Hospitality Consumer Behaviour and Insight - Factors, Trends, Stages, and Marketer's Response

This report discusses the factors that influence consumer behaviour and attitude, impact of digital technology, stages of consumer decision-making journey, key differences of B2C and B2B, different approaches and methods of market research, and marketer's response to the decision-making process in the context of Mitchells & Butlers Plc.

Consumer Behaviour

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK...............................................................................................................................................3
Different factors that influence consumer behaviour and attitude.........................................3
Consumer trends are changing due to the impact of digital technology................................5
Stages of consumer decision-making journey........................................................................6
Mapping a path and understanding consumer decision-making are important for marketers.8
Key differences of the hospitality decision-making process in the B2C and B2B's context. 9
Different approaches and methods of market research........................................................10
Marketers can influence the various stages of the hospitality decision-making process.....11
Marketer's response to the decision-making process...........................................................12
CONCLUSION .............................................................................................................................13
REFERNCES:................................................................................................................................14
Books and Journals:..............................................................................................................14
Online:..................................................................................................................................15

INTRODUCTION
The term consumer behaviour refers to the study of consumers and their behaviour while
purchasing products and services that fulfils their need and wants. This study involves how
consumer select, consume and dispose products and services, containing mental, emotional and
behavioural responses of customers. For the marketing purposes, studying consumer behaviour is
important as it assists marketers in their decision-making that how they can demonstrate their
products in such a way that creates maximum positive response from consumers. Mitchells &
Butlers Plc is famous organization in UK, manages restaurants, pubs and bars across UK. It has
headquarter in Birmingham, England. This company is also known as “M&B”. This famous
restaurants and bars involves Miller & Carter, Toby Carvery, All Bar One, Brown Restaurants
and many more. It also possess the ALEX brand in Germany. The following report contains
several factors that influence consumer behaviour and attitudes, impact of digital technology,
stages of consumer decision-making journey. It also explains mapping a path is vital for
marketers, key differences of B2C and B2B, different approaches and methods to market
research. It also shows how marketers can influence and respond to the different stages of the
hospitality decision-making process.
TASK
Different factors that influence consumer behaviour and attitude.
Consumer behaviour explains the consumer's actions and underlying the motives of such
actions in the marketplace. Consumer behaviour is influenced by various factors such as
psychological, social, personal, cultural and economic factors. It becomes very significant for the
marketers to understand these factors that influences behaviour and attitudes of buyers. In
context of M&B, some of the factors are mentioned below:

 Psychological factors: Human psychology is one of the major influential factor of
consumer behaviour as these are difficult to assess but on the other hand it is powerful
enough to influence consumer buying pattern. This factor includes motivation,
perception, learning, attitude and beliefs and many more aspects from consumer's side.
M&B also focuses on these factors to gain customer's attention towards their brand.
M&B focuses on to create positive brand image in the marketplace so that their
customers have positive perceptions regarding their services. Marketing manager assess
that what values are perceived by their consumers and then adopts changes accordingly.
This will make consumers realise that the hotels make efforts to fulfil their needs and
wants so that customers will be connected for a longer period of time. Social factors: Humans are social being and live around different people who influence
their consuming behaviour. This factor involves family, friends, roles and status,
reference groups and so on (Major Factors Influencing Consumer Behavior, 2022). For
instance, M&B facilitates their customers with latest music and themes in their restaurant
and bars. Personal factors: These factors include demographic factors such as income, age,
occupation, gender and many more. It is also based on the one's opinions and interests.
In context of M&B, they look more closely at the customer's lifestyle i.e. their day to day
activities routine and many more.
 Cultural factors: Cultural factor includes consumer's culture, social class, sub-culture
and many more. With an addition to M&B, they provide all kinds of drinks and dishes at
their restaurant and bars (Wagner). For example, if a customer wants only soft drink or
Illustration 1: Factors influencing customer attitude and behaviour

