Consumer Behaviour and Attitudes in Hospitality

This assignment explores the various factors that influence consumer behaviour and attitudes within the hospitality context. It examines the impact of digital technology on consumer behaviour trends. It also studies the steps of the consumer decision-making journey and maps the path to purchasing in the context of hospitality. Additionally, it compares the decision-making process of B2B and B2C and discusses various market research approaches and methods of decision making.

HOSPITALITY
CONSUMER
BEHAVIOUR
INSIGHT

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK 1............................................................................................................................................3
P1 Examine various culture, social, personal and psychological element that determinant
consumer behaviour and attitudes within hospitality context................................................3
P2 Analyse how consumer behaviour trends is Channing due to the impact of digital
technology..............................................................................................................................4
TASK 2 ...........................................................................................................................................5
P3 Study the steps of consumer decision making journey and map path to purchasing in
context of hospitality..............................................................................................................5
P4 look into why it is essential for marketers to map a path to purchase and understand
consumer decision making in hospitality context..................................................................6
TASK 3 ...........................................................................................................................................7
P5 Compare difference between decision making process of B2B and B2C along with specific
hospitality examples...............................................................................................................7
P6 Discuss various market research approaches and methods of decision making...............9
TASK 4 .........................................................................................................................................10
P7 Assess how marketers can determinant various level of hospitality decision making
process..................................................................................................................................10
CONCLUSION .............................................................................................................................11
REFERENCE.................................................................................................................................12

INTRODUCTION
Consumers behaviour demesne all consumer activities related to purchase, use and
disposal of goods & service as well as it consider mental, emotional and behavioural response of
consumer that antecede, determine or follow all these activities. It is a very challenging task as it
is always based on the potential of consumers in order to make or device strategies according to
preferences or demand of buyers (Acevedo, 2018). In this assignment a Hilton Hotel is chosen,
which was founded by Conrad Hilton in year 1919. its headquarter is located at Tysons Corner,
Virginia United State. It is a multinational hospitality organisation which serves their services
across globally. This report is based on discussion of different cultures, social factors that
influence the behaviour of buyers, stage of decision making, changing trends of consumer as
well as it includes comparison between B2B and B2C and evaluation of different approaches of
market research that is followed by the rules of marketers in convincing the decision making
process of hospitality industry.
TASK 1
P1Examine various culture, social, personal and psychological element that determinant
consumer behaviour and attitudes within hospitality context.
Consumers satisfaction refers to level of awareness and acceptance of product for a buyer. It is
an emotional response of consumer about product which they receive from performance and
quality of goods. In which there are several factors that changes the perception of consumer and
influence them about a particular product. Some of factors in context of Hilton is discussed
below:
Culture factor - It holds importance towards estimation of consumer behaviour and
attitude for a product or service. This is the basis factor which influence attitude and change the
perception of consumer about product. It involves values, behaviour, perception, beliefs and
liking of buyers. , Every culture consist sub culture,. Social class and culture too in order to
provide differentiation and socialization to each individuals. Sub culture includes people of
different religions, caste and nationality.
Social factor – This factors includes family, group of people, status and role of individual
that influence and effects the attitude of consumer. People always imitate their surrounded
people and wants to be socially accepted by the community or society. Important fact about this

