Hospitality Consumer Behaviour Insight

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.