Unit 19: Hospitality Consumer Behaviour and Insight

Unit 19: Hospitality
Consumer Behaviour
and Insight

Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
LO1: ................................................................................................................................................1
Explain cultural, social, personal and psychological factors which influence consumer
behaviour. ....................................................................................................................................1
Explain the impact of digital technology.....................................................................................2
Explain the factors which influence the customer behaviours by driving the trends in
hospitality.....................................................................................................................................3
LO2:.................................................................................................................................................3
Discuss the stages of consumer decision- making journey .........................................................3
Importance of marketers to understand the consumer decision- making process in hospitality
sector............................................................................................................................................4
How marketers are react in decision-making process given relevant example from hospitality
sector............................................................................................................................................5
LO3:.................................................................................................................................................5
Difference between of B2C and B2B by using specific hospitality examples............................5
Explain the different approaches of market research and methods to understanding the
decision-making process..............................................................................................................6
Give the justification of various factors which influence hospitality decision-making and
buying behaviour and give relevant example of hospitality sector .............................................7
LO4:.................................................................................................................................................7
Explain how marketers can causing the various stages in hospitality business sector................7
How marketers responding in selection taking process and provide applicable example ..........8
Explain how marketers can causing the each stage of selection making process and provide
methods and models ....................................................................................................................8
CONCLUSION ...............................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Consumer behaviours refers to the study of individual taste and preferences and this
information helps the company to make their product and services according to their study. It
helps to analyse the how consumer make decision related to what to buy, when to buy and so on.
Premier inn is the British limited services hotel chain, it is the largest hotel brand of UK with
more than 72,000 rooms and 800 hotels (Asmin, Semwanga and Ngoma, 2019). They operates
the many variety of hotel in different locations. It was establish by Whitebrad as travel Inn in
1987 and the main headquarter was in Dunstable, England, UK. In this report it discuss the factor
which influence the Hospitality consumer behaviours and attitudes, along with they demonstrate
the ability of map the path for purchase on hospitality context and which include in decision-
making process.
MAIN BODY
LO1:
Explain cultural, social, personal and psychological factors which influence consumer
behaviour.
This factors helps to determine the customer taste are explain below:
 Cultural Factors- The group of individual people are associated the set of values and
idealogical which belong the particular community. The customer are coming from
different communities and culture and all have different behaviours from other and this
factor are highly influenced by their culture, it include the concepts of subculture and
social class. UK have a massive consumer bases, Because of this Premier Inn hotel need
to adjusted their menu and services to match their taste and preferences of the local
community. Along with there are some significant cultural factors which include such
things like culture, subculture and social class (Belafhaili, El Marhoune and Hinti, 2018).
 Social Factors- The people are social beings and the society is influence their buying
behaviours. People are being try to imitative the other people and accepted the nature
desire are socially accepted. This factors are influence the customer behaviours for the
other people around them. There are some factors which include in social factor such as
family, references groups and role and status. Most of the time people are change their
taste and preferences because of this social factors this play a significant role to shaping
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