juices and do not drink hard drinks then they facilitates with varieties of juices and soft
drinks.
Consumer trends are changing due to the impact of digital technology.
Latest and advanced technologies has empowered customers. With the help of digital
technologies, consumers have unlimited access to information and demand goods and services
when they need. Digital technologies includes TV ads, social media, websites and and more.
Now a days, social media has given customers a bigger voice and a new channel to communicate
with companies and share their views and feedbacks with peers. In context of M&B, the impact
of digital technology on consumers are discussed underneath: Consumers are more connected: Digital technology makes consumers more connected
towards brand. Consumers can research good and services of Mitchells & Butlers with
the help of smart phones, can ask questions and buy goods and services online such as
book their table online, or buy any dishes or drinks no matter where they are and where
they want (Güsken, 2020). Market research and product comparisons: In earlier times, consumers opted to go to
various shops to compare one product to another, but now a days digital technology has
dramatically changed this trend and facilitates customers with more ease and
convenience. In context of M&B, consumers can compare the quality and prices of
goods and services from different restaurant online without requiring to paying a visit.
Also, they can read feedback and reviews of M&B restaurant and bars online that can
affect the consuming decisions. Different kinds of expectations: Especially, younger customers love to get contents
from across the globe. They want to have quick access to information. Many consumers
assess their experience of product / service against the someone else's experience. This
types of decisions influences by the technological development.
 Sharing is caring: In earlier times, people liked to keeping their things privately.
Technologies has drastically change this kind of behaviour. Now a days, many
consumers feel to obliged to communicate anything and everything on social platforms .
The concept of “sharing is caring” has indeed received a great momentum. With the
help of technology and particularly social media, M&B Company has gained a postive
image in the marketplace (Peceny and Et.al., 2019).

Stages of consumer decision-making journey.
Customer's decision-making process can be unpredictable but all customers go through
common stages while making their purchase decisions that what product or service will best suits
their wants. With an addition to Mitchells & Butlers, the consumer decision-making process
contains five general stages, which are mentioned below:

 Problem recognition: This is the first stage to recognize the need or want for a product or
service. Once they recognized their want, consumers need to collect the information to
acknowledge how it can be satisfied, which leads to next stage. Information search: Through internal and external sources or past interactions,
consumers research their options for a product, service or brand. These may be positive
or negative (Pham and Lee, 2019). In context of M&B, consumers may browse through
options or consult resources such as Google. Alternative evaluation: At this point, consumers developed criteria for what they want or
need in a product. Now they evaluate their choices against alternatives for their products.
In context of M&B, it may be lower prices, product availability, additional product
benefits or something that suits personality or lifestyle (Zarei, 2019). Purchase decisions: This is the stage of actual purchase of product or service. Once
consumers collected all the information, including feedback or reviews from past
customers, consumers should arrive at a logical conclusion on the goods or service to
consume. Post-purchase evaluation: In the last stage of consumer decision-making process,
includes reflection from both the customer and seller (Owonikok and Rookwood, 2022).
For seller perspectives, they need to analyse that product met the requirements of
customers or not, customers are happy with the purchases or not and many more.
Mapping a path to purchase for a given hospitality service:

A customer roadmap aims to help in visual planning that covers customer service plan
along with how it will develop over a particular time period. It includes actions to duie customers
and bigger extent aims that direct the plan into the future. Awareness: Consumers create awareness and analyse their needs and wants and look for
the alternatives that whether the organisation which they expecting satisfying their needs
or not. For instance, consumers may ask for mini bar service in the M&B's pubs and bars. Consideration: If the M&B facilitates the mini bar service to the customer then they will
analyse the varieties of drinks and their prices. Interest: In this, customers can ask their brand that why their services are best in which
M&B is supposed to outline the benefits of services while mentioning that prices are
reasonable in comparison with others (EVTEEVA, GUZIY and ROVNY, 2019). Preference: In this, buyers evaluates that whether they want the specific service or not. If
they are satisfied with the information facilitated by the M&B then will consume it or
vice versa.
 Purchase: Finally, customers buys the services and decide how long they will continue to
consume.
Mapping a path and understanding consumer decision-making are important for marketers.
Marketers refers to the person or agencies which fills the gap between customers and
companies. In context of M&B, they ask marketers to promote their brand and influence their
customers to use their products and services. Marketers reach the customers and analyse their
requirements, tastes and preferences and communicate the feedback or suggestions to
restaurants, pubs or bars to apply those changes in the services so that their customers can be
attracted towards the brand. It is also very important for the brands like M&B to involve
marketers as they communicate with their customers and assess their purchase decision-making
process from their viewpoint as it will be helpful to target new marketplace by sending them to
several areas and find ways how brand can satisfy the wants and demands. It is one of the
essential and vital task for marketers to analyse the factors that influences customer's decision-
making so that Mitchells and Butlers can use that factor (Švecová, Ostapenko and Veber, 2020).
It is necessary that marketer should develop a proper strategy to analyse the buying behaviour of
consumer at each stage.
Marketer's path map:

 Need recognition: In this point, marketers have to gain the customer's attention by
conveying the information about the restaurants and their facilities. Information search: Marketers can outline the Mitchells and Butlers restaurants, pubs
and bars through online marketing, blogging and many more. Evaluate the alternatives: Marketers ensures that they must focus to influence targeted
buyers to consume specific services of the restaurant again and again by communicating
benefits of the services and facilities so that the customers will not go for any other
organisation. Purchase decision: Here, marketers encourage the customer's decision-making and thank
them polite behaviour and get their valuable suggestions to the brand.
 Post-purchase decision: Here, marketers share valuable comments and feedback to the
new customers in order to attract them (Cui, Xin and Li, 2021).
Key differences of the hospitality decision-making process in the B2C and B2B's context.
Decision-making process B2C B2B
Need recognition Here, customers analyse their
needs and want that services
and products they want to
consumer and why. In context
of M&B, they influence their
consumers by promoting their
services on TV ads, social
platforms, weekly offers to
attract number of customers
(East and et.a.al., 2021).
In this, business collaborates
with another business to
facilitate services. For
instance, M&B get to know
that they want more furniture
for their dining sections to
provide better services to their
customers. Therefore, to fulfil
this requirement they want
service from another business
is B2B.
Information search In this, customers use various
methods to gather information
such as social media platforms,
personal interactions to gather
information about different
Here, M&B gathers
information about different
companies which sells quality
furniture with affordable prices
in UK.

alternatives in order to
compare them.
Alternative evaluation Here, customers eliminate
those options which they
found expensive and does not
match with their requirements.
For example, customer gets the
information of M&B
restaurant services and realize
that they do not serve the
particular service such as
Italian Cuisine then they opt
for next option who offers the
same service (Nica, 2020).
Here, Mitchells and Butlers
eliminate those options which
didn't match the requirements.
For example, M&B eliminates
the options from various
companies which sells
furniture in UK such as Case
Furniture, Dare Studio, Hugh
Miller Furniture, Morgan and
many more, and select the Oak
furniture for their quality and
great prices.
Purchase decision Here, customers make final
decisions and opt for M&B
services to fulfil their wants.
Here, M&B makes final
decision to purchase furniture
from Oak furniture.
Post purchase decision At this point, customers
develop the mindset to
continue services from M&B
or not. Therefore, M&B have
to make sure about their
services, food and drinks that
facilitate a positive experience.
M&B likes the high quality,
extraordinary designs and
great prices of Oak furnitures.
They opt for purchase furniture
from Oak Company in UK.
Different approaches and methods of market research.
In context of M&B, different approaches and methods of research used for understanding
the decision-making process are discussed underneath: Observation: In this method, the staff of M&B restaurant and bars observe the
expressions of customers while they consuming their services and assess that they are

