Hospitality Consumer Behaviour Insight

This document provides insights into the consumer decision-making process in the hospitality sector. It covers topics such as the stages of the decision-making journey, the importance of mapping a path to purchase, and how marketers can influence the decision-making process. It also compares the decision-making processes in B2C and B2B contexts and evaluates different approaches to market research. The document includes specific examples from Radisson Blu.

Hospitality Consumer
Behaviour Insight

Contents
INTRODUCTION...............................................................................................................................3
TASK 1.................................................................................................................................................3
Covered in PPT.................................................................................................................................3
TASK 2.................................................................................................................................................3
P3 Examine the stages of the consumer decision- making journey and map a path to the purchasing
for a given hospitality service............................................................................................................3
P4 Explore why it is important for marketers to map a path to purchase and understand consumer
decision- making in the hospitality sector..........................................................................................4
TASK 3.................................................................................................................................................5
P5 Compare and contrast the key differences of the hospitality decision- making process in the
context of B2C and B2B, using specific hospitality examples...........................................................5
P6 Evaluate the different approaches to market research and methods of research used for
understanding the decision-making process.......................................................................................6
TASK 4.................................................................................................................................................7
P7 Evaluate howmarketers can influencethe different stages ofthe hospitality decision-making
process givingspecific hospitalityexamples.......................................................................................7
CONCLUSION....................................................................................................................................8
REFERENCES....................................................................................................................................9

INTRODUCTION
Hospitality industry is one of the leading industry around the world. Respective
industry is not only enhancing their business as well as it also providing opportunity to nation
to enhance their GPD by provide income opportunities to people (Fleșeriu, Cosmaand
Bocăneț, 2020). There are several sectors in the respective industry such as lodging, food and
drink services, theme park, event planning and transportation. Moreover, it also include other
sectors like restaurants, bars as well as hotels. In order to conduct business in hospitality
industry it is essential for companies to evaluate as well as understand consumer behaviour
properly. This is so because they directly impact on decision making, profit and market value.
Organization selected for respective report is Radisson Blue which is operating in hospitality,
hotel and tourism industry. It is founded in year 1960 and its head office is located at the
United States. Topics covered in respective report are path map to purchase in hospitality
content that include decision making procedure. Moreover it also provide understanding
related to influence on hospitality consumer decision making procedure and it include the
ways in which marketers have their influence on different stages of hospitality industry and
consumer decision making process.
PART A Covered in PPT
PART B
P3. Examine the stages of the consumer decision- making journey and map a path to the
purchasing for Radisson Blue
Consumer decision making process is essential to be identify by an entity as this
assists them to determine the desires and needs of clients as well as process that may be
utilised through firm for accomplishing these requirements (Woodside, 2020). So, there are
various steps within consumer’s decision making procedures that are described underneath:
 Need recognition: This is considered as the initial step; in this consumers determined
the requirements of goods or service that one need to consume. In respect of Radisson
Blu, they may determine its targeted marketplace as well as desires of audiences so
that it may utilise this as an opportunities.
 Information search: Within this consumers would perform research for accumulating
information related to offerings by which they could accomplish its expectation. In

respect of Radisson Blu, they would accumulate information of their clients
requirements and desires so that it may provides offerings consequently.
 Assessment of alternatives: With respective step, consumers would try to determine
the alternatives that are available at market area in addition with product lifecycle. In
this stage, clients are determining the effective options by which they may able to
accomplish their desires and expectations in effective and efficient way.
 Purchase decision: This is considered to be the fourth steps into decision making
process. Herein consumers would undertake buying decision of those offerings that
accomplish its needs in much efficacious and efficient way.
 Post purchase behaviour: With respective step, the key role is played through entity
from which consumers purchase goods or avail services. For example, in case clients
avail services from Radisson Blu then this is its accountabilities to facilitate after sales
services to them. So for instance, it has to take recommendations, feedbacks and
others.
The above described steps are vital for Radisson Blu to opt for understanding the
consumers’ decision making. Moreover, this is also undertaken as customers’ decision
making journey mapping as this defines systematized stages from pre to post purchase.
P4 Explore why it is important for marketers to map a path to purchase and understand
consumer decision- making in the hospitality sector.
At hospitality industry, there is higher competitions that have affects upon its business
practices as well as profit (Chatterjee and Pandey, 2020). Moreover, this is vital for Radisson
Blu to map a path for purchasing as this assists them to determined risk. Few of the key
reasons for it are described underneath:
 Technology influences: By this entity can be able to maximise its competition and
market shares. In context of Radisson Blu, they require to adapt new as well as
advance technology so that it may become competent to grab the attention of huge
guest that drives towards maximisation into profit. in addition to this, respective entity
can also adapt advance technology in order to promote their business offerings at
market area.
 Influences of marketing mix: This particular aspects would assists entity to enhance
its position of business at targeted as well as potential market as this would drives
them towards providing appropriate goods or services at effective period and areas. In

