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Hospitality Consumers Behaviour and Insights

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Added on  2021-02-21

Hospitality Consumers Behaviour and Insights

   Added on 2021-02-21

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HospitalityConsumers BehaviourandInsights
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Table of ContentsINTRODUCTION...........................................................................................................................3TASK 1............................................................................................................................................3Covered in PPT.......................................................................................................................3TASK 2............................................................................................................................................3P3 : Stages of consumer decision making and path of purchasing for a hospitality service..3P4 : Importance for marketer to map a path of purchase and consumer decision making.....5M2 : Evaluation of how marketers are responding to decision making process....................7TASK 3............................................................................................................................................7P5 : Comparison between hospitality decision-making process in context of B2C and B2B7P6 : Approaches of market research and methods of research in decision making process. .8M3 Provide a coherent and justified evaluation of how different factors influence hospitalitydecision-making and buying behaviour, supported by specific hospitality examples.........10TASK 4..........................................................................................................................................10P7 : Evaluation of how marketer influences different stages of decision making...............10M4 : Critical Evaluate how marketer influence decision making process...........................11D2 : Evaluation of appropriate theories concepts, models...................................................11CONCLUSION..............................................................................................................................11REFERENCES..............................................................................................................................13Online.............................................................................................................................................14
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INTRODUCTIONConsumer behaviour is the study which basically focusses on the behaviour of theconsumer how they purchase goods, uses them and disposes off. But they are affected by variousfactors which can be due to the social class they belongs to or the culture and sub-culture thatthey live in. It is important for the marketer to analyse the buying process of the consumerbecause it helps them to identify the factors and modify their strategies and policies to ensuretheir survival. For this report, the hospitality industry is considered so the influences, factors,research are conducted in the context of hospitality industry which includes hotels, restaurants,resorts etc. For the organisation it is also important to understand the consumer buying behaviourand decision making process so that the consumer taste and mindset can be analysed.TASK 1Covered in PPTTASK 2P3 :Stages of consumer decision making and path of purchasing for a hospitality serviceConsumer Decision making process is a process that helps the consumer to identifytheir needs, gather information about the alternatives available, evaluation of all the alternativesand then making a buying decision. The buying decision of the consumer is influenced byvarious factors such as emotional, psychological factors etc. It is a complex process which startsfrom recognition of problem to post-purchase decision. This process helps the marketer tomarket their product successfully by understanding the behaviour of the consumers. Variousstages of consumer decision making process are :
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Illustration 1: Stages of Consumer Decision Making ProcessSource: Stages of Consumer Decision Making Process. 2016.Need Recognition : In this stage the consumer's need is identified which compels theconsumer to actually purchase the goods or services. Determination of need and wanthelps a marketer to formulate marketing strategies. Searching and gathering information : After the identification of the need theconsumer then gather information about various alternatives available to satisfy theirneeds. They gather information from various sources such as personal contact,commercial information sources, printed sources etc. Evaluation the alternatives : Once they have identified alternatives available, theyidentifies all the positives and negatives of the alternatives, best deals in terms of cost,quality, quantity and services provided by the service provider (Ashman, Solomon andWolny, 2015).Actual Purchase of product or services : In this stage after proper analysis theconsumer take decision regarding which product they have to purchase to satisfy theirneeds and wants.
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