Consumer Behaviour and Decision-Making in Hospitality Sector

This report provides a comprehensive analysis of consumer behavior within the hospitality sector, specifically focusing on Travelodge. It delves into the various factors influencing consumer decisions, including cultural, social, personal, and psychological aspects. The report examines the impact of digital technology on consumer trends, such as mobile technology, social media, and generational needs, highlighting their influence on consumer loyalty and data security concerns. The consumer decision-making process is dissected, along with the importance of understanding consumer behavior and the differences between B2B and B2C decision-making in hospitality. Furthermore, the report explores different market research approaches and how marketers can influence consumer choices. The study emphasizes the significance of these insights for optimizing strategies within the hospitality industry.

Consumer Behaviour and Insight

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
LO1..................................................................................................................................................3
P1 Influence of Different Factor on Consumer Behaviour..........................................................3
Factors Related to Digital Technology........................................................................................7
P2 Change in the Consumer Trends Due to Digital Technology.................................................8
LO2..................................................................................................................................................9
P3 Consumer Decision Making Process......................................................................................9
P4 Importance of Knowing Consumer Behaviour.....................................................................14
LO 3...............................................................................................................................................15
P5 Difference and similarities between hospitality decision-making process in B2B and B2C
....................................................................................................................................................15
P6 Different approaches of market research..............................................................................16
LO4................................................................................................................................................17
P7 Marketers influencing decision-making process..................................................................17
CONCLUSION..............................................................................................................................19
REFERENCES..............................................................................................................................21

INTRODUCTION
Consumer behaviour is considered as the study of individual or group of people’s activity
that is related to the purchasing, using, and disposal of goods or services which includes the
emotional, mental and behaviour of consumer (Schütte and Ciarlante, 2016). This study is most
important for organization to know their behaviour and interest. This thing help them to design
product and services of organization by knowing the behaviour of consumer they can effectively
provide them product and services which can satisfy their need because consumer satisfaction
leads to customer loyalty. Travelodge is a private limited company that is working in the
hospitality sector. It was founded in year 1985 and it’s headquarter is in Thames, England,
United Kingdom. It is mainly operating in UK, Ireland and Spain. The impact of different factor
will be evaluated for the behaviour of consumer. The path of purchase will be analysed in the
report. The report is examining different type of researches that can be used by the organization
to evaluate the influences on the hospitality sector customer decision-making process. The
process of the influencing the consumer decision-making will be evaluated, which is used by the
marketers. The importance of the consumer behaviour will be analysed through the whole study.
LO1
P1 Influence of Different Factor on Consumer Behaviour
Cultural factors
According to Biswas and Roy, (2015) Cultural factors are classified in the three different
categories that can influence the consumer behaviour. These classified stages are consumer
culture, subculture and social class. These factors can be further explained as-
Consumer’s Culture
Consumer culture is one of the most important factor for the buying process of consumer.
Impact of culture is too high on the interests and daily life style. The culture which is followed
by individual person change their needs accordingly (Horner and Swarbrooke, 2016). For
example the consumers who visit Travelodge have different demands which basically reflect
their culture and tradition they follow (Trail, 2015). This how culture influences behaviour of
consumer.

Subculture
There are different sub groups in the main culture who are differentiated by their
individual views. The views of individual person in sub culture make their mind set accordingly.
They follow some beliefs. These beliefs influence them in the different manner. Their beliefs
force them to use a particular view to make purchases or buy services in Travelodge.
Social Class
This category is sub divided on the basis of the economic status. The people who are
from the different economic status have different demands and choices. In Travelodge they ask
for different services. Selection of the services is based on the charges of the each service.
Consumer likes to by the product that are affordable for them (Shaukat, Qiu and Trojanowski,,
2016)
Advantages of Cultural factors
Advantage- It can help the organization to learn new things about the Cultures and communities.
Disadvantage- It can affect the consumer base of company. This is also difficult to lean new
things about a new or strange culture.
Social Factor
Social Factors are classified in three categories which are reference group, family and social role
& status.
Reference Group
This groups some standards that can influence the behaviour of consumer and force them
to use the services of Travelodge that comes under their standards.
Family
in opinion of Parsons, Maclaran and Chatzidakis, (2017) This is the most important factor
that can affect the buying behaviour of individual person. Family background influence the
thinking of the individual person. The family members can affect the buying decision of

