Hospitality Consumer Behaviour Insight

Hospitality Consumer
Behaviour Insight
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Table of Contents
Introduction......................................................................................................................................3
Part 1................................................................................................................................................3
(covered in ppt).......................................................................................................................3
Part 2................................................................................................................................................3
P3 Stages of the consumer decision-making journey.............................................................3
P4 Importance of mapping consumer path for marketers......................................................5
P5 Comparison between B2C and B2B hospitality decision-making....................................6
P6 Different approaches and methods to market research.....................................................7
P7 Influence of marketers on hospitality decision-making at different stages......................8
Conclusion.......................................................................................................................................9
References......................................................................................................................................10
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Introduction
Consumer behaviour is the study of process used by consumers to choose and dispose the
product and services. It includes study of emotional and behavioural pattern of consumer
decision-making. Hospitality industry is primarily a service providing industry. Its primary aim
is to create joyful and pleasant experiences for customers who happen to be their consumers as
well (Demirciftci, Chen and Erdem, 2020). Thus, the understanding the factors that influences its
customer's decisions are most important for designing marketing strategies as well as further
planning for growth and development.
This project is undertaken in the perspective of Butlin's. It is a chain of seaside resorts
found all over Great Britain. It was established in 1936 and has its headquarters at Hertfordshire,
UK. Herein, factors influencing hospitality consumer behaviour and attitudes are discussed.
Marketers undergo many methods to research on factors that influence decision-making process
of consumers at all stages of planning and controlling. This project throws light on such methods
as well.
Part 1
(covered in ppt)
Part 2
P3 Stages of the consumer decision-making journey
Customer and consumer are often taken as synonymous but from a marketer's point of
view, customer and consumer are different. A customer is someone who purchases and makes
payment for some commodity or service but necessarily need not be end-user of it while
consumer is someone who is end-user of the product or service. Generally, hospitality industry
has their customers as consumers.
Consumer decision making process
The process from which consumer identifies their needs to post-purchase activities, is
known as consumer decision-making process. Consumer decision may be based on economical
or psychological factors and is also influenced by social and cultural values (Bowen and Whalen,
2017). Consumer behaviour is generally classified into four views – economical view i.e. they
make rational and informed decision; passive view i.e. they make buying decisions according to
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