factor is in this people get influence non other than their family members, friends, references
group etc. and in which family plays vital role in changing the action or perception of people
(Ogiemwonyi and Harun, 2020).
Personal factor- It varies from person to person. From this factor individual influence
through income, occupation & lifestyle of their friends, or people surrounded to them. Consumer
always buy that product that they are willing to buy or bears potential to buy that particular
product. But sometime consumer evaluates the prices & size of product that is provided by
organisation.
Psychological factor – it is the most effectual factor that aids in determining the
behaviour of consumer although it is very crucial to identify attitude of consumer but powerful
also. It includes some elements which affects buying behaviour of consumer and these are
motivation, perceptions, attitudes, beliefs and learning. Consumer perception refers to collection
of information related to product by an individual afterwards making image about that product.
After watching promotion and advertisement consumer made their perception or attitude towards
that product.
P2 Analyse how consumer behaviour trends is Channing due to the impact of digital technology.
In this developed era there are various digital technology which are getting on board. In
which internet is on the top of list which influences or changes the behaviour of consumers. It
had have great impact on buyers behaviour. In relation to Hotel Hilton they opt some digital
technology to promote their services in order to grab ample of consumer. In which some of these
technology that is adopted by them are social media marketing, online mode and so many other
digital options (Vieira and Sousa, 2020). By this people can book their tickets online by using
various websites of company by using different apps such make my trip, Trivago, etc. as well as
people can pay also through online mode.
Company took feedback from each and every employee before checkout of customers so
they they will identifies that they are able to satisfy their customers or not as well as it also aids
consumer who wants to see review about company before consuming that services. For getting
feedback there are numerous ways such as people can upload pictures and can write about
hospitality of Hilton company on website of firm. This will aids both company and consumer.

TASK 2
P3 Study the steps of consumer decision making journey and map path to purchasing in context
of hospitality.
Consumer decision making process includes selection of best option from all alternatives
that meets their needs and demands for consuming that service or product. For this consumer
need to do some reach and comparison in all alternative in order to get best option before
consuming. In which there are many factors that influences the buying behaviour of consumer
which is already mentioned above. In order to decide or chose best option consumer need to
follow some level which are discussed below:
Problem recognition- This is the primary step through which it can be determine the
need of product or service. For instance consumer wants to go London for outing with the
purpose of business work during that the need of staying is arise. This time consumer get confuse
for selecting best hotel in order to stay.
Searching information - This is the second level which helps in collecting information
about product and service in order to meed need or wants. Consumer who wants to say in
London for business reason will search about some hotels of London that provides good service
and offer. In context of Hilton, they use various mode to promote their services so that it will
become easy for consumer to gather information about hotel. For this company also use its
personal contact number to assist & resolve quarries of buyers.
Evaluation of alternatives- At this point of stage buyers et some criteria in order to meet
their demand. In this end user will evaluate all option that is available for them. In which
consumer select that option which fits in their set criteria. It is the most important and risky step
if any consumer made decision wrong while selecting best option then it will became difficult for
them to meet their wants (Borg, Curtis and Lindsay, 2020). In context of Hilton they have
competitors at marketplace which creates alternatives for their consumers.
Purchase decision about product – After collection of all information ans selection of
best alternative consumer made their perception about product or take final decision about
service in order to consume that. In context of Hilton, their consumer take final decision about
this hotel on the basis of quality and hospitality that is provided to consumers as well as by
reviewing the feedback about company.

Post purchase evaluation- It is the last step in which consumer rates the service and
product on the basis of satisfaction level. As well as they identifies whether are meeting with
their demands or not are they happy by using this service.
In order to provides services it is important for Hotel Hilton to create a path for
consumer satisfaction as it is a hospitality organisation. For which some factors are valuable for
mapping and that are described below:
Pre purchase- It is related with the finding of hotel that will be perfect for conducting a
conference. It is required to be conducted in a place which have enough occupancy to host all
visitors of conference(Kriel, 2018).
Purchase- In this evaluation of best alternative is done from all other options. Final
decision about booking a best alternative is made in this. Hotel Hilton provides best place or hall
for conducting conference.
Receive- In this consumer get all services that is offered them during booking of Hotel
for conducing a conference. In is important for company to satisfy their consumer for the
betterment of firm.
Post purchase- In this consumer focus on the assessment of satisfaction level that they
received from consuming the services offered by Hotel Hilton. It aids company in determining
that they are able to meet with the consumer need or not. For this Hotel Hilton always ensure that
they provides excellent services to their consumers.
P4 look into why it is essential for marketers to map a path to purchase and understand consumer
decision making in hospitality context.
Every organisation run their business for a purpose in which providing consumer
satisfaction is one of the major motive of company. This can be easily achieved understanding
the behaviour of consumer and the factor which affects decision making of consumer. Hence it is
essential for a company to map a path in order to understand the decision making of buyers.
Following is the mapping path of marketers:
Increases ROI- There are number of modes or methods for marketers in order to reach
consumer for Channing their attitude towards purchase of service or product. In context of Hotel
Hilton they have right rate of return on investment by giving customization of services for their
buyers.

Integrated consumer data and continuous engagement – Hilton firm ensure that they
have all data and services for maintaining their potential consumers. In which they categorises
their user on the basis of their behavioural and attitudes. This will helps company to provides
better service to their prospective end user in order to satisfy their needs(Srivastava and Wagh,
2020). As well as it is important for diving the activities or function with respect to decision
devising process of buyers. The level of diving activities is as follows:
Extensive problem solving- This this useful when a product is new for customer. In this
consumer takes more time compare to expected time for purchasing any new product or service.
Limited problem solving- In this consumer have great knowledge and information about
a particular product so consumer will not take time to purchase that. In this consumer have
alternative option too.
Routine problem solving- In this consumer had already experience about quality and
performance of product. For the same buyer will not take too much time in order to purchase that
product or service.
TASK 3
P5 Compare difference between decision making process of B2B and B2C along with specific
hospitality examples
The both B2B and B2C models can be undertake by an organisation in order to cater the
needs and requirements of varied segments. Both models are different from each other in terms
of consumers, sales motives, buying process and so on. In context of Hotel Hilton, managers
ensure to provide effective services to both consumers as well as commercial users (Motohashi
and Rammer, 2020). Comparison in B2B and B2C models of business is discusses below:
Basis B2C B2B
Meaning It refers the exchange of goods
and services between
consumers and producers.
It can be define as transaction
or exchange of merchandise
between two business entities.
Customer Customer are another
organizations that purchase
goods from business entity. In
It refers end users who
eventually consume the goods
and avail services of company.

case of Hilton it can be other
small restaurants, hotels.
In reference of Hilton their
guest consider as consumers.
Quantity of merchandise Consumers often purchase
limited quantity of product as
per their needs.
Relatively large quantity is
purchased by business entities
in order to meet with
requirements of end users.
Buying Decisions Decisions are based on needs
and requirements of end users.
It is mostly based on emotions,
feelings and desire.
Organisations take decisions
with due consideration and
logic. Efficient planning is
done before reaching decision
making.
Relationship There is no other third party
involve between producer and
final user. Company make sure
to make long tern relationship
with consumers.
Various external parties such
as wholesaler, retailer are in
distribution process. There is
no direct interaction between
manufacturer and customer.
Target Market Selected niche segment of
consumers are targeted by an
organization in order to make a
strong brand image at market
place (Piscicelli, Ludden and
Cooper, 2018).
Target market is relatively
large as organisations are
dealing with another business
entities.
Sales Motives Unique selling preposition,
efficient services,good
relationships,efficient presence
at market place induce end
users to avail services of
Company.
Strong brand image,
goodwill ,previous
purchases,brand awareness
help to get more B2B buyers.
These motives help Hilton to
enhance its sales and earn
potential profits.

