Hospitality Consumer Behaviour and Insight

Hospitality Consumer
Behaviour and Insight

Table of Contents
INTRODUCTION ..........................................................................................................................3
LO 1.................................................................................................................................................3
Covered in PPT.......................................................................................................................3
LO 2 ................................................................................................................................................3
P3 Examine the stages of the consumer decision- making journey and map a path to the
purchasing for a given hospitality service..............................................................................3
P4 Explore why it is important for marketers to map a path to purchase and understand
consumer decision- making in the hospitality sector.............................................................6
LO 3.................................................................................................................................................7
P5 Compare and contrast the key differences of the hospitality decision- making process in
the context of B2C and B2B, using specific hospitality examples.........................................7
P6 Evaluate the different approaches to market research and methods of research used for
understanding the decision-making process...........................................................................8
LO 4.................................................................................................................................................9
P7 Examine how marketers can influence different stages of decision making process in
relation with hospitality..........................................................................................................9
CONCLUSION..............................................................................................................................10
REFERENCES .............................................................................................................................11

INTRODUCTION
Consumer behaviour is association of all activities which are carried by consumers in
form of purchase or disposal of goods and services. Consumer behaviour is known as the study
of individual and group of individuals in order to satisfy their needs and demands so as to reach
out to desired goals in prominent manner (Gibson and O’Rawe, 2018). Consumer behaviour is
having major impact over purchase and decision making over hospitality industry as this industry
is driven by customers only. Consumer behaviour is a term which is examining individual insight
and qualities which are possessed by consumers in respect of demographics, behavioural and
geographical aspects. This report is prepared in order to understand various concepts of
consumer behaviour in the background of Claridge's. Claridge's is a British 5 star luxurious hotel
chain which was established in 1856 and headquartered in UK. This hotel chain is known for
their royal art decoration and prominent designers room.
LO 1
Covered in PPT
LO 2
P3 Examine the stages of the consumer decision- making journey and map a path to the
purchasing for a given hospitality service
For organisation this is highly imperative that they predict consumer behaviour in such a
way that better understanding can be drawn due to which purchasing decision can be supported
by the individual (Bowie and Buttle,2011). In the context of Claridge's they are trying to evaluate
decision making of their customers by using process of consumer decision making and the same
is elaborated as under:

Problem recognition: This is the most prominent stage under consumer decision making
journey as without identification of problem and recognition of needs. This step is related with
recognising area and need for the product or services which is helpful in meeting standards and
performance criteria as well.
Information search: Under this stage various information is being searched by taking assistance
of different sources. For example if a customer is willing to book a hotel room then he will seek
information from many hotels and look after to their quotations along with service quality and
efficacy. This is an external approach under which numerous aspects are being checked by
customer to make their purchase decision (Dixit, 2017).
Evaluation of alternatives: This is the third stage within consumer decision making process
under which various brands are evaluated by them on the basis of different attributes in order to
meet their purpose. This is a very crucial stage under which customer is comparing various
brands according to their criteria and the brand is most suitable for them can be selected by them
as this is fitting within their needs and demands (Carlos Hidalgo,
2018).