Analysis of Consumer Behaviour in the Britannia Hotel

This report provides a comprehensive analysis of consumer behavior within the hospitality industry, using the Britannia Hotel as a case study. It explores the various factors influencing consumer behavior and attitudes, including cultural, social, personal, and psychological aspects. The report examines how digital technology is changing consumer trends, such as service automation and location-based services. Furthermore, it undertakes an analysis of how these factors are driving trends in hospitality, along with a critical analysis of emerging trends. The report also delves into the stages of the consumer decision-making journey, emphasizing the importance of mapping a path to purchase for marketers. It highlights the key differences between B2C and B2B decision-making processes in hospitality and evaluates how marketers are responding to these processes, using relevant examples. Finally, it provides a detailed evaluation of the factors influencing hospitality decision-making and buying behavior, supported by specific examples, and evaluates the application of appropriate theories impacting the hospitality decision-making process.

Hospitality Consumer Behaviour

Table of Contents
INTRODUCTION...............................................................................................................................3
PART A................................................................................................................................................3
The different factors that influence consumer behaviour and attitudes within a hospitality
context.............................................................................................................................................3
Changing consumers trends due to the digital technology ............................................................4
Undertake an analysis of how cultural, social, personal and psychological factors that influence
consumer behaviour and attitudes are changing and driving trends in hospitality..........................4
Critical analysis of the emerging trends in consumer behaviour and attitudes .............................5
PART B ...............................................................................................................................................5
The stages of the consumer decision- making journey...................................................................5
Necessary for marketers to map a path to purchase and understand consumer decision- making
in the Britannia hotel.......................................................................................................................6
The key differences of the hospitality decision- making process in the context of B2C and B2B,
.........................................................................................................................................................7
Different approaches and methods to market research for decision-making process.....................7
Evaluate how marketers are responding to the decision-making process, applying relevant
examples from the hospitality sector...............................................................................................8
Provide a coherent and justified evaluation of how different factors influence hospitality
decision-making and buying behaviour, supported by specific hospitality examples. ..................8
Evaluate the application of appropriate theories that impact upon the hospitality decision-
making process................................................................................................................................9
CONCLUSION ..................................................................................................................................9
REFERENCES ..................................................................................................................................11

INTRODUCTION
Consumer behaviour may be define as the report of individuals , peoples, group of peoples ,
business enterprises and all the activities determine with the purchase , use of disposal merchandise
and services including consumer emotional, feelings, mental behaviour. Emotional , mental and
behavioural are the some of the consumers responses, behaviour of the consumer concern with the
why consumers make the buying decision. Consumer behaviour provide understanding and
information. Under this report Britannia hotel taken as the company, it is the British hotel group, it
was founded in 1976. Britannia is the hospitality industry. It is private organisation. Britannia
headquarters are based in hale, greater Manchester, England. This report will cover the various
factors which affect the consumer behaviour in the Britannia hotel, consumers trends changing due
to the use of digital technology in the hotel.
PART A
The different factors that influence consumer behaviour and attitudes within a hospitality context.
A consumer is an individual or an economic agents there are the main 4 factors which are
affecting the consumer behaviour and attitudes within the Britannia hotel industry of the
UK(Canziani and Velikova., 2019). Prior talking about the the factors which affect the consumer
behaviour and the attitude in the Britannia hotel industry it better to understand the meaning of the
consumer behaviour , consumer behaviour refers to the process of the physiological process it is all
relevant to the feeling or emotions of the consumers. Under this process the consumers starts with
the acknowledge the need of the product. Some of the main factors which influence the consumer
behaviour in the Britannia hotel industry are described below:
 cultural factors – cultural factors is playing crucial role in the influencing the consumer or
guest behaviour in the Britannia hotel, cultural factors are divided into the three sub factors
that is culture, sub culture, social class. Culture is the very complicated impression of the
consumer or customer behaviour it consider the customer or consumer society, the function
which plays by the society,society behaviour, culture factor have determined as the one of
the important factors which influence the consumer behaviour in the Britannia hotel(Dosé
and Åström., 2017).
 Social factors this factor is further divided into the three factors that is reference group,
family, role and status. These factors influence the buying behaviour of the customer in the
Britannia hotel. Under the social factors the reference group have a high possible quality of
the determinative customer behaviour in the hospitality(Gallarza, M.G and et.al., 2015).

