Understanding the Consumer: Factors Influencing Behavior in Hospitality

This presentation delves into the various factors that shape consumer behavior in the hospitality industry, including cultural, social, personal, and psychological influences. It also examines how consumer trends are evolving with the impact of digital technology. Gain insights into understanding and predicting customer demands and expectations in the hospitality sector.

Understanding the consumer

Table of Content
 Introduction
 Different cultural, social, personal & psychological factors that
influence consumer behavior & attitudes in hospitality context
 consumer trends are changing due to the impact of digital technology
 Conclusion
 References

Introduction
Customer behavior is part of
organization and individual study
that is part of selection of
products and services according
to customer needs. is analysis of
the different level of decision
making in hospitality industry.

Different cultural, social, personal &
psychological factors that influence
consumer behavior & attitudes in hospitality
context
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 factors: It includes the segment of people with a same set of s
and values that are part of a particular community. These are divided in
three parts:

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Buyers culture: Cultural factors includes values, beliefs and customers of
members of society.
Customers sub culture: It consist of the cohesive groups that are part of
sub culture based on commonly shared values, experiences and beliefs
that are developed as part of communities.
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.

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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. It consist of:
References: It these groups human beings are having specific values,
behaviours and attitudes.
Family: It is based on health status, lifestyle, family backgrounds of
individuals.

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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, millennial
generation posses a different set of demands according to which their
way of purchasing of product is different.

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Psychological factors:
Consumer behavior is also affected by various psychological factors
such as:
Motivation: A human being is motivated to make a purchase if it is part
of their basic necessity and their survival is not possible.
Perception: If the customer posses a perception that it is necessary to
purchase a specific product then they will be surely making a
purchase of the product.

consumer trends are changing due to the
impact of digital technology
There are some consumer trends that are affecting the consumer behaviour
as mentioned below:
Digital media technology: With the changing times digital media has
completely revolutionized the way marketing and promotion of brands
is performed by hospitality industry.

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With the evolution of Social media applications the digital media has
also affected the way customers are perceiving the value of brands.
In case of Ritz London the overall review of customers on such
social media applications, customer ratings are affecting the
customer opinion according to such posts on social media
platforms such as snap-chat, Facebook, Instagram, LinkedIn.

Consumers getting affected by trends of
digital technology
Consumer trends have changed in a way from face to face relations
as there is improvement of customer satisfaction that is because
of the requirement of customer for higher satisfaction and there is
picking up from digital floor plan and there is requesting of
upgrades.
There is timely integration of technology in hospitality services as
there is rewards to loyal customers.

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There is integration of technologies for higher service automation,
fixed mobile convergence. Location based services, connection
of meeting rooms, mobile applications, chatbots that are lading
to better guest experience further creation opportunities across
hospitality locations to be better innovators and differentiators.

Conclusion
It can be summarized from the above made discussion that in hospitality
brands it is necessary to develop insights of customer behavior so
that there can be proper forecasting of future customer demands and
expectations. It leads to timely and proper formulation of strategies
according to changing customer expectations. It is necessary to map
the purchasing path of customers so that the way they are making
decisions can be properly ascertain in the specified time period.

References
Dasgupta, S. and Grover, P., 2019. Impact of digital strategies on
consumer decision journey: special. Academy of Marketing
Studies Journal, 23(1), pp.1-14.
Dadwal, S.S. ed., 2019. Handbook of Research on Innovations in
Technology and Marketing for the Connected Consumer. IGI
Global.

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