Hospitality Consumer Behaviour and Insight

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.