Understanding Consumer Behavior in Hospitality Industry: A Report

This report provides an in-depth analysis of consumer behavior within the hospitality industry, examining the various factors that influence purchasing decisions. It explores the impact of cultural and social factors, such as cultural values and peer influence, on consumer choices. The report also investigates the effects of digital technology and emerging trends, including the increasing focus on health and wellness, on consumer behavior. The analysis uses the example of Premier Inn to illustrate these concepts. Furthermore, it discusses the importance of service quality dimensions, including tangibility, reliability, responsiveness, and assurance, in meeting customer expectations. The report concludes by emphasizing the significance of understanding consumer behavior for business success and profitability within the hospitality sector.

HospitalityHospitality
Consumers BehaviourConsumers Behaviour
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InsightsInsights

Content
 Introduction
 Influence of various factors on consumer behaviour and attitude
 Changes in consumer trends due to digital technology
 Conclusion
 References

Introduction
Consumer behaviour define as an study which mainly focusses on
consumers behaviour about how they buy goods, consume them &
disposes off. Also the behaviour might get affected by different
elements factors which includes social class, culture as well as sub-
culture where they live. It is very essential for the marketer that they
examine buying procedure of consumer as it will assist in
modifying their policies and strategies in order to ensure their
survival at the competitive marketplace.

Influence of various factors on consumer
behaviour and attitude
Consumer Behaviour means study of how individuals as well as
group buy, consume and dispose products and services. It will assist
in identifying the influence of various factors on the buying process
of consumers. This as a result help managers in order to provide
goods and services according to the requirements and demands of
consumers.

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In the present context of Premier Inn, management team of the company
decides to examine all the factors which highly influence buying
behaviour of consumer. Some of the most essential factors are as
follows:
Cultural factors : Cultural factors affect the value, perception and
beliefs which is developed by the culture and sub-culture in which
the consumer lives. It divides the consumers into different classes
such as lower, medium and upper. Accordingly the consumer decide
the hotel they want to check into.

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Social factors : It is the factor which involves all those with whom
users have close relation which includes friends, family, society and
many more. All these highly influence the purchasing and buying
behaviour of consumer. In the present context of hospitality sector, it
has been analysed that decision of an individual mainly based on the
mentality, attitude and on the manner they grow. For instance, in
reference to Premier Inn hotel if a child stay in a high price hotel
which have ample number of facilities then he will prefer the same
for their whole life.

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Apart from all these factors there are some challenges which is faced
by organisations in order to provide services to satisfy customers
requirements. Some of the essential dimensions are going to be discussed
which are crucial for providing service quality includes:
 Tangibility : It has been said that physical facilities commonly
visible to consumers which need to be according to the
requirements so it is essential to provide them high quality service.

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 Reliability and Responsiveness : With the help of fulfilling
promised services as well as providing services according to the
requirements, customer will remain loyal towards the company for
longer period of time.
 Assurance : This majorly aims that staff members are required to
have sufficient knowledge as well as courtesy which assist them in
order to satisfy needs and wants of consumer.

Changes in consumer trends due to digital
technology
It has been analysed that consumer Behaviours is highly influenced by
different elements and factors in which technology is one of the most
essential as it assist in enhancing requirements and demands among
customers. In the present context of Premier Inn Hotel, some of the
most important emerging consumer trends which highly affects
hospitality industry are as follows:

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Impact of Technology : By doing up gradation in technology, it is required
by the whole industry to modify and innovate their overall service. In the
present context of Premier Inn Hotel, management team develop official
website and mobile application so that consumers can book comfortably
according to their requirements. This will assist in increasing the overall
number of customers and provide assistance to retain their potential
consumers.

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Increases focus on health : In today’s world, individual become more
conscious about there health which affect the hospitality industry. Therefore,
it is required by management team of Premier Inn Hotel that they provide
healthy food, environment as well as place to consumers for spa, exercise,
yoga and many more according to their requirements. This will assist them in
order to attract large number of people towards the hotel.

Conclusion
It has been concluded from the above stated report that it is very
essential for every business entity to examine the behaviour and
attitude of customers. It is the report which develop an
understanding of how an individual react with the influence of
society, family and friends they belong to. Along with this,
emerging trends do have their impact on the functioning of an
organization which might affect their overall profitability and
performance at the marketplace.