Hospitality Consumer Behaviour and Insight

This report discusses the various factors affecting hospitality consumer behaviour, including psychological, social, cultural, personal, and economic factors. It also explores the different stages of the consumer decision-making process and Marriott's approach to market research and influencing consumer behaviour. The report concludes with a discussion on the habitual and variety-seeking buying behaviour of Marriott's customers.

HOSPITALITY CONUMER
BEHAVIOUR AND
INSIGHT

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Behaviour and attitude of the consumer......................................................................................3
The consumer decision-making process.....................................................................................6
Different ways to understand the hospitality consumer decision- making process....................7
Ways in which marketer affecting the stages of the marriott's consumer behaviour..................9
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................11

INTRODUCTION
Consumer behaviour refers to that actions or decision which has to be taken by a buyer in order
to purchase goods and services for the personal consumption. It is an approach under which
people decide which goods should be procured by them. Consumer behaviour is the complete
study of the different aspects which affects buyer's purchasing power. This report will illustrate
the concept about consumer perceptions, consumer decision-making and strength to influence the
consumers in shaping the mentality of the hospitality customers. Hotel marriott is one of the
leading organization of UK in terms of providing hospitality to the consumers. The association
has large number of consumer share. It is an international organization who is focusing on the
complete study of the purchasing power of the consumer. The report will also describe the
approaches adopted by the organization in order to understand the buying behaviour and also the
market research approaches that has been adopted by the marriott hotel in order to attract the
large share of consumers.
MAIN BODY
Behaviour and attitude of the consumer
There are many factors that are affecting the buying behaviour of the consumer. The
companies must understand all these factors in order to gain the complete knowledge regarding
the different perception of the consumers, after understanding all these aspects the companies
sets their decision. The decision-making of the organization is goes through the decision-making
of the consumers. The factors which affects the buying behaviour, includes:
Psychological factors- The mentality of the humans is highly affected by their psychology.
These elements are hard to understand as it contains the mind power of the consumer and every
individual has a different way of thinking. (Yu and et.al., 2018). This factor affects consumer
decision-making process in different terms and those are: Motivation – This involves boosting the value of buyers in order to buy the product and
services. It helps in creating the self -esteem under the buyer. The motivation contains the
five different level of the human needs and those are, safety, social, self-actualization and
self-esteem.

 Perception- The perception of the consumer is shaped when they gather information
regarding the products or services. This is done through advertisement and feedback of
the goods. Learning- Every time the consumer buy products they experience something different
and learn from that. It enables them to make their next purchase.
 Attitudes and beliefs- Individual has a different set of thinking and that affects their
attitude and belief power therefore, the attitude and beliefs of the customers is different.
Social factors- It involves the environment or surroundings which affects the buyer power.
These factors are attached with the sense of belongingness. It includes: Family- Consumer follow up their family scenario. The products and services preferred
by the family member is preferred by the consumer as well. This act as a hereditary
concept. Reference group- This groups involves clubs, churches and schools. The discussion of
the people in such groups influence the buying power of the people. The discussion leads
in changing the opinion of the people.
 Roles and status- The role consumers hold in the society affects the buying power in a
high-manner. Consumers with high role has high buying power and does not have to
think about different elements in order to buy something while the consumers with not so
high role has to think about all the elements.
Cultural factors- Those values and ideologies of the customers that are shaped by the values
and ideologies of the society comes under the cultural factors. The consumers are the part of the
society therefore, they get influenced by the values and morals of the society. These factors
contains: Culture- This element involves the basic needs and requirements of the consumer which
has been adapted by the consumer itself and changed into their taste and preferences. Subculture- This has been considered as the part of cultural groups. In a society there are
different subcultures under the culture group. (Kautish and Sharma, 2019). These are
differentiated on the basis of nationality, caste and religion. These different subculture
adapt different behaviour of buying.

 Social class- The social class of the people is determined by the level of education,
occupation, residence and the location. This is another component that holds a strong
power in order to purchase something.
Personal factors- These factors has been considered as different from person to person. These
elements affect personally to the consumers. (Pérez-Belis and et.al., 2017). Every individual has
different personal perceptions which affects their buying power and those are: Age- It is one of the primary component which affects the taste and preferences of the
consumers. The choice of the youth is different from the choices of the old age group.
The age factor contributes in the purchasing urge of the people. Income- This element highly impacts the purchasing power of the people. The person
with high income has high purchasing power in comparison of the person with low
income. Occupation- People prefer to choose those products that are suitable to their profession.
The occupation of a person defines the product and service is needed by them. The
purchasing power is influenced by this.
 Lifestyle- The way of living life defines and sets the purchasing power of the people.
People with luxuries lifestyle the branded products while the people with less luxury
lifestyle prefers the affordable products.
Economic factors- The purchasing decision of the people is highly influenced by the market
state and the status of the nation's economy. The nation with more stable economy has a larger
money supply in the market which results in higher purchasing power. Elements of the economic
factors are: Personal Income- The personal income defines the cash in hand of the consumer and that
enables them to make decision regarding purchasing.
 Family income- It is the sum of the income of all the family members. The income of all
the members leads to decide the purchasing decision in the family. Income expectation- It involves future income expectation. The consumer sets the
purchasing power by keeping a focus on the future income. Savings- This refers to that cash which has been left after meeting all the expenses. More
savings leads to more purchasing.

