Consumer Behaviour & Decision-Making in Hospitality: A Report

This report delves into the intricacies of consumer behaviour within the hospitality industry, with a specific focus on Central Park Hotel in London. It identifies various factors that influence consumer attitudes and purchasing decisions, including cultural, social, psychological, and personal elements. The report also examines how digital technology is reshaping consumer trends, leading to increased connectivity, access to information, and the significant impact of social media. Furthermore, it outlines the stages of the consumer decision-making journey, from problem recognition to post-purchase evaluation, and maps a path to purchase for hospitality services. The importance of understanding consumer decision-making for marketers is highlighted, along with a comparison of B2B and B2C approaches. The report also explores market research methods and how marketers can influence the decision-making process in the hospitality sector, concluding with an overview of how marketers are adapting to the evolving decision-making landscape. Desklib offers additional resources for students studying consumer behaviour.

Hospitality Consumer Behaviour and
Insight
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Table of Contents
Introduction.....................................................................................................................................3
Main Body.......................................................................................................................................3
Different factors that influence consumer behaviour and attitudes........................................3
How consumer trends are changing due to the impact of digital technology........................4
Stages of the consumer decision- making journey and map a path........................................5
Important for marketers to map a path to purchase and understand consumer decision- making
................................................................................................................................................7
Compare and contrast the key differences in the context of B2C and B2B...........................7
Approaches to market research and methods of research used for understanding the decision-
making process.......................................................................................................................9
How marketers can influence the different stages of the hospitality decision- making process 9
How marketers are responding to the decision-making process..........................................10
Conclusion.....................................................................................................................................11
References ....................................................................................................................................12
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Introduction
Consumer behaviour is the study which is helpful, for organise the behaviour of
customers in different ways, time and reasons. The process of consumer behaviour is helpful for
the companies to promote and make a growth in more adequate ways. There are different ways
which are beneficial for the consumers preferences which are changes on the basis of social,
technological, cultural preferences. This is very important for the industries to work and manage
their consumer behaviour for attract them in more specified period and growth. Central park
hotel is 4 star hotel situated in Westminster Borough, London. This hotel provide different type
of facilities which attract their customers such as free Wi-Fi, restaurant services, bars, providing
tickets for London shows, different kind of business related facilities and safety (Aksu, Albayrak
and Caber, 2021). This reports includes different factors for influencing the decision of
customers. In addition to this, path map for the consumers are evaluated and how marketers
influences the decision process of the consumers is analysed. Furthermore, how the hospitality
industry respond to the market and make a decision making journey in more effective period.
Main Body
Different factors that influence consumer behaviour and attitudes
Consumer behaviour is one of the significant process of consumer's behaviour that helps
in including their purchasing system, uses and methods to work effectively. This process is
analysed factors which influence the consumer's behaviour and attributes for the successive
growth, some of them are explained below:
Cultural factors: It is related to make different ideologies that are taken from community
including major section of friends, family and colleagues. This factor is related to culture of
different needs and wealth of the customers in different choices and methods. Culture factor
includes the buyer's behaviour, buyer's subculture and their social class (D’Souza and et.al.,
2021). In the context to, Central park hotel they provide different guest amenities and work as
per the need of the customer's culture.
Social factors: This factor is related to the society and other external resources which
directly and indirectly affect the need of consumers. An individual live their life as per different
factors and amenities. Their references groups, relatives and status within the society affect their
decision making process. In the context to Central park hotel, they provide adequate facilities
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and standards as per the requirement of their consumers. They try to provide relevant activities
and factors which are helpful for consumer to select their hotel over the others.
Physiological factors: There are different factors that affect the consumers and affect
their decision making process. Motivation, learning, culture, attitudes and feelings are the
example of physiological factors. These factors further make a direct impact on the hotel and
provide a significant sources for improvising the need of customers. In addition to this, these
factors make a strong impact on the customer decision making process which is helpful for the
growth of the hospitality industries in different ways (Donthu and et.al., 2021). In the context to
Central park hotel, try provide them effective impression in consumer's first meeting with the
paid and promotional activities.