satisfy or not with their food and drinks. For example, M&B might install cameras in the
dining area or in pub and bars to see that they are enjoying services or not, also they
might ask for feedback while checking out from the restaurant. This method is one of the
effective method to gather the information about satisfaction.
 Surveys: In this research method, the organisations prepare a set of questions in order to
ask them to their customers (Massari and et.al., 2022). They can use questionnaire of
their customers and send them through social media platforms, email, websites and many
other methods and ask them to fill the survey. The number of questions are linked with
satisfaction level of consumers which gain after consumption. For example, M&B take
the personal information of their customers such as name, phone number, email address
and then send their questionnaire to fill, also they can collect the survey through face to
face interactions and ask them to write their reviews on the facilities and services of bar
and restaurant (Bendoni and Duma, 2021).
Marketers can influence the various stages of the hospitality decision-making process.
In context of M&B, the following are the ways through which marketers can influence
the different stages of consumer decision-making process: Need recognition: In this stage, marketers support the company on some special occasion
or events, even on weekends they influence customers by asking them to take a break
from their hectic life and come with their colleagues, friends or family to enjoy the
restaurant and bar services. Some marketing campaign used to identify the needs of
consumers as after seeing those ads consumer might feel like come and enjoy the services
of M&B restaurants and bars. For example, young group people or consumers realize the
need to go for pub to relax with their friends and enjoy some music, drinks and snacks. Information search: In this stage, consumer gathers data of different restaurant and bar
services to fulfil that particular need. For instance, the consumer find information about
different pub and bars where music soothes their mind and where they can enjoy
delicious food. In this stage, marketers can influence their customers by visualizing their
past consumer pictures while enjoying in bar or by showing the customer's reviews and
feedback on the service (de Vries and Moscato, 2019). This is an effective method to
create attractiveness.

 Evaluate alternatives: In this stage, consumers eliminate those options which are not
match with their expectations and those which does not fit in their budget. So marketer's
job is to attract those consumers again and again so can influence with the services of
M&B. They influence by asking them to visit at least one time so that can themselves
find the services satisfied or not. They also share the packages and other benefits so that
consumers will not eliminate the M&B option. Purchase decision: Consumers get influenced by the marketer to opt services for M&B
restaurant and bars and spend their week offs with their special ones. Marketers will
thank their consumers to choose the M&B services and they ask them for visit again.
 Post-purchase decision: In this stage, customers will have good image of the company if
the restaurant and bar fulfil the demands. Also, marketers can influence new consumers
by sharing true and actual experience of past consumers after consuming services.
Marketer's response to the decision-making process.
In context of Mitchells and Butlers, the response of marketers to the consumer decision-
making process are as given below: Need recognition: In this stage, marketers job is to realize the wants of consumers that
what they are searching for by tracking the searches on google. Marketers influence their
customers by communicating knowledge about the particular restaurant like M&B. For
example, consumers mostly search for restaurant which serves Italian food in UK. Then
marketers have to understand the particular requirement of customers which they search
on google (Abdulraheem and Imouokhome, 2021). Information search: Customers search restaurants in UK which serves delicious Italian
food but also at affordable prices. For instance, marketers need to grab the attention of
customers towards M&B restaurant services then again and again show the
recommendations of the specific restaurant to them. Here, marketers will respond by
using real time experiences of past customers of the particular restaurant. Evaluate the alternatives: Marketers must ensure that consumers will not eliminate the
option for M&B restaurant. They can share chart of comparison which shows why M&B
services are best among other options. So that customers will not ignore the particular
organisation.

