Hospitality Consumer Behaviour and Insight

This report explores the factors affecting consumer behaviour in the hospitality industry, including cultural, social, personal and psychological factors. It also discusses the impact of digital technology on consumer trends and how to map a path to purchase. The report evaluates different approaches to market research and methods of research used for understanding the decision-making process.

Hospitality Consumer Behaviour and
Insight
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Table of Contents
Introduction......................................................................................................................................3
Main body........................................................................................................................................3
Investigate cultural, social, personal and psychological factors ............................................3
Explore how consumer trends are changing due to the impact of digital technology............4
Stages of the consumer decision- making journey and map a path to the purchasing...........5
Importance for marketers to map a path to purchase and understand consumer decision-
making....................................................................................................................................6
Compare and contrast the key differences of the hospitality decision- making process in the
context of B2C and B2B.........................................................................................................7
Evaluate the different approaches to market research and methods of research used for
understanding the decision-making process...........................................................................8
Evaluate how marketers can influence the different stages of the hospitality decision- making
process giving specific hospitality examples.........................................................................9
Evaluate how marketers are responding to the decision-making process, applying relevant
examples from the hospitality sector....................................................................................10
Conclusion.....................................................................................................................................11
References .....................................................................................................................................12
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Introduction
Consumer behaviour is the study of how people buy, in what ways, at what time and for
what reason. The process of consumer behaviour is very challenging as well as interesting.
Consumer behaviour is related to consumer activities and their responses at different aspects of
purchasing items in the specific factors of the hotel and its growth. There are different factors
that affect the decision of consumes and their preferences are changed on the basis of social,
personal, cultural and psychological factors. It is important in hospitality industry for using the
goods and developed in attracting the use of customer in a specified period (Chang and Cheng,
2021). Dorsett City London is a 4 star hotel situated in London. They are providing different type
of facilities like front desk and business centre along with the on-site restaurant, gym, sky bar
and a rooftop. This report includes different factors that influence the consumer behaviour and
their attitudes. Further, the ability to map a path and purchase in the chosen industry and how the
marketers influence the decision making process of the consumers. In addition to that how they
respond to the market and consumer decision making journey in an effective period.
Main body
Investigate cultural, social, personal and psychological factors
Consumer behaviour is related to analysing the concepts of consumer's behaviour that
includes their purchase system, uses, disposal of goods. That process actually include the
consumer's emotional, mental and behavioural responses to follow the activities in an effective
manner. Some of the factors that affect the customer behaviour and attitudes are given below:
 Cultural factors: This is related to different ideologies and ideas that taken from the
community including family or friends. These cultural factors include the different need
and wealth related to the culture of the customer, within their different choices of goods
(Ang, Narayanan and Hong, 2021). This include the three main segments, buyer's culture,
buyer's subculture and their social class. Dorsett City London, is one of the best hotel in
London that provides the different type of services to their customers as per their need
and choice.
 Social Factor: These factors are related with the using major sector of society and make
influencing nature and on their decision making process. This factor is associated to
prevalent in society where a consumer lives and spend their life. Different varieties and
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behavioural pattern is related to the personal preferences to the need and demand of the
customers which are acceptable to the society. Dorsett City London, is basically have the
good reviews from the society mainly those who would like to stay within the hotel just
seeing their reviews.
 Personal factors: These factors are related to age, occupation, economic situation and
personality of the company. As these factors are affected through the use and need of
consumers and work with the trending nature in society are applicable to the marketers
practices (Cheng and Anderson, 2021). This is very important for the hotel industry to
work and manage their various aspects to handle as per the need of personal factors and
growth.
 Physiological factors: Physiological factors is the main determinant for analysing
decision making process for the growth of consumers. It will include perception,
learning, attitude and motivation. These factors affect the decision making style which
also make a strong impact on the chosen hotel as it helps the hotel to decide what
decision they should taken for improvising the need of customers. Dorsett City London,
try to work and manage their customer's physiological impact on the growth and with
paid promotional activities in different ways.