 Psychological factors is also playing essential role in the influencing the customer or guest
behaviour in the Britannia hotel, psychological factors includes the motivation ,
perceptions , learning experience and attitude beliefs. All this mention sub factors of the
psychological factors are playing different different role in influencing the customer or
guest behaviour under the Britannia hotel.
 Personal factors like age and life cycle , occupation , financial or economic situation, life
style and personality are influencing the consumer or customer behaviour with in Britannia
hotel. All above mention sub factors of the personal factors individually or personally
influencing the purchasing or booking decision in the Britannia hotel(González Castillo.,
2018).
Changing consumers trends due to the digital technology
Due to the use of the digital technology with in the Britannia hotel it changing the customer
or guest trends of the hotel. Consumer or customer booking habits have changed because of the use
of the digital technology. Service automation, fixed mobile convergence, location based service
meetings rooms and mobile apps are changing the customer behaviour and taste experence in the
Britannia hotel industry, briefly discussed below
 Service automation is becoming one of the common digital trends under the hospitality
industry. Service automation may be define as the automatic check in and cheek out
through a specific app or the face detection censor to unlock the customer room doors and
gate automatically offering Britannia hotel customer the service relevant on the customer
preference(Hamdani., Abdul and Maulani., 2018).
 Fixed mobile convergence in the present scenario the Britannia hotel provides the desktop
phones in each of the hotels rooms , the use of the desktop phone by the guest or customer
of the Britannia hotel, changing the customer or guest trends in the hospitality industry or
Britannia hotel.
 Location based service this service is the one of the part of the digital technology in the
Britannia hotel. The Britannia hotel provides there customer the location based service and
make them happy and satisfied by providing, location based service of the Britannia hotel
helps hotel location to understand and know the where the staffs is at all times(Ivkov., Božić
and Blešić., 2019).

Undertake an analysis of how cultural, social, personal and psychological factors that influence
consumer behaviour and attitudes are changing and driving trends in hospitality.
In order to analysis that the culture , social, personal and psychological factors are playing
an important role in the influencing the customer or guest nature, behaviour of the Britannia hotel
and changing the trends in the Britannia hotel industries. All the above factors are sub divided into
various factors all the factors are affecting the customers needs and choice in the hospitality
industry. Social factors influencing the customer behaviour importantly, customer or guest of the
Britannia hotel the important social factors consist of the reference groups, family , role and status.
Customer behaviour change during there life and booking the rooms related on the age and stage of
life . All the factors are influencing the customers attitudes in the Britannia hotel. Customer
behaviours and attitudes are influence by the psychological factors under the Britannia hotel
industry(Legohérel and et.al., 2015). Psychological factors like motivation , perceptions, learning
and beliefs and attitudes.
Critical analysis of the emerging trends in consumer behaviour and attitudes
According to the critically analysis of the emerging trends in the consumer behaviour and
attitudes within the Britannia hotel . With use of the different technology by the Britannia hotel
under there property these are influencing the consumers trends in the hospitality industry.
Customer satisfaction generally according to the business feature in the Britannia hotel this is a
calculation of the product and services offered by the Britannia hotel to there valuable customers.
Emerging trends like chat bots and artificial intelligence are the very beneficial for the hospitality
industry, chat bots in the Britannia hotel are able to understands questions and offers answer
subsequently, as per the present generation customers of the Britannia hotel expect to be interacts
with the Britannia hotel industries across a variety of the digital channels and receive increase
responses. Alternatively the internet of things is the one of the emerging trends in the consumers
behaviour and attitude, internet of things includes extending internet connectivity. Internet enable
thermostats which is used to automatic adjust the room temperature of the Britannia hotel at check
in and check out times this concept is also used for the lighting , improving efficiency of energy for
example decreasing the light intensity level under the daylight hours, the internet of the things are
come from the Britannia hotel network(Ng and et.al., 2017).
PART B
The stages of the consumer decision- making journey
Generally there are the five stages in the consumer decision making process which are
briefly mentioned below

