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

This article discusses the influence of culture, social, personal, and psychological factors on consumer behavior in the hospitality industry. It explores the stages of the consumer decision-making journey and emphasizes the importance of mapping the path to purchase. The case study focuses on Hilton Hotels and their approach to understanding and catering to customer needs and preferences.

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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M1. Analyse how culture, social, personal and psychological factor that influence customer
behaviour and attitudes.
Through involvement practises of social, culture, personal and psychological factor
depicts about consumer behaviour as well as their perception to approach product and services.
For example: To delivering services and product Hilton Hotels needs to rectify or measure
people's social. Culture, personal and psychological background as it plays important role in
customer buying behaviour. Culture influence through rituals, religion and norms towards
product and services. Social background helps to provides information background related with
customer's in terms of class or status middle class or high class, all these references matters for
buying product and services, Personal and psychological these generates information about
buying behaviour as well as motivates people to ensuring their needs get fulfilled.
P2. Explore how consumer Trend are changing due to impact of digital technology.
Consumer trends are changing as it is adapting new technologies and innovation for
providing better services to customers in hospitality. Further discussing in context of Hilton the
evolving customer trends and its impact on hospitality sector. Technology that Integrates : It defines how the technology tools has been used for
productive working process. By using devices like computers, mobile devices, digital
cameras, social media platforms and the internet. Hilton is been offering a digital room
selection and digital check-in services to their guests. They can choose their exact rooms
by digital floor plans from their mobiles and desktops (Gupta, 2019). Customer
interaction has been reduced but customising their stay in hotel can create client
satisfaction. It is easy to access thus convenient way for bookings which leads to
contactless hospitality. The hotels have systems where they can save customer's
preferences and needs. If the guest make bookings again then the staff can accommodate
them suitably which enhances their experience and productivity. Customers can ask guest
to fill feedback form to gather the data which helps in providing best services to the
customers. Introducing digital Key : It refers to the key which will work virtually on all desktops
with a USB port including Macs and laptops. Hilton is providing digital keys to
customers which is attached to a specific phone and cannot be connected to another
device (Gursoy, 2018). It helps in enhancing customers services and experience which
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will lead to client satisfaction. In hotels it increases security system as the keys are
assigned to them digitally. This technology can provide convenience and quicker services
as guests gets easy check-in to their rooms. Recognition technology : Facial recognition is a system capable matching a human face
from a digital image. Hilton is been using this level of check-in identify confirmation.
This helps in identifying guests during check-in, and to allow them to have access for
dining. The main objective is to identify which rooms are available for check-in for guest.
It gives easy access to guest for their hotel room which reduces time (Hlee, Lee and Koo,
2018). Customers can authorise payments and perform transactions with no interaction
with the team.
 Social media platforms : It refers to the networks which are been used for introducing
brand, expansion of customer base, increase sales and can create awareness about
company. The leading social media platforms are Facebook, Instagram, Twitter ,
LinkedIn , YouTube. Hilton has been using these platforms for customer satisfaction by
responding to their queries and by conducting several events on social media platforms
which helps in audience-building (Islam and Kirillova., 2020). Hotels can showcase their
property by personal walking tour by managers which helps in encouraging sales and
professional networking.
It also helps in driving traffic on the hotel website which will promote destination content. In
Hospitality it helps to connect with customers can inform them about easy to access
technologies. Artificial intelligence can help hospitality industry to increase its growth and
success.
Task 2.
P3. Examine the stages of consumer decision making journey in hospitality industry of path
purchasing.
In Consumer decision making process involves consumer to identity their needs, gather
information, scrutinize different type of alternative and making buying decision fulfilled. As per
consumer behaviour must consider overall factor through economic and psychological factor and
influenced through environment factors like social and culture values (Kandampully., Zhang,and
Bilgihan., 2015). This practise of consumer decision making allows in Hilton Hotels that support
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to measure product and services which attain needs and wants. In following there is explantation
of consumer behaviour of buying decision process:
Illustration 1: Consumer Buying decision making Process, 2018
Source: Consumer Buying decision making Process, 2018.
 Need For Recognition: This first stage of decision making customer are involved and
measured their needs to product and services perspective. It derives about to actual
purchase is happen when customer identifies their needs.
 Information Gathering: The Second stage, after identifying need through customer they
must collect information which is related to that particular need or having required in
product and services from internal and external sources through outside market
environment (Rather and Hollebeek,, 2019). The information should contain reliable
information which can related to customer needs fulfilled effectively.