Examples Marriott, Hotel Hilton,
Radisson blu are providing
effective services to
consumers.
While Oyo, Trivago, are
efficient in providing services
to other business.
In above discussion comparison has been undertake between Business to Business and
business to consumers model. Both practices are crucial in order to earn potential profit (Stormi
and et. al., 2019). Hilton is working on both the models as they are providing efficient service to
guest on the another side organise formal programs such as conferences, seminars for business
entities.
P6 Discuss various market research approaches and methods of decision making
Market research approaches are used to gather information regarding prevailing
trends,needs and preferences of consumers. There are various method that are used by a
company in order to get updated information from market place and to achieve the organisational
objectives (Sumarsono, Rofiq and Djazuli, 2016). Hilton use various techniques of market
research in order to know current market conditions that are discussed as follows:
For present research data has been collected from secondary sources such as newspapers,
websites, magazines, journals and many more. Data is not raw and it has been collected by some
other researcher for a specific purpose. It is responsibility of investigator to carry out proper
analysis and evaluate the available information using efficient techniques in order to draw
appropriate conclusion. There are various sources available to get secondary information. Few
are discussed below:
Publications: It refers data that can be collected through several publications such as
journals, magazines, articles, websites and many more. Theses source provide information
related to market trend and pervading conditions at market place. It is essential to check the
authenticity and reliability of data gather from these sources. As it is collected by some other
researcher for a predefined purpose.
Government Agencies: It refers information that gather by investigator through various
government websites, department. Data received from these source is more reliable and authentic
in nature. AS it directly gather from government agencies after getting necessary permission.

This method helps an organization to get valuable insights about market and to reach at
appropriate conclusion .
Market research: Market research means to collect information about needs,
preferences of consumers, current market trends and conditions. It is essential to meet with
consumer's demand and to get an edge over other ( Utomo, 2018). It can be collected through
primary research that is conducted by researcher in order to achieve objectives. Data collected
through these sources is more reliable and authentic. Various methods of primary research are
outline below:
Interviews: It refers to meet with respondents in order to get detailed information about a
particular topic. Although, it helps to get in depth data but it is not frequently used by
organizations. Higher cost and time is required to use this method. It is generally used when
company is planning to make modifications in existing products and launch a new one. In order
to get opinions, thoughts of respondents researcher undertake this technique. They provide
necessary information to marketers so that they can meet with the demand arises at market place
in an efficient manner.
Questionnaire: Questions are formulated to collect data from respondents. It is given to
consumers in order to get their quick feedback. Questionnaire is widely used for primary data
collection as it cost and time effective method of data collection. Feedbacks and review of
audience help marketers to understand the current trend and situations. It assist them to meet
with needs and requirements of consumers arises at market place.
TASK 4
P7 Assess how marketers can determinant various level of hospitality decision making process.
For any firm it is important to fulfil and satisfy the need and demand of consumer. For
this it is the duty of marketers to determine the factor that influences the decision making process
of consumer for a product or service. As well as it is the responsibility of marketers to
continuously study the need and demands of their potential buyers. So this will aids them to
understand the needs and desire of end users. As well as helps company to make effective
strategy for attracting large number of people. Moreover this will leave impact on different
stages of decision making of consumers too.

Marketers will start their role in considering the range of service which are creative and
innovative sufficient so that buyer can get attracted towards service before making any
decision(Gandhi and Sheorey, 2019). In context of Hilton Hotel, they make sure that they are
able to provide appropriate service to their consumers for this they will offers personalised
service too. Managers of Hotel Hilton needs to enhance or improve their promotional approaches
so that they could grabs more people towards their services. It will gives strengthen to them in
order to compete with their rivalries also. In order to meet demands of buyers, mangers of Hotel
Hilton can provides training and development session to their workers in order to provide
excellent hospitality to their consumers. Through which company could be able to generate more
revenue and increases market shares. This is the best way for a firm to influence the decision
making process of buyers.
CONCLUSION
The above report is about the buying behaviour and habits of consumers in reference to
hospitality industry. It states the influence of consumer behaviour, preferences, market trend on
overall performance of an organization. Discussion has been carried out about decision making
process of consumers along with its impact on organizational activities. It also lighten up on the
impact of recent digital technologies in the field of consumer behaviour. Further, it consist a
detailed comparison between B2B and B2C business models along with various market research
techniques in order to make further improvements.

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