consumer. This how in Travelodge the consumer can ask for services that suggested by the
family members (Wickert, Scherer and Spence, 2016).
Social Role and Status
The social role encourage to set an example for others. This tendency can influence them
to buy services in the Travelodge. Social role is all about being a role model for others.
Advantages and Disadvantage
Advantage- social factor can help the organization to serve mere people in community gatherings
and they also will be able to generate more revenue from the high class consumers.
Disadvantage- It is not possible for organization to meet all the requirement of customer of all
class.
Personal Factors
These personal factor are associated with the personality and personal factors of the
individual person. This is are further divided in different categories which are-
Age and Life Cycle
On the different stages of life needs and demands of individual person are different on the
basis of their requirement they look for relevant services. This is how age and lifecycle of
individual person can change their buying process in the Travelodge.
Occupation
As per the occupation define the professional status of person. Their demands and needs
are different. They are more specific about their demand (Floren, Rasul and Gani, 2019). These
people look for services that are important for them and avoid the irrelevant services in the
Travelodge hotel.
Lifestyle
Lifestyle of the person the way to live the life. People chose particular lifestyle as per
their interest. This lifestyle force them to look for the services which are associated with their
regular life. They look for same comfort level in the Travelodge.

Advantages and Dis Advantages
Advantages
1. If the person has became loyal to organization them it can help organization to keep them
for long term relation.
2. This is easy for organization to plan their activities to influence individual.
Disadvantage
1. Personal factors are difficult to understand.
2. Organization can not target individual to prepare their products and services.
Psychological Factors
Psychological factors are related to the mental condition of the consumers. This factors
are related to the satisfaction level of consumers.
Motivation
Motivation level is depended on the satisfaction of the consumers if they are satisfied
with the services then their motivation will be high(Szmigin and Piacentini, 2018). This
motivation can help them to revisit the Travelodge.
Perception
Perception is main thing in the consumer organization relation, The perception of
consumer make them to select organization to purchase product and services of Travelodge. By
influencing their perception organization can encourage to buy their product.
Experience
The post buying experience is most important for their satisfaction. Better and
satisfactory experience can encourage them to reuse the services are products of same
organization.
Attitude
Attitude is all about the behaviour intention and belief and feelings towards the business.
Their positive and energetic attitude towards Travelodge shows their interest towards purchasing
service and product again.

Advantages and disadvantages of Psychological Factors
Advantage-By influencing thinking of people organization can make them loyal. This good for
long term goal of Travelogue.
Disadvantage-It is really difficult for organization to handle extreme personalities and
consumers. Conflicts can harm the reputation of hotels.
Factors Related to Digital Technology
There are different technologies can be used in the hospitality sector. These factors can
help the organization to get better result with client services. These factor are important to
consider by the Travelogue.
There is huge impact of digital technology on the consumer trends. Consumer trends are all
about the customer behaviour and spending habits. The digital technology can change the trends
in the national and international market (Biswas and Roy, 2015). Digital technology can force
and encourage the consumer to change their decision related to buying specific product and
services.
Factors of Digital Technology
Smart Guest Experience- Digital technology can be used to provide better experience to the
clients. This technology van help the Travelogue to understand the needs of consumer.
Mobile Room Keys- This technology allows the consumers to enter room without making extra
efforts. It can reduce the load from the consumer and improve their experience in hotel.
Smart Room Service- Digital technology improve the quality of room services of hotel. This can
improve the comfort level of people in organization. It has huge impacton behaviour of
consumer.
Advantages-
1. Provide high control over organizational function.
2. Reduce the work load on employees.
3. Improve the functionality of Hotel.

Disadvantages-
1. Hard to understand.
2. High cost for installation in hotel.
P2 Change in the Consumer Trends Due to Digital Technology
Use of Mobile Technology
The digital technology is about use of technology in the business operations. There are many
people are connected to the mobiles and they are using internet to buying products and services
that are provide by different organizations (Schütte and Ciarlante, 2016. The organizations like
Travelodge are using the digital technology to provide facility to the consumer to book the rooms
and other services online. The booking process through id faster, efficient and cost effective for
consumer and this also allow hotel to make relevant changes in services before arrival of
consumer (Javornik, 2016). People are aware of these services.
Influence of Social Media
Social media is a part of the digital technology and both organization and consumer are
using the digital technology. Organizations are using it to perform marketing and promotion
activities to attract more consumer towards their organization. Their purpose to influence
customer to use the services of Travelodge (Trail, 2015). There are millions of people are using
the social media application like Facebook, Instagram, Twitter and LinkedIn. The hospitality
sector organization use their pages on these social media platform to get more consumer views
and clicks on company website. Their purpose to increase the number of clients of hotel. Use of
social media has huge impact on the consumer behaviour.
Generational Needs
The old generation were using the traditional methods to buying product and services but
new generation is aware of the digital technology. They use the digital technology to get faster
and effective services. This fast services are more satisfying and error free. This is how digital
technology force the consumer to change their traditional method of purchasing product and
services (Kaur and Singh, 2017). The faster and efficient service change their mind set to leave
the conventional methods of purchasing and use the advance and new digital technology.

Improve the Consumer Loyalty
All the organization wants to increase their revenue for immediate basis but the long term
relations are more important for them. This more important for organization like Travelodge to
make loyal to full fill the long term goals (Horner and Swarbrooke, 2016). This is only possible
by providing better services to the consumers. By using technology it is easy for Travelodge to
provide better satisfaction to the consumers by tracking their needs and demands.
Data Security
Data security is one of the most important in the digital technology. There both type of
effect on the consumer trends (Caruana, Carrington and Chatzidakis, 2016). There are some
advantages and disadvantages of digital technology. Advantages of digital technology drives the
consumer to use the digital technology to get services of the services of Travelodge. The data
security is main concern of the consumers, if organizations are providing better services then
customer will buy their product and services through digital technology. In the opposite
condition for security concerns people wants to avoid the online and digital technology for fund
transfer and sharing personal details.
There are Different ways to improve and influence the decision of the consumer to make
them buying services of the Travelodge. Some of the methods are-Providing better services
which can help them to achieve the consumer loyalty, increase the revenue generating from each
consumer, provide better satisfaction to the clients and identify their need to provide more
convenient services to them.
LO2
P3 Consumer Decision Making Process
The consumer decision making process is most important for organization. This is the
process which is followed by the consumer to buy a product or a services. The consumer buying
process can be classified in different steps which are used by the consumer to make final
decision to buy a particular product (Trail, 2015). These steps of consumer decision making
process are- Recognition or Problem, information search, evaluation of alternatives, purchase
decision and post purchase decision.

Recognition and Problem
This is the first step of the consumer purchase decision. Without need no one would
purchase anything. The purchasing process or consumer decision making starts with a need or a
problem. In the initial stage consumer find a need or face a problem which can not be solved
with the currently available resources. In this case they need help to solve the particular problem
which can be achieved by making available relative resources, product and services (Floren,
Rasul and Gani, 2019). In this step want of consumer make them feel that they need something
to solve a particular problem. For example consumer are planning a tour and need to arrange an
accommodation at a particular location. This is a need a problem which can be solved by
purchasing services of a hotel like Travelodge. This is how a problem leads to recognition of a
need. In this step consumer feel lack of resources which they need to buy.
Information
There are different ways are used by the consumer to collect the information about the
resources that can help the individual to full feel needs of solution for their problem (Lim, Soutar
and Lee, 2016). The information searching process can be divided in two types which are-
internal and external. The internal information is based on the personal thinking and experience.
On the basis of this personal experience and thinking individual person search for product or
service that can help the person to find the solution for particular problem. The other type of
information search is external search. Which is based on the information searching from the
external sources like people around, media, internet and suggestion form other specialist people.
This is how person can gather information from different solution to find solution for their
problem or product that full fill their demand. In this process consumer looks for different
alternatives for their problems. There are various organizations which are providing services that
are similar to the Travelodge. Customer have various options among which they have to select
one of the best effective.
Evaluation of Alternatives
As per the information collected by the consumer they have multiple options to meet their
demands, there are different brands are their which used to provide same kind of products and
services (Shiel, do Paço and Alves, 2019). This set of multiple brands is also known as the

evoked set. Evoked set is the list or group of product that comes first in the mind when thinking
about the product. This could be result of internal or external research. These some final options
that are considered by the consumer for buying. As the consumer have multiple choices which all
are similar, at this moment prospect theory help to find the last solution that can help the
customer to select one final product. In this theory, the similar product are compared on the basis
of profit and loss. In this process all the options are compared on this basis evaluation. On the
base of this profit loss evaluation process last product or services is shortlisted by the person. For
example there are different which are providing same product but on the basis of profit loss
evaluation the Hotel Travelodge is one of the best in its category.
Decision Making
As final product or services is sort listed in the step the shortlisted products are analysed
on the basis of different features which comes along with the product or services. On this
analysis the many products are eliminated in the process and the last remaining product is
selected by the person for purchasing. In this process compare the product on scale of
convenience. For example the accessibility of the Travelodge is better than other organizations
(Christou, 2016). This is how in this step final selected product is purchased by the consumer.
This is the stage where actual decision made by the consumer.
Post Purchase Evaluation
This is the step where the consumer use the product and gain experience with it. This is
one of the most important step for the organization that is providing service to the consumer. On
the quality and performance of the service or product customer feel satisfactory or unsatisfactory.
The product is evaluated on the basis on their expectations. There are different cases are possible
which drives the loyalty of consumer (Trail, 2015). If the product or service is highly satisfactory
then it can help the organization to get loyal customer, if product or service is optimum
performing then it is also good for company and if the post purchase experience is not good as it
was expected to be then it can cause value loss to the brand and company can lose kits customers
in future. The positive and negative experience drives the loyalty of consumer in positive and
negative way (Narula and Desore, 2016). For the example if the services provided by the
Travelodge are not good than customer will shift to other hospitality sector organization.

This is how all the consumer decision making process works for the organization like
Travelodge.
Factors that can Influence the Consumer Behaviour
There are different factors which can influence the decision of consumer are-Heuristic,
marketing mix and technology.
Heuristic-This practice is not applicable for all the condition. In case of the hotel selection is not
possible to try all the hotels at same time and it can take long time. This approach is good for the
cheap products which can be used multiple at a time.
Marketing Mix- The 4P’s of marketing have huge impact on the consumer purchase behaviour.
These P’s are- Product, Promotion, Place and Price.
Product- For product factors like quality and service are considered by the customer (Rajavi,
Kushwaha and Steenkamp, 2019). If the quality and performance of the product are good then it
is a positive sign for the customer and organization. This can force the consumer to buy the
product.
Price- This is one of the most common factor for the consumer. They are mostly influenced by
this decision (Shaukat, Qiu and Trojanowski,, 2016). If the services and product provided at
Travelodge are good at pricing than consumer will be attracted by the services of hotel and they
will make their mind set to revisit the hotel in next visit. This is how price influences the
decision of the consumer.
Promotion- There are different promotion methods are used by the Travelodge. If the promotion
use by hotel are effective than it will positively affect the mind set of customers. This will help
the organization to get more visits of consumers.
Place- In the case of hotel industry the location of hotel is one of the most important thing. The
view of hotel, accessibility of hotel make it more attractive (Massingham and Pomering, 2017).
For example if hotel is easy to access than clients will select Travelodge as their final and
retained choice.
Technological Factors