 Evaluation: According to third stage, this comprise about to conducting consumer
decision making process to interpreted or evaluate information in different situation to
assess weather that information is useful or not. The criteria of evaluation is considered
as per price, quality and quantity basis.
 Purchase decision making: In fourth stage, this is one of final decision making which
reflects about customer finalise product and services (Sanjeev and Birdie, 2019). In other
words decision is formulated in context of buying product to attain desire. To
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implementing decision through consumer on the basis of review, performance, outcomes
and personal knowledge of buying requirement.
 Post Evaluation Purchase: This is one of last stage for decision making process that
elaborates about to mapping particular customer behaviour and attitudes after buying
product (Strandberg, Nath, Hemmatdar and Jahwash 2018). This factor of practise helps
to satisfied particular customer needs and expectation.
On above explantation of decision making process on basis of customer perspective in
which Hilton Hotels majorly presumes to their decision making through these five pattern Need
of recognition, information gathering, evaluation, purchase decision making and post evaluation
purchase. All these patterns focuses on customer behaviour in overall aspect about their thinking
process, requirement that refers about quality and excessive durability and resistance factor.
P4. Explore why it is important for marketers to mapping path purchase and understand
consumer decision making in hospitality sector.
It is important to all marketers specially for Hospitality marketing team to investigation
for path purchase of customer decision making, it relates with their perception and actual
preferences in perspective of product and services. Similarly, for Hilton Hotels, their marketing
or hospitality team assess market and customer about what kind of services and product they are
seeking which fulfil their needs and wants. Some of five steps which helps to creating consume
decision making path purchase.
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 Awareness: As per this stage, company enhance awareness about product and service in
market which attract and engage to customer by gathering information. For example: the
team of Hilton hotel, need to create awareness by well promote of product effectively
provide services to involve customer. Engagement: After creating awareness, organisation insists to provide specification
related with product and services that enhance to buy product through customer (Mariani
and Zhang., 2018). For example: the marketers of Hilton Hotels provides more
information related services like premium with services. Consideration: This factor defines to making attract and convince by providing unique
aspect of feature which relate to product and services that offers by Hilton Hotels. By
making influence to customer about product implement through services which
accomplish by hospitality as per customer expectation (Stumpf and Califf., 2018).. To
highlight those service which shows uniqueness or different from other hospitality
venture. Retention or Decision: In this stage, company offers different product specification
which relates with hospitality and customer retention as for long term period. The
marketing team of Hilton hotels put contributing their efforts to promotes brand in
effective manner where they can retain more customer such as social media platform.
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Illu
stration 1 : Path purchase of consumer behaviour, 2019.
Source: Path purchase of consumer behaviour, 2019.

 Post Evaluation: This determine about last stage where customer finalise their decision
making of product related and services. In perspective of Hilton Hotel and their team
evaluate along with findings about customer needs and wants satisfying. As customer
shares experiences, feedback and suggestion which helps to accomplish outcomes for
further development.
P2. Evaluate how marketer are responding to decision making process, applying relevant
examples from hospitality industry.
From every marketer decision making executed on basis of market environment situation
as they approach to introduce product and services different strategic manner. Their main motive
is to capturing or attaining customer where they could attain more customer retention. For
Example: Hilton Hotels will provide their services on basis of assessing hospitality market
environment in terms of food beverages, personal care with extra ordinary service to make
customer satisfaction level increased.
D1. Critically evaluate the emerging trend in consumer behaviour and attitudes by using specific
example from hospitality industry.
To analyse consumer behaviour is important to concerned their needs and wants which is
related to hospitality services. As consumer approaches different platform through scrutinize
information related with measuring services quality, price related gathered information for
matching criteria. For Example : Hilton Hotels is facing less customer interaction due to internet
and digital marketing appears in competitive marketplace, mobile phone and other digital related
technology changes customer behaviour effectively.
Task 3.
P5. By differentiate contrast between B2B and B2C in process of decision making by
assorting specific hospitality examples.
Basic B2B B2C
Meaning It stands for business to business,
this situation arises where one
business that makes commercial
This stands for business to
customer in which business
majorly deals with customer in
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transciation between tow or more
business. For Example Hilton hotels
is Owned by HNG group where they
have business related terms.
perspective of selling products
and service. For Example: To
recommending best premium
hospitality services by Hilton
Hotels.
Customer Their trading is only with business
to business or organisation with
other venture (Radojevic, Stanisic
and Stanic., 2015). For example:
Marketing team of Hilton Hotels
commence to provide clients which
increase the internal as well as
external business.