Explore how consumer trends are changing due to the impact of digital technology
Digital technology means using an adoptive computerized technologies that are related to
different aspects and growth for become the most important part of the economy. People of the
country are using mobile, laptop and having a good internet facilities so they are able to
analysing and gathering the information about the more recent trend due to the changing impact
of digital marketing. Now the consumer's keep changing their trends or expectation on high time
growth as a result of influencing use of technology (Cheng, Fong and Law, 2021). Digital
technologies is the part of normal day to day activities and technologies for the use of major
changes and use the advance technology for the growth of opportunities and challenges for the
growth and companies around the world.
These new and updated technologies becoming main factors that made an impact on the
different purchases that are needed by the customers. For using varieties of hotel based
information, customers are using internet and make an comparison in between different hotels
that they needed for completing their need. Digital technology and its aspects are helpful for
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evaluating different marketing aspects and able to choice the right option that support their own
needs. Dorsett City London, have been provided different type of facilities to their customers that
are used in the present time for working effectively in different manners (Gordon-Wilson, 2021).
It will be helpful for hotel industry to use and analyse the different consumer's perspective for
using technology and in an appropriate time period that is provided by the use of business and
their basic activities.
Stages of the consumer decision- making journey and map a path to the purchasing
There are different stages which are used to make a purchase to customer and analysed
by the Dorsett City London, to make effective stages and map a path to the need of purchasing in
different perspective.
1. Need Recognition: This is first stage of customer decision making journey as, here the
customer recognised their need and make the decision to start their purchase. It is because
every sales begins when a customer get awareness about the products of services (Koo
and Chang, 2021).
 Information search: Second stage, contained information that used by collecting
information and finds their basic options. This will make an effective consumers to
receive and analyse needs as per the demand.
 Evaluation of the different alternatives: Third stage is related to analysing the different
options that are prevailing across the market (Kwun, 2021). Consumer's make purchase
decision based on the available options and match their needs for minimising the risk of
investing in bad manners.
 Purchase decision: After analysing the market and the substitute of the needs,
consumers make the decision on the basis of selecting their needs. Here, the company
invest in managing purchasing decision and provide relevant growth in decision making
process.
 Post purchase behaviour: The last stage of the customer's decision making process is
post-purchase stage, as it is related to good investment, feeling about the service and
future purchases to recommend the brand in market (Line, Cho and Hair, 2021).
Mapping a path to purchase:
This refers to the series of channels that a company use in order to convert the decision of
the customer into the final purchase. These channels include the email, applications, search
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engines and other different process. This process helps the Dorsett City London, to see where
they make effective interaction to their customers and applied in an effective manners. They are
using a path map for acknowledge their accommodation service in the market.
 Awareness: In this stage, consumers get the awareness about the products and check
their availability of the products into the market. While using this stage, customer make
their choices and preferences on the accommodation services. Dorsett City London is
able to generate awareness about the customer's needs.
 Consideration: After reviewing on the market, they are able to considered on the same
things from which they are used and collected information on the different concepts. This
stage is helpful for collecting major information about hospitality industry and identify
the wants for getting decision in a correct manner.
 Interest: This point stated that the customer generates the interest in their products which
complete the need from the market (Olya and et.al., 2021). In the Dorsett City London,
they generate the interest of customers as they have large number of options that are
related to manage the kind of services in different hotels and unique existing growth.
 Preferences: They decide on different preferences as to make the decision and match
with the preferences or not. It will be helpful for the company to generate the preferences
in the effective manner and manage the applicability in systematic growth and awareness
about the need of the products.
 Purchase: In last the customer decides for the project and make the purchase to select
the things in chosen market. Dorsett City London, helps their customer to purchase the
path and make effective strategies for their customer and help them to choose their hotels
among different competitors.
