Consumer Behaviour in Hospitality Industry

Hospitality
Consumer
Behaviours

INTRODUCTION
Consumer behaviour is defined as a study of how an organisation, group or customers
select, purchase, use and dispose ideas, services and goods in order to satisfy their needs as well
as wants (Ayik, Benetatos and Evagelou, 2013). Moreover, it also consider as action of
consumers at marketplace and underlying motives for actions and practices. Organisation
selected for respective report is TUI group which is operating at hospitality and tourism industry.
It is founded in year 1923 and its head office is located at Germany. Topics included in this
report are map path to purchase at hospitality industry and decision making process include in it
as well as it also describe forms of research that aid in understanding factors which influences on
consumer decision making. Moreover it will also include different phases of consumer decision
making process at hospitality industry.
TASK 1
Covered in PPT
TASK 2
P3 Examine the stage of consumer decision making journey and map a path to purchasing for a
given hospitality service
Consumer decision making journey and mapping of path for purchasing service or
products, TUI management needs to evaluate different steps, which are given below:-
 Required recognition: At this stage customer will determined their need and expectation
and TUI will evaluate customer behaviour related to their services and products. It is so
because this will help them in decision making process by which they can attract targeted
audiences.
 Information search: In this customer will conduct research in order to gather
information of products and services through which they can fulfil their desire (Bruwer,
Lesschaeve and Campbell, 2012). Moreover, in this TUI will collect information of
customers need and want so that they can offer products accordingly.
 Assessment of alternatives: In this stage customer will try to identify alternatives which
are available at marketplace along with the product life cycle. In this phase customer is
identifying best option through which they can fulfil need and requirement.