Hospitality Consumer Behaviour Insight

This document provides insights into consumer behaviour in the hospitality industry. It discusses the cultural, social, personal, and psychological factors that influence consumer behaviour. It also explores the changing consumer trends due to digital technology. The document further explains the stages of the customer decision-making journey and the importance of mapping a path to purchase. Additionally, it compares the key differences in the hospitality decision-making process.

Hospitality Consumer
Behaviour Insight

Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................4
P1.The different cultural, social, personal and psychological factors that influence consumer
behaviour................................................................................................................................4
P2. Consumer trends are changing cause of the influence of digital technology...................4
TASK 2............................................................................................................................................4
P3. Stages of the customer judgment making journey and map a path to the buying............4
P4. Importance of map a path to purchase and acknowledge consumer decision making.....4
TASK 3............................................................................................................................................4
P5. Comparison of the key differences of the hospitality decision making process.............4
P6. Various approaches to market research and methods or research utilised for understanding
................................................................................................................................................4
TASK 4............................................................................................................................................4
P7. Different stages of the hospitality decision making process............................................4
CONCLUSION................................................................................................................................4
REFERENCES................................................................................................................................5

INTRODUCTION
Consumer behaviour seems to be the practise of examining the performance and
preferences of consumers and a basic activity related to the purchasing, collection and use of
products and services in order to satisfy their needs and preferences. It is a continuous process
that begins with pre-purchase operations and ends with the experience of post-purchasing. It
requires multiple variables, such as the assurance, purchase, usage and removal of products and
services. Customer action is efficient for the business as it tends to provide businesses with
knowledge regarding their tastes and desires that is helpful to maximise competitive gains from
the business (Kustos and et. al., 2019). To better understand the relevance of customer insight
and behaviour the Red carnation hotel have been selected. Through its 2018 listing, Red
Carnation Hotels (RCH) is a part of The Travel Corporation's (TTC) hotel was called the second
position hospitality brand in the country by Travel + Leisure magazine. Going to look at the
organisation closely, it's simple which is why the honour was given to it. The company, that has
expanded to include 17 exclusive bars and restaurants, is the founder of this hotel.
Details on the variables influencing customer engagement, consumer decision-making
practice as well as the willingness to chart a route to purchasing would be considered in this
report. In addition, successful analysis would be clarified in order to understand the effects on
the judgement process. This will also explain how advertisers influence the different levels of
activity-devising determination.
TASK 1
P1.The different cultural, social, personal and psychological factors that influence consumer
behaviour.
There are a variety of cultural, social , personal and the psychological elements which generates
the attraction towards the consumers behavior and the attitudes. These factors can be explained
in detail under as :
The cultural factors: The behaviors and the attitudes of the customers are widely impacted by
these elements like the purchase culture, subculture and the social group. The cultural elements
affects the people as there are different diversity of people there, belonging to entirely different
religion, values and beliefs etc. (Cetin and Dincer, 2014).

Social aspect- It is another factor which attracts the attention of the customer behavior.
According to this, the attitude of customer cannot be identifies in order to support the income.
Apart from this there are various other elements like the economic status , education and the
employment. In case of red carnation hotels the consumers can access the services and the
facilities according to the living style.
Social factors- it involves the groups , family , role and status. This defines the external
influences of others on the purchase decisions . the social factors comes under those factors
which impact the behavior if the consumers variously. The social elements are divided into three
parts the reference groups, family and the social roles and status.
Reference group- Reference groups are willing to form persons attitude and behavior. There are
effects of reference groups which differ across the impact of the buying decision. For example,
if a person is accessing the services from the red carnation hotels and discussing about the
effectiveness and efficiency of theses hotels to their relatives and friends, and family then it
builds the impact on the customers behavior.
Personal factor- It involves the elements like the age, and the lifestyle, the business, economic
status , personality and the self status. This factor also defines the preferences which might
changes depending on the situation. The decisions and the buying may also fluctuate by the
personality of every customer.
Occupation- the occupation of a person had a different effect on the persons buying nature. For
example , marketing manager of a firm will buy business suits but on the other hand a low
income based worker of the organization will buy old rugged suits. For instance, an individual
that is performed as a house keeper to manage the lower level duties regarding cleaning and do
not make high interaction with guest.
Lifestyle- the lifestyle of a person involves all the activities, the values and interests and the
perspectives. The lifestyle of an individual will impact on the individuals behavior and the
purchasing decisions.
Psychological factors- This element concerns about the motivation, perception, learning beliefs
and attitudes which highly impact the purchase decision of an individual.
Motivation-motivation is an elements which will lead the customers to the form a purchasing
behavior and attitude. It is the need which becomes sufficient to the customer to want to satisfy
it.

