Understanding the Customer

Understanding the customer

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1 Covered in PPT.............................................................................................................3
P2 Covered in PPT.............................................................................................................3
TASK 2............................................................................................................................................3
P3 Examine the stages of the consumer decision making journey and map a
path to the purchasing for a given tourism service.................................................3
P4 Discuss why it is necessary for marketers to map a path to purchase &
understand consumer decision making in hospitality industry...........................4
P5 Compare and contrast the key differences of the tourism decision-making
process in the context of B2C and B2B......................................................................5
P6 Evaluate the different approaches to market research and methods of
research used for understanding the decision-making process.........................6
CONCLUSION...............................................................................................................................7
REFERENCE...................................................................................................................................8

INTRODUCTION
Understanding of the behaviour of the consumer is generally the part of the
organisation and it is called to be a study of an individual which is a part of selecting of
various products and services on the basis of needs of the consumers. In the changing
of the macro environment, it has been suggested that consumers has a genuine need to
attain maximum level of satisfaction within various factors. The report includes one of
the hospitality organisations which are known as The Ritz London and it is a well-known
hospitality brand of United Kingdom. The Ritz hotel is a five star hotel and it is famous
for its well accommodation and lavishing beauty. The report also includes cultural,
social, personal and psychological factors that influence the consumer behaviour. In
addition to this, there is analysis of the different level of decision making in hospitality
industry (Russell, 2019).
TASK 1
P1 Covered in PPT
P2 Covered in PPT
TASK 2
P3 Examine the stages of the consumer decision making journey and map a path
to the purchasing for a given tourism service
Understanding of the behaviour of the consumer is defined as a concept on which
various segments of buyers are well organised in terms of individuals and
consumers. Consumer behaviour has a main idea of decision making process and
attitude of the buyers towards the brand. There are steps which needs to be well
functioned and should use by The Ritz London for mapping of the path. There are
mentioned below.
 Need Recognition- Researchers say that first step which every consumer should
use is the decision making process and need recognition. This step reflects that at
this stage the buyers or a consumer establishes the needs and motivation of the
purchasers. The marketers of United Kingdom and Ireland must have such type of
ability on which the consumers should have deeper knowledge and purchasing
power ability on the basis of need recognition so that the power of consumer make
it a competitive power in the situations that will arises at the time of purchasing.
 Collecting of the Information- This is the next stage after the need recognition
which suggests that if a consumer is making a decision then they should gather all
the information of the market in terms of other competitors of the favourable
products. This is a time where consumer must have suitable offerings that can
easily satisfy the needs. To gather some information, there are various ways which
are helpful in gathering such as magazine, newspapers, internet and many others.