Consumer Behaviour and Insight Report: Premier Inn Case Study

This report delves into the intricacies of hospitality consumer behavior, using Premier Inn as a case study to illustrate key concepts. It examines the stages of the consumer decision-making journey, mapping the path to purchase for hospitality services and exploring the importance of this process for marketers. The report evaluates how marketers respond to the decision-making process, providing relevant examples from the hospitality industry. Furthermore, it compares B2B and B2C perspectives within the hospitality context, analyzes market research approaches, and identifies factors influencing consumer buying behavior. The report concludes by discussing the different stages and models of the hospitality decision-making process, providing a comprehensive overview of consumer behavior in this dynamic industry.

Hospitality
Consumer Behaviour
and Insight

Table of Contents
INTRODUCTION...........................................................................................................................2
MAIN BODY...................................................................................................................................2
Task 1...............................................................................................................................................2
Covered in PPT...........................................................................................................................2
Task 2...............................................................................................................................................2
4. Examine the stages of the consumer decision making journey and map a path for buying for
hospitality services. ...................................................................................................................2
5. Explore why it is important for the marketer to map a path to purchase and understand the
decision making in hospitality industry......................................................................................4
6. Evaluate how marketers are responding to the decision making process through relevant
examples from hospitality industry. ...........................................................................................5
Task 3...............................................................................................................................................6
Comparison between the B2B and B2C in perspective of hospitality context..........................6
Approaches and methods of market research used for effective decision making process to
understand...................................................................................................................................7
The manner different factors influence hospitality decision making and buying behaviour with
the help of suitable example.......................................................................................................7
Task 4...............................................................................................................................................8
Different stages of the hospitality decision making process ......................................................8
Models of decision making process............................................................................................9
CONCLUSION .............................................................................................................................10
REFERNCES.................................................................................................................................11
.........................................................................................................................................................1

INTRODUCTION
The background of hospitality is contrast of relationship between a guest and host, as to
receive the guest by host and provide the services in terms of their health care, personal care and
other aspects to satisfy their expectation and fulfil their needs and wants. The term consumer
behaviour is examine about the individual qualities that includes the demographics, geographical
and behavioural variables that helps to understands for targeted customers.
By selecting the organisation is Premier Inn is a British hotel chain as well as United
kingdom' largest hotel brand comes under hospitality industry with more than 72,000 rooms and
800 hotels established internationally (Dewnarain., Ramkissoon. and Mavondo, 2019). It was
founded in 1987 by Witbeard as well as operates from the Dunstable, England, United Kingdom.
In this report the topic covers as on stages basis factor influences of hospitality consumer
behaviour and attitudes. Discuss the ability to map the path to purchase in hospitality as per
decision making process, to understand the influences of hospitality with related to the
consumer. The stages of influences in hospitality consumer decision making impact to the
marketer perspective.
MAIN BODY
Task 1.
Covered in PPT.
Task 2.
4. Examine the stages of the consumer decision making journey and map a
path for buying for hospitality services.
The changing of consumer behaviour is being predicted by the organisation through
better understanding about individual influences to buy certain product purchases support
particular product brand (Mariani, Borghi and Kazakov, 2019). As Premier Inn, can evaluate the
decision making of consumer by implementing of customer decision making process.
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 Need Recognition: This occurs when a consumer usually faces the issues with product
and services. According to this stage that helps to predict the decision making related
with product and services. As with perspective of Premium Inn, they helps to make their
customer for recognise their product and service. Search for Information: When the recognition get achieved, after that the information
related to the product and services related gets presumes. Similarly, for Premium Inn
their marketing provides the essential information to gathered from advertisement,
websites, search engine optimisation or who have experienced the services. Evaluation of Alternatives: According to this, when customer having wide range of
alternative to opted for another option in terms of product and services (Mejia, 2019). As
the marketers of Premium Inn providing the comparison by their services with other
brand hotels and they helps to convince the customer to approach them. Purchase decision: In this particular journey, this stage is tend to be set and customer are
excited to make up their decision for approaching buy the product which fulfil their
needs. Management and marketing team of Premium Inn, ensures that each needs of
their customer must fulfil in any situational as better way.
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Illustration 1: Consumer decision making process, 2019.
Source: Consumer decision making process, 2019.

