Evaluating Consumer Behaviour in Hospitality: A Detailed Report

This report delves into the realm of hospitality consumer behavior, focusing on the decision-making processes of consumers within the industry, using The Waldorf Hilton as a case study. It explores the stages of the consumer decision-making journey, mapping a path to purchase, and emphasizes the importance of understanding this path for marketers. The report contrasts B2C and B2B decision-making processes in hospitality, evaluating different market research approaches and methods used to understand consumer behavior. Furthermore, it assesses how marketers can effectively influence each stage of the consumer decision-making process to enhance customer engagement and drive purchasing decisions. The report covers key aspects of consumer behavior like needs recognition, information search, evaluation of alternatives, purchasing decisions, and post-purchase behavior, and how these factors influence the overall consumer experience. The report also provides an overview of primary and secondary market research approaches, along with methods like questionnaires, surveys, and feedback mechanisms to analyze consumer behavior.

Hospitality Consumer
Behaviour Insight

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
Covered in PPT.......................................................................................................................1
TASK 2............................................................................................................................................1
P3. Examine the stages of the consumer decision- making journey and map a path to the
purchasing...............................................................................................................................1
P4. Explore why it is important for marketers to map a path to purchase and understand
consumer decision- making....................................................................................................2
TASK 3............................................................................................................................................3
P5. Compare and contrast the key differences of the hospitality decision- making process in
the context of B2C and B2B...................................................................................................3
P6. Evaluate the different approaches to market research and methods of research used for
understanding the decision-making process...........................................................................5
TASK 4............................................................................................................................................6
P7. Evaluate how marketers can influence the different stages of the hospitality decision-
making process.......................................................................................................................6
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................9

INTRODUCTION
Consumer behaviour tends to undertake the effective decision making of customers by
considering the needs, taste, requirements, preferences and knowledge. It is essential for each
and every organisation to consider the effective behaviour of customers as it is quite complex
and every individual has their own perspective considering the effective consumption of
commodities (Bhushan, 2019). Therefore, effective consumer behaviour analysis is the
prominent technique which is helpful in effective marketing of products in terms of meeting the
targets and sales. To carry forward this report, The Waldorf Hilton is considered which is
situated in London, UK and has grand restaurant with elegant bars and indoor pool as well in
terms of attracting large number of customers. The report tends to examine the prominent factors
that has major influence on the hospitality consumer behaviour and depict the ability to map for
the effective path of purchase considering the decision making process. It also evaluate the
prominent forms of research to understand and impact the decision making process of customers
and how marketers influence different stages for the hospitality consumer decision making
process.
TASK 1
Covered in PPT
TASK 2
P3. Examine the stages of the consumer decision- making journey and map a path to the
purchasing
Consumer decision making the procedure which is helpful for consumers in terms of
selecting the effective products and services for several alternatives. It tends to undertake various
stages to fulfil the wants and needs of customers (Dewnarain, Ramkissoon and Mavondo, 2019). Recognising the requirements: In this stage, the effective requirements of customers are
considered regarding the effective occurring of products and its needs. It depicts the
actual purchase which happen considering and also recognise the requirement for the
effective products and services.
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 Searching information: Here, marketers tends to seek and gather information regarding
the effective products and services from the internal sources of company and also
consider the external environment (Hu and et. al., 2019). Evaluation of alternatives: In this stage it leads to evaluate the other alternatives and
effective products and services. For this, consumers closely examine the available options
considering the price, services, quality and so on in terms of selecting the best available
deal. Purchasing decision: In this, the buying decision is identified considering the decisions
as what to purchase and where to buy to fulfil their desires. As the purchasing decision is
depends on the effective recommendations, reviews, needs of buyers and their
knowledge.
 Post purchase: It is concerned with the after purchase behaviour of customers like their
feeling, thinking and purchasing of products and services. Hence, it is concerned with
effective accessing the satisfaction of customer regarding the purchase.
Hence, the above discussed stages of consumer decision making should be considered by
the marketers of Waldorf Hilton to access the needs of customers and also promote the effective
marketing of products to meet the needs of customers (Kandampully, Zhang and Jaakkola,
2018).
Mapping a path for Customer journey: The effective purchasing of consumers gone
through effective five stages including awareness, evaluation, involvement, purchase and post
purchase. It is essential for marketers of Waldorf Hilton to promote their products and spread
awareness in an effective manner. For this, the marketers of hotel tends to conduct proper
research in terms of identifying the needs and preferences of customers and their requirements
with the help of prominent strategies to involve large number of customers. Hence, it is essential
to provide good quality of products to offer better services against their competitors to acquire
large number of customer base to improve the purchasing decision of customers.
