Influence of Culture, Social, Personal, and Psychological Factors on Consumer Behavior in Hospitality

Hospitality
Consumer behaviour and
Insight

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Task 1...............................................................................................................................................1
P1. Investigate different culture , social, personal and psychological which influence
consumer behaviour and attitudes in hospitality context. ..........................................................1
P2. Explore how consumer Trend are changing due to impact of digital technology................3
Task 2...............................................................................................................................................4
P3. Examine the stages of consumer decision making journey in hospitality industry of path
purchasing...................................................................................................................................4
P4. Explore why it is important for marketers to mapping path purchase and understand
consumer decision making in hospitality sector. .......................................................................6
Task 3...............................................................................................................................................8
P5. By differentiate contrast between B2B and B2C in process of decision making by
assorting specific hospitality examples.......................................................................................8
P6. Evaluate the different approaches to market research and method of research and method
of research used to understanding decision making process.....................................................10
Task 4.............................................................................................................................................11
P7. Evaluate how marketer can influence the different stages of hospitality decision making
through examples......................................................................................................................11
CONCLUSION..............................................................................................................................12
.......................................................................................................................................................12
REFERNCES ................................................................................................................................14

INTRODUCTION
The term Hospitality defines a pour relationship between guest and host, to receive and
greet guest with better goodwill involving reception, food services, housekeeping department
and other kind of entertainment of guests, visitors and strangers. Another phase of hospitality is
reflect about behaviour to treat with customer as virtue of soul purity that emphasis the care for
humanity (Arunachalam and Kumar, 2018). Consumer behaviour is nature of human behaviour
study that elaborates about individual customer or clients as they approach to buy product and
services and reaction is measure by organisation in terms of attitude for individual.
As per this report, the organisation is taken Hilton Hotel company, is an American
multinational hospitality company that helps to manages services and other franchises. It was
founded May 31, 1919 in Cisco, Texas, United States and the founder Conrad Hilton. Hilton
having worldwide serving their hospitality services around 6,215 locations. Their revenue is
generates $8.90 billion among with number of employees 169,000 who contribute by providing
through services in better way (Dann Teubner and Weinhardt, 2019). In report topics are covers
about different culture, social, personal and psychological factor that influence consumer
behaviour. Impact of digital technology change consumer behaviour. Discuss consumer
behaviour decision making journey in purchasing in hospitality. By comparing key differences
between B2B and B2C with examples and different approaches of marketing research in decision
making process.
MAIN BODY
Task 1.
P1. Investigate different culture , social, personal and psychological which influence consumer
behaviour and attitudes in hospitality context.
The term Consumer behaviour as defines about basic information related with individual
behavioural pattern at the time of buying product and services. This study helps to understand
people's state of mind along with their preferences of like and dislikes as in product and service
related. There are some important factors in hospitality segmentation which relates to the Hilton
Hotels, where their team can assess customer behaviour and attitude in different situations:
Culture Factor: In this stage, culture plays vital role to consider consumer behaviour. As
it having two major elements such as
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 Sub culture which defines about group of people who having similar trait of values and
customer along with tradition. For Hilton Hotels their hospitality team can approach
customer on the basis of religion or nationality.
 Social Culture is only determined the society related of individual one, as it is important
to know about target people on basis of their class, for example: Hilton Hotels service is
tend to expensive, so they can target their premium customer.
Social factor: In this factor derives about buying behaviour of consumer in context of
preferences, references, social groups and roles status are play important role in social factor. References Groups: In this specific group tend to helps in form of potential personality
from about person which reflects attitude and behaviour (Dhir, Talwar Kaur and
Malibari, 2020). As it creating impact on significant group of references on basis of
product and services. For example: Hilton approach their customer through references of
other visitors.
 Status and Class: According to this factor, customer having their middle and premium
level of status or class which shows their standard of living. As per Hilton Hotels, their
service quality is quite expensive in nature where they approach high class of customer or
who having high power of buying.
Personal factor: On the basis of factor, it comprises towards affecting buying customer
behaviour which shows concerned towards customer buying pattern in terms of lifestyle,
economic situation, occupation and age. Thus, Hilton Hotels approach to those trait of customer
who having high credentials, age, occupation is matters. This aspects shows buying capacity of
service affordability.
Psychological factor: It defines towards buying affecting consumer behaviour which
usually follows through Hilton Hotels. There are four elements such as Motivators, Perception,
Beliefs and consumer behaviour (Dann, Teubner and Weinhardt, 2019). Motivators push their
efforts for buying behaviour for customer related. Perception reflects about individual or group
of people image related with product and services. Belief and attitude refers about culture or
some norms which plays important role at the time of approach services. Above elements is
highly considerable by Hilton Hotels to mapping their customer behaviour.
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