Now day’s technology is crucial factor in each business. There are different possible
advance technologies are their which can be used by the Travelodge to provide improved and
better experience to consumers. Online technology provide different facilities that can help the
individual customer to stay loyal to Hotel Travelodge (Floren, Rasul and Gani, 2019). These
technology also can help the organization to get better result in the national and internal market.
Marshallian Model
As per this model there are two factors that are satisfaction and affordable. Customer
looks two things when they are buying a product. As per Marshallian model if the Travelodge
hotel is economic and satisfactory than it is good for the consumer, and they will select it as their
accommodation because this theory says that people buy those things which are affordable and
satisfactory. According to this Model a function is provided that specifies, why or what
consumer would buy in each pricing and income situation. This assumption is used to solves the
utility maximization problem. Marshallian demand is also known as warasian demand and
uncompensated demand function.
B(p,I)={x:<p,x>≤I}
in this stage <p,x> is inner product of price and quantity vector. Consumers have specific utility
factor that is -
u :RL+->R.
x*(p,I)= ArgmaxxϵB(p,I)u(x)
This is how the Marshallion provide function for consumer demand.
Advantages and Disadvantages-
Advantage
1. Help the organization to improve their productivity in market place. For example after
improving the motivation level of employees company will be able to obtain best
performance of employees.
2. Important to understand market needs. Travelogue can use this model to develop better
plan to meet employees needs.

Disadvantages
1. Complex to solve mathematical formulas. People who are working human resources will
find difficulty in solving this kind of problem.
Maslow’s Hierarchy of Needs
This model is based on the satisfaction and motivation level of consumers. There are
different category of needs are suggested by the Maslow which are- psychological needs, safety
needs, social belonging needs, Self esteem, self Actualization and Transcendence. All these type
of needs are important for consumer they are willing to take the services of organization which
are full filling all these needs of consumer. By this Travelodge can improve the motivation level
and satisfaction level of customers and encourage them to develop loyalty for organization.
This is how by using different theories and models customer behaviour can be understand
by organization to make effective policies.
Advantages and Disadvantages-
Advantages
1. Good for employee motivation and it can help Travelogue to encourage the employees to
perform better.
2. Allows the Travelogue to improve their performance without too many efforts.
Disadvantages
1. There are some needs which are difficult to understand and complex to full fill. Come
times it is not possible to ensure that needs of employees are full filled or not. Not
applicable in typical situations. For example the needs of self-esteem are not in control of
organization.
P4 Importance of Knowing Consumer Behaviour
1. The purpose of the business organizations is to conduct business successful with
generating optimum output or profit.
2. By knowing the consumer behaviour they will be capable of designing effective services
and policies which are good for consumer satisfaction..

3. Higher consumer satisfaction of consumer can help the organization to achieve its long
term goals.
4. This will help Travelodge to understand the needs of consumer and design product and
services accordingly.
5. This can help the organization to be effective with their services and provide better
satisfaction to influence their behaviour. Travelodge can also use this to define its
marketing strategy that could help them to attract more consumer to take services of
organization.
LO 3
P5 Difference and similarities between hospitality decision-making process in B2B and B2C
Similarities
1. Both services require high and excellent consumer services and experience.
2. B2b and B2C are consumer centric sales process.
3. Authenticity and credibility is required in both processes.
4. Consumer loyalty is goal for these process.
5. Both process are designed to generate better profit from company operation.
6. The approaches that are used in process are nearly similar.
7. Communication is important for both processes.
8. The common goal of both B2C and B2b is to satisfy the needs of client.
B2B B2C
In B2B buying decision-making process,
businesses buy different services for the use in
their companies. For example a small hotel can
order Travelodge's food in their hotel if there is
a shortage of food.
In B2C, buying process, consumer buy
hospitality services for their personal use. For
example, a guest can direct approach to the
hotel to buy rooms and beverages for its
personal use.
In B2B buying, the process of purchasing is In B2C buying, purchasing decision are less

