Hospitality Consumer Behaviour and Insight - Factors, Trends, Decision-making, B2B vs B2C, Market Research

Hospitality Consumer Behaviour
and Insight

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Investigation of the different factors of consumer behaviour and attitude..................................1
Consumer behaviour trends changes due to the impact of technology........................................2
Stages of consumer decision-making process and mapping the journey for hospitality industry
......................................................................................................................................................3
Importance to stages of consumer decision making process.......................................................5
Comparison towards the key difference of hospitality organization in the context of B2B and
B2C..............................................................................................................................................6
Evaluation of the different approaches to the market research and method of research for
decision making process..............................................................................................................7
Evaluation of marketers influencing the different stages of hospitality decision-making
process..........................................................................................................................................8
CONCLUSION................................................................................................................................9
REFERNCES.................................................................................................................................10

INTRODUCTION
Consumer behaviour is that study of the individuals and group which states about the
activities which are associated with the purchasing of the useful and disposable goods and
services of the organization. This study talks about the consumer emotions and attitude and
preference which are affected by the purchasing behaviours of the customers. In this project the
chosen organization is The Ritz London which deals in group accommodations and heritage 5
star hotels as a part of their business operations. In this project an investigation of the different
cultural, social, personal and psychological factors which influences the business has been
discussed. This project also talks about the changes in the consumer trends which are changing
due to the impact of the digital technology. This project will also examine and explain the
importance of the stages of consumer decision-making journey for mapping the path of customer
purchasing the services in this organization. In this project a comparison will be provided for the
B2C and B2B complexity in the hospitality decision-making. This project will also provide the
different approaches to the market research and methods of research for understanding the
decision-making process. The way in the marketers can influence the different stages of
hospitality decision-making process are also discussed.
MAIN BODY
Investigation of the different factors of consumer behaviour and attitude
In a hospitality organization the consumer behaviour is a very crucial aspect which affects
the business of the organization. The consumer behaviour gets affected due to certain factors
such as,
Psychological Factor:
The psychology of human is the said to be major determinant to the behaviour of the
customers in the hospitality organization. The measurement of this factor is said to be very
difficult, but they have strong and powerful influence on the buying decisions. Motivation is the
part of this factor in which the customer behaviour is influenced due to the satisfaction of their
basic needs, security, self-esteem and self-actualization (Wang, Tang and Mo, 2017). Perception
is said to be the major part of this factor in which influences to the consumer behaviour is
affected when they collect information about the services of the hotel from the other sources
which affects their mentality. The customers also learn about the services provided by this
organization with the experience which affects their approach towards the purchasing
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experience. The attitude and belief which the customers have towards the services also play key
role in defining the image of the services provided by this organization.
Social Factor:
The consumer behaviour changes along with the behavioural changes in the society. This
includes influences from the family which play important role in changing the behaviour of the
person. Other references groups in which the customer belongs also shapes the decision-making
pool for that particular customer towards the services of the hotel. The status and role-played by
the individual in the society also changes their buying pattern which can affect the business of
the organization.
Cultural Factor:
Culture is a group of people which are associated with a set of values and ideologies
which influences the customer decision-making. Culture is the factor in which changes the basic
needs, wants, preferences and perceptions of the customers towards a service. Subcultural groups
which are said to be the people who share the same belief as religion, caste and nationalities also
have differences in their choices and preferences. The Lifestyle and the occupations of the
customers changes their attitude and approach to the purchasing decisions which is important for
an organization like
Personal Factor:
There are differences in the personality of every customer which visits hospitality
industry. These changes occur due to various personal reasons such as changes in the age, it is
the factor which changes the buying preferences of the customers as mind set of the young
customers are different to that of elders. The income status of the individual is a very easy way
of discriminating them into different categories as it affects the ability of purchasing power
hence affecting their lifestyle choice which is crucial for hospitality organization like The Ritz
London to consider while offering them services (Wu, 2019).
Consumer behaviour trends changes due to the impact of technology
The impact of technology has been seen in almost all the market include the hospitality
industry. The customer behaviour has changed a lot due to these changes which technology has
had in hotel. Following are the changes in trend due to the impact of technology on consumer
behaviour,
Virtual companions:
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