 Problem recognition is the starting stage of the consumer decision making journey under
the Britannia hotel , customer decision making starts with the sort of the problem under
Britannia hotel the customer manage or develop there basic wants which satisfied them.
 Search process is the second stage in the consumer buying decision under the hospitality
industry (Britannia hotel ) customers of the hotel do research and compare the Britannia
hotel with the another hotels in terms with the service and price of the hotels(Pechlaner.
and Innerhofer., 2016).
 Evaluating the alternatives this stage of the consumer decision making under thee
hospitality industry come after the successfully completion of the above two stages that is
problem recognition and the search process, according to the this stage customer of the
Britannia hotel has ascertained what they will satisfy their want they will begin to desire
out the good and valuable deals or offers among the various hotels.
 Selection stages Under this stages as per the view of the hospitality industry the customer
choose or select the specific hotel which full fill there wants or satisfy them the customer
have previous experience with the perfect or correct decision(Pevec and Pisnik., 2018).
 Evaluation of decision this is the last stage of the consumer decision making under the
hospitality industry once the product is purchase or buy by the customer does it satisfy the
wants of customer , the ambition of the hotel is not having the one time customer but for
life time.
Necessary for marketers to map a path to purchase and understand consumer decision- making in
the Britannia hotel.
Marketers under the hospitality industry playing a vital role, marketers keep the
complete knowledge of the customers or consumers taste , behaviour , attitude under the hospitality
industry, consumers are the centre of the various marketers work, the consumer is the economic
agent and it is the part of the marketing environment. It is one of the most important necessity for
the marketers to map a path to purchase and understand consumers decision making under the
Britannia hotel(Prayag., Finsterwalder and Hall., 2017). It is important for the marketers to
understand the personal and specific influences effecting consumers and the nature of the decision
making process they use. This is the main advantage for the marketers to understand the
consumers decision making it helps the marketers in many ways. Understanding the consumer
decision making process is the instrument to identify marketing challenges , problems and
opportunity, it is important for the marketers to reorient marketing efforts with the steps customers
undertake to decide what to buy. Marketers looks the consumers decision making process in the

terms of the five steps begins from the problem recognising and end with a decision.
The key differences of the hospitality decision- making process in the context of B2C and B2B,
B2B and B2C are the two kinds Of the commercial transaction, B2B stands for the business to
business alternatively B2C is stands for the business to consumers. B2B reefers to the process of
the selling products to the other business or enterprise.on the other hand B2C may be define as the
operation of the selling products and services directly to the consumers without the interfernce of
the any mediator or brokers(Šálková and Hes., 2015). Consumers purchase the goods and services
for the personal use whether business buyers purchase merchandise for the use in there
organisation. The buying and purchasing process is more complex in the B2B as compare to the
B2C. In B2C consumers who buy products from the enterprise pay the similar price as other
consumers paying. Under the business 2 business price is determined by the customers. B2B and
B2C are the two different forms of the electronic commerce. Business to consumers are the
relatively simple than the B2C(Xiao and et.al., 2017).
Different approaches and methods to market research for decision-making process
Marketing function plays an important role in hospitality sector as it helps companies in
promoting their products and identifying needs of customers (Font and McCabe, 2017). There are
different methods and approaches of market research by which marketer of Britannia hotel can get
informations related to targeted people.
Survey: Mail survey, telephone survey, online survey and person to person survey are some
types of survey. Selection of the best type is all depends on the target customers and size of the
company. With the help of questionnaires and asking some random questions from people related to
products and services, marketer identify their needs.
Focus group: In this type, marketer uses scripted series of questions with the main aim of
leading a discussion among a target group of people. It lasts maximum 2 hours and for getting
accurate and probability 3 groups are selected.
Interviews: There is a small difference between personal interviews and focus group as in
this approach, open-ended and unstructured questions are being asked. They are given opportunity
to give their suggestions and share their needs. By getting all these informations, Britannia hotel
can make an effective decision as what they finally need to produce and who are their target
customers etc.
Field trials: In this type, company needs to place a new product and service at their store to
test responses of customers (Bell, Bryman and Harley, 2018). By observing all these responses,