According to this business they
mainly deals with unlimited
customer who looking for
exploring services. For example:
Hilton hotels approaches their
customer who shows their
intention towards premium
services of hospitality.
Focus As they purpose to building more
relationship with buyers, suppliers
and with other business organisation
for more market share as well as
profit maximisation.
Through business to customer
towards manufacturing and
having purpose to fulfilling
customer needs and wants.
Price differentiation In B2B, customers agrees to place
large order who negotiate in special
aspects for pay different prices to
other customer based. The
transciation require more complexity
in business system.
Business to customer defines
about those customer who buys
products from paying similar
prices to compare with customer.
Relationship As for Business to business is
having relationship with
manufacturing, suppliers and
retailer. It because organisation is
only having business which also
analyse to earning aspects for
The business to customer is only
having relation between retailer
buyers where they communicate
with product development.
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maximisation profit.
Decision making For Business to Business properly
structured along with planning and
evaluating needs which is necessity
for business requirement.
Customer made decision on basis
of their needs which comprises
important to fulfil through
connecting with their expectation
for accomplish. Some of other
factor like emotional mind state
matters in perspective of product
and services.
Target market The target market for Hilton hotels
is niche and small market in context
of satisfying consumer needs.
In other hand, Business to
customer their business related
target where market tend to
focuses on large property with
attracting more customer through
high service quality.
Buying Decision
process
In Business to business, the buying
procedure of hospitality venture is
more longer and differentiate
alternative process to decide about
how to buy product and services.
To measuring of different
alternative in perspective of
customer are approach small
steps to approaching product. For
example: Hilton Hotel
responsibility to deliver product
in variable range in terms of
quality and price (Ro ., 2015).
This could helps to buyers as
they can decide their product
effectively.
Examples The business to business which
creating highlight in aspects of
business related marketing,
promotion activities, collaboration
For business to customer
elaborate example to deals with
automotive, retail industry and
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with other business investment etc. household.
P6. Evaluate the different approaches to market research and method of research and method of
research used to understanding decision making process.
Business research is defines the process of acquiring detailed information of all business
areas and using information in maximizing the sales and profit with business related. Market
research is an organised efforts to gather information which derives about target market with
customer. Research is very essentials for every business aspects, it reflects about maintaining
competitiveness. In perspective of Hilton Hotels specify about method and approaches that helps
to marketers for decision making along with effective approach:
Method of Research:
 Primary Method: As per this method, researcher design structure where they enhance
direct involvement of data collection process. By utilising data of overall information
through contributing efforts from researcher by gathering systematic and authentic data
such as interview, feedback, group discussion survey related questionnaires. Through
these factor it support the marketing team of Hilton Hotels for better analysation with
exploring services quality of decision making.
 Secondary Method: According to this method, information related with relevant data
that helps to procure other form of information which is already existed. The researcher
of marketing in Hilton procure and scrutinize for utilising information related objective
from other sources like websites, social media, news related.
Approaches of market research:
By applying different approaches which is attain from Hilton Hotels that used to determine their
market research development such as: Questionnaire: It is form of written documentation in which set of question is framed
related with particular topic. To implement Questionnaire approach implies through
Hilton at the time of referring queries to gain more clarity about food and services and
hospitality services (Schütte and Ciarlante, 2016). The suggestions or review from visitor
matters to Hilton Hotel where they improvised their lack of performances for better
succession planning.
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 Group discussion: In this approach, it emphasis when group of people discussing or
sharing their view point on relevant topic for better analysation and optimise different
alternatives from situation aspects. As visitor or clients can discuss about the service
quality in group with hospitality manager for better improvement.
 Survey: Through this type of practise in which manager or hospitality team of Hilton
hotel encourage to conducts survey. For collecting reviews, point of view of people about
particular agenda (Park, Chae and Kwon, 2018). Survey generates mix outcomes nature
which also enhanced proper probability type of situation and provide satisfaction.
Different types of preferences along with customer demand enhance customer
satisfaction.
M3. Provide coherent and justified evaluation of how different factor influence hospitality
decision making buying behaviour supported by specific hospitality examples.
There are different factor which enhancing influence towards hospitality decision making
in terms of buying behaviour such as product quality, price discrimination, service level
individual buying attitude in terms of cost bargaining as well as other factor that presumes to
evaluate. For example: many consumer having their own perception to approach product and
service as per their capability like Hilton Hotels is a Premier based hotel in which manager are
looking forward to mapping consumer behaviour.
Task 4.
P7. Evaluate how marketer can influence the different stages of hospitality decision making
through examples.
