Influence Factors on Consumer Behaviour in Hospitality Industry

This article discusses the influence factors on consumer behaviour in the hospitality industry and how marketers can map the path of purchase. It covers the stages of decision making and the changes in consumer trends due to digital technology. The importance of understanding consumer decision making for marketers is also highlighted.

Hospitality
Consumers Behaviour
and
Insights

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1 : Influence factors on attitude and consumer behaviour .................................................3
P2 : Changes in consumer trends because of usage of digital technology.............................4
TASK 2............................................................................................................................................4
P3 : Stages in decision making by consumers and path of purchasing for a hospitality service
................................................................................................................................................4
P4 : Importance for a marketer of consumer decision making and to map a path of purchase 5
TASK 3............................................................................................................................................6
P5 : Comparison between decision-making process in context of B2C and B2B .................6
P6 :Methods of research in decision making process and Approaches of market research 7
TASK 4............................................................................................................................................8
P7 : Evaluation of how marketer has a influence on various stages of decision making ......8
CONCLUSION................................................................................................................................9
REFRENCE...................................................................................................................................10

INTRODUCTION
Consumer behaviour is focussing on behaviour of consumer and is related with how
consumers are buying goods, consuming and disposing them. Behaviour can also be affected by
various elements such as culture, social class, sub culture. It is very important for marketer
(Schütte and Ciarlante,2016). It is important for marketer to understand what is procedure
undertaken by a consumer which helps organisation in modification of their procedures and
policies, Easyhotel is taken and company as main consideration is towards hospitality industry.
TASK 1
P1 : Influence factors on attitude and consumer behaviour
Consumer Behaviour refers to a study related to individuals and groups buy, consume & then
dispose their products & services. This is helpful in identification of some factors which affect
process of buying of consumers. This is helpful for managers in offering their services.
 Cultural factors: These factors are having relation with perception value and beliefs
which have been developed and a result if culture and sub culture present in consumers.
According to that a consumer makes decision.
 Social factors : This is a factor which is related to friends, family, society and other
reacted aspects (Horner and Swarbrooke, 2016). These also posses influence in buying
and purchasing behaviour if a consumer. In Easy hotel if a person has stayed and find it
very satisfactory then this will have a positive mouth publicity which will attract other
related people towards this hotel.
Apart from such factors some challenges are commonly faced by organisation so that they are
able to provided services which can satisfy their customers. Some of requirements are discussed
below which are very important from view point of providing quality services:
Tangibility : It is said that physical facilities are visible to customers and these are the
services which have to be very high in quality so that all the needs of customers are satisfied and
this will lead to high quality of services and high satisfaction level.
Reliability &Responsiveness : When all the promises which are being made by a organisation
are fulfilled and customers are provided services according to requirements of customers this
will lead to establishment to higher customer loyalty for longer duration.

Assurance : This is aiming at staff members posses adequate amount of knowledge so that their
needs can be satisfied which can help in satisfying needs of customers in a more better way.
P2 : Changes in consumer trends because of usage of digital technology
It is said, a consumer behaviour is influence by various factors & elements among which
most important factor is technology which assists in enhancement of demands and requirements
among their customers (Frederiks Stenner, and Hobman, 2015). In present scenario with advent
of digital technology information obtained easily and in a given time period. In case of Easy
hotel some of emerging trends which is affecting hospitality industry us given below:
Technology :If there will be upgrade technology then it will lead to betterment in
services being offered to customers. In Easy hotel management has developed website and
various mobile application which is helping in increasing convenience of their consumers.
Health: In present scenario, people have become very conscious about their health.
Hence it become responsibility of Easy hotel that they have to provided healthy food which
adequate standard of quality (Biswas,and Roy, 2015).
Roles for staff: with growth of technology consumers have developed a preference for
online checking and check out, booking facilities is there. Managers have to make a skilled
workforce so that they are able to adapt to changing trends. This will also help in providing
professional service to their users so that requirements can be satisfied in a appropriate manner.
TASK 2
P3 : Stages in decision making by consumers and path of purchasing for a hospitality service
Decision making process is a universal process which is compulsorily used by every
customer in case when they are planning to purchase a product a service. In preset scenario in
case of Easy hotel this decision making process of consumers is given below:
Need Recognition :In first stage wants & needs of consumer have to be examined and
this will help a marketer in forming marketing strategies. In Easy hotel managers will be
identifying wants and needs of consumers.
Searching and gathering information : After consumers needs have been identified the
next step is to collect information about various alternative which are available in market. In
Easy hotel management may use their personal contacts in order to extract information.