respect of Radisson Blu, this is vital for them to undertake such aspects of marketing
mix efficaciously that are product, price, place and promotion. It is so as this aids
them to formulate appropriate decisions related to its business and offerings.
PART 3
P5 Differentiate and contrast the hospitality decision- making process in the context of B2C
and B2B, using examples from Radisson Blu
A company may conduct business in two ways i.e. business to business (B2B) and
business to company (B2C)(Gewinner, 2020). The style of conducting business are different
in both business but of them need to follow decision making process for developing effective
decision. Below some of the different of B2B and B2C are given along with the hospitality
decision making process:-
Basis Business to business Business to customers
Meaning In this companies sell their
goods and services to
another business. In this
transaction is generally
conduct among two firms.
In this company sell their
products and services to
their potential customers.
Potential consumer Companies End users
Focus on Relationship building Product quality
The hospitality decision making process –
 Identify need – In respect of B2B companies will identify need of different
companies. In respect of Radisson Blu they will identify need of companies like
conference hall, huge lunch services to office(Holmlund and et. al., 2020). In respect
of B2C they identify need of customers such as availability for party, regular lunch or
dinner facility, stay facility and so on.
 Product specification – For B2B product specification done by Radisson Blu will be
different as they want to develop a quality relationship so that they can attract more
businesses. Whereas B2C product specification must be simple and based on product
quality so that customer encourage to visit again.
 Evaluating suppliers – At this stage of process respective hotel need to determine the
suppliers who can influence to visit and purchase hotel products. In respect of B2B

suppliers must expert in handling huge demand at one time whereas in B2C suppliers
must showcase their product in best manner which help in attracting customers.
 Purchasing decision – In this phase both business as well as consumer take decision in
respect of respective hotel products. But time required by B2B is comparatively more
due to long process. Whereas in B2C customer take decision by them or by consulting
another person who came with him.
 Post purchase behaviour –For every hotel it is essential to be good after sales as that
increase goodwill (Husseinand Hapsari, 2020). In B2B the Radisson Blu need to do
follow up for long time in order to develop effective relation. On the other hand from
B2C they can take feedback at the time so they feel valuable.
P6 Evaluate the different approaches to market research and methods of research used for
understanding the decision-making process
There are several approaches to market research and methods of research which are
used for understanding the decision making process, from which some are mentioned below
in context of Radisson Blu:-
 Personality, self and motivation – Different customers have different personality, self-
aspects and factor of motivation. So it is essential for a company to understand
elements related to their potential customer personality, self-aspects and motivational
factors as that help in understanding their decision making process(Moschis,
Mathurand Sthienrapapayut, 2020). In respect of Radisson Blu there are different
personality based customers such as old age, young couples, professional, and
politicians and so on. Due to which their self-aspect is different as all required for
different types of facilities. Similarly their motivation factor is also different such as
for young couple romantic environment, fancy dinner and lunch arrangement and so
on. Whereas professional motivational factor is good and peaceful environment,
availability of internet etc.
 Measures related consumer learning – It is essential for respective hotel to understand
the consumer learning so that they can elicit the desired responses properly. In this
customer determine where to purchase, how to use, how to maintain and so on. so in
respect of this, respective hotel may how case their services in very attractive manner
which enhance customer learning as well as encourage to buy their services
successfully.