Importance for marketers to map a path to purchase and understand consumer decision- making
Mapping a path is helpful for the companies to connecting consumers with their
behaviour in market. It is the process that helps the companies and make an interaction to the
brand with their customers. In addition to that it will be helpful for managing the suitability
within the market and gain appropriate interaction with the brand. Thus, it is very important for
the companies to make a path of their customers and understand the their decision making
process in an effective manner. It helps the companies to make an interaction with customers and
generate the possibilities for collecting information and grow within the hospitality industry.
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Focus on the different customer's need in different buying patterns will help the company to gain
the future advantages within the market (Pillai and et.al., 2021). This actually helps in filling the
gaps for desiring customer's experience and highlight the priorities of customers. Furthermore,
this mapping a path for the customers is helpful for gain the different business insight and
improving customers demand and need.
Compare and contrast the key differences of the hospitality decision- making process in the
context of B2C and B2B
B2B B2C
Meaning The selling and purchasing of
goods or services directly
through the one business to
another with having no
intermediate is known as B2B.
The sales and purchasing
system in between the
businesses to sell their
products directly to their final
customers are known as B2C.
Need recognition In B2B, the business identify
the need of recognitions by
make a directly contacting the
the another business (Seeler,
and et.al., 2021).
In B2C, the customers generate
their needs on the basis of
market research and different
online portals. For example, if
a visitor wants to find an
accommodation in UK, then
they will find on internet about
the best accommodations and
choose as per their needs.
Information search This is related to identifying
the need or collecting
information through the
internal market research or
contacting to their suppliers in
the business industry.
Here, a customer is able to
collect information about their
need by identity different
hotels from google and gather
the different information for
using the great values.
Evaluation of alternatives Here, many of the businesses
evaluate on their suppliers or
In this stage, many of the
customer compare to the other
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other businesses and choose
the right company that
provides successful growth in
the market.
hotel or accommodation
industry and manage their
preferences as per the need.
Purchase decision Here, company purchase their
products directly through the
business and serve their further
customers to the growth in
market. For example, Dorsett
City London, contact or deal
with the cab services in their
local area to provide effective
services to their customers.
With the help of above
analysis, it is important for the
customers to make their
decision and complete their
purchase.
Post purchase behaviour Hotels always try to make the
evaluation of the staff and
work as per the need and
circumstances of the required
goals or not in the
management process.
Consumer always make the
decision after getting the
service from the products. So it
is very important for the hotel
industry to work and analyse
on the basis of different
suggestions and aspects of the
country (Sharma, 2021).
Evaluate the different approaches to market research and methods of research used for
understanding the decision-making process.
There are different decision making process which are helpful for hospitality industry to
make an effective decision to choose the particular methods. Different methods are used to make
a systematic approach within the market and analyse the methods for understanding the different
decision-making process. Some of the approaches are given below:
 Surveys: One of the most common method that is used by the researchers for knowing
more about the customers. In addition to that the company conduct a survey for the
growth of identification of decision making process. It is effective and valuable for
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conducting qualitative research by the accommodations and complete a survey that helps
requirement. This will be helpful for analysing the need of their consumer and make a
decision on the basis (Zhang, Liu and Yao, 2021).
 Interview: This is another method for getting or collecting information for analysing the
marketing demand and getting effective information on the basis of customer's need. It is
helpful for conducting one to one conversation and make effective customer's demand.
Furthermore, this will be helpful for providing support to marketers that make the correct
actions plan within the hospitality industry. As per this method, hotel management team
are able to communicate with their customer and maker corrective actions.
 Focus group: It is one of the appropriate techniques for conducting research, as it is
helpful for conducting research on small sectors and provide relevant information for the
growth in market. This is basically used for the small groups or individuals who visit the
hotel and use their services (Urban and Łukaszewicz, 2021). As with the help of this
method, hotel industry can make improve their services by applying right strategy as per
the need of customer and provide success in future activities.
 Observation method: This is one of the technique that helps in analysing the customer's
demand and choose different methods to use analysis to their customer segmentation and
selection in different behavioural changes. Observing the need of customers is one of the
most important thing which is used by the hotel industry to make selection.