Personal factors: This factor is associated to the age, choice, occupation and different
economic and living standard of each and every individual. As per the need of the company, they
able to work and manage factors as per the need and trend in society. This is one of the most
difficult factor for the hospitality industry to accomplish as each individual and consumer have
their own personal factors and attributes (Goswami and Chouhan, 2021). In the context of
Central park hotel, the manager try to accomplish different need of their customers but at the
same time they try to provide some general services in terms of their other competitors.
How consumer trends are changing due to the impact of digital technology
Consumer trends are the habit that currently work on the consumers of goods and
services. It will be helpful for generalising the consumer and formed as per the basis of new
behaviour, opinion and expectation. It is one of the crucial factor for the marketers to stay on top
by analysing the consumer trends in market. Some of the major trends which change due to the
digital technologies are explained below: Consumer's desire have changes: It is related to change the desires since the
technologies become advance. The use of online hospitality products, services and
customers are expected to get products or services which they wants (Gupta and Sahu,
2021). Consumers are now more connected: With the help of digital technologies, consumer
are now feel more connected to the hospitality industry. Now they are expecting to
become high and use of more tools which are helpful for getting their needs satisfied.
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 Access to collect information: All the main information and consumer preferences are
able to make a great impact due to digital use of technologies for the successive growth
and applicability. It will be helpful for analysing the performance and led to get more
knowledgable informed process with some distrustful consumers and complete their
higher level of satisfactions to gain their trust. After the introduction of these digital
technology, a brand is not what the company says, it is what a google or other websites
says about the company.
 Impact of social media: The use of social media platform for the communication for both
the parties are helpful. Consumers are able to seek advice on making purchase through
social media platform. Whereas, many of the hotels can use their influencing decisions
on the other company's opinion and buying patters (Liu and et.al., 2021).
It can be said that the continuous change in hospitality organisation in last decades
become more effective and practical at worldwide. The type of major industries are offered by
the industry and make all possible growth of widespread use of technology, environment and
other relevant trends in the industry. That affect the trends and future emerging growth of
consumer's decision-making process.
Stages of the consumer decision- making journey and map a path
The decision making process of consumers can be a mystery puzzle while determining
their behaviour regarding their purchasing activities. It refers to the experiences that people have
before deciding to purchase a product or service. Generally, consumer decision making
procedure involves four-five basic steps which are explained below: Problem Recognition: The topmost step of consumer decision making in a market starts
with evaluation of needs for a product or services(Yu, Seo and Hyun, 2021). Once
Central park Hotel recognises a want of services, they initialises information outbreak in
order to fulfil customers' immense needs. Researching and Gathering Information: Consumers when exploring their options,
they rely on various internal-external factors, as well as past interactions that may be
positive or negative with a product or brand. Evaluation of alternatives: At the following point of decision making process consumers
weights their proffered choices against competitive and comparative alternative brands.
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Alternatives may be evaluated by company on the basis of price, quality, additional
benefits along the services, availability or reach, etc. to attract more customers. Selecting the best product for purchase: It is a movement of action by the customer
towards their actual purchase. Central Park Hotel London, could take feedbacks and
information that customers arrive at a logical conclusion to obtain an product or service
from them.
 Post-purchase evaluation: This part of consumer decision making process includes
review from customers and sellers(Zhong, Shapoval and Busser, 2021). It is customer's
habit to check the quality and after use impacts and performance of a product by them.