 Understanding consumer perception – This is considered as another major approach
which is use to understand the consumer decision making process in proper manner.
In respect of this it is essential for respective hotel to understand perspective of
consumer so that they can develop products or services accordingly (Mzembe and et.
al.,2020). Moreover, it also encourage customers to take decision for visit respective
hotel as well as to suggest other.
Apart from this there are various methods of research which are used by marketers to
understand the consumer decision making process. The methods which are used by the
marketers to understand the decision making process of consumers are given below:
Surveys: The decision making process of a consumer is based on several aspects among
which their taste and preferences is one of them. The survey can help marketer to identify
the various buying behaviour of the consumers in the hospitality industry so that they can
understand their decision making process. Radisson Blu can also conduct a survey off the
data available with them of other hotels and their hotel of past 4 to 5 months to identify
the taste and preference of the consumers and the way they make their decisions. This
survey is very helpful for Radisson Blu to research on the decision making process of the
consumers.
Consumers Observations: There are several customer visits in an organisation where the
organisation will not be able to convert them into customers. Hotel Radisson Blu can use
customer observation techniques to fulfil their research related to the decision-making of
consumers. Consumer observation is the best method for the research as it provides
relevant and authentic data to the organisation related to their decision-making process.
Feedback forms: Every organisation should adopt a feedback form in which the
experience of customers can be recorded so that the organisation can be able to make
effective changes and their products and services. In case of Radisson Blu they also have
feedback forms on their receptions which helps them to take real reviews of their
customers and identify their needs and wants. According to the feedback form the
marketer can be able to understand their decision making process also.

TASK 4
P7 Evaluate how marketers can influence the different stages of the hospitality decision-
making process giving specific hospitality examples
There are several which show how marketing get influence the different stages of hospitality
decision making process, from which some are mentioned below:-
 Influence of culture and subculture on behaviour of customer – According to this
aspect culture and sub culture of a consumer impact on their decision making. For
example if a customer is from western culture then they preferred to be room in that
respective reason as well as want hotel which showcase their culture and subculture
related to it.
 Patter of buyer behaviour – In respect of this hotel need to determine the pattern that
how regular customer is purchasing their products and services(Tariq, Yasirand
Majid, 2020). If they are regular then hotel must offer some offer to them so that they
develop effective relation that enhance sales.
 Role of opinion leader in influencing decision – In current tie decision of a customer
get influenced by opinion leader so it is essential for hotel to develop effective
relation to leader. It is so because through this they provide positive feedback about
hotel which enhance their market value.
 Buying behaviour – The behaviour of buyer is also essential to understand. In this
hotel need to determine aspect which impact on customer decision or behaviour such
as economic view, passive view, emotional view or cognitive view. According to
which hotel need to develop decision.
There are various ways through which marketers in hospitality industry can be able to
influence the decision-making process of the consumers in an organisation. In case of
Radisson Blu, the marketers use marketing mix which helps them to influence the
decision making of consumers. The Marketing Mix of Radisson Blue and the ways that it
influence decision making process are given below:
Product: Product refers to the product or service offered by the organisation to to earn
profit from their customers. The affective experience of the service provided by Radisson
Blu will help the marketer to influence the decision-making process of the consumer as
would experience is the only thing for which a consumer wants to spend their money.

Price: Price is a main factor which attracts the consumer from the competitors towards the
organisation. Radisson Blu provides cost effective services to their consumers which
helps the marketer to influence the decision-making process of the consumer as they are
able to get a cost-effective rooms and experience from the hotel.
Promotion: Promotion refers to the advertising techniques which are used by marketers to
make the consumers awareness about the product or services. Radisson Blu also uses
several promotional activities such as social media campaigning physical hoardings
advertisement on television and many more. It helps the hotel to make their consumers
aware about the services and products offered by them and consumer consider their
organisation in their decision-making process.
Place: Place refers to the distribution channel of an organisation. In case of Radisson Blu
the organisation has there are hotels in various countries and locations which helps them
to create a large distribution channel and provide services to their customers in several
countries. This wide range of distribution channel develop a trust on the hotel brand of
their customers which has a great influence on their decision-making process.
CONCLUSION
By conducting evaluation of above mentioned topic it can be summarised that for
every company it is essential to understand consumer behaviour because through that they
can develop more effective decision, products and services. This will also help a company in
attracting more and more customer at marketplace that leads to increase in market shares and
profitability ratio successfully. There are several factors which impact on the hospitality
consumer behaviour such as their income, trends and so on, due to this it is essential for
company manager to conduct regular research and develop products as well as services
accordingly. Moreover management also need to determine the path related to consumer
decision making so that they can offer products or services accordingly. It is also necessary
for management to determine factors that influences on hospitality consumer decision making
procedure as that help in creating decision for overcoming negative impact successfully.
Along with this there are several strategies through which marketer influence decision
making of consumer such as offer them products according to their choice, adopt attracting
marketing process and many others.

REFERENCES
Books and Journals
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behavior in later life: Insights from the life course paradigm. Journal of Global
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(Woodside, 2020)(Chatterjee and Pandey, 2020)(Hu and et al., 2020)