Identifying Reasons for Changing Consumer Behavior in Hotels
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This research project aims to identify the reasons behind changing consumer behavior in hotels, with a focus on The Berkeley hotel. The study uses both primary and secondary research methods to evaluate the factors influencing consumer behavior and recommend strategies for customer retention.
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Executive summary The current research project is lead out on the topic of Identify reasons of changing consumer behaviour regarding hotels and switching to others hotels for which an investigations conducted on The Berkeley hotel. A set of objectives and aim are lead out for current investigation evaluation of which is done through making use of both primary and secondary research. Primary research consist of use of qualitative research method where data is collected through making use of interview. Further, a deep analysis and interpretation of research findings is also there along with valid conclusion and recommendations. Table of Contents Executive summary..........................................................................................................................1 ResearchTopic:Identifyreasonsofchangingconsumerbehaviourregardinghotelsand switching to others hotels. A case study on The Berkeley hotel.....................................................1 Chapter 1: Introduction....................................................................................................................1 Background of the study.........................................................................................................1 Aim and objective...................................................................................................................1 Rationale for selection of topic...............................................................................................2 Research questions.................................................................................................................2 Chapter 2: Literature Review...........................................................................................................2 Role of consumer behaviour in selection of hotel..................................................................2 Factors due to which consumer behaviour changes...............................................................3 Strategies to retain consumers in hospitality industry............................................................4 Chapter 3: Research Methodology...................................................................................................5 Chapter 4: Analysis and Findings....................................................................................................9 Chapter 5: A critical appraisal and Recommendations..................................................................12 Critical appraisal of research findings..................................................................................12 Recommendations................................................................................................................13 Chapter 6: Conclusion....................................................................................................................13 Chapter 7: Reflection and Suggestion for Further work................................................................14
Research Topic: Identify reasons of changing consumer behaviour regarding hotels and switching to others hotels. A case study on The Berkeley hotel. Chapter 1: Introduction Background of the study Consumer Behaviour mainly reflects the way and factors that determine how an individual customer or group of individuals’ select or make choice for buying and purchasing a good or services in order to satisfy their needs, desires and wants. A larger number of factors and components are their which lead influence and create impact on buying habits and behaviour of consumer which consists of their income level, dispose idea, education and other market factors. Thus, consumers are having a dynamic behaviour that keeps on changing which influence them to modify their buying habits (Spijkerman, 2016). Therefore current investigation is lead out on Berkeley hotel in order to evaluate and identify the main reasons of changing consumer behaviour regarding hotels and switching to others hotels. The organisation selected to lead out and conduct current research project is Berkeley hotel which is well known hotel situated at London, UK with many branches across the world. It provides an in-depth evaluation of the factors and reasons that lead to change in consumer behaviour and influence them for switching to others hotels. Aim and objective Research Aim The main aim associated with leading current investigation is “To identify factors of change in consumer behaviour regarding hotels and switching to others hotels."A case study on The Berkeley hotel. Research objectives The objectives and purposes associated with current research project lead out on Berkeley hotel are listed as below: 1)To evaluate role of consumer behaviour in selection of hotel 2)To investigate factors of change in consumer behaviour 3)To recommend strategies of how consumer can be retained 1
