Understanding Consumer Behavior

This presentation provides an overview of consumer behavior, including the factors that influence it and the impact of digital technology on consumer trends. It focuses on the hospitality industry and how understanding consumer behavior can help businesses meet customer needs and wants.

UNDERSTANDING CONSUMER
BEHAVIOR

 Introduction
 Different factors that affect consumer behavior
 Consumer trends are changing due to digital technology
 Conclusion
 References
TABLE OF CONTENT

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.
INTRODUCTION

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.
DIFFERENT FACTORS THAT AFFECT CONSUMER BEHAVIOR

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.
 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.
CONTINUE….

 Cultural factors: In the business of hospitality
different culture factors affect the behavior of
individual. These are the people with same set of
values and ideologies that belong to particular
group or community.
 Psychological factors: It is major determinate of
consumer behavior, these factors are difficult to
measure but has strong presence that can influence
the behavior of an individual.
CONTINUE….

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.
CONSUMER TRENDS ARE CHANGING DUE TO DIGITAL
TECHNOLOGY

 Below are various factors that have impact on trends of consumer by using digital technology:
 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.
 Impact of Mobile Apps: In current scenario mobile app have assess to all most every individual they
are using this apps to reach hotels and restaurant. Mobile apps helps hospitality business by connecting
with more people and make them regular customer.
CONTINUE…..

 Improvement of consumer connections: Digital technology helps hospitality business by connecting
with them for long time. They use various social media platform such as Facebook, Instagram and
other applications that help them to enhance their connection with customers.
CONTINUE…

From the above information it can be conclude that understanding consumer behaviour is very important
aspect of hospitality business. With the help of analysing consumer behaviour organization can
understand needs and wants of their customer and how they can fulfil it.
CONCLUSION

 Cantallops, A.S. and Salvi, F. 2014. New consumer behavior: A review of research on eWOM and
hotels. International Journal of Hospitality Management, 36, pp.41-51.
 De Mooij, M. 2019. Consumer behavior and culture: Consequences for global marketing and
advertising. SAGE Publications Limited.
 Grimmer, M., Kilburn, A.P. and Miles, M. 2016. The effect of purchase situation on realized pro-
environmental consumer behavior. Journal of Business Research, 69(5), pp.1582-1586.
REFERENCES

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