 Consumer credit- The credit power of the consumer impacts the purchasing power. A
good credit power helps in making more purchasing.
The consumer decision-making process
Consumer behaviour:
Buyer behaviour define as how individual or audience when they want to buy any and
chooses any product how they select product and services within multiple products and
according to their remeasurement as well. On the basis of this aspect buyer mainly focuses on
effective goods buying which provides benefits in long term (Rokonuzzaman, Iyer and Harun,
2021). Marriott hotel industry always mainly consider providing services to customer with
effective manner.
Customer decision-making process:
Consumer decision-making activity refers to analysis of various aspects like individual
buying power, different brands, wrong decision and many more. If consumer wants to stay in
hotel they mainly consider that hotel should be safe, interiors and services etc. things are perfect.
And when individual decide that they have wish to stay in hotel they can easily analyse form
social media tools application, on the basis of recent market trend they effectively decide which
hotel services is perfect and fine. Marketers influence various stages of consumer decision-
making process are as follows,
Need recognition
This is fist step which gives idea about consumer buying nature and identification of
challenges or problems. Customer mainly analyse which things are major essential requirement
from hotel, and they develop budget according to their needs.
Information search
Analysis of need recognition costumer believes in develop information and when they
research on social media tools, buyer easily find many options and when customer implement
research on online website marketing expert easily provides information and provides hem
information about overall hotel facilities. So when customer develop decision-making for
Marriott hotel industry they develop different people review influence their decision- making for
individual task.
Evaluation of alternatives

Consumer buying any product they recognize alternatives options, if they don't like their
choose organization services they can easily change their decision. Hotel staff member and
marketer experts has to build efficiency in their services so people develop their engagement
towards with their business activities and their services (Sudha, Maheswari and Venkatesh,
2021). Thus, customer discuss many alternatives, and then they have to select any alternatives
between various factors.
Purchase decision
Marketing experts always try to build audience attraction for their business like they
implement unique advertising process blogs, contents, images and many more. These aspects
highly inference buyer decision and selection process and according to recent market trend
individual customer properly identify from customer reviews on social media which is beneficial
term for consumer decision. Almost every hotel industries has social media ages and customer
consider providing comments on their page, so its beneficial aspect for buyer.
Post purchase behaviour
Compliment of purchase decision of consumer its essential that market experts analyse
their customers are satisfied with their product or not Application of this approach build good
relation with customer but other organization manager or owner always believes in build unique
thing for customer attraction improvement. Marriott hotel industry provides food, effective
interiors and multiples services effectively, so they develop good position in market, and they
build customer attraction as well.
Different ways to understand the hospitality consumer decision- making process
Decision-making process of B2C & B2B under hospitality industry
B2C contains business to consumer models. The companies who sell their products and
services directly to their customers has been considered the part of this model. They have a direct
communication with their customers. In the hospitality industries the B2C model is more adapted
by the business than B2B model. (Falahati, Elahi and Akbari, 2021). Hospitality businesses have
more transactions in terms of B2C model. For example: Hotel marriott is performing B2C model
and making direct interaction with their customers and assuring the best hospitality towards their
customers. It has been found from various studies that, marriott is creating higher values for its
customers by providing them high level of hospitality and putting their preferences on top. The

direct interaction of the customers with them is enabling them to make decisions in the favour of
their customers. As B2C model involves the direct communication with the customers therefore,
the company easily understands the demand of their buyers and works according to that.
B2B contains the business to business approaches, this is a complex model in comparison
of B2C. These are those organizations that follows the scenario under which a sales
representative is appointed by the company and that representative make interactions with the
customers in the name of the company. There is no direct interaction has been made between the
customer and the company. In hospitality industries the companies sell their contracts to the
different agents and then that agents makes contact with the customers and the services has been
experienced by the customers. For example: telemarketing agencies are the organizations that
works as the B2B model. (Talukdar, 2019). These agencies interact with the customers in the
name of the company and provides services to them. These agencies are appointed by the main
company in order to attend their customers in appropriate manner.
Different approaches of the market research that is used in understanding the consumer-
decision making process
The market research is done in order to have a better knowledge in terms of consumer decision -
making process. This research helps in knowing the thinking of the consumer. It has been found
from various studies that the approaches adopted by the hotel marriott in order to have a better
understanding of consumer behaviour are:
Surveys have been done by the company in order to create a data related to consumer
decision-making process. Under this, the data has been created by asking some questions to the
customers. And on the basis of response given by the customers the data has been prepared. This
helps in knowing the aspects of the consumer through their answers.
The organization follows the concept of observing the customers while they experience
the services of the organization. (Astuti and Sudarsono, 2017). Under this the company notices
the customer that how they feel while experiencing the services. Good reaction of the customers
enables the firm to have an idea about the consumer liking and disliking.
Personal interviews of the customers has been taken by the company in order to know the
different set of thinking adapted by the customers. This is an expensive approach and effective
too. Under this exact opinion of the consumer is known by the company and collectively a set of