P4. Explore why it is important for marketers to map a path to purchase and understand
consumer decision- making
Effective marketing relies on the behaviour of consumers as it is important to understand
prominent factors that has major influence on customers (Kustos and et. al., 2019). To impact the
purchasing decision of consumers tends to reflect the effective interaction of customers regarding
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product which is offered by company. For this, customers tends to map the sales process, data,
flowcharts and reports that are prominently identified for the effective marketing of products. For
example, effective information is collected with the help of website, e-mails, apps and many
more. It is essential for the marketers of Waldorf Hilton to understand the effective process of
consumer purchasing that plays significant role in terms of creating awareness about the
commodities of company. For this, mapping is helpful to identify the gap among the experience
and desire which is gained by the customers. It is useful in understanding the requirements of
customers and important for the marketers of Waldorf Hilton to examine the difficulties of
customers for the completion of purchase.
Mapping tends to offer effective framework in terms of meeting the expectations of
customers and influence their behaviour to take decision for the purchase of products and
services. Marketers of Waldorf Hilton put emphasis on offering qualitative products in
affordable prices and also promote its offerings at the different places like company website,
social media, customer feedback and so on as it tends to solve prominent problems for the
consumer buying procedure (Lee and et. al., 2019). It tends to perform huge roles in enhancing
the image and reputation as it is the strategic process to understand the purchasing and
expectations of customers. Mapping a path is useful for business in identifying the demands and
expectations to satisfy the needs. Therefore, marketers of the company need to undertake their
company in terms of expanding their services.
TASK 3
P5. Compare and contrast the key differences of the hospitality decision- making process in the
context of B2C and B2B
Basis B2C B2B
Meaning Dealing and transaction of
goods and services among
customers and seller is known
for Business to customer.
Exchange of products and
services among two business
organisations is termed as
business to business dealing.
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Customer In Waldorf Hilton, customers
are those individuals who
tends to stay in hotel and use
the products and services of
hotel (Möhring, Keller and
Schmidt, 2019).
Here, accommodations
agencies, tours and travels and
catering agencies undertaken
for dealing and exchange of
products and services as they
are the final customer of
Waldorf Hilton.
Focus The prominent focus is to offer
effective, better and qualitative
services to their potential
customers to enhance their
brand image.
In this, the focus of B2B
marketing is to deal and
develop effective relationships
with the travel agencies.
Relationship In B2C, the marketers of
Waldorf Hilton tends to
develop relationship among
the customers and hotels.
On the other side, their
marketers need to maintain and
develop effective terms with
other hotels as well which is
useful in making better image
in market area.
Purchasing decision In Waldorf Hilton, the
purchasing decision of the
products and services are
based on the emotional factors
of consumers like their
requirements, preferences,
demand and needs.
In B2B, the purchasing
decision of business units is
prominently planned and relies
on the needs of other party.
For example, an organisation
develop plan in terms of
arranging the meetings and
conferences to fulfil the
requirement of hotel and its
purpose (Papargyropoulou and
et. al., 2019).
Target market The marketers of respective In terms of B2B, marketers of
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hotel target customers who
belongs from small market and
always try to satisfy the needs
of consumers.
respective hotel need to put
emphasis on the broad market
area to attract other business
organisations for effective
collaboration.
Purchasing process In B2C, the buying process
gone through various simple
steps as it is not much
complicated. For example,
regarding the inquiry of
prominent services, booking of
hotels, locations and proper
consumption of prominent
services regarding check-in
and check-out (Rather and
Sharma, 2019).
Meanwhile, the B2B process is
lengthy and complex at its
various steps and sub-stages.
For example, identifying the
rates, availability of space,
arrangement of drinks and
snacks, planning for effective
tickets, booking and many
more.
P6. Evaluate the different approaches to market research and methods of research used for
understanding the decision-making process
Market research approaches: Primary research: This method is helpful in terms of collecting first hand information
for the first time in a while and the purpose is to gather information without relying on
the early information. For this, the marketers of Waldorf Hilton conduct primary research
in terms of getting authenticate and reliable information and also tends to find accurate
solution for the particular problem. In terms of understanding the particular aspect for the
expectations, preferences of customers with the help of conducting online surveys. They
also tends to use effective observation to identify the reaction and behaviour of customers
for the test marketing to gain popularity (Rather, Najar and Jaziri, 2020). Secondary research: It is useful in terms of collecting information and data which is
already available in market as it also helpful for various resources such as government
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publications, research scholars and institutions and many more which is the easy and cost
effective approach for market research. For this, marketers of hotel tends to use
secondary research which is helpful in analysing the requirements and needs of target
market by considering the new trends and features of market. In regard of Waldorf
Hilton, they opt secondary research which is essential for advertising its offerings
through their sponsors as it tends to save lot of time and cost.
Market research methods: Questionnaire: It is the effective method of the market research which is useful in
understanding the decision making of consumers. As this method tends to undertake the
effective series of questions with the objective of collecting information from their
respondents. For this, researches of Waldorf Hilton tends to enhance the arrival of
customers by considering the knowledge and behaviour with the help of questionnaire
and impact the prominent offerings (Simillidou and et. al., 2020). Survey: It is also an essential method to identify the decision making of customers with
the effective process by organising prominent survey. Along with this, effective market
research is conducted and also has prominent choices of questions that are mentioned and
discussed by their respondents. Considering the respective hotel, researchers tends to
know the needs and requirements and other prominent factors that majorly influence the
behaviour of customers. For this, it is important to measure the services to attract
customers for effective services.
