Understanding Consumer Behaviour in the Hospitality Sector

Understanding consumer
behaviour

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1 ...........................................................................................................................................1
P1: Investigate the different cultural, social, personal and psychological factors that influence
consumer behaviour and attitudes within a hospitality context..................................................1
P2 Explore how consumer trends are changing due to the impact of digital technology...........2
TASK 2 ...........................................................................................................................................3
P3 Examine the stages of the consumer decision- making journey and map a path to the
purchasing for a given hospitality service...................................................................................3
P4 Explore why it is important for marketers to map a path to purchase and understand
consumer decision- making in the hospitality sector..................................................................3
TASK 3............................................................................................................................................4
P5 Compare and contrast the key differences of the hospitality decision- making process in
the context of B2C and B2B, using specific hospitality examples.............................................4
P6 Evaluate the different approaches to market research and methods of research used for
understanding the decision-making process................................................................................4
CONCLUSION ...............................................................................................................................4
REFERENCES................................................................................................................................6

INTRODUCTION
Consumer behaviour is study of all the activities of individuals and organization and how they
use and select good and services of particular company. It is an decision making process of
consumer at the time of purchasing good and services. Organization Analyse and identify
consumer's decision making process to target particular customer in market. This report contains
information about various topics in the context of hospitality organization The Dorchester, it is
luxury hotel located in London, United kingdom. The Dorchester operates on Park Lane and
Deanery street in London. It is one of the most prestigious and expensive hotel. Hotel works for
their customer satisfaction by providing them best services with more comfort. This report
includes study about various topics such as different factors that influence behaviour of
consumer, impact of digital technology on consumers buying behaviour, stages of consumer
behaviour, importance of map a path to understand consumer behaviour. Furthermore, hospitality
decision making process in the context of B2B and B2C, at last different approaches and
research used in understanding decision-making process(Cantallops, and Salvi, 2014).
TASK 1
P1: Investigate the different cultural, social, personal and psychological factors that influence
consumer behaviour and attitudes within a hospitality context.
Study of consumer behaviour includes study of individual, group and organization and
their the affect of various factors on their buying behaviour. Consumer behaviour helps in
understanding the behaviour of individual towards purchasing good and services of particular
brand or company. In the context of The Dorchester, hotel is highly focused on giving their
customer high level of comfort and satisfaction by the services they are providing them. There
are various factors that influence consumer behaviour is following below:
Social factors:
These factors prevent in the society where individuals are living. In society there are
several individuals with different choices and preferences and there also various factors of
society that influence the behaviour of individual. Reference groups are the main factors that
influence the decision making of consumers. These groups have impact of their leaders and
influence the behaviour of other individuals. Family, it is a place where individual's initial choice
and preferences are develop. Family members plays important role in influencing the behaviour
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of individual. Thus, social cultures are important aspect in change and influencing the behaviour
of individuals.
Personal factors:
These factors are personal factor of individual that make change in their buying
behaviour. Different persons have their own personal choice and preferences according to their
culture and environment. Age is most important factor that can change choice and purchasing
decision of individual. The Dorchester targets different age groups of individuals on the basis of
their choices and preferences. Thus, personal factors influence the behaviour of consumers of
The Dorchester( De Mooij, 2019).
Cultural factors:
In the business of hospitality different culture factors affect the behaviour of individual.
These are the people with same set of values and ideologies that belong to particular group or
community. Different culture of people affect the business of The Dorchester because consumer
has different choices according to their group and community.
Psychological factors:
It is major determinate of consumer behaviour, these factors are difficult to measure but
has strong presence that can influence the behaviour of an individual. Thus this factors can
influence and affect individual in different manner and The Dorchester should make their
services according to their consumers.
P2 Explore how consumer trends are changing due to the impact of digital technology.
Digital technology can be define as the tools, device, systems that helps in generating and
storing data and information. In today's scenario digital technology Is most useful function that
individuals are using in their daily works. In hospitality business there are several digital
technology that helps customers to use hospitality services from their home. Thus there are
several digital platforms that is affecting the business of The Dorchester. Below is various
factors that have impact on trends of consumer by using digital technology(Grimmer, Kilburn,
and Miles, 2016)
.
 Change in consumers desires: Digital technology has major impact on consumers using
hospitality facilities. It changes their demand and choice and affect the business of The
Dorchester. There are several new technologies that is changing the mind set of
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