Mapping a path to purchase:
This refers to the series of channels that a company use in order to convert the decision of
the customer into the final purchase. These channels include the email, applications, search
engines and other different process. Central Park Hotel London is using a path map for
acknowledge their accommodation service in the market: Awareness: In this stage, consumers get the awareness about the products and check their
availability of the products into the market. Central Park London is able to generate
awareness about the customer's needs. Consideration: This stage is helpful for collecting major information about hospitality
industry and identify the wants for getting decision in a correct manner. After reviewing
on the market, they are able to considered on the same things from which they are used
and collected information. Interest: Central Park Hotel London, generate the interest of customers as they have
large number of options that are related to manage the kind of services in different hotels
and unique existing growth. Preferences: The company should generate the preferences in the effective manner and
manage the applicability in systematic growth and awareness about the need of the
products.
 Purchase: Central park Hotels London, helps their customer to purchase the path and
make effective strategies for their customer and help them to choose their hotels among
competitors.
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Important for marketers to map a path to purchase and understand consumer decision- making
Studying consumer behaviour is crucial as-of it helps marketing managers and executives
to understand what influences consumers' decision for purchasing an product(Filimonau and
Uddin, 2021). By understanding how consumer decide on services, Central Park hotel could tie a
knot in the market and identify services that are availed by customers and services that are
ignored by them. Studying consumer behaviour also impacts marketers decision on how to
present their services in a way that boosts impacts on customers. Evaluating and understanding
customer buying habits is key secret to reach and engage hearts of clients, and converts them to
purchase from you. Revealing of customer behaviour involves:
 What are customers thoughts and feelings about various brands, products or services;
 What influences an customer to choose certain services and brands;
 Consumers' behaviour while researching and purchasing;
 How consumers' environment (political, social, legal, environmental, etc.) influences
their behaviour.
The study of consumer behaviour should be studied by the marketers of Central Park
Hotel to to study consumer's purchase patterns and figure out their trends in various services.
This will give them competitive advantage and availability of customers will increase.
Compare and contrast the key differences in the context of B2C and B2B
Decision making process B2B B2C
Meaning The B2B businesses are related
to goods and services which
directly make a transaction
through one business to
another.
The business transaction in
between this businesses are in
between the seller and
consumers. Here, company
sell their products or services
to their final customers as
B2C.
Need recognition Business identify the need
which they wants and make a
direct contact with another
Here, the customer generate
the need of market research
through digital technologies.
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business. For example, the visitors can
find their accommodation
through google before visiting
the actual place (Pekovic,
2021).
Information search In this, after identifying the
need, a business can complete
their research through internal
and external sources in
different ways.
In this, consumer or business
both can collect information
through only external sources
like google or other different
SEO websites.
Evaluation of alternatives Here, businesses evaluate and
choose their suppliers by
aspecting different factors that
make an impact.
Here, consumers are able to
compare their hotel and
accommodation to manage
their preference as per their
need and behaviour.
Purchase decision In this, hotel purchase their
decisions for the growth in
market. It is basically to
provide growth to their
customer services (Sánchez-
Pérez and et.al., 2021).
From the above analysis it is
important to make decision
their purchase to complete
their needs.
Post purchase behaviour This stage shown the
satisfaction or unsatisfied level
with the use of transactions. It
will be helpful for the future
decision-making process for
the same products or services.
It is important for the
hospitality industry to work
and analyse on the basis of
different industries and aspects
of the country. This happen as
it is related to future
transaction of the company.
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Approaches to market research and methods of research used for understanding the decision-
making process
There are different methods which are used by researcher for understanding the decision making
process to make a right action. Different methods are used which are helpful for generate the
company to applied different sources to understand the different process in decision making
process. These methods are helpful for the company and make an approach are explained below: Survey: It is one of the basic and important approach which is helpful for knowing more
about the company and make effective decision of the customers. It is an effective and
valuable process which used different accommodations and complete the survey as per
the need and requirement of the process. Observation Method: This approach or research method is helps in conducting
customer's demand and choose right ways of method. It is used and provide a systematic
growth in behavioural changes and work with appropriate growth in analysing the hotel
industry to make appropriate decisions (Shamim and et.al., 2021). This method helps the
company to complete the task and gain ways to analyse different consumer process.