 Purchase decision: In this stage, marketers will pass the information to M&B restaurant
that new consumers are arriving so that restaurant will prepare the food accordingly and
satisfaction them at high level.
 Post-purchase decision: Marketers respond by sharing positive feedback about the M&B
services on their websites and to others buyers as well so that can influence on their
behalf. On the other hand, if they will get negative feedback about the company then
they recommend the appropriate changes in their services.
CONCLUSION
From the above report, it has been concluded that consumer behaviour can be influenced
by different factors such as cultural, personal, psychological or social factors. Consumer buying
behaviour also affected by upgraded technologies. Through digitalization, consumers are more
able to create awareness about particular product or services. Consumer decision-making
process involves five stages i.e. need recognition where customers identify their needs,
information gathers for options such as restaurant and bars provide similar services, evaluation of
alternations involves eliminate the options which does not match the needs, purchase decision
reflects the final decision of consuming and post purchase decision involve and analyse the
decisions is right or wrong. It is also analysed that marketers influences customers towards the
brand and develop brand awareness in the marketplace.

REFERNCES:
Books and Journals:
Abdulraheem, M. and Imouokhome, E. O., 2021. The Influence of Social Media Sites on
Consumer Buying Behavior in Shoprite Nigeria Limited. Binus Business Review, 12(2),
pp.113-120.
Bendoni, W. K. and Duma, F., 2021. Pivots in the luxury business: discovering the new luxury
consumer through social data. In Developing Successful Global Strategies for
Marketing Luxury Brands (pp. 139-156). IGI Global.
East, R. and et.a.al., 2021. Consumer behaviour: Applications in marketing. Sage.
Cui, R., Xin, S. and Li, Z., 2021. Interrogating and redefining the concept of consumer
inertia. Journal of Consumer Behaviour, 20(1), pp.21-31.
EVTEEVA, T., GUZIY, S. and ROVNY, P., 2019. EVALUATION OF CONSUMER
BEHAVIOR IN THE MARKET OF SELECTED AGRICULTURAL COMMODITIES
IN THE SLOVAK REPUBLIC AND THE RUSSIAN FEDERATION. Volume II,
p.274.
Güsken, S. R., 2020. A Multi-method Study of Consumer Behavior: Towards a Better
Understanding of the Consumer's Persperctive on Online Grocery Shopping (Doctoral
dissertation, Universitätsbibliothek der RWTH Aachen).
Peceny, U. S. and Et.al., 2019. Tourism 4.0: challenges in marketing a paradigm shift.
In Consumer Behavior and Marketing. IntechOpen.
Pham, M. T. and Lee, L., 2019. Introduction to special issue: consumer emotions in the
marketplace.
Švecová, L., Ostapenko, G. and Veber, J., 2020. Digitalization, sustainable development,
coronavirus and consumer behavior change. 28th Interdisciplinary Information
Management Talks: Digitalized Economy, Society and Information Management,
IDIMT 2020, pp.187-194.
Wagner, K., Drivers and Barriers of Consumer Behavior Regarding New Technologies and
Digital Channels.

Massari, S. and et.al., 2022. Learning from and designing after pandemics. CEASE: A design
thinking approach to maintaining food consumer behaviour and achieving zero
waste. Socio-Economic Planning Sciences, 82, p.101143.
Zarei, A., 2019. The effect of consumer behaviour situation on the behavioral response with the
mediation of perceived value and emotional responses (case study: consumers of Ladan
oil in Tehran city). Consumer Behavior Studies Journal, 5(2), pp.1-20.
Owonikoko, S.B. and Rookwood, J., 2022. Consumer behaviour and the relational dynamics of
English premier league supporters in Nigeria. Soccer & Society, 23(4-5), pp.367-385.
de Vries, N.J. and Moscato, P., 2019. Consumer behaviour and marketing fundamentals for
business data analytics. In Business and Consumer Analytics: New Ideas (pp. 119-162).
Springer, Cham.
Online:
Major Factors Influencing Consumer Behavior, 2022. [Online} Available Through:
<https://www.clootrack.com/knowledge_base/major-factors-influencing-consumer-
behavior>