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Rationale for selection of topic The selection of current research topic is vital and rationale as consumer behaviour is becoming more dynamic which keeps on changing thus, it become essential for a hospitality organisation to identify and evaluate the various reasons that lead influence consumer behaviour. Further, it also helps in evaluating and finding out the main reasons and factors that influence consumers to modify their decisions and lead significant impact in their perception. Beside this, current investigation is also viable from the personal perceptive and interest of researcher as meet academic and educational preference along with leading better managerial skills to indentify the reasons which are creating impact on consumer behaviour. Research questions The research questions set out for current investigation are stated below: What is the role of consumer behaviour in selection of hotel? What are the factors due to which consumer behaviour changes? How consumer can be retained and what strategies can be followed? Chapter 2: Literature Review Literature review is defined as the survey of scholarly articles and journals associated with particular topic of research. It helps in identifying the gaps in knowledge and issues that can address the investigation (MacCarthy, and Willson, 2015). This review of literature is based on the topic “To identify factors of change in consumer behaviour regarding hotels and switching to others hotels”. The review on different topics related to the theme are discussed below: Role of consumer behaviour in selection of hotel As per the view point ofVarkaris and Neuhofer, (2017), Hospitality is a unique sector that renders variety of substantial products and insubstantial services like spa service, food and drink, accommodation,atmosphereetc.Therefore,thebehaviourofconsumerispredominantly complicated towards hotel industry. In the hospitality organisation, consumers are the key players and contributed highly in maximizing its profits. Hospitality industry is a service oriented industry and mainly emphasize on providing high quality services to customers. And the behaviour of consumers highly relies on the quality of services that a hospitality organisation provides to its guests. Due to some natures of hospitality, the behaviour of consumers as specifically complicate in the sector. The purchase intention, feelings and emotions of consumers 2
could influence the quality of their experience and it can be different from one another. The behaviour of the consumer influences the way they make decisions to select the restaurant, hotel and entertainment. The organisations which deals in hospitality sector need to have proper understanding about what consumers want, what they will purchase, how much they pay willingly for the particular product or service and how they take decision. As per the opinion ofLin, and Lekhawipat, (2014),For making the purchase decisions, there aresomebasiccharacteristicsonwhichconsumersrelyupon.Therearesomecultural characteristics that are based on behaviours which are learned. They are usually associated with close relations like friends and family. In the hospitality view point, the decisions are relying on the way an individual was raised as well as attitudes of the members of family. For example: if an individual grew up in a family with stay in high class hotels frequently, then the other member of the family likely to follow the similar pattern as they get older. Apart from this, the social circle of the people highly impacts their decisions and choices. Word of mouth marketing of a hospitality organisation highly impacts the buying decision of consumers(Consumer Behavior in the Hospitality Industry: Influences & Characteristics, 2020). Opinions of co-workers, family member and friends influence the choice of an individual of selecting a particular hotel to stay. Factors due to which consumer behaviour changes As per the view point of Cassandra Roberts, (2016), the buying behaviour of consumer is related to consumption of goods and services. There are various factors by which the behaviour of consumer is influenced like cultural, social and personal factors. The social, cultural and demographic factors which affects the buying behaviour of consumer are the internal forces involving income, age, education, gender, religion, nationality, family size, so the market is segmented based on these forces. In determining the customer behaviour, cultural factors are crucial. It is the basic area which influence the wants of humans. Each culture has some smaller subcultures that renders distinct identification as well as the socializing method (Rajaguru, and Hassanli, 2018). Subculture involves religion, racial group, nationality and geographical region. Due to this multicultural marketing is popular in these days. It relies on social stratification such as upper middle class, lower class, middle class, upper lower working class etc. These classes influence the choice and decision of customers regarding the selection of hotel or restaurant. Apart from this, the another factor that influence the behaviour of consumers includes latest trends. Internet is considered as the influential technology that greatly affects the behaviour 3
