Hospitality Consumer Behaviour Insight

This report explores the different factors that impact consumer behaviour and attitudes within a hospitality context. It also examines how consumer behaviour trends are changing due to the impact of digital technology. The report further discusses the stages of consumer decision making journey and maps the path to purchasing in the context of hospitality. Additionally, it examines the difference between the decision making process of B2B and B2C with specific hospitality examples. Finally, the report discusses various market research approaches and methods of decision making.

Hospitality Consumer
Behaviour Insight

Table of Contents
INTRODUCTION................................................................................................................................3
PART A (PPT).......................................................................................................................................3
TASK 1.................................................................................................................................................3
P1 Examine different cultural, social, personal and psychological factors that impacts consumer
behaviour and attitudes within a hospitality context.......................................................................3
P2 State how consumer behaviour trends is Changing due to the impact of digital technology.....4
PART B.................................................................................................................................................5
TASK 2 ................................................................................................................................................5
P3 Explain stages of consumer decision making journey and map path to purchasing in context
of hospitality....................................................................................................................................5
TASK 3 ................................................................................................................................................7
P5 Examine 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
REFERENCES...................................................................................................................................12
Books & Journal:...........................................................................................................................12

INTRODUCTION
Hospitality business is rapid scale with change period of time. Consumer behaviour is
defined as studying the insight behaviour of consumer according to which they act (Rodríguez-
Torrico, 2017). In hospitality sector, it is important to be aware abut consumer behaviour so that
demands and requirements are me. Hallmark Hotel, a five star hotel headquartered in U.K. The
hotel is owned by Topland group investment company. This report comprises of several factors the
affect consumer behaviour, change in consumer trends, aspects of consumer decision making,
difference between B2C & B2B , various approaches of market research & effect of marketers on
several stages of hospitality decision making.
PART A (PPT)
TASK 1
P1 Examine different cultural, social, personal and psychological factors that impacts consumer
behaviour and attitudes within a hospitality context
Business environment has deep impact on business and they makes it difficult for
enterprise to carry out functions and operations. There are several types of elements which impacts
upon consumer behaviour at wider scale. By properly understanding these factors, it is easy to take
decisions within a business. So, different factors affecting behaviour are discussed below-
Cultural factor- IN this factor, it includes beliefs, shared values, religion etc. which
affects the behaviour of consumer at deeper level because consumer chooses the products or
services depending upon their surrounding culture. For example- In many cultures, people prefers
to eat vegetarian foods and accordingly others act. It reflects their mind set and thinking of their
action (Palihawadana, 2016).
Social factor- It is another element in which it involves group of people,society etc. This
depicts that when buying decisions is made by consumer, the presence of others makes it difficult
for them to buy product or service. Such as family, role, status affects the behaviour of customer at
larger level.
Personal factor- In this, it states the elements like income, friends,occupation life cycle,
personality etc. Consumer buy product or services by considering these personal factors. It is often
seenb income is most affected personal element which change the decision process of consumer in
market.
Psychological factor- In this, it is most effective factor because it includes perception,

learning, motivation, attitude etc. The decision process of buying is made by consumer on daily
basis. Whenever a consumer is thinking about purchasing the product, they first analyse whether
service or product is enough to satisfy their needs or demands or not. Moreover, they purchases
same after observing or examining others for example- most of consumer purchases products after
watching advertising, promotion etc.
P2 State how consumer behaviour trends is Changing due to the impact of digital technology.
The hospitality sector and consumer behaviour both are changing at wider scale. This is
because of rise in competition level among same industry, available of more alternative options of a
product or service and change in technology. In this digital era, people and consumers are
dependable and focused towards use of digital technology which is also changing their behaviour as
well attitude. IN relation Hallmark Hotel, they have been also using technology and tools in their
business with aim of targetting and audience & business resources (Roy, 2016).
With rise of digital technology, behaviour of consumer trends in changing because they
focuses on online services such as room booking, reservation, discounts, food delivery at place etc.
In business point of view, they are implementing new sources of technology so that they are able to
retain customers for longer period of time. There are many ways through which digital technology
has impacted upon consumer behaviour which are explained below-
Alexa- This is invention of Amazon, which is used by every business sector to get
information or data ,of a particular field in any language. It is being viewed as virtual assistant AI
technology which can control any smart devices used by consumers. In context of Hallmark hotel,
they also uses Alexa for understand the languages of customers which comes all around the world
so that language barriers does not arise. This has affected consumer behaviour as it assists them in
gaining credentials about food, destinations, hotels etc. (Roy, 2020).
Social media platforms- It is another impact of digital technology over consumer behaviour
as in this people are more active on social media platforms such as Facebook, YouTube, Instagram
through which they gain information around the world. In relation with Hallmark hotel, they too
use social media platforms which help them to get insight of behaviour as well as attitude of
customer so that best services are provided to them so that demands are met at appropriate level.
Also, traditionally feedbacks was given on paper whereas in modern era of digital technology,
customers give feedbacks on social websites.

