Factors Affecting Consumer Behaviour in Hospitality Industry

Hospitality Consumer
Behaviour Insight

Table of Contents
INTRODUCTION ..........................................................................................................................4
TASK 1 ...........................................................................................................................................4
P1 Various factors affecting consumer behaviour in hospitality industry..................................4
P2 Emerging trends which influence customers behaviour........................................................5
TASK 2 ...........................................................................................................................................6
P3 Process and Levels of user in decision-making while availing hospitality goods or services
.....................................................................................................................................................6
P4 Views of hospitality consumers and value of mapping a path for purchase in accordance
with decision-making process.....................................................................................................8
TASK 3............................................................................................................................................9
P5 Different stage of decision making process...........................................................................9
P6 Various methods of market research in B2B and B2C style of business.............................10
TASK 4 .........................................................................................................................................11
P7 Marketers influence on different stages of decision-making process in hospitality field....11
CONCLUSION .............................................................................................................................12
REFERENCES .............................................................................................................................13

INTRODUCTION
Hospitality industry is a broad field, main focus is on providing leisure services rather
than basic needs. Hospitality industry works in various sectors like food&drinks, hotels&resorts,
travel&tourism, event planning and many other. Hospitality can also be defined as vast category
in service field providing luxury services to range of consumers. For this report, GLH Hotels id
chosen, it is a British based hotel company. GLH Hotel was founded in 2013 and it is a
subsidiary of Malaysian Hong Leong Group. This hotel is headquartered in London and serves
only in UK as it is a subsidiary(Sasmita and Mohd Suki, 2015). For organisation to survive in
hospitality world its required for them to serve best quality goods or services to guests, to be best
amongst others. Quality is must and an important aspect in service industry. Therefore, this
report coves range of levels, processes and models to learn about consumers and their decision
making ideas. Different factors influence the purchasing decision of individual a very broad
discussion is done to gain knowledge about consumer behaviour. Also, few approaches of
business are considered and seen how people behave in different conditions.
TASK 1
P1 Various factors affecting consumer behaviour in hospitality industry
Consumer Behaviour is a phenomena used to study individual or group of people about
how they make purchases or select products to fulfil their leisure desires. Consumer behaviour is
defined as decision process of people while they are buying any goods or services for need
satisfaction.
Factors that influence consumer behaviour
Culture element is most important while understanding consumer behaviour, it is one of
the most basic area which influence consumers needs and their decision-making criteria. It is
related to the value, perception, wants, likes or dislikes and region of a person. Every culture has
a sub-culture which involves religion, region, nationality etc. which gives them identities and
identical means to socialize(Sigala, 2018).
Social factors refer to social groups, status, family and other elements which affects
behaviour of people. This is sub-divided into: