Hospitality Consumer Behaviour and Insight

This assignment analyzes the different cultural, social, personal, and psychological factors that influence consumer behavior and attitude in the hospitality industry. It also studies how consumer trends are changing due to the effects of digital technology. The levels of consumer decision-making journey and the importance of mapping the path for marketers are discussed. Additionally, a comparison is made between the decision-making process in B2B and B2C in the hospitality industry. The approaches of market research and methods for decision making are also evaluated.

HOSPITALITY
CONSUMER
BEHAVIOUR AND
INSIGHT

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK 1 ...........................................................................................................................................3
P1 Analyse different culture, social personal and psychological factors that influence
consumer behaviour and attitude............................................................................................3
P2 Study how consumer trends are changing due to effects of digital technology................4
TASK 2............................................................................................................................................5
P3 Analyse the levels of consumer decision making journey and map a path to purchasing.5
P4 Look why it is essential for marketers to map the path in order to purchase and understand
the consumer decision making...............................................................................................6
TASK 3............................................................................................................................................7
P5 Comparison between decision making process in hospitality in B2B and B2C...............7
P6 Approaches of market research and methods of research for decision making................8
TASK 4 ...........................................................................................................................................9
P7 Influence of marketers on different stages of decision making........................................9
CONCLUSION .............................................................................................................................10
REFERENCE.................................................................................................................................12

INTRODUCTION
Consumer behaviour refers to the perception of buyers which represents attitude, pattern
an all other factors during purchasing of product or service. It is based on actual basis of a end
user, which takes place in market by any organization to formulate appropriate strategy. In this
assignment a Hilton corporation is selected in order to understand the different culture , social
factors that influence consumer behaviour. This is a multinational hospitality company, founded
by Conrad Hilton in 1919. It's headquarter is situated in Tysons Corner and Virginia, united
states(Chang, 2018). This report will discuss about stages of consumer decision making,
changing consumers methods and comparison in B2B &B2C. Further more it evaluates different
method of market research that is followed by the rule of marketers in attracting and influencing
hospitality industry for decision making process.
TASK 1
P1 Analyse different culture, social personal and psychological factors that influence consumer
behaviour and attitude.
Consumer satisfaction means the level of acceptance and awareness of product or
services for a buyer. It is an emotional response of consumer that they receives from the quality
and performance of product. There are various factor such as cultural, social and personal that
influence the behaviour and attitude of customer.
Cultural factor: it is important in assessing consumer behaviour and attitude with regards
to product or service. This is the basis factor the easily influence needs and demands of
consumer. This factor include culture, wants, preferences, behaviour, perception and liking of an
individual. Every culture factors holds a small sub culture, social class and culture which gives
the different approaches of socializing and different identification. In which subculture share the
the same set of beliefs and values. Sub culture can consist people of different religion, caste and
nationality(Dixit, 2017).
Social factor : Human are social being that involves family, group of people , role and
status of which affects behaviour and attitude of buyer. Human always try simulate other human
and want to be socially accepted by society. Important part of this factor that influence consumer

behaviour are family, neighbour, friends, reference group, role and status. In which family plays
an important role in formative buyer action of individual.
Personal factor: The personal factor is differ from person to person. It includes age,
income, occupation and lifestyle. Consumers always buy that product which they can afford.
Consumer always attract towards lower cost price product compare to higher rates. They easily
evaluates the size and prices of product which is offered by company. When consumer leads a
healthy lifestyle then the product chosen by them will be related to healthy instead of junk.
Psychological factor :It is the leading determinant of consumer behaviour although it is
difficult to find out but powerful enough in order to influence the attitude of customer. Some of
important element that it include are motivation, perception, learning, attitudes and beliefs.
Consumer perception means, a customer gathers info about any product and interprets that info
to make a meaning full image about that product. When a consumer see promotion,
advertisement, review of other consumers then they made their perception about that
product(Gursoy, 2018).
P2 Study how consumer trends are changing due to effects of digital technology.
In this Morden world, several digital technologies that are getting on board. In which
internet is the primary tool that influence huge number of consumers. It has had a great impact
on buyers behaviour. In context of Hotel Hilton they uses social media, online options and many
more option of digital marking technique for promoting their services. In which they offers
various discounts and offer packages that influence so many people. Through digital technology
people can book their tickets online by using websites of company or by using various app such
as make my trip, go ibibo, Trivago etc.
consumers can gives their review about their hospitality which helps company to
determine whether they are satisfying their buyers or not. Along with it people can upload their
trip picture which is help for others in order to determine the useful of that service. There are
numerous way where people or consumer can upload their feedback about hospitality of Hilton
Hotel like by mentioning on website page. As well as they can fill feedback form in hotel itself
during checkout. Which aids both consumers and company.

TASK 2
P3 Analyse the levels of consumer decision making journey and map a path to purchasing.
Consumer decision making refers to selection of best option in alternatives which fits
their needs for consuming any services. In this consumer need to research and compare all
alternatives before taking any services. There are various factor that influence the behaviour of
consumer which is already discussed above. It includes various steps to buy a specific product or
service and these are obstinate below:
Problem recognition: It is the primary step in order to determine the problem or need of
service or product. This will arise when consumer wants to go for anyone week trip and that time
they need to stay for whole week. For a company it is important to determine the need of
consumer for fulfilling their demands.
Searching of Information : In this stage people gathers or collect information about
service or product which they wants to consume. In context of Hilton they uses various ways to
promote information about their company which aids buyers to collect info about it. In this
company also uses personal contact to assist buyers about services of their corporation. In
context of Hilton their consumers always search about offers and quality of services(Jauhari,
2017).
Evaluation of alternatives; At this point of consumer decision making process, potential
buyer made criteria for product and service. In which they come out with several option by
which they need to select only one option that meets to their set criteria. It is an important step
for any consumer in order to select best options.
Purchase of decision about product- Once getting all information including feedback of
previous consumers. Prospective consumer have made their mind or take final decision to
consume selected service or product(Woodside, 2017). In context of hotel Hilton, consumer
devise their final decision to stay there by reviewing the feedbacks and offers provided by
company.
Post purchase evaluation: It involves the reflection of user and vendor. This is the last
step where customer rates product or service based on satisfaction level. In this consumer
identifies that they meet with their needs or not, are they happy by using that service.

In context of Hilton, it is hospitality corporation that provides services to customers. It is
necessary for them to create or find a path for satisfying their consumers. In which the factors
that are valuable for mapping is described below:
Pre purchase- it refers to finding a hotel for staying during trip of week. In this every
end user will search for good quality service with offers(Kamruzzaman, 2020).
Purchase- In this several option are available for a consumers for staying during trip. In
which consumers made final decision to book tickets for best option. In which Hilton provides
best holiday package offer to their consumers for staying there.
Receive- In this consumer receive all hospitality which is offering them during booking
of tickets. It is important to satisfy the demands of consumer. In this stage so that firm can expect
more from them to come and use their services in future too.
Post purchase- In this end users mainly focusing on rating the services whether they are
satisfied to use that service provided by Hilton. By this they will get to know about usefulness of
that service in context of their buyers. For this Hilton took feedback from all their consumers
during check out.
P4 Look why it is essential for marketers to map the path in order to purchase and understand the
consumer decision making.
The main motive of any organisation in term of consumer is to provides satisfaction and
fulfil buyers needs. It can be easily achieved by understanding the trend and preferences of end
user towards product or service as well as by identifying the factors which influence the
behaviour of consumer. Hence it is essential for company to map the path of purchase for along
with understanding the consumer decision making process. The mapping of marketers is as
follows:
Increase ROI- In order to reach or grab large number of buyers, marketer need to map
the path and they can carry out by using several ways. For doing this it is important to considered
some aspects for changing the attitude of consumers towards service or product(KEI, 2018).In
context of Hilton they have high rate of return through giving customized of services to their
consumers.
Integrated consumer data and continuous engagement- Hilton corporate ensures that
they have all need data and service in order to maintain potential consumers. They categorises
their user into various group according to the behaviour and attitude of consumers. That aids firm