 Focus group: This method is useful for the researcher to understand the decision making
process of the customer by making an appropriate focus on the customers. This is
basically helpful for make a visit and achieve higher services to the respondents who are
able to consume services of hospitality industry in different ways.
In the context to Central park hotel, they are using observation and focus group method
to work and make effective stages. It is considered as the need to work with effective buying
behaviour and provide a growth in different services.
How marketers can influence the different stages of the hospitality decision- making process
 This is the process which started from the decision-making journey or effective problem
recognise method. This process is helpful for creating the need of customers and make
hotel industry in different ways. For example, Central park hotel's manager maintain the
decision making process which is helpful for analysing the customer's decision process.
 Another stage is related to collect information and make marketers place for generating
right information to considered the right information at right place. It is helpful for the
hotel to work effectively and collect basic information to their valuable customers.
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Central park hotel is able to work with very basic details in more effective and
appropriate ways (Singh, Bhatia and Nigam, 2021).
 Third stage is basically helpfully for the evaluation of information, where a customer are
able to make comparison and make systematic growth in products, specification and
other basic details of the process. Marketers have the ability to make more effective ways
to considered the significant growth in market. In the context to Central park hotel, they
are using different discounts and facilities for the customers to attract them in more
effective ways.
 Fourth stage is helpful for make a purchase and make effective buying process to make
more effective approaches in different platform. The use of major payments, flexibility
and provide an online growth will be helpful for the company to achieve higher decision
making process. In the context to Central park hotel, they are working effectively and
provide the significant growth to their customers in more effective and appropriate ways.
Some of them are able to manage more effective food services and provide large amount
of facilities to attract the customers in more effective ways.
 In last stage, the customer is able to work with more effective opportunities for the
marketers to detect the behaviour of customer decision making process. It will be helpful
for make a strong relationship with customers and hotel in an more effective ways. With
the use of regular feedbacks and update sites are helpful for analysing the company in
more effective and customer's segment (Wang and et.al., 2021). This stage is provide a
development in Central park hotel, that further provide a growth in hospitality industry.
How marketers are responding to the decision-making process
In order to conduct the effective decision making process, the managers of hospitality to
make marketing segment to reach for the growth of influencing their decision. It will be helpful
to make effective process that is helpful for generating data and make changes as per the need of
the company as per their customer's decision. At the stage of need recognition, marketers are
able to make effective strategy and adopt the right way to provide a significant growth in the
decision-making process. For example, Central park hotel provide different platform to collect
the data to customers and analyse them in more effective ways as per the need. With the use of
different social media platform the hotel can be able to make decisions and provide a significant
growth in managing process (Wang and Wu, 2021). Third stage is related to having an
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alternative options, which is useful by the hotel by providing unique services in more effective
and appropriate ways. For example, Central park hotel, conduct observing method for generating
information about their need, preferences and choice. Fourth stage is use products, marketers for
the success with major favourable decision in more effective manners. In last marketers review
on major favourable mode to attract customers in more efficient ways. All of these methods are
helpful for conducting different methods to complete the idea and make more effective ways for
applying market growth in hospitality industry (Yang and Guan, 2021). With the help of this the
effective customer's decision making process is used and achieve respond to the appropriate
decision making process of customers.
Conclusion
From the above report, it has been analysed that the consumer behaviour is the basic
process which is significant for the growth of hospitality industry. This happened due to the
hospitality industry are majorly depend on the consumers. So, it is important to analyse their
customer's behaviour process and analyse their decision making journey. It is further important
to work and manage the customer's market and use beneficial decisions to achieve their
competitors and growth. It is furthermore determined the identifying the opportunities and
understand the preferences of different customer's need. In order to map a path the customer's are
able to achieve customers and analyse the behaviour of customers to gain advantage and make
higher demand of the individual. In last different stages and effective decision making process
are used and analyse for the significant growth of the report.
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References
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