Stages of customer decision making process.
 Need Recognition: This is the first stage that depicts about market perspective to seeking
out awareness which makes more oriented and it provide an ideas to marketers that how
they can manufacture or work on specific need.
 Information search: After getting analyse about need it provide beneficial to evaluate
and procure better information which helpful towards longer period of time. Information
is circulated around needs that provide specification about product or service.
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 Evaluation: Through measure the information then it must to evaluate to reduce the
uncertainty and reform in improvising form for better attaining need in productive
manner.
 Purchase: This is fourth stage where customer make up their mind about to finalize the
product and service which makes it provide them valuable product and service.
 Post Evaluation: As per this it is final stage where customer mapping their product and
service which provide that a particular product is providing positive outcomes or not.
Behavioral approach : Marketers perform this approaches to examine human behaviour in
the workplace. It highlights individual and group processes and identify need for practising
behavioural approach (Tontini and Bento, 2020). In context of Hilton this approach is been
used to determine individual workers behaviour and customer needs.
Cognitive approach :It refers to individual's thinking, perception , problem solving,
creativity and learning process. In perspective of Hilton it is applied to examine behavioural
aspects of consumers judgement which influences buying behaviour of individuals.
Approaches for marketers to evaluate consumer behaviour.
Pattern of Buyers: Marketers of Hilton explains the buying behaviour patterns of the
customers on the basis of consumer needs, product quality, the uniqueness of the commodity,
pricing and availability of product which directly makes an impact on customers purchasing
power. In hospitality this approach has been adopted to know more about the individual buying
behaviour influencing market. It further explains individual consumers behavioural variables for
better understanding of consumer's needs. Individual's behaviour that are caused by experience
and behaviour because of that consumer can develop positive and negative impact of particular
situation.
Leadership opinion : It derives that an individual influences others in any forms to
perform certain actions. In Hilton where marketers determines customers attitudes and actions to
experience the hotel services. They influences clients by their leadership qualities thus provides
them proper information about a particular product and services. It provides chain of command
while using the authoritarian leadership styles which creates better functioning (Xiong. and King
2019). Leaders should have certain skills for efficient communication with customers. They
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should be polite, idealized , intellectual, and individualized consideration, opinion , knowledge.
Leaders should be able to influence customers for experiencing certain services therefore makes
an positive relation with the clients.
M4. Critically evaluate how marketers infleunce each stage of decision making as per process of
reference.
In above section decision making process of marketer perspective, it creates more impact
on their business as well as other factors also plays important role. First, awareness, research,
consideration, evaluation and post analysation towards creates high impact influence decision
making in terms of designing strategies to implement product and service in competitive market
such as Hilton Hotel would approach different platform to making their product and services in
online as well as offline platform effectively. Other aspect which create impact such as culture of
people's create influence in different parameter such as behaviour and buying process that allows
marketer to approaching product and services as per accordingly.
D2. Critically evaluate the application of appropriate theories and model that influence and
impact upon Hospitality.
These factors explains the individual's buying pattern and elements influencing their
behaviour. Hilton marketers applies this approach to know customer's behaviour for supplying
better services to clients. It states consumers judgement influences the individual's purchase
power. Marketers determines factors effecting buying decision of consumers which creates
needs and affects the purchase process which can be on the basis of environmental, social and
psychological (Strandberg and Zhang., 2018). Each and every person has their own buying
process towards goods however can be influenced by definite factors depending on its effects.
Cultural diversity is also determining the customers preferences which defines their clothing ,
traditions and buying habits.
CONCLUSION
In above report Hospitality Consumer Behaviour and Insight which comes to conclude by
discussing different culture, social, personal and psychological factor which effects on consumer
behaviour as on religion, age, demographic to relate with hospitality organisation. Due to digital
technology impact changes consumer behaviour in terms of reaction and behaviour of buying
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product and services along with customer feedbacks, suggestion and service efficiency. By
creating challenges in situation of hospitality as per online services interaction and advanced
resources involvement high terms. To measuring path journey that helps to consumer behaviour
in buying pattern to facing different of challenges such as prices negotiation, product quality etc.
Importance of consumer decision making support to hospitality organisation to evaluate
particular consumer styles in terms of buying behaviour. Research method helps to understand
market along with different stages of buying behaviour customer create influence in hospitality
sector.
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4 important Factors that Influence
Consumer Behaviour, 2020. [Online] Available Through: Leadership or Management. Which is
more Important? Size<https://www.educba.com/4-factors-influencing-consumer-
behaviour/>.
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