Perception- it is the scenario in which the person chooses, manages and sets the details they
receive in a way to attempt something which does makes some sense. For example, if an
individual figures out that red carnation hotels provide efficient facilities and products on
cheaper price in comparison to others then they can access the services of the respective
company. But if they finds that the insight is not up to the mark and think that the cost of
services and commodities is un affordable then they can move on to other enterprise
P2. Consumer trends are changing cause of the influence of digital technology.
There are variety of technologies that are approved by the hospitality organizations and they lay
impact on customer behavior on the basis of various modification. There are few changes that
effects consumer trends, which are listed below :
Accessing internet- Internet plays an essential role in the hospitality sector with regards to
impact the consumer behavior. For example, with the reference to the social media, the
management department of the red carnation hotels creates the data about its services and
facilities to its customers of various countrie. It creates positive influence on behavior of
customer as they will receive effective data regarding its facilities and if they are willing to use
it , they can easily access them. It also important as well as productive for the management as
with the accessibility of internet they can reach to number of consumer and expand number of
customers (Kandampully, Keating, Kim, Mattila, and Solnet, 2014).
Virtual reality- It is another technology drops the impact on the customers’ behavior. In
Hospitality organizations, the possibilities of this technology are long lasting . In the red
carnation hotels, with the access of this technology, firm can serve the data regarding the room
services through descriptions, images and videos before reservation and buying.
Wearable technology- It is an efficient technology which majorly influence the trends of
customers. In the red carnation, it targets audiences in a unique way because in this technology,
there are some wearable devices that are critical to consumer to serve the report about their
booking information, QR codes and much more. In the recent time everyone are engaged in their
own activities and hence they might not remind diverse things. With the application of this
technology, they can effectively reserve their room and many more

TASK 2
P3. Stages of the customer judgment making journey and map a path to the buying.
Consumer behavior is an act and decision making process of an individual to purchase the
commodities and services of a business venture with the motive of providing the luxury as
demanded. In different stage, the person is not able to buy anything with the fluctuating
demands towards services and facilities. For example, in case of red carnation hotels, within this
phase, people look out for the demands to enjoy the benefits of services of the company for
which they have demanded for (Bowie, Buttle, Brookes and Mariussen, 2016).
Information search- It is second stage of this process of identification of making activity under
this phase , customer initiates to look out for the details or the information after searching out for
the demands and the desires.
.Evaluation of alternatives- In this phase, it enables the consumers to access the efficiency and
ineffectiveness of facilities and make solidity between the costs and quality of consumers and
facilities between different organizations. For example , if the target audiences depicts their
interests in red carnation hotels facilities, then they identify data regarding the cost of
accommodation services and much more.
Purchase decision- After gathering the data with reference to the services and facilities under
this stage, the customer make identification to purchase a commodity in this context to
understand the collected of satisfaction (Mohammed, Guillet and Law 2015).
Post purchase behavior- It is the final phase of customer decision making, this stage is produced
after buying the commodities and utilizing it and its luxuries in order to calculate the effectivenss
of the goods and services that it is able to fulfill the desires and demands of aimed audiences or
not. For example, if the services that are served by respective venture in its services then the
individuals can access them when they are willing to use these services. But on the other hand if
these services or the luxuries are not effective are cannot satisfy the needs of the customers, then
they it is their choice to move on to the other hospitality sector.
P4. Importance of map a path to purchase and acknowledge consumer decision making.
In the current course of time, there is a lot of competition in market which highly effect through
consumer identification towards the organization. Customer behavior is reversible in nature so
the preferences of individuals changes according to the ongoing fashion and trends. For

example , the firm at which the red carnation hotels operates their business, there are high range
of rivalry that in effects the profit status and effectiveness of the venture in negative aspect.
Therefore the management department of the above the red carnation hotels must identify the
market structure in order to minimize the complexities to understand the effective position in
marketplace. Some of the causes are discusses below:
The impact of technology- Technical development and changes plays a major role in
expanding the market structure and developing high range of rivalry at market structure. In the
red carnation hotels, if the management of firm apply new techniques in its business then it is
capable of expanding the sales and profitability of the organization in an effective way. In
addition to this , there are various models and theories that are essential to serve directions to
marketers in order to understand the motives and aims, some of them are discussed below:
Economic model
Passive model- It is associated with various promotional actions and procedures that help
organization to create its effectiveness. In the red carnation , the administration of the company
can form creation in its developing tools that governs the existence in the developing rivalry
advantages in an effective manner.
Emotional view- In this view, the red carnation marketers take a step to identify and determine
the feelings of consumers that are govern in creating authorization over consumers mental state
and to understand their aims and targets.
Cognitive view- In this phase the red carnation, administration of the company can collect the
information about taste, preferences and demands of customers so that they can generate
commodities through progressing the effective plan of actions according to them (Kwon, Bae,
and Blum, 2013).
Customer Journey mapping:
There are four steps that are considered in consumer mapping and they are explained below in
reference to the red carnation:
Inquiry-It is the activity in which customer starts to look after a data regarding the services and
facilities, either instantly by the company administration or by any other technology that can be
social media, and different kinds of progressions.
Comparison- It is another part under which the customer receives a good amount of control and
can compare few services and facilities with the others to ensure that they receive what they are