to provide special services to their prospective buyer for satisfying demands. Along with it this
map is important for dividing the activities related to decision making process of buyer towards
goods and services. The levels of diving activities is as follows:
Extensive problem solving- It is need when product or services are new for the
consumer. This will took more than expected time of consumer to devices decision.
Limited problem solving- At this part consumer have good knowledge and information
about product and services as well as the alternative options are also present in market. Time
need for this is only based on the perception of consumers about product.
Routine problem solving- this is the level where buyer already experience the service
and quality of product. So the buyer have very good info about that product.
TASK 3
P5 Comparison between decision making process in hospitality in B2B and B2C
There are two kind of models which can be use by business. These are B2B and B2C
process. These models are those which are used by organisation to achieve its business
objectives. Both of these function are different to each other. A caparison in both these models
is mentioned below:
Basis B2B B2C
Meaning This can be define as that function in
organisation which is related to selling
goods and services from business
organisation to business organisation.
In this function the goods and services
are exchanged between organisation
and end customer(Tasci, 2018).
Customer In relation to this prime customer of
organisation are those business
organisation which rely on supply of
firm. These are small restaurants,
hotels and travel company.
Under this those individuals are
consider as an effective customer, who
are those end user of product and
services offered by organisation.
Focus Here, focus of organisation is to
increase relationship between different
business enterprises so that effective
Under this main focus of organisation
is to attract customer and maintaining
customer for long period of time . So

distribution channel can be
established(Koc, 2019).
that fir ca achieve business objectives
according to requirement of business
objectives.
Relationship In this organisation tries to
maintaining relationship between
retailer,wholesaler and other supplier
and customer of product so that it can
achieve its business objectives.
Here organisation tries to maintain
good relations with those individual
who are purchasing products of
organisation in current market. This
function is performed by organisation
to achieve business objectives.
Examples Travel Pro, OYO rooms etc. Marriot, Travelodge, Hyatt etc.
P6 Approaches of market research and methods of research for decision making
There are various approaches which can be use by organisation in relation to achieving
business objectives ans maintaining functions. These are helpful for firm in managing there
decision making process and achieving business objectives. These are also helpful in
identification of current market situation. Some of these approaches are mentioned below:
Under this research these is use of secondary data sources to collect all that mandatory
information which can be use to achieve business objectives of B2B model
organisation(KULAR, 2017). In relation to this , it can further define as that data which is
available in market in secondary form. This is liability of market researcher to use and analysis
the data in appropriate manner so that a effective conclusion can be formulated. There are
various approaches which can be use to collect data on secondary basis. Some of these
mentioned below:
Government agencies- This includes that method which is widely used by organisation for
collection of data. This is because it helps researcher in getting authentic information which to
achieve the objectives of task. These data are provided by various government official sites and
department to be use by organisation after getting permission. This is reliable data because it is
authentic and accurate in nature.

Publications-: There are many ways to gathered the information like magazine, newspaper and
internet so it lot of help to the marketer. This information helps the marketer in order to gathered
the data which is related to market about the taste and preferences of the customers(Chang,
2018). It is secondary data which is collected by different medium so must be authentic and
provides a valid information. It also influences their relationship between the manufactures and
intermediaries.
Market research-: Market research is important for any organization which is related to
research conducted B2C. It Is collected primary data or first time collected which is more
reliable and authentic. It is help to determine the market trend and customer preference so fulfil
the requirements of the customer. There are various method to collected the primary data which
is discuss below:
Questionnaire-: It is method collection of primary data and it is very effective manner.
Organisation use this method very frequently in order to reached the potential customers. It is a
process which is specific set of questions papers and this papers is distributed among the
customers. It is required to fill it by the customer and give response or feedback through this
questionnaire. Research team examine each feedback and that information transfer to the
marketer in order to understanding the needs and demands of the customers. Respond is matter
lot for the marketer because it is easily achieved satisfaction of the customer. Once a examine the
feedback so give the idea about the customer preference and taste. It also impact the sales and
profitability of the company(Pappas, 2019).
Interviews-: Interview is another methods to take feedback of the customer but this
method not frequently used by the organisation. It generally takes those organisation in order to
change the existing products and developed new products. They ask specific questions which is
related to product & services and research team take response in order to focus on such
problems. This response is deliver to the marketer in order to improve the product and services,
improves productivity and increase the customer segment. Accordingly marketer plan the
strategies to satisfy the need and demands of the customers.