 Post Purchase evaluation: As per this stage, the marketers and other form of company
top authority seeking towards for selling to purchase decision make by consumer where
they made for their evaluation about to change the entire process (Min and Jeong., 2019).
By providing better service quality from Premium Inn to consumer where they can easily
approach the better on to accomplish it successfully.
5. Explore why it is important for the marketer to map a path to purchase and
understand the decision making in hospitality industry.
On the perspective of purchase path is said to be the action or forming simple method
which is used within the purpose of attracting more customer where to lead the marketer of
company interact to targeted people for impacting their decision to approaching their brand
services. There are some factors which influences decision making process and makes it
important for Premium Inn marketers to map and purchase path for understand consumer
decision making: Impact of technology: The source of technology helps to marketers for identifies the
efficiency and making the optimum sense of data which deliver the consumer wants and
driving the range. As in the perspective of Premium Inn, the mobility of technology
increases the hotels work efficiency as sharing of information about the services and
product where consumer can easily approach (Merli and et. al., 2019). Furthermore, the
SEO, content management and digital marketing and other social media technologies
rapidly increases the experiences to the customer and drives sales of entity. The
relationship building with consumer through social media platform is very beneficial
which facilitates the information about specification in terms of hotel resources, security
precautions, and ensuring for better durability of services.
 Influences of Heuristics within decision making: This performs functioning in
assortment which implies the marketplace. As this factor are majorly impact to the
emotions, feelings, better judgement of an individual within their decision making. For
Premium Inn, their product is counted as service which they provide in different style to
customer as well as people usually evaluated in terms of satisfy their requirement or not.
The creative of judgement of the consumer for product is generating the resulting in
accomplish objectives of company.
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6. Evaluate how marketers are responding to the decision making process
through relevant examples from hospitality industry.
The decision making process is comprises about the path that customer which take a
while for moving towards pursuing the business. Similarly, for Premier Inn hotels their
marketers are setting up their decision making process through five stages of decision making
process: Need For Recognition: The buying decision making process pursues when consumer
realizes their actual needs. As the role of marketers of Premier Inn, they need to
research about the behaviour and requirement of customer as what they are expected
from hospitality services. For example A particular buying process is highlight when
customer comes to visits and sharing their needs which hotels can efficient enough to
accomplish it. Information search: After making up of buying product and services then to
optimisation the information related to it. For example: In situation marketer of Premier
Inn, they will provide the information about their services and product packages in
social media and own websites. Optic evaluation: To getting ahead from information search, after procuring overall
information with product and services customer usually distinguish their product with
other competitor's brand product. For example, Premier Inn generally helps to their
customer by making evaluated with their product from other brand value. Purchase decision: In this stage consumer make it mind to purchase the particular
product at the time of buying. They analyse on their decision to rectify the product with
overall additional reinforcement. For example: on the basis of Premier Inn, the customer
making their decision at the time when Premier Inn team convince the buyer to
experience their service.
 Post purchase evaluation: In this last stage the consumer behaviour of decision making
is executed at the time of purchased of the product. For example the customer reflects
their decision making positive when Premier Inn team guide and provide their optimum
facilities that fulfil the expectation of particular customer.
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Task 3.
Comparison between the B2B and B2C in perspective of hospitality context.
Basis B2B B2C
Definition In this goods and services are
sold by one business entity to
another this is called B2B.
It involves a transaction in
which services and goods are
sell to the end users.
Customer Companies, organisation, sole
proprietors etc. are their
customers. For example
Premier Inn is a British hotel
chain so it directly deals with
hotels of different location
(Rather and Hollebeek,, 2019).
It always directly deal with
consumers. Like Premier Inn
have made direct connection
with their customers because it
operate hotels in various
locations such as suburbs,
airports, city centres etc.
Size of Quantity It deals in large bulk of
quantity. For example Premier
Inn supplies huge quantity of
goods to large number of
hotels in the country.
Small quantity is required
under this. As the company
offer less quantity to their end-
users as compare to B2b
(Samoggia and Riedel, 2018).
Buying decision-making Logical, planned and
systematic decision as per
requirement are taken in it. For
example Premier Inn make
strategies and policies time to
time to take effective decision.
On the basis of desire or
satisfaction of end user is to be
decide. For example as per
need of customer company
give their services through
hotels.
Manner of brand value
creation
With the help of mutual
understanding and trust it
creates their market (Sthapit.
and Jiménez-Barreto, 2018).
Premier Inn by developing
By doing promotion and
advertisement, brand image
create under this method. For
example by offering discounts,
schemes, plan and packages
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believe among their clients,
capture huge market to expand
their business in the field of
hospitality.
Premier Inn promote their
business.
Approaches and methods of market research used for effective decision
making process to understand.
Different Approaches of market research in B2B are explain as follows:
Qualitative: With the help of open ended and conversational communication market
research is to be done in it. Various qualitative data help to reveal the behaviour of customer.
Focus group, depth interview, case study, content analysis are some methods that are adopt
Premier inn.
Quantitative: To ask question from the selected audience in a systematic manner is a
basic technique adopted under this research (Tung. and Law., 2017). Deep analysation of
response can be done that will help to increase satisfaction level of respondent. As it is a
scientific method of research and work on the principle of developing hypothesis collecting data
and analysing to prove it. Methods that is adopt by Premier Inn are observation, investigation,
create structure, collect and analyse data for final validation preparation.
B2C also includes various approach related to market research such as:
Qualitative: In this single person take all the purchase related decision. It includes face
to face interviews. To generate new ideas or innovation, Focus group is not be recommended as
another method like design thinking is preferred. In 26 countries they worked with consumer
community panel parters from last two years. At the same time 16 countries covered largest B2C
project of consumer. The methods that is follow by Premier Inn was Interviews, surveys,
observations, secondary research etc. to take effective decision.
Quantitative: Collection of non numerical data are covered under this to understand
experiences, concept, etc. It also generate new ideas for doing research. All the statistical
analysis is to be performed in it (Tung., Chen. and Schuckert., 2017). Various methods should be
adopted by Premier inn for this purpose such as develop structure, collect data on the basis of
survey, investigation etc.
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The manner different factors influence hospitality decision making and buying
behaviour with the help of suitable example
Different factors influencing decision making are mentioned in below points such as:
Social: Humans are part of this factor and their buying behaviour are influence by many
person. There are many social factors that makes impact on our society such as family, roles and
status, reference group etc. Lifestyle attitudes of customer can create an impact on the decision
making and buying behaviour in Premier Inn because now a days a customers like to spend their
money on staying in expensive hotels.
Cultural: It includes various factor related to culture, social class, caste, geographies,
religion and nationalities. If a person belongs to a particular community their behaviour is
influenced by culture relating to that specific community (Varkaris and Neuhofer., 2017).
Management of Premier Inn is required to consider these factors as it has customers from
different location of the world.
Economic Factor: On the basis of economic situation, the buying habbit of consumer
depends. Some of the factor that affects buying decision are personal income, consumer credit,
saving, liquid assets. In Premier Inn, the requirement is to consider these factors because in this
way an impact is created on the profitability level of Hotel.
Task 4.
Different stages of the hospitality decision making process
Information Gathering: The process of information gathering starts only after
recognition of customers need and issues. The way to solve the problems is acknowledge by the
buyer after collecting the related information (Tung., 2017). For example marketers of Premier
leader gather information from different geographical location regarding holidays, festive season
in different countries etc. so that they can offer special packages to their customers.
Evaluation of alternatives: To take right decision a range of option must be compare.
Consumer spend a lot of time in analysis as research is important for them. All the alternatives
are analyse by Premier Inn so that they can make comparison between different options.
Select an option: Many different option are explored with the help of this stage and what
they get for their investment is estimated by them. The best alternative must be selected among
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available. Premier Inn choose the best available option to explore their business by attracting
large number of customer.
Implement the decision:All retailer and marketer are waiting for the time in which
product was purchase by customer as it is the ending stage of process. After choosing the option
Implementation is to be done by marketers so that targets can achieve.
Models of decision making process
Behavioural Model: To understand behaviour and various factor that influence system's
behaviour . It reflect what happen and the things that suppose to be happen when a system
respond to a stimulus from its environment. There are two type of stimuli are involved in it, first
is data and another is events (Jiménez-Barreto, 2018). Effective marketing team of Premier Inn,
by analysing all the factors that tends to make change in human behaviour make strategies to
satisfy their customers.
Cognitive Model: It describe the perception of different people, their views and thoughts,
situation influence their emotion, behaviour reactions. Advertising marketing strategy are explain
under this model as they analyse the manner a customers feel about the product and what was the
their thinking behind it. With the help of doing advertisement through radio, TV, Hoardings
Premier Inn describe the thoughts and suggestions to promote their business.
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CONCLUSION
From above report of the Hospitality Consumer behaviour and insight has come to
conclude where different factors get impacted through social, culture, personal and physiological
it makes highlight the various aspect that indicates changing in consumer behaviour in
hospitality industry. Technological impact creating fluctuation due to changing trends such as
existence of social media platform, mobile gadgets evolution. The behaviour of consumer and
attitudes changing on the basis of social, culture and personal factor as per time accordingly. The
result are generating outcomes by forming decision making through buyer while deciding hat
type, quantity and quality of related with product and services. Method of research are widely
assort to understand the decision making stages of B2B and B2C by collecting through survey
interview and questionnaire for mapped and interpreted observation.
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