PART B
TASK 2
P3 Explain stages of consumer decision making journey and map path to purchasing in context of
hospitality.
Consumer decision making is time consuming process because many external and internal
factors affects the process. It refers to process through which consumers search and analyse
whether the product or service is capable enough to fulfil their demands or not. It comprises of
many stages which are explained below-
Consumer decision
making process
 Need recognition & problem awareness- It is a first stage in which consumers examine &
identify their actual need before buying product or service. Once, need is being identified,
further customers find about the problem which occur during process. For example- If a
consumer need five star hotel, then services or product availability will be tracked
accordingly (Prior, 2018).
 Information search- In this aspect, once the both problem and need are examined,
information related to product/ service is gained by customers. Information is gained by
customers through browsing over internet and websites & search information like process,
delivery status, process time, booking etc. In relevance with Hallmark Hotel, they have their
own websites through which customer is able to receive all information (Henseler,2018).
 Evaluation of alternatives- Then arises the stage in which evaluation is done by
customers in which comparison between chosen hotel & other a,alternatives of same four

star hotel is being done. With help of this evaluation, it become easy to select the most
appropriate alternatives which is best suit to customers.
 Purchase decisions- After evaluation, final decision of purchase is made by customers.
This purchasing decision is done after comparison, analysis and research. So, in viewpoint
of customers Hallmark Hotel was considered as best appropriate alternatives.
 Post purchase evaluation- In this stage, consumers give feedbacks ratings to service
providers. In this also, evaluation is done by them on basis of several key criteria such as
quality of service, process structure, price etc. The ratings are in form of star, scores,
justification form and many more.
Therefore, provide services it is necessary for selected Hotel to map path for consumer
satisfaction as it is a hospitality firm. Thus, there are several elements which can used for mapping
a path & are mentioned below-
 Pre purchase- In this aspect, pre purchase decision is made by customers on through
comparing one entity with others, market research analysis etc. By focusing on pre stage, it
become easy for them to made decision about a product or service.
 Purchase- It is another in which final purchase decisions is made by customers after doing
evaluation ion pre-purchase stage. In relevance with chosen hotel, it is being chosen as best
alternatives by customers (Mohtaramzadeh, 2018).
 Receive- In this aspect, hotel is responsible for delivering of service to customers. So, in
context of Hallmark Hotel, they provide quality of services to end users and it is received
by them at all aspect.
 Post Purchase- It is final aspect in which customers give their perception regarding
service or product consumed by them. Further, they provide feedbacks and ratings to
service providers in which strong and weak spot are mentioned by customers.
Thus, after analysing above matter it is seen that consumer decisions making process is
wider concept which is required to be understood in proper way. By understand the process, it
become easy for enterprise to provide services & products in appropriate manner. Furthermore, it is
also essential to make ensure that decisions are made while considering stages involved during
process (Shah, 2020).
P4 Explain why it is necessary for marketers to map a path to purchase & understand consumer
decision making in hospitality industry
In hospitality industry, it is essential for marketers to map path to purchase as well as
consumers decisions so that goals are achieved properly. Further, it become easier for marketers to
examine behaviour of every consumer appropriately. It is further explained below-

Importance of mapping a path to purchase
Increases ROI - It is essential for marketers to map a path to purchase because by doing
this it they able to produce and deliver products & services according to needs or demand of
individual. This also leads to increase of rate of return higher level. Moreover, through mapping a
path assists marketers to understand the decisions stages made by consumers (Hu, 2020).
Integrated consumer data- Another importance of mapping path to purchase is that
marketers are able to integrate consumer data on the basis of which they analyse and understand the
mind set of every consumers. Further, through gaining data marketers make decisions in business
in such a way that demands & needs of customers are met all level. Also, by mapping a path
continuous engagement towards customers activities is established which is beneficial for business
growth & positive relationship. Different level of activities are discussed as follows-
Importance of consumer decision making-
In context of marketers it is essential for them to map path towards consumer decisions too
because it helps them in analysing behaviour of consumers so that they access factors through
which they are able to make decisions regarding consumer behaviour. Further it assist in examining
of several activities which are described below-
Extensive problem solving- This activity is beneficial when new product or service is
adopted by customers for first time. At this level, customers take more time while usage of product
(Park, 2017).
Limited problem solving- This stage depicts that end users have appropriate knowledge of
product or service. So, they use products/ services instantly without wasting any time.
Routine problem solving- It specifies that customers or individual is well aware about
services & have experienced them earlier. In this also, it become easy for them to purchase product
without doing any research or searching for information.
So, above matter states that it is stated that it is crucial for marketers to outline a path so that
goals & objectives are accomplished. Also, it assist in understanding customers behaviours
towards product/ services.
TASK 3
P5 Examine difference between decision making process of B2B and B2C along with specific
hospitality examples

