Understanding the consumer----

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Understanding
the consumer

Table of content
 Introduction
 Different cultural, social, personal and
psychological factors
 Consumer trends on the basis of digital technology
 Conclusion
 References

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.

Different cultural, social, personal
and psychological factors
There are some of the factors that are part of
overall consumer behaviour and are affecting
their changing perspective towards different
types of customer services in the hospitality
industry.

Cultural factor
Cultural factors: It includes the segment
of people with a same sets and values
that are part of a particular community.
These are divided in three parts:

Social factor
 Social class of customers: It consist of individual state of
changing preferences and compose of a social class such
as lower class, middle class, working class.
 Social factors:
 It incudes the different types of individuals that have
different behaviours and preferences. Each individual has
to perform the activity that is acceptable in the society.

Personal factors
 Personal factors:
 These are the factors that are part of personal prospective
of customers. These factors are according to opinion and
perspective of customers.
 Age: It is the factor that is influencing the buyers. Elder
aged people are having a different approach while
purchasing of product.

Psychological factors
Psychological factors:
Consumer behaviour is also affected by various
psychological factors such as:
Motivation: A human being is motivated to make
a purchase of part of their basic necessity and
their survival is not possible.

Consumer trends on the basis
of digital technology
 Digital media technology: With the changing times
digital media has completely revolutionised the way
marketing and promotion of brands is performed by
hospitality industry.
 With the evolution of Social media applications
the digital media has also affected the way customers
are perceiving the value of brands.

Continued..
 further the way customers are responding to their
social media posts affects the mind set of future
prospective customers.
 Management team of Ritz London is focussing on
lying down of indirect communication with their present
and future prospective customers that is helping them
in converting the leads in final customers.

Conclusion
It can be summarized from the above made
discussion that in hospitality brands it is
necessary to develop insights of customer
behaviour so that there can be proper forecasting
of future customer demands and expectations.