Influence of Factors on Consumer Behaviour in Hospitality Industry

Hospitality
Consumer
Behaviour
Insight

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1 : Influence of various factors on consumer behaviour and attitude.......................................3
P2 : Changes in consumer trends due to digital technology.......................................................4
TASK 2............................................................................................................................................5
P3 : Stages of consumer decision making and path of purchasing for a hospitality service.......5
P4 : Importance for marketer to map a path of purchase and consumer decision making..........7
TASK 3............................................................................................................................................9
P5 : Comparison between hospitality decision-making process in context of B2C and B2B . . .9
P6 : Approaches of market research and methods of research in decision making process.....10
TASK 4..........................................................................................................................................10
P7 : Evaluation of how marketer influences different stages of decision making....................10
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................12

INTRODUCTION
Consumer behaviour is study of how individual customers, groups or organisation select,
purchase, use and dispose ideas, goods as well as services for satisfying their needs and wants. It
is related to the actions of consumers within marketplace and underlying motives for those
actions (Ashman, Solomon and Wolny, 2015). This report is based on organisation of hospitality
industry i.e., Marriott International which was founded in 1927 by J. Willard Marriott and Alice
Marriott. They are serving at worldwide level and products offering by them are Hotels as well
as resorts. Respective report will going to discuss various factors and their influence on
consumer behaviour as well as attitude. Along with, change in consumer trends because of
digital technology will going to discuss. In addition to this, stages of consumer decision making
and path of purchasing hospitality services will explore within this. By including importance for
marketer to map a path of purchasing and consumer decision making.
TASK 1
P1 : Influence of various factors on consumer behaviour and attitude
Covered in PPT
P2 : Changes in consumer trends due to digital technology
Covered in PPT
TASK 2
P3 : Stages of consumer decision making and path of purchasing for a hospitality service
Consumer decision making is the procedure which assist consumers in determining their
needs, gather information related to available alternatives, evaluation of all available alternatives
and then make purchasing decision (Wang and Yu, 2017). There are several factors which
influence buying decision of consumers like emotional, psychological and so on. Overall
consumer decision making procedure assist marketers in marketing their product in effective
manner because with the assistance of this they identified customer behaviour. Explanation of
these stages are as follows :-
 Need Recognition : In first stage need of customer's get identified and this will assist
marketers of Marriott International in formulating marketing strategy.

Illustration 1: Consumer decision making process
(Source: Stages of Consumer Decision Making Process. 2016.)
 Searching and gathering information : when needs get identified consumer gather
information related to available alternatives for satisfying their needs. Here, sources of
information gathering are personal contact, print media advertisements and many more.
 Evaluation the alternatives : one alternatives are identified, after that their negative and
positive aspects are analysed for getting best deals in term of quality, cosy, quantity and
services.
 Actual Purchase of product or services : In this stage after proper analysis the
consumer take decision regarding which product they have to purchase to satisfy their
needs and wants.
 Post-purchase evaluation : After purchasing products and services this stage comes. In
this stage the consumer evaluate the product purchase, its usefulness of the product,
satisfaction derived out of the product or service availed etc.
To map path of particular services Marriott international services are considered. Thus,
for mapping the situation considered consumer have to conduct conference for that numerous
people are invited. Value of mapping are as follow :-