Influence Factors on Consumer Behaviour in Hospitality Industry

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.