Dorsett City London, choose the survey and focus group method to collect the different
customer's behaviour method and analyse their needs related to the buying behaviour patterns.
These methods are helpful for the hotel, to understand the decision making process of their
customers and make suitable changes as per the need of the customers.
Evaluate how marketers can influence the different stages of the hospitality decision- making
process giving specific hospitality examples
 This process is started from the decision making journey or problem recognise, here the
marketer influence the decision of the buyer by creating the need of customer within the
hotel industry. For example, they can give attractive discounts or increase their
promotional strategies. It is helpful for the Dorsett City London, to maintain their website
and provide effective discounts to use decision-making process.
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 Second stage is information search, the marketer needs to place the right information at
right place in a specified way to find the necessary information about the use of brand in
an effective ways. For example, social media, SEO and many more instrument will be
helpful for provide basic information to the customers. In context to Dorsett City
London, they provide relevant company's information on their website or different
channels from where different customers can easily go through with the details.
 Third stage is known as evaluation of the information, where a customer compare their
products or services to another company in the terms of products, specification, price and
many more. Marketers should try to influence the customer's decision by providing
superior products and services in an effective manner. In context to Dorsett City London,
they are providing various discounts and availability of the services in an attractive
manner to their customers.
 Fourth stage is making purchase, here the marketer make the buying process in an easy
manner. For example, their payment method, flexibility in refund or online booking etc.
are the ways which marketer is able to influence the customer decision. In context to
Dorsett City London, they are providing different payment method to their customers,
benefits of using accommodation or food services together, cab services and many more
facilities that attract the customer in effective manners.
 Finally, the last stage is post-purchase behaviour for making opportunities for the
marketer to strengthen the brand image in market and gain the customer's base by making
a strong relationship with others (Urban and Łukaszewicz, 2021).In context to Dorsett
City London, Regular feedback or by having problem solving approach within the hotel
is the useful for the marketer to influence the decision making approach of the customer.
Evaluate how marketers are responding to the decision-making process, applying relevant
examples from the hospitality sector
One of the most important goal of the hospitality industry is to make marketing segment
to reach the consumers at the moments for influencing their decision. The use of buying decision
process is effectively helpful for generating the data and use subsequent changes at the buyer's
journey until they are able to reach at finishing line. At the need recognition stage, marketers
need to make a strategy and place to work in responding the needs of customers at each and
every stage of the buying decision process (Siti-Nabiha and et.al., 2021). For example, Dorsett
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City London use different platform to collect the consumer behaviour pattern and analyse in
effective manner for work as per their needs. With the help of social media platform, e-mails and
many more medium the marketers of the respective company are responding to the decision
making process. Third stage is evaluate the alternative options here, the marketer is able to
conducted by the hotel with unique services provided by them in an effective ways. For example,
Dorsett City London, they are conducting a survey from their visitors and gain the information
about their need, preference and choices. That will helps them to manage the customer's demand
in an effective manner. Fourth stage is purchase the products, marketers succeed for finally with
the favourable decisions in an effective manner. That is considered when the respective company
is used different strategies to attain the behaviour of their customers. In last marketers reviews on
the favourable modifications for make an existing changes and need within the market growth of
existing things (Sharpley, 2021). These methods are helpful for generating the idea and use in
effective manner and achieve decision making process for applying within the market. These
customer buying process stages make a effective respond to the decision-making process of the
customers.
Conclusion
From the above report, it has been concluded that consumer behaviour and their analysis
is very important for the growth of the company. This happened because from here, a company
would be able to decide their marketing decisions. It is analysed that consumer decision making
process is important segment of the different hotels to manage their customer's market and use
effective purchasing system that make them different from their competitors. Furthermore, it is
determined that by identifying the opportunities and understanding the preference of customer's
need is helpful in attaining the market and make growth in their business. The mapping a path for
their customers actually help the company to analyse the behaviour of customer and gain
advantages in the customer's demand.
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References
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