Factors Influencing Consumer Behaviour in Hospitality Industry

Hospitality consumer
behaviour

Table of Contents
Introduction......................................................................................................................................3
LO1..................................................................................................................................................3
P1 Investigate the factors that influence consumer behaviour....................................................3
P2 Consumers trends due to impact of technology.....................................................................5
LO2..................................................................................................................................................6
P3 Stages of the consumer decision making. .............................................................................6
P4 Importance of making a purchase path. ................................................................................7
LO3..................................................................................................................................................8
P5 Differences of hospitality decision making in context of B2B and B2C. .............................8
P6 Approaches to market research and methods of research. ..................................................10
LO4................................................................................................................................................11
P7 Stages of decision making...................................................................................................11
Conclusion ....................................................................................................................................12
References......................................................................................................................................12

Introduction
The consumer behaviour means the analysis or study of human beings available in an
organization. It helps business to develop at a large scale. Consumer analysis is required for
smooth working in a business. Consumer behaviour helps business to develop a plan according
to the requirement of the customers. The business conduct surveys to satisfy the wants and
desires of their consumers. Company needs to analyse the nature of their clients to know the
effectiveness of their product. The Hotel Corus is one of leading company of U.K they use
different type of factors in this report to analyse their customers. The effects of digitalization
over consumers.
LO1
P1 Investigate the factors that influence consumer behaviour.
Hotel Corus is one of the leading hotels of at U.K. Corus needs to know the behaviour of
their consumers to influence them towards their products and services. Business needs to analyse
effectively to know the working of their organization that effects overall growth of their
business. Consumer behaviour means analysis of behaviour of an individual or a consumer while
they buy or use products and services of a company(Galib, Hammou and Steiger, 2018.). The
consumer behaviour helps business to study the taste and preference of an individual towards a
particular product.
Personal factors
Personal factors means the basic requirement and knowledge of an individual and
consumer. Hotel corus needs to analyse age, gender, education, income level. All the factors
helps organization to know their customers. Age and gender helps company to provide products
and services to their employees because age plays an important factors while satisfying
customers. Education level of a customer is important to analyse the abilities of an individual to
understand. The income level of consumers helps company to know customers are able to buy
their services and products. Corus needs to analyse over all working of their organization to
know their effectiveness towards the customers.
Psychological factors
Psychological factors means the development of business by analysing the taste and
preference of their customers. Company needs to analyse the motive of an individual to buy

products and services. The attitude of an individual towards the facilities provided by hotel and
effectiveness of those facilities to influence customers towards your products and services.
Cultural factors
Culture of an individual plays an important role in the success of an organization. Culture
means the values, morals and feelings of an individual towards products and services of a hotel.
Company needs to know the culture of their customers and prepare their products and services
according to the culture of their customers and their effectiveness to convince their customers.
Culture means a religion of an individual and company needs to analyse the behaviour of society
Social factors
Social effectiveness of an individual needs to be analysed by hotel. To know the status of
an individual and the influence of family to buy a products and services. The consumer needs to
maintain their status and for that they go for quality products and services for their status symbol
and hotel needs to know their requirement and provide services according to their wants. Social
factors also includes reference groups that influence the behaviour of an consumer.
P2 Consumers trends due to impact of technology
Technology plays an important role in development of organization as well as provide
different types of facilities to their individual(De Mooij, 2019.). Digital technology helps
business to develop at a large scale. Technology plays a large impact over the consumers and
effect overall working of an organization.
Decreased consumer attention
Due to increase in technology large number of data and resources are available to
consumers for their development. Due to large number of content available online the interaction
of a consumer effects overall working of an organization. The consumer have different option of
hotels and restaurants available online and it effects overall growth of Corus.
Ease to access information
Due to technology it helps both business as well as consumers to gather information
online. Large number of data are available online and customers are able to get those data. They
have a knowledge of company products and services and process of their products.
Brand trust and likeability