Decision making process in business is crucial because without making decision it is not
possible to achieve objectives in appropriate way. It depends upon enterprise to select which form
of doing business accordingly they make decisions. It is carried out in-between B2C & B2B which
is known as business to customer & business to business.
Basis B2C B2B
Meaning It is also known as business to
customer in which exchange
of goods is being carried out
between producers &
consumers (D’Annunzio-
Green, 2018).
It refers to business to business
in which process of exchange
of goods/ services is done
between enterprises or
entrepreneur.
Buying Decisions In B2C, decisions are made
relying needs or requirements.
If they are identified, then
buying decisions is done.
In this, buying decisions are
carried out on basis of profit/
loss (Taufique, 2017).
Target Market The target market in B2C is
customers, suppliers, etc.
They stimulate target market
through promotion,
advertising, offers, etc.
In business to business, target
market is business entities.
Examples For example- In relation with
chosen hotel, they carry out
decision making in business to
customers.
For example- Oyo are to be
considered as one who make
decisions & provide services in
business to business .
Therefore, it is examined that both B2C B2B are different from each other. Decision
making process is crucial to be taken within these two sectors. It depends upon marketers to choose
which to process to adopt. The above mentioned table shows comparison between business to

business & business to customers.
P6 Discuss various market research approaches and methods of decision making
Market research is defined as process of finding or identifying information regarding a
particular market, subject or field. It is important for enterprise to be aware about these market
research approaches through information is being gathered. In business, it is crucial to use these
market research so that appropriate level of credential are gained. In this presented report,
secondary information is used for which several types of sources have been used & which are
discussed below-
Publications- IN this market research approach, secondary sources such as source through
which data is collected and gathered through websites, social media platforms etc. With help of
these publications, it is easy to collect reliable information. It is most effective source through
which credentials are collected without doing any research (Rodríguez-Torrico, 2017).
Government agencies- It is also another approach of doing market research in which
information is gained through government agencies, outsourcing parties etc. This approach also
gives detailed insight of customer or individual. Through this approach it is data collected from
them is reliable which is beneficial for business. Both these two sources are necessary to be focused
to gain competitive advantage.
Market research-
To implement a effective market research different types of methods have been used which
help in this report. It is crucial to use this approaches which are described below-
Interviews- It is approach in which interviews are taken from audience to collect
information which are based on particular area. It is time consuming process but effective one
because reliable data s gained (Palihawadana, 2016).
Surveys- It is another market research approach in which a form is given to individual and
suggestion or statements are recorded accordingly. These are also important as they help in
understanding everyone way perception.
Methods of decision making-
In this method related to decision making are also used for gathering of credentials. There
are various types of approaches and are given as follows-
Consult- This is method in which a person chooses the final decision after taking advice or
consult from others. It is also an effective way of making decisions within a firm. Consulting
from others assist in elimination of risk or problem.

Vote- It includes process of voting in which decisions are taken by making vote. Through
this method, everyone point of view is considered as important which enhances their morale too. It
enhances the equal participation level of every individual.
Thus, discussed paragraph shows that methods of both market research & decision making
is adopted in appropriate manner. It is also seen that with these method it is easy to achieve
objectives without facing any issue or problem. Both has been discussed at depth which shows that
they assist in collection of data in proper manner.
TASK 4
P7 Assess how marketers can determinant various level of hospitality decision making process
In business sector, it is essential to focus on level of decision making which leads to use of
resources. It is also important for marketers examine the determinants through decisions within a
business are taken. In reference with selected hotel, marketers of firm uses various types of
determinants which are mentioned below-
Motivation-It is kind of determinant which is used by marketers because the purchase of
product or service depends upon customers according to which they get stimulated towards
marketers. It is also crucial to be aware about these customer motivation source so that decisions
within a hospitality context are adopted. Also, consumers mostly get motivated by advertising,
promotions, documents on products (Roy, 2016).
Pattern buying behaviour- This is another determinant which is adopted by marketers in
which they identify the pattern buying of every customer which helps them in understanding
attitude of consumers. It is essential to examine pattern behaviour which leads to approaching of
targetted customer properly. There care various types of buying behaviour such as complex,
habitual, variety seeking etc. Through understanding these, it become easier for marketers to make
decisions in most efficient way.
Therefore, by properly examining of explained paragraph it is easy to depict that
hospitality sector has been changing & it is important to make appropriate to carry out appropriate
decision making process. Further, by considering included elements it become easy to achieve
objectives (Roy, 2020).

CONCLUSION
After a brief analysis of above report, it is seen that the hospitality industry is evolving with
time. The consumer behaviour has been a major concept which is focused by this sector. In this
report, discussions has been made about stage of consumer decisions making process, changing
trends of consumer behaviour, concept of B2B & B2C. Then further, market research approaches
& various determinants are discussed briefly. It is evaluated that it is essential to understand
behaviour of consumer so that decisions within a business are being taken appropriately.

REFERENCES
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Prior, 2018.Popular music, digital technology and society. Sage.
Henseler,2018. Thinking outside the box: a neuroscientific perspective on trust in B2B
relationships.IMP journal.
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Park, 2017. An experimental investigation on the determinants of online hotel booking
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pp.124-130.
Taufique, 2017. The influence of eco-label knowledge and trust on pro-environmental consumer

behaviour in an emerging market.Journal of Strategic Marketing,25(7), pp.511-529.