factors to analyse in an individual or an consumer. Each and every individual of
different age have their own choices and business needs to analyse the choice of every
generation to achieve their business goals. The income level or occupation of customers play an

important role as Intercontinental hotel provide facilities that have heavy costs and prices to
develop business at large scale. Occupation helps business to analyse their customers. Financial
abilities of an individual is important to afford the services of hotel. Personal factors of
consumers also involve their choices on the basis of their personality.
Social factors
Social factors effects the overall decision making of an consumer. Social factors plays a
important role in buying and selling of customers. Hotel intercontinental needs to analyse the
interruption of family and friends in decisions of an individual. Friends and family opinion plays
an important role in decision. The consumers need to maintain their status that makes them to
book hotels which provide them facilities.
Psychological factors
Psychological factors plays an important role in overall decision making of an individual
that helps them to achieve their goals and objectives. Factors shows the requirement of
consumers to use the resources of an organization. The customers are motivated to use the
resources of an hotel. The taste and preference is analysed effectively to motivate customers
towards the company products and services.
Cultural factors
Culture of an individual plays an important role in their decision making. The
hotel needs to analyse the culture of customers and develop resources according to requirement.
The values and morals of an individual is analysed effectively(Díaz, Gómez and Molina, 2017.).
The hotel needs to maintain culture so that it will not effect the values of customers. The culture
analysis helps hotel to know the buying behaviour of an individual.
P2 Impact of digital technology on consumer trends.
Digital technology is developing day by day and customers feel comfortable to use
services online. As large number of hotels are providing their services online so it helps
customers to develop their business using those functions.
Stay connected
Due to increase in technology all over the world it helps business to connect the
customers with their product and services. Whenever an individual likes to book an hotel he can