TASK 4
P7 Influence of marketers on different stages of decision making
Marketer impact directly on different stages of customer decision making process because
it include all those services and products which are required by customer to satisfy these needs
and requirement(Tasci, 2017). These impact are discussed below:
A Problem or a Need: this is first stage in this process where customer identify the
needs and requirements to buy product and services form market. Here marketeer impact on
buying decision of customer by use of marketing function. By use of marketing tool, marketer
tries to use advertisement an other promotional tools which attract customer to the product.
Information Search: This is second stage in this process where customer tries to find
product and services which are best suitable to solve issues related to customer needs and
requirement. In this stage marketer influence customer decision marking process by proving
variety of product and services. This helps organisation in attracting customer and impact on
decision making ability of organisation(Rather, 2019).
Evaluation of Alternatives: in relation to this stage organisation is suing those products
and services which are useful to achieve personal satisfactions. These are those alternatives
which are evaluated and identified by individual in prior stage. This is useful for organisation to
achieve its target as marketer use to provide attractive offers to individual which can be use to
achieve business objectives.
Purchasing Decision: this is second last stage in process of buyer decision making
process. Under this stage buyer has to make decision related to achieving business objectives.
This approach is useful to archive business objectives and can be perform in effective way. Here.
Marketer use live advertisement and sales man coaching to influence decision-making ability of
individual at the time of purchase decision.
Post-Purchase Evaluation: This is last function in this stage where customer perform
post purchase evaluation. This is related to last level of satisfaction in mind of customer to
achieve business objectives for long time (Tanford, 2016). Under this market use to provide
manual and written instruction which help customer in developing positive perception about
product and services and help firm in achieving its business objectives.

This can be seen from above that there are variolous stages which are related to decision
marking ability of individual but these are directly influenced by marketer by help of various
tools and technology.
CONCLUSION
From above report it has been concluded that it is very essential for any organisation
know about the buying behaviour of consumers along with preferences and trends and how they
influences while purchasing any product. In which there are various factors by which end user
get influences and change their mind for product. Moreover there are various methods to attract
people for towards their service and product. For this firm need to update their services by using
digital technologies. It is a necessary to do market research in order to extract the reliable
information of market for achieving goal of company.

REFERENCE
Books & Journal
Chang, S., 2018. Experience economy in the hospitality and tourism context. Tourism
management perspectives, 27, pp.83-90.
Dixit, S.K. ed., 2017. The Routledge handbook of consumer behaviour in hospitality and
tourism. Taylor & Francis.
Gursoy, D., 2018. Future of hospitality marketing and management research. Tourism
Management Perspectives, 25, pp.185-188.
Jauhari, V. ed., 2017. Hospitality marketing and consumer behavior: Creating memorable
experiences. CRC Press.
Kamruzzaman, M., 2020. What Disgusts Consumers in the Hospitality Industry: The Consumer
Reaction to Environmental Contamination Model [Summary].
KEI, L.M., 2018. CONSUMER INVOLVEMENT, CONSUMER ONLINE ENGAGEMENT,
AND CONSUMER LOYALTY IN AIRLINE AND HOSPITALITY SERVICES
AMONG GENERATION X AND Y.
Koc, E., 2019. Service failures and recovery in hospitality and tourism: A review of literature
and recommendations for future research. Journal of Hospitality Marketing &
Management, 28(5), pp.513-537.
KULAR, N.K., 2017. Creating Memorable Consumer Experiences: Insights from the Hospitality
and Tourism Industry. Hospitality Marketing and Consumer Behavior: Creating
Memorable Experiences, p.2.
Pappas, N., 2019. The complexity of consumer experience formulation in the sharing
economy. International Journal of Hospitality Management, 77, pp.415-424.
Rather, R.A., 2019. Consequences of consumer engagement in service marketing: An empirical
exploration. Journal of Global Marketing, 32(2), pp.116-135.
Tanford, S., 2016. Antecedents and outcomes of hospitality loyalty: A meta-analysis. Cornell
Hospitality Quarterly, 57(2), pp.122-137.
Tasci, A.D., 2017. Consumer demand for sustainability benchmarks in tourism and
hospitality. Tourism Review.

Tasci, A.D., 2018. Testing the cross-brand and cross-market validity of a consumer-based brand
equity (CBBE) model for destination brands. Tourism management, 65, pp.143-159.
Woodside, A.G., 2017. Solving the Core Theoretical Issues in Consumer Behavior in Tourism',
Consumer Behavior in Tourism and Hospitality Research (Advances in Culture,
Tourism and Hospitality Research, Volume 13) (pp. 141-168). Emerald Publishing
Limited.