demanding for. They can relate product attributes, costs and capability of desired demands and
necessities.
Purchase- When the customer selects a services after the comparison and determination of its
efficiency, then they are all set to purchase it so that they can fulfill their requirements and needs.
When a prospect becomes, consumer activating the service division to start with intellection or
follow up facilities.
Installation- It is the last stage that is a variation of two of the purchase phase, where a serve
need to be physically executed . It is important to make a customer stay to a longer time (Xiang,
Magnini and Fesenmaier, 2015).
TASK 3
P5. Comparison of the key differences of the hospitality decision making process.
The difference among B2B and B2C are mentioned below:
Particulars B2B B2C
Purchasing decision -In B2B before taking decision on the basis of purchase , business assess
data about the services cost, attributes, strategies etc. in particular industry. To gather reliable
information in context to goods that takes them to make progression in the overall execution.
B2C- In it, target audience is the vital elements that makes decision towards buying decision of
the company. The time taken by it is quite lesser than the B2B.
Finding out needs- In it, B2B examines the market structure. The administration of the
business looks out for the demands of the services that are required to run a business (Gursoy,
2019).
In B2C , the firm works hard to examine the needs and desires of customers that are supported
to the red carnation hotel endorsement tools to gain attention of large number of consumers.
Decision making process -In B2B the red carnation hotels are divided and its huge market size
helped them in the progression of business, age, profession, lifestyle etc. and classified them
into small units which are essential to the firm to aim its audiences in the most effective manner.
In B2C, the management of the red carnation hotels depicts the wide possibility of market in
order to attain the attraction of consumers about the enterprise (Cetin and Dincer, 2014) .

P6. Various approaches to market research and methods or research utilised for understanding
In order to thrive and maintain the current overall market, analysis plays an important role
in supplying an organisation with the opportunity to recognise consumer and industry patterns
and demands throughout the sense of the required plan of events. Red carnation hotel focuses on
all business modes, such as B2B as well as B2C market analysis, which is defined as:
Approach to business analysis in B2C
Within it, advertisers rely mostly on depth interview mechanism that allows them include fresh
as well as first information to minimise challenges and uncertainties (Papargyropoulou and et al.,
2019).
Questionnaire- This is another information assembly instrument, with a bunch of questions
developed by the researcher to collect data for clients and help them improve the review's quality
and the sustainability of the company.
Approach to Business Analysis in B2B
In it, inspector employed secondary information assembly platform that is already available on
the internet, the website of associations and so many more. Data will then be used in the
potential via the structural engineer. That most of this publication's approaches are discussed as
follows:
Public records- In this in order to reach their targets successfully, Red carnation hotel begins the
judgement method of dealing also with corporation by evaluating their official data and
implementation among customers and the market. Here also, Red carnation hotel views all rules
and procedures of regulatory courts or non-governmental organisations that support them in
retaining the brand positive brand equity.
TASK 4
P7. Different stages of the hospitality decision making process.
B2B as well as B2C are 2 key marketing variables that are entirely influenced by the
purchasing actions and willingness to grow an operation to achieve a great productivity and
productivity ratio (Hu and et. al., 2019). Advertisers of Red carnation hotel were seen inside
industry to become the most important aspect and many pros represent business. These are all the
component of the company's market which helps to make B2B and also B2C revenues by
embracing different instruments that is described as:

Marketing strategy- Through sponsorship or word of mouth ads, consumers get knowledge about
goods and services. In this respect of Red carnation hotel, advertisers must also concentrate on
the recognition of goods and services so that they might supply the products with information
and conscious consumers (Murillo and King, 2019). This tends to draw consumers to goods or
services which can increase sales and develop productivity.
Perception-This describes the way each individual looks at the world and has opinions about
them. In Red carnation hotel, insight will play a key role in shaping customer purchasing
behaviour. Marketers should rely on optimistically enhancing the perfection of the goods and
services in the customer's view. In order to allow customers to pay attention and also to satisfy
their needs and preferences company make valuable steps by making a decision of purchasing
the desired services.
Example- Some of the explanations are listed as B2B and B2C business references. Red
carnation hotel conducts its company in the hospitality market, for instance. It offers hotel
facilities, but where other businesses like travel agents conduct their company with the aid of
their companies to deliver transport facilities, this was known as a B2B (Gursoy, 2019). In B2C,
as delivers both amenities by merging with its clients in its lodging services by supporting.
CONCLUSION
In last, it is stated that customer behaviour is productive and cooperative through which a
business can calculate market patterns and obtain data on consumer needs and aspirations. In
emerging technology, there are many changes and adjustments that influence customer
behaviour. Devising operation through consumer determination tends to figure out public
attention in a leadership's basic goods and services. With regard to B2B and B2C, it plays a key
role in letting them use open assets to gain profitability. In comparison, making a successful plan
of action lets the business management achieve sustainable productivity and helps them
revolutionise the value and positioning of the company in a modified manner.

REFERENCES
Books and Journals
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utilization of online reviews in decision making process (invited paper for ‘luminaries’
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