Hospitality Customer Behaviour and Insights

Hospitality Customer
Behaviour and Insights

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
Covered in PPT...........................................................................................................................1
TASK 2............................................................................................................................................1
P3 Stages of customer decision-making journey:.......................................................................1
P4 Importance of understanding customer decision-making for marketers:..............................2
TASK 3............................................................................................................................................3
P5 Key differences of hospitality decision-making between B2B and B2C:.............................3
P6 Different approaches to market research and method of research:........................................4
Justified evaluation of different factors that influence decision-making and buying behaviour:
.....................................................................................................................................................5
TASK 4............................................................................................................................................5
P7 Influence of marketers on different stages of hospitality decision making:..........................5
Critical evaluation of application of appropriate theories, concepts and models:......................6
REFERENCES................................................................................................................................8

INTRODUCTION
Customer behaviour can be defined as the series of numerous responses of the customers,
individuals, groups or activities that represent the purchase, obtain, use and dispose patterns or
trends of consumers. It is a sum of all the activities that are directly involved in pertaining,
consuming and disposing off business products or services including the decision making
procedure which execute and implement these actions (Rahimi and others, 2017). An
interpretation that is used by business persons to understand the needs, desires and feeling of
their audience is known as customer insights. Being aware about customers insights for other
organizations' product and services can be extremely helpful.
The organization that have been chosen for preparing this report is Dorchester Group
Limited which is a luxury hotel operator chain established in 1981 by Brunei Investment Agency
with its headquarter in London, UK. This report will include a study of customer decision-
making process and importance of understanding this process. It will also describe differences
between B2B and B2C activities and various methods of conducting market research. At the end
it will elaborate influence of marketers in decision-making along with the conclusion.
TASK 1
Covered in PPT
TASK 2
P3 Stages of customer decision-making journey:
Evolution of technology and digital shopping have completely changed the customers'
behaviour regarding purchasing or opting services. Organizations are forced to look into the new
and creative ways to attract the customers on the each stage of customers' decision making
process. The modern decision-making procedure of the audience helps in generating conversions
and enhance brand awareness. The journey of customer decision making has been divided into 5
steps or stages by the marketers of Dorchester Group Limited, which are presented below:
Need recognition: In order to purchase a product or service, individuals need to develop
a need or there must be a problem to be solved. Customers feel that something is missing and
need to address or fulfil that requirement. As the purchase decisions of the customers can not be
understand without recognising their needs, the marketers of the selected company need to gather
1