of consumer. It is evident due to the fact that for promotion, hotel is using cyber marketing. In hotels,maximumbookingsaretakenbysiteslikeCleartrip,MakeMyTrip,Trip Advisor,goibibo.cometc.Thechoiceofconsumersregardinghotelaremorerelyon convenience,varietyofalternatives,easyaccessibility,maximumsatisfactioninsteadof personal, cultural and social factors (Consumer Behavior in Hospitality Industry vis-à-vis other Industries, 2016). Rules and status is also the factor by which consumer behaviour is impacted. Relying on the prestigious and social effects of going to high class hotels, international destinationfortheactivitiesofrecreationprovidewaystobuildupgoodbehaviourof consumers. Strategies to retain consumers in hospitality industry As per the view point ofHussein, Hapsari, and Yulianti, (2018),there are various ways through which an organisation can retain its customers for long term. As the hospitality organisation is a service oriented industry, offering customers with best quality services and providing an unforgettable experience is the best way to retain them and make them loyal towards the organisation. Some of the ways through which an organisation can retain its customers are mentioned below: Provide right repeat booking incentives:The loyalty program of the organisation must provide value to repeat consumers and entice them to visit the hotel again. Providing consumers with greater rewards and developed consumers and brand ambassadors can help in retaining them with organisation for longer term. This helps in developing a sense of satisfaction among customers and encourage them to visit the hotel again. Apply feedback of guest to future stays:The organisation can take feedback from the guest as this helps them in improving their services for the future stays of consumers in the hotel. Feedback from consumers is the powerful way to enhance the offerings of Hotel and it is the huge motivational tool that helps company in retaining customers for longer-term and develop good relationships with them(Kandampully, Zhang, and Bilgihan, 2015). Leverage technology:Use of high end technology in providing services to the guests is the another strategy that can help hotels in retaining customers. For some segments like generation z and millennial guests, integrating technology is the better retention strategy at all levels of Hotel. Streamline and simplify the check-in process and develop unique in room experience for consumers is the way to retain customers for long term. 4
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Chapter 3: Research Methodology This forms a vital part of investigation as it provide information about the type of methods and philosophies used for leading out a research project. In order to have implication of most appropriateresearchmethodandapproachuseofresearchonionismadeforcurrent investigation to select most effective form of research method along with proper justification for their use for current investigation (Van Nes, 2016). Research philosophy- This forms the first layer of research onion that is divided into two main types which comprises of interpretivism and positivism philosophy out of which one is adopted by investigator on the basis of nature of research (MacCarthy and Willson, 2015). With respect to current investigation on Berkeley hotel implication and adoption ofinterpretivism philosophy is made as it lead better support for qualitative data and reflects more about perceptive and view point of people. Research approach- This second layer of research onion is also divided into two main sections that is deductive and inductive from which adoption of deductive approach is made for current investigation. The justification behind implication of deductive approach is that it support better formation and evaluation of observations along with leading better scanning and analysis of research facts. Choices of Method- Basically there are three main categories or type of research method which consist of qualitative, quantitative and mixed method. From these three main types of research method, use of qualitative method of resrch has been made for current investigation on Berkeley hotel the justification behind this is that, use of qualitative method ensures more in- depth information and in-sight data collection from respondents to have better analysis and evaluation of set objectives in order to accomplish and achieve them in a viable manner (Jauhari, 2017). Research strategy- The strategy for current investigation comprise of use of survey method where data has been collected with the use of an in-depth qualitative interview. Time Horizons- This layer of research onion is broadly classified into cross-sectional and longitudinal horizons which reflects the time intervals of an investigation (Luu, 2020). With respect to current investigation on Berkeley hotel adoption of cross-sectional time horizons is made as it ensures presentation of all activities and task at a specific time interval. Use of below stated Gantt chart is made to reflect the activities and set time horizons of current investigation: 5
Activity1 wee k 2 wee k 3 wee k 4 wee k 5 wee k 6 wee k 7 wee k 8 wee k 9 wee k 10 week Identify research topic Reviewof Literature Drafting Methodologi es Complete Proposal Designing questionnair e Collectionof data Analyzing dataand interpretatio n Discussion and Conclusion Submission 6
Data Collection and analysis It forms the most vital part of an investigation that specifies the ways and methods used for collection and analysis of data. There are two main forms of sources from where data can be collected by a researcher which comprises of secondary and primary sources. Primary sources- Use of primary sources of data is made by investigator to collect the most authentic data that is taken as first hand data which is directly collected and gathered from the participants (Ozturk, 2016). Thus, primary sources of data provides most reliable and up to date data for current investigation that is not modified and biased by view point of any other researcher. For collection of primary data under qualitative method of research use of interview is made. Secondary sources- These sources are taken as support for primary findings which consists of evaluation and interpretation of past facts and records. The collection of secondary form of data is less complex and time consuming as compared to primary data but it can be out