Consumer Behaviour and Attitudes in Hospitality

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.