opinion has been gain by the company. It enables firm to have a better understanding of the
consumer decision- making process.
Elements affecting the decision-making and consumer behaviour of marriott
Habitual buying behaviour of the consumer- This behaviour involves those consumers who are
habitual of the services they are experiencing from the organization. Marriott has high reach in
terms of making customers satisfy. The customers are being habitual of the services provided by
the organization. Therefore, the organization provides an assurance to the customers that they
will get an extreme efficient level of service each and every time. This habitual behaviour of the
customers in favour of the firm keeps the customers with them for the long period.
Variety seeking buying behaviour of the customers- This happens when the customer seeks
large number of range in the products or services. The company is keeping a focus on it and
making their decisions according to that only, so their consumers can experience the sense of joy
in different forms. This will leads to make them habitual of the services provided by the
organization. (Higgins, Mohamed and Ferguson, 2017). The variety seeking behaviour of the
buyer enabling firm to open up different variety in services.
Extended decision-making of the buyer- The customers who are fond of luxury lifestyle has
been described as the part of this. This behaviour occurs when the buyers are highly comfortable
in experiencing the expensive services. This has been found from various studies that, marriott
has a large share of customers who are highly developed in terms of social and economic
development. Therefore, the company is making the decision according to the class of their
customers. Organization providing assurance that the appropriate services has been provided to
their customers on the basis of their lifestyle.
Ways in which marketer affecting the stages of the marriott's consumer behaviour
The hotel marriott has approached an efficient market strategy which has been performed by the
marketer in order to influence the decision of the consumers in the favour of the firm. It has been
found from the various research that the marketing strategy of the organization is above from all
as it completely focuses on the behaviour of the consumers. (Rayesa and Gutama, 2020). For
understanding this in deeply here are some points that are efficient enough to prove this concept.
The organization has created the customer-generated content for capturing the large
number of attention. Large number of the consumer use social media for making the decision.

The reviews and feedback from social media helps them in shaping their opinions in the process
of decision -making. The firm is using this platform by uploading their videos in between those
apps which are highly used by the people all over the world. The influencers of the social
communities are assigned by the company in order to make content in the favour of the firm. The
public gets highly influenced by these influencers. They sharply follow their influencers and
their content. This approach of the organization helping them to have consumer's decision in
their favour.
The company is focusing on bringing the social media to the life with the help of M life.
Marriott's approaches are ahead from other hotels. Under the M live session the customer share
there real experience they had at the marriott hotel. M live is a command centre where the
experts of social media continuously monitors the presence of brand on different channels. The
customers share their experience while they are at the hotel then the M live staff keeps focus on
that and treat them according to their preferences they are sharing at the platform. This helps the
firm in adding some qualities in their treatment level.
The organization has made its personal app for their customers. This app rewards the
customers as they do not have to go through a check in process. They directly arrive at the hotel
and go directly to their room and opens the door with the help of their smartphones. The same
process has been adapted by the company in terms of check out by the customers. The
environment is just like as the customers are visiting at their home. M live programme acts as a
marketer for the company. (Havu, 2017). The M live programme app has a feature named
geofencing which handles the app of the company. This app makes some suggestions for the
customers which has been proved to be relevant for them.
The company puts their customers on top. The organization takes various opinions from
the customers in order to shape organization's decision in customer's favour. Website of the hotel
allows people to put their opinions and their suggestions and then the company take actions by
keeping all those opinions and decision in their mind. They proved themselves top in making
their customers satisfy and in taking the attention of the people. These steps of the company
influence the people and provides them a sense that hotel is providing the best services along
with maintaining the values and beliefs of the customers. (Vuong and Khanh Giao, 2020). The
company believes in using the social media platform in order to capture the attention of the
consumer and making a change in their decision- making process.

CONCLUSION
From the above report it has been concluded that the understanding of the consumer behaviour is
so mandatory in the hospitality industries. There are certain factors which affects the decision-
making power of the consumers. The organization has to keep focus on all of these factors in
order to have a better knowledge of the consumer behaviour. The understanding and
behaviourism of the consumer plays an important role in making the decision regarding the
buying of any product or service. Along with this the report also describes about the different
approaches of the market research adopted by the marriott in order to shape the consumer
behaviour in their favour. The marketing strategies of the firm has also been mentioned. The
hotel marriott has adopted the efficient approaches in order to make their customers satisfy and
centring the attention of the consumer towards them.
REFERENCES
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