dated or related with some other situation and circumstances (Van Nes, 2016). For current investigation analysis of online articles and other viable literatures is made a discussion and evaluation of which is included in the literature review section of current research project. Sample method This process is mainly associated with selection and choosing of participants for primary investigation from a large number of respondents to maintain the feasibility and efficiency of current research work (Viglia and Dolnicar, 2020). With regard to current investigation a sample size of 20 managers is selected from Berkeley hotel with the use of random sampling method. For collection of primary data from these 20 selected managers of Berkeley hotel under the qualitative method of research, use of Interview is made. Interview: It is two way communication method for collecting data and information from the respondents where the researcher act as a interviewer and ask questions from participants to evaluate and analysis there view point on a specific topic (Spijkerman, 2016). With respect to current investigation a detailed qualitative questionnaire is prepared by the researcher with consists of 10 open ended questions on the topic of consumer behaviour in order to evaluate the perception and view point of selected 20 managers of Berkeley hotel. QUESTIONNAIRE Name: 7
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Age: Gender: Add: Mail ID: Q1) Are you having any perception or implication regarding the dynamic concept of consumer behaviour? Q2) What perception are you having about the role played by consumer behaviour in selection of a product or services? Q3) Are you agreed with the fact that consumer behaviour also lead significant impact on the selection of Hotel by customers? Q4) What are the main factors that lead influence on consumer behaviour to make modification in there buying habits? Q5) With regard to your perception, what could be the main reasons that leadchange and modification in consumer behaviour associated with selection of hotels? Q6) What view point are you having regarding the reasons and factors that lead emphasis on consumer behaviour and attitude regarding to their decision of switching to others hotels? Q7) What are the main challenges and issues faced by the managers of Berkeley hotel on the subject of determining behaviour of customers? Q8) What perception are you having regarding the role of managers of Berkeley hotel in retaining costumers for a longer period of time? Q9) What strategies could be followed by Berkeley hotel to attract and retain consumer for a longer duration? Q10) Any further recommended ways and strategies for Berkeley hotel to meet the expectation of customers and dynamic behaviour of consumer? Ethical considerations Many ethical issues and considerations are relayed with conducting a research project the main issue of which comprises of maintaining privacy and authenticity of collected data. Thus, whileleadingcurrentinvestigationadueconsentandpriorapprovalistakenfromall respondents to ensure that none of research activity should not harm them neither physically nor 8
emotionally. Further, all the code of conduct and provisions of data protection act are met to maintain the reliability and privacy of collected data. Chapter 4: Analysis and Findings For analysis of qualitative data and research findings of current investigation use of thematic approach is made, a description and interpretation of which is provided below: Theme 1: Perception or implication regarding the dynamic concept of consumer behaviour Interpretation It has been analysed form current investigation that around 5 participants were having a perception that consumer behaviour is a dynamic concept that keeps on changing and influenced by a range of factors. Further, 9 other respondents were having an implication that the concept of consumer behaviour is directly associated with the taste and preference of an individual where as other 6 participants were favoured that consumer behaviours is a vast concept that consists of many reasons which lead influence on buying and purchasing habits of a customer. Theme 2: The role played by consumer behaviour in selection of a product or services Interpretation It has been observed that near about 9 participants of current investigation were having a view point that a vital role is lead by consumer behaviour in selection of a product or services along with 11 other respondents which were also giving an opinion that consumer behaviour lead a direct role in influencing buying habits while selection of a product or services. Thus, it has been evaluated that consumer behaviour is basically a sum total of need and attitude of customers which influence buying habits and plays significant role in selection of a product or services. Theme 3: Consumer behaviour also leads significant impact on the selection of Hotel by customers Interpretation Most of the respondents of current investigation were having a perception that Consumer behaviour also leads a significant impact on the selection of Hotel by customers as consumer behaviourisassociatedwiththedisposeideaandneedsofcustomersalongwiththeir expectations and desires level which forms a vital part of decision making while selecting a Hotel by a consumer. Consumer behaviour consist of perception about the lifestyle, economic 9
