Unit 19

HOSPITALITY CONSUMER
BEHAVIOUR AND INSIGHT

Table of Contents
INTRODUCTION...........................................................................................................................1
ACTIVITY 1...................................................................................................................................1
Define Consumer behaviour and factors (cultural, social, personal and psychological) that
influence hospitality industry consumer behaviour and attitude.................................................1
Consumer trend changes due to the impact of digital technology...............................................2
ACTIVITY 2...................................................................................................................................3
Consumer decision-making journey stages as well as their path to the purchase map..............3
Reasons because of which path to purchase mapping is important for marketers as well as
importance to understand consumer decision-making................................................................4
ACTIVITY 3...................................................................................................................................5
Differences between the process of decision-making in the hospitality industry for B2B and
B2C..............................................................................................................................................5
market research approaches and methods used for decision-making process understanding.....6
ACTIVITY 4...................................................................................................................................6
Ways in which marketers can influence the different stages of the hospitality process of
decision-making...........................................................................................................................6
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................9

INTRODUCTION
Consumer behaviour is one of the min aspect that influences business of hospitality industry
organization. Organizations need to understand factors that influences their consumers buying
behaviour as it can affect their overall revenue, sales and profit. These factors can influence
behaviour of consumers both positively and negatively (Monga and Kaplash, 2016). This
assignment will focus on consumer behaviour insight and analytics done by shift consultancy
organization. This assignment will lay emphasis on factors that affect consumer attitudes as well
as their behaviour, ways in which consumer take decision with detail description of consumer
decision-making journey, research about various stages of decision making process as well as
influence of market on consumers process of decision making.
ACTIVITY 1
Define Consumer behaviour and factors (cultural, social, personal and psychological) that
influence hospitality industry consumer behaviour and attitude
Consumer behaviour can be defined as the way in which individual customers or group
select, use, dispose or buy goods or services in order to fulfil their needs, desire as well as
requirements (Mercade Mele, Molina Gomez and Garay, 2019). In hospitality industry study and
analysis of consumer behaviour is extremely important as it helps the hospitality organizations to
understand their customers requirements and needs and accordingly, they can bring changes or
improvement within their business in order to meet their requirements and needs.
Factors: there are various factors that can influence customers behavior as well as attitude but
out of all there are four major factors that are: social, cultural, psychological and Personal
factors. These four factors that affect brand preference of consumers.
 Culture: it is one of the main factors that influences customers attitude as well as behaviour.
Society norms, values, rituals, language etc. influences customers preferences, attitude and
behaviour. Society in which customers live in helps in developing their habits, expectations
as well as their perception towards a certain product or brand.
 Social: Social factor such as family, status, reference group, roles that affect consumer
behaviour as well. These factor influences purchasing decisions of customers both directly or
indirectly (Horner and Swarbrooke, 2016). Reference group to which individual belongs to
like workplace, residential place etc. influences them as well as their decision. Many times,
these reference groups become one of the main reasons for individuals to maintain their
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