Hospitality Consumer Behaviour Insight

Hospitality Consumer
Behaviour Insight

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
Covered in PPT. .........................................................................................................................3
TASK 2............................................................................................................................................3
P3 : Stages of consumer decision making and path of purchasing for a hospitality service.......3
P4 Explore why it is important for marketers to map a path to purchase and understand
consumer decision- making ........................................................................................................5
TASK 3............................................................................................................................................7
P5 : Comparison between hospitality decision-making process in context of B2C and B2B . . .7
Decision making process in B2B and B2C ................................................................................8
P6 : Approaches of market research and methods of research in decision making process.......8
TASK 4............................................................................................................................................9
P7 : Evaluation of how marketer influences different stages of decision making .....................9
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12
Online.............................................................................................................................................12

INTRODUCTION
Consumer behaviour is related to the investigation of consumers perception and
behaviour towards taking the advantage of goods and services. In order to get the higher success
and growth it is essential for the organisations to understand the customers behaviour either it is
at national or international level. As hospitality industry is concerned for providing a range of
services like accommodation, food, drinks, spa and many other services due to which the study
of consumer behaviour makes predominantly complex and crucial for them in terms to provide
higher satisfaction to them. This following assignment is based on the Whitbread which is a
British multinational hotel and restaurant company which headquarters are situated in UK and
Dunstable. This report will cover about the different factors which have greatly impact on the
consumers behaviour and importance of map a path to purchase for the hospitality industry.
Along with this, how marketers have lead the impact on the each stage of consumer decision-
making.
TASK 1
Covered in PPT.
TASK 2
P3 : Stages of consumer decision making and path of purchasing for a hospitality service
Consumers decision making process is the most effective process through which a
customers determine their needs, collect information about the availability of alternatives and
then select a most appropriate product out of all alternatives. This procedure also helps marketers
in marketing their products in the marketplace(Ashman, Solomon and Wolny, J., 2015). This
decision-making process is greatly influenced by various factors like emotional, social,
physiological and many others. This process contains various stages which are describing below:

Illustration 1: Stages of Consumer Decision Making Process
Source: Stages of Consumer Decision Making Process. 2016.
 Need Recognition : It is the first stage in which customers identify their needs in terms to
get fuller satisfaction. This is affected by all the internal and external factors which
includes their expectations and the advertisement and reviews about the hotel.
 Searching and gathering information : Herein, customers collect information and data
about the various hotels through their personal contact, social media, public resources,
experimental resources and many other mediums(Banerjee, 2017).
 Evaluation the alternatives: After this, they will evaluate all the alternatives by
analysing their positive and negative points which will enables them in choosing most
perfect hotel for them on the basis of each aspect like cost, quality and services which are
provided by them.
 Actual Purchase of product or services : Here customers will finally make decision
related to purchase a product after evaluating all alternatives in order to satisfy their
requirements or desires(Carpenter and Yoon, 2015).