situation, occupation, age, personality and other aspects of customers that leads significant impact on the selection of Hotel by customers. Theme4:Themainfactorsthatleadinfluenceonconsumerbehaviourtomake modification in their buying habits Interpretation It has been analysed with respect to current research project that a near about of 15 respondents favoured that economic and social conditions are the main factors that lead influence on consumer behaviour to make modification in their buying habits as it consist of income level, family backgrounds and other cultural and social aspects which directly lead influence on behaviour of customers and their buying habits. Beside this, some other participants were also having an opinion that the advertisements and promotion of product and services by organisation also acts a main factor that lead influence on consumer behaviour to make modification in their buying habits. Theme 5: The main reasons that lead change and modification in consumer behaviour associated with selection of hotels Interpretation Maxim number of participants were having a view point that that the income level and cultural aspects of customers along with their education and backgrounds are vital reasons that lead change and modification in consumer behaviour associated with selection of hotels. But some respondents were also there who favoured the level of advertisements and marketing strategies of Hotel along with services and facilities provided by them are also the main reasons that lead change and modification in consumer behaviour associated with selection of hotels. Theme 6: The reasons and factors that lead emphasis on consumer behaviour and attitude regarding to their decision of switching to others hotels Interpretation It has been analysed with respect to current investigation that cultural, economical and financial factors are the main reasons along with the level of services and facilities provided by hotels that lead emphasis on consumer behaviour and attitude regarding to their decision of switching to 10
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others hotels as a customer make choice of a hotel on the basis of their income level and services provided by hotels. Thus, decision of switching to other hotels is directly associated with the level of expectations and financial aspects of a consumer to get maximum satisfaction on a desirable price. Theme 7: The main challenges and issues faced by the managers of Berkeley hotel on the subject of determining behaviour of customers Interpretation It has been observed during current investigation that a maximum number of participants were having a view point the main challenges and issues faced by the managers of Berkeley hotel on the subject of determining behaviour of customers consists of every changing needs and wants of consumer along with dynamic nature of expectations and desires of customers that made it difficult for managers of Berkeley hotel to meet and fulfil desires of all target customers in an efficient manner. Theme 8: The role of managers of Berkeley hotel in retaining costumers for a longer period of time Interpretation Most of the respondents were having a common view point that a vital and significant role is lead by managers of Berkeley Hotel in retaining costumers for a longer period of time through providing and cresting a more positive and friendly environment at this Hotel. Furthers, all possible efforts are made by managers of Berkeley hotel to understand and evaluate the consumer behaviour so that best possible services and facilities could be prpvided to retain them for a longer period. Theme 9: Strategies could be followed by Berkeley hotel to attract and retain consumer for a longer duration Interpretation With respect to current investigation it has been observed that larger number of respondents were having a view point the taking continuous feedback and implicating responses of customers is a vital strategy that could be followed by Berkeley hotel to attract and retain consumer for a longer 11
duration. Further, providing repeat booking incentives and extra discount to regular customers is also a vital strategy that could be adopted by Berkeley hotel to attract and retain consumer for a longer duration. Theme 10: Recommended ways and strategies for Berkeley hotel to meet the expectation of customers and dynamic behaviour of consumer Interpretation Maximum number of participants had recommended and supported the strategy of making use of leverage technology and leading more automation and technology improvement to attract and cater more customers. Further, taking regular feedback and implementing them is also a vital way to retain the customers and also ensures better understanding about their needs and expectations to meet and fulfil the dynamic behaviour of consumer. Chapter 5: A critical appraisal and Recommendations Critical appraisal of research findings With respect to current research project it has been find out that consumer behaviour is a vast concept that is influenced and impacted by a wide range of reasons and factors. It has been critical appraised by current investigation that basically consumer behaviour is a sum total of needs and wants of customers along with their financial, economical and social backgrounds. It has been evaluated by the secondary data gathered for current research that role of consumer behaviour in selection of hotel is mainly associated with the purchase intention, feelings and emotions of consumers where as primary analysis emphasis more on income level and other cultural and economical aspects of customers. Furthers, it has been also observed from primary analysis that advertising and marketing strategies of a hotel also lead significant influence on selection of a hotel by a customers. Beside this, it has been also appraised with current investigation that the services and facilities provided by a hotel together with the expectations and income level of customers is a main reason that leads impact on the decision of a customer regarding switching to others hotels. Apart from this, it has been interpreted from current research project that leading extra incentives and discount to regular customers along with taking regular feedback and adopting leverage technology are vital ways to attract and retain customers for a longer period. 12
