Hospitality Consumer Behaviour & Insight

Hospitality consumer
behaviour & insight

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK1.............................................................................................................................................1
Covered in PPT...........................................................................................................................1
TASK2.............................................................................................................................................1
P3: Explain the stages of consumer decision-making process and map a path for purchasing of
hospitality services for Rosewood London.................................................................................1
P4: Inspect why it is important for marketers to map a path to purchase and understand
consumer buying process in hospitality sector............................................................................2
TASK3.............................................................................................................................................3
P5: Compare the differences of hospitality decision-making process of consumer with respect
to business to customer and business to business......................................................................3
P6: Assess the different research methods and market research approaches used for
understanding the decision-making process................................................................................5
TASK4.............................................................................................................................................6
P7: Estimate how marketers can effect different stages of hospitality decision-making process
with examples.............................................................................................................................6
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................9

INTRODUCTION
The friendly relationship between host and guest is considered as hospitality, where host
welcoming and receiving the guest with compassion and kindness (Understanding the
Hospitality Consumer, 2020). Its aims is to assist, entertain and protect visitors or guest while
travelling. Consumer behaviour is defined as the process of studying behaviour and attitude of
someone while selecting, buying, using and disposing of goods, ideas, products, services and
experiences to fulfil needs and wants (Understanding the Hospitality Consumer, 2020).
Rosewood hotel is one of the grand and gracious hotel of United Kingdom. It is a 5 star
hotel of London which provides luxuries accommodations. Organisation offers easy booking at
reasonable & refundable prices, airport transfer in luxury cars, use of natural oils for spa, luxury
suites and rooms, safety & security etc. which provides comforts of private residence.
In this report different factors affecting consumer behaviour in hospitality, changes in
consumer trends due to impact of digitalisation are discussed. Further stages of consumer
decision making process and its importance for mapping a path for buying of hospitality services
are explained. In addition key differences of hospitality decision making process in context of
B2B and B2C described with comparison, research method and approaches for above process
and hoe markets can influence the process are also considered in the report.
TASK1
Covered in PPT
TASK2
P3: Explain the stages of consumer decision-making process and map a path for purchasing of
hospitality services for Rosewood London.
Consumer decision making is defined as the process with the help of which consumers
selects the most appropriate products and services out of various alternatives (Jauhari, 2017). It
consist of series of phases that a consumers goes through in order to fulfil the needs and wants
are explained below :
1. Recognising the need : This is the first stage of decision-making process of consumer.
In this stage the need and requirement of a product is occurs. It states that actual purchase is
happened when a consumer recognise their need for a product or service.
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2. Searching information : Second stage of consumer decision-making process is to
searching and seeking informations about the required product and service from company's
internal sources or from outside environment.
3. Evaluation of alternatives : The third stage of consumer decision-making process is
to evaluate the other alternatives of products and service. In this stage consumer closely examine
the available options in terms of price, quality, services etc. & selects the best deal.
4.Decision of purchase : In fourth stage of consumer buying process consumer decides
as what to buy and from where to buy to fulfil desire. Purchase decision is based on reviews,
recommendation, personal knowledge and requirement of a buyer.
5. Post purchase : This is related to the after purchase behaviour of consumer such as-
feels, thinks and acts regarding purchased product or service (Hofacker, Malthouse and Sultan,
2016). It is related to accessing whether consumer is happy with purchase or not.
These are the five stages of consumer decision-making process. Marketers of Rosewood
London should access the needs of customers and promoting and marketing their products and
services in such a way that meets the needs of costumers.
Stages of customer journey :- Consumer's buying journey gone through five phases of
awareness, engagement, evaluation, purchase and post- purchase. It is important for marketers of
Rosewood London to promote its products and services everywhere so as to develop brand
awareness of organisation in a dynamic way (Altinay and Taheri, 2019)(. Marketers of
respective organisation should done proper research to identify consumer needs and evaluate
effective strategies to engage more customers. It is important to offer good quality of products
and better services as compared to competitors in order to strengthen the purchase decision of
consumer. So they can feel satisfaction after purchasing of the products and services of
Rosewood London.
P4: Inspect why it is important for marketers to map a path to purchase and understand consumer
buying process in hospitality sector.
Path of purchase described as the series of channels used by consumers in respect to
convert into purchase. For instance information from e-mails, websites, apps, loyalty programs
etc. mapping of consumer journey is a visual presentation of consumer buying process. It helps
in identifying whether customer interacts with business through live-chat, apps, e-mails or any
other medium. It is important for marketers of Rosewood London to understand the process of
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