 Feedback: It is the significant method of market research that leads to offer essential
information regarding the decision making of customers. For this, tool customers are
permitted to give their suggestion and opinion regarding their risk which is associated
with the service of specific company. The researchers of Waldorf Hilton tends to use this
method in the organisation like the website of company and also know that how they feel
about the services and arrangements for effective modifications. Hence, it is useful in
developing brand image of company.
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TASK 4
P7. Evaluate how marketers can influence the different stages of the hospitality decision-making
process
The purchasing decision of consumers depends on the prominent factors including the
needs of products, urgent item, durability and quality of products, economic situations and so on.
The effective element of decision making process is undertaking considering the desire and need
specific product. For this, the marketers of Waldorf Hilton, tends to use effective approaches to
recognising the requirement of customers. It tends to impact the purchasing decision for the
income level and financial conditions towards the respective company. It tends to make things
possible for the normal individuals to experience the comfort and luxury. The availability of
alternate options by which company offer unique and innovative services to their potential
customers. It is helpful for consumers to clarifying the condition.
This process is useful for the final purchase and the marketers of Waldorf Hilton tends to
offer prominent entertainment, tasty food, front desk services with proper hygiene, security and
transportation to represent the effective goodwill of company. Along with this, effective
consumer buying process is reliable to identify the after buying experience of customers.
Effective management in Hotel, marketers need to take care regarding the meeting of the
preferences of customers and also feel satisfied after purchase. It is useful in enhancing the
goodwill in terms of positive reviews as prominent approaches are mentioned as underneath: Cognitive learning: It represents the significant values and beliefs for the development
without enforcement as it reflects the effective personality of person. For example, it
represent the reaction, recommendation and opinion to influencing the purchasing
behaviour of customers. For this, communication plays an important role for effective
planning to target audience which is the effective offering of Waldorf Hilton. For
example, representing information and continuous message that leads to impact the
learning of consumers regarding the services of hotel (Volgger and Pfister, 2019).
 Behavioural approach: It tends to represent the study of the reactions and behaviour of
individuals in the specific situation. In regard of this, The Waldorf Hilton tends to
understand the behaviour of individuals before providing to customers. For example, by
considering the psychological behaviour of consumers of hotel leads to enhance the
customer base for company that can increase the profitability of hotel.
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CONCLUSION
By undertaking the above discussion, it is identified that the prominent objective of
company is to earn maximum profitability by considering the needs and preferences of
customers that tends to impact the overall working structure. For this, effective approaches are
used to conduct research regarding the perspective of customers like questionnaire, feedbacks,
survey and so on. Along with this, mapping an effective path is important for customers as it is
helpful for hotel to face and overcome the prominent challenges. It is also important to develop
and explore the business functions by satisfying the requirements of customers.
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REFERENCES
Books and Journals
Bhushan, S., 2019. Design thinking in hospitality education and research. Worldwide Hospitality
and Tourism Themes.
Dewnarain, S., Ramkissoon, H. and Mavondo, F., 2019. Social customer relationship
management: An integrated conceptual framework. Journal of Hospitality Marketing &
Management. 28(2). pp.172-188.
Hu, F. and et. al., 2019. Evolving customer expectations of hospitality services: Differences in
attribute effects on satisfaction and Re-Patronage. Tourism Management. 74. pp.345-
357.
Kandampully, J., Zhang, T.C. and Jaakkola, E., 2018. Customer experience management in
hospitality. International Journal of Contemporary Hospitality Management.
Kustos, M. and et. al., 2019. Using consumer opinion to define New World fine wine: Insights
for hospitality. International Journal of Hospitality Management. 83. pp.180-189.
Lee, C.K.H. and et. al., 2019. Analysing online reviews to investigate customer behaviour in the
sharing economy. Information Technology & People.
Möhring, M., Keller, B. and Schmidt, R., 2019. Insights into Advanced Dynamic Pricing
Systems at Hotel Booking Platforms. In Information and Communication Technologies
in Tourism 2019 (pp. 265-277). Springer, Cham.
Papargyropoulou, E. and et. al., 2019. Patterns and Causes of Food Waste in the Hospitality and
Food Service Sector: Food Waste Prevention Insights from Malaysia. Sustainability.
11(21). p.6016.
Rather, R.A. and Sharma, J., 2019. Dimensionality and consequences of customer engagement: a
social exchange perspective. Vision. 23(3). pp.255-266.
Rather, R.A., Najar, A.H. and Jaziri, D., 2020. Destination branding in tourism: insights from
social identification, attachment and experience theories. Anatolia. 31(2). pp.229-243.
Simillidou, A. and et. al., 2020. Engaging in emotional labour when facing customer
mistreatment in hospitality. Journal of Hospitality and Tourism Management. 45.
pp.429-443.
Volgger, M. and Pfister, D. eds., 2019. Atmospheric turn in culture and tourism: place, design
and process impacts on customer behaviour, marketing and branding. Emerald
Publishing Limited.
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