company can make further changes and modifications in their products and services as well.
So, it can be said that by analysing and identifying needs of customers, company can make
an effective decision.
Evaluate how marketers are responding to the decision-making process, applying relevant examples
from the hospitality sector.
In today's market, there are lot of options available for the consumer to choose. Many alternatives
for on thing is available. Customers need is priority in every aspect. So when consumer need
something, he will gather information about the product and, also finds alternatives, purchase the
thing and do post purchase evaluation. To understand the decision-making process more clearly,
lets see an example,
Suppose a Consumer plan a trip with his family out of station, Consumer will start a research online
according to their need, find the appropriate place, and then find the hotel to stay. He will look over
the list of the hotels available, he will go through with the facilities of hotels, discounts on it, their
food, also read the reviews . Now the role of the marketer is starts, He just go through the need of
the consumer, he will provide information to the consumer for their hotels, give him the knowledge
information about their hotel, tell them about the services they provide, they give exciting discounts
to the consumer and influence the decision of the consumer. When the consumer has the
information, he will find the alternatives, compare the services, prices, food quality etc. and gather
full information about the hotels. Finally he chooses one, which is in his budget, his needs meet up
with the option he selected. And after that post evaluation is given, its like review, which helps the
other consumer to choose and also helps the marketer to serve better quality(Xiao and et.al., 2019).
Provide a coherent and justified evaluation of how different factors influence hospitality decision-
making and buying behaviour, supported by specific hospitality examples.
In decision-making and buying behaviour, lots of factors considered because the people have
different mindset in buying the products, with their different needs. Customer is always the end
user of the product and services . So the factors affect the decision of customer is related to
Economic factor which is about the budget of the customer to afford that thing.
Personal factor which shows his interest in the thing, or his need. And the product is according to
his choice.
Psychological factor, the customer thinks about the particular brand or name, might be his previous
experience is related to it.
Marketing and Advertising factor, the customer might get to know about the product through the

advertisements, campaigns etc. it attracts the customers by giving offer, discounts etc(ZHANG.,
2016).
Like in tourism and hospitality industry, its just depend on who serves better, will get more
customers. Like a Customer choose a hotel for food, food is the need of the customer, he finds
many restaurants near by him, he go through them, find the menu, and go through with the prices,
then visit the services providing by the restaurant. The marketer tries to convince the customer
about their special dishes, their offers, theirs services, treat them very special. So the customer
choose to eat there. Customer gather the information and choose the affordable, better serviceable
restaurant, also tastes matter., so all these factors considered by the customer. Finally he eat at some
restaurant and Makes his post evaluation about that restaurant. Which helps the other to find better
for them.
As the tourism and hospitality industry is based on services, who serves better to their customer,
who provide correct information, who can satisfy the needs of the customers in many ways.
Evaluate the application of appropriate theories that impact upon the hospitality decision- making
process
There are several factors that affect the decision-making process of hospitality sector like
perception, consumers changing needs etc. With the help of some theories and models Britannia
hotel can make an effective decision.
Consistency: It is all related to internal factors and internal system like values, beliefs
support one another than company can get a clear state of affairs. It may fail and have negative
impacts on the process of decision-making when things of related to this fall out of assignment.
Company need to believe that they are being consistent with social norms and needs of customers.
By maintaining a link between customers needs with internal systems, Britannia hotel
Can make efficient decision (Kruesi, Kim and Hemmington, 2017).
Cognitive dissonance: It refers a feeling of discomfort that comes out from holding 2
thoughts at a time which may be related to customers needs and pricing policy. When, company
find themselves unable to take decision among options and informations collected by marketing
researcher, then it may affect their decision-making process. Dissonance increase with conflicts
thoughts, inability to select the best option or to explain away the conflict. Cognitive dissonance is
called the best and powerful motivator that can help out the company to change one of the
conflicting action. This analyses can make their decision-making process more efefctive.

CONCLUSION
Above report provide guidelines and information related to the hospitality consumer behaviour on
the basis of the above study it has been concluded that the brief and complete knowledge given
relevant to the consumer behaviours in the hospitality industry. Briefly discussed about the various
factors influence the consumer behaviour and attitude in the Britannia hotel, explanation provided
related to the changing consumers trends due to use of digital technology under the hotel, various
stages of the consumer decision making process are explained in above report, difference between
the B2B and B2C, Various approaches to market research, evaluation of marketers responding to
the consumers decision making process and critically evaluate the application of appropriate
theories , concept and models inluence and impact upon the hospitality decision making process.

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