Evaluation of alternatives : after all information has been collected information has to
be evaluated in terms of cost, quality so that all positive and negative aspects can be clearly
identified.
Actual Purchase of product : In this stage analysis is done effectively has been already
done hence a final decision has to be made by consumer to buy or not. In Easy hotel after all
alternative have been examined decision is made to avail a service or not(Hartmann, and Siegrist,
2017).
Post-purchase evaluation : This is last stage in which service or product is purchased by
consumer.
In case of Easy hotel all such steps have to be undertaken by a consumer and then final
decision is made. For mapping yup of a situation there is board meeting which has to be
conducted and all related members will be invited in the meeting for this there will be a three
step procedure which has to be undertaken:
 Pre purchase: in this user will have to examine a hotel in which bored meeting has to be
conducted. For this the area where meeting will be conducted has to be carefully
evaluated in order to examine whether all facilities are present for people who will be
attending this meeting (Pappas, 2016).
 Purchase: In this step Easy hotel hotel will be selected based on the quality of services
which it provides to its customers.
 Receive: At this stage final services will be availed by a customer. In case of Easy hotel
hotel if person wants to conduct a board meeting then that meeting will be conducted and
all requirements are fulfilled. Which will help in carrying of meeting in a more effective
manner as meeting has been conducted in the same manner as desired by their customers.
 Post purchase evaluation: This is a stage where evaluation of service will be done
whether it has been according to the way it had to be done. The customer satisfaction
level is very important to asses whether service have been according to the manner in
which it was required.
P4 : Importance for a marketer of consumer decision making and to map a path of purchase
Each business has to perform some functions so that customers needs can be satisfied.
Marketers can examine all such factors which has to be considered while they are purchase
something.

Rising ROI : It is important to understand intention of a customer whuich helps
marketers in targeting their potential customers (Rödiger,and Hamm, 2015). This results into
enhancement of sales and also return on investments are enhanced.
Unified continued engagement & Customer Data: It is very important a business
organisation has to arrange information of their customers in a appropriate manner. This is
helpful in maintenance of data in a systematic manner so that customers can be approached in a
more systematic way.
Mapping is related to way in which various levels of decision making. These levels are discussed
below:
Limited Problem solving : At this level there is familiarity with what is being offered .
There are may substitutes which are available with them. So there is a need to identify a
difference so that right choice can be made by a customer which can provide them maximum
stupefaction.
Routine Problem solving : At this level users are willing to buy products regularly basis
and they require no information (Parsons, Maclaran and Chatzidakis, , 2017). Goods this are
necessary for a person survival come under
Extensive Problem solving :This is a level which is related to a user purchasing products
or services for which they are unfamiliar and this is a process which takes longer time. This also
requires relevant information for conducting research.
TASK 3
P5 : Comparison between decision-making process in context of B2C and B2B
It is said that B2B and B2C for various commercial transactions between consumers and
in organisations. Comparison is made according to hospitality Industry:
Basis B2B B2C
Meaning This is a context which is
related to products,
commodities which are sold to
various business organisations.
Restaurant has to buy some
materials directly from
In this products are bought by
a consumer so that their
demand can be satisfied. A
customer orders food from a
restaurant and gets delivery.

distributors.
Customer Customers are present in a
organisation and they provide
food so that they can be served
in a better manner.
In B2C end users are always
customers. In hospitality sector
customers are those whop
order food and consume it.
Focus Main focus is on to maintain a
positive relationship with
various business. A hotel
focuses on maintaining a
relationship to assist each
other and satisfy requirements
and needs.
Primary focus is made on
product or commodity which
are sold to ned consumer.
P6 :Methods of research in decision making process and Approaches of market research
Market research assists a marketer in examine the present market situation and
requirements of customers. Accordance with collected information and data organisations are
producing their product and services. It is important to do research on regular basis so that a
company can beat competition and for conducting research different methods and approaches are
used for B2B & B2C.
Market Research approaches in B2B : In this case information is already gathered by
organisation which they are using for purpose of future reference (Harris, Roby, and Dibb, ,
201). This will assist in identification of factors which may have a effect on various business
relations. One of such source is discussed below:
Government agencies : These are agencies which are gathering information which is
relevant and providing assistance to different segments. They are helping hospitality industry in
reduction of negative impact of market.
Market Research approaches in B2C : This is a business entity which is having
concern with data collection, direct users which is a initial source of collecting information.

Questionnaire : This is a method which is helping in collecting information accordance
with customer requirement as data is provided by target customers only who are respondents in
case of collection of information.
TASK 4
P7 : Evaluation of how marketer has a influence on various stages of decision making
Marketers in a hotel industry play a very important role in implementation of innovation
services which is having influence over process of decision making. Marketers in the hospitality
industry develop strategies and implement them so that services which they are providing is
according to needs of their customers (Funk, Alexandrisand McDonald, 2016). Hospitality
industry is a industry where there is a requirement of high customization of services for example
if a person is willing to organise meeting of board then then there is a list of particular services
which have to be provided to these customers.

CONCLUSION
It can be concluded from the report that it is very important for every business to properly
examine and analyse customer behaviour. In this report a understanding has been developed how
a individual reacts in certain situations with reference to family, friends and society. There are
also various issues which can be used by marketers in examining various issues which may arise
in organisation which is related to suppliers and customer.