Recommendations Withrespecttocurrentinvestigationfollowingrecommendationscouldbemadefor Berkeley hotel to attract and retain consumer for a longer period of time along with leading better understanding of consumer behaviour: Strategy of taking regular feedback from customers along with its proper implication is recommended for Berkeley hotel as it ensures improvement in their services and facilities to attract and retain customers for a longer period. Further, taking regular responses from customers also ensures better understanding of consumer behaviour so that more viable services and facilities can be provided by Berkeley hotel to attract and retain customers. Providing extra discount and repeat booking incentives is also recommended for Berkeley hotel to retain its regular customers for a longer duration. Beside this, adopting leverage technology is also a viable recommendation for Berkeley hotel toStreamline and simplify its check-in process and develop unique features to attract and retain its customers. Chapter 6: Conclusion It has been concluded on the basis of findings of current investigation that consumer behaviour is a vast concept that is basically taken as sum total of needs and wants of customers along with their financial and economical conditions. Further, it has been summarised that the hospitality sector is completely depended on the services provided by them and it must fulfil and meet the level and expectations of consumer behaviour thus, it become more vital to evaluate main reasons and factors that lead influence on consumer behaviour. A conclusion can be made that the lifestyle, economic situation, occupation, income level, age, personality and family background of a customers are main factors that lead influence on consumer behaviour along with the advertising and marketing strategy of hotels that lead significant influence on decision making of a customers. A conclusion can also be reached that dynamic nature of needs and expectation of customers is a challenge for managers of hotels thus, better ways and strategies are needed by them to overcome these challenges. At last, it could be summarised from current investigation that adoption of leverage technology along with taking regular feedbacks from costumers and offering repeat booking incentives are viable ways and strategies to attract and retain customer by a hotel for longer period of time. 13
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Chapter 7: Reflection and Suggestion for Further work The current research topic based on consumer behaviour is quite significant and viable for me as it lead to better understanding about the factors and reasons that influence customers to make change and modification in their buying habits and decisions thus, crucial and vital from view point of organisation. Further, it also lead to enhanced information and knowledge for me about the role of consumer behaviour while making selection of a hotel along with evaluating factors due to which consumer behaviour changes. At last, a better implication and analysis of significant and efficient ways is also made by me to retain consumers for a longer period which enhancemycommunicationandmanagerialskills.Thus,currentresearchisviableand significant for me. The main limitation that was faced by me was associated with current investigation on Berkeley hotel is lack of sufficient time and resources to collect ample of reliable information. Thus, use of most efficient and significant form of research method and approaches was made by me that consists of qualitative mode of research for leading current investigation in best possible ways through leading a more in-sight and in-depth evaluation of view point and perceptive of respondents. Further, a better understanding about the types and efficiency level of research methodology was also learnt by me. Thus, a suggestion could be made for future work as in future use of quantitative form of research method could also be made by me to conduct an investigation in more viable and efficient way through gathering information in numeric terms that is easy to present and evaluate. REFERENCES Books and journal Dadhich, A. and Dixit, K., 2017. Consumer Selection and Buying Behaviour Towards Over the Counter (OTC) Medicine in Jaipur City.Apeejay-Journal of Management Sciences and Technology. MacCarthy, M. and Willson, G., 2015. The business of D-Day: An exploratory study of consumer behaviour.International Journal of Heritage Studies,21(7), pp.698-715. Shirur, M.A.H.A.N.T.E.S.H. and Shivalingegowda, N.S., 2015. Mushroom marketing channels and consumer behaviour: A critical analysis.Mysore J. Agric. Sci.49(2). pp.390-393. Spijkerman, R., 2016. Fashion consumer behaviour impact on the model of last mile urban area emissions.Transportation Research Procedia,12, pp.718-727. 14
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Consumer Behavior in the Hospitality Industry: Influences & Characteristics,2020. [Online]. Availablethrough:<https://study.com/academy/lesson/consumer-behavior-in-the- hospitality-industry-influences-characteristics.html> C. Roberts, 2016. Consumer Behavior in Hospitality Industry vis-à-vis other Industries, 2016. [Online].Availablethrough:<https://www.linkedin.com/pulse/consumer-behaviour- hospitality-industry-vis-%C3%A0-vis-other-roberts> 16