much complex as these service are offered to
other customer which may or may not like it.
complicated as customer most of the times new
what they want and what are the products and
services which can satisfy their needs.
Within B2B transactions consumers can select
various products and services and pay for the
at a point of sales by using a proper mechanism
of payment which is referred as debit or credit
cards or cash. B2B transactions system is also
complex as compared to B2C. For examples,
Travelodge can buy infrastructure for its hotel
from other company by selecting, placing order
and arranging delivery via agreed channels
which may a time consuming process.
In B2C consumer who buy Travelodge service
pay the same price which is being paid by other
customers but these prices may also vary
depending on the offer provided by the hotel
(Lake, L., 2019). For example, Customer who
agree on placing a large order can enter in
negotiation with the hotel and can ask for
discounts. Here customer can pay to hotel
instantly after the services is delivered to a
customer.
In B2B business, e-commerce process is
simple for example Travelodge simply needs a
methods of displaying a products and price on
their website which is mechanism for
recording a customer details and a checkout for
accepting a payment.
In B2C, the process of selling products and
services is complex for example, consumer
browses the prices, products and services of
different hotels in order to gather information
and make decision accordingly.
P6 Different approaches of market research
Primary research is used by organization to collect direct information from the target people.
Primary research is considered as better approach to satisfy the needs of consumer because this
will be so easy for people to get feedback from consumer. Secondary approach is used by
approach is used by Travelogue to get different type of other data that can help the company to
develop their policies according to secondary research to generate higher revenue.
There are different type of marketing research is used in process of data collection. It is
depended on the objective of the research (Wickert, Scherer and Spence, 2016). These two types
of data are qualitative data and other one is quantitative data. The question of research decides
that which kind of data will be suitable for market study.

Qualitative Data
This type of data is based on the observation and collection by recording process. It is
also known as non numerical data. This type of data is basically collected in one to one
interview. The target audience are asked with same questions and their answers are recorded in
order to conclude the result.
Advantages
1. Provide depth detail to the reader and researcher.
2. Help the researcher to expand their responses.
Disadvantage
1. Difficult to replicate result.
2. It can lead to wrong results.
Quantitative Data
The quantitative data is of numerical type and it can be expressed in the numerical form.
This type data is collected in different type of evaluation techniques and measured in form of
value, symbol and numeric code (Floren, Rasul and Gani, 2019). For example the data like
business reports and revenue report and market data are mostly considered in this type of
research. All the data collected in this process is in form of numeric data.
Advantages
1. It provides accurate result.
2. Provide detail facts to researchers.
Disadvantages
1. Provide very precise data which is not enough to develop better understanding.
2. Numbers are not enough to conclude complete result
Primary Research
Primary research is research in which a data is collected for first time while as secondary
research is the collection and synthesis of existing research.

Advantages
1. Provide better control over research.
2. Adress specific topic.
Disadvantage
1. It can cost higher.
2. Consumer more time then secondary research.
Secondary Research
The secondary research is known as the consideration of the primary research sources as
a source of data. In this different books, journals, articles and report of other researcher is used to
collect information.
Advantages
1. It cause low cost.
2. Provide better opportunity to gain information.
Disadvantage
1. Provide different information to research that can cause conflict.
2. Selection of source is difficult.
Travelodge can make use of different approaches for market research in order to
understand the decision-making process of their customers. There are two types of researches
primary and secondary. Methods of markets research can be categorised in two main components
which are qualitative and quantitative marketing research. Qualitative marketing research is a
type of research which involves a observation or examination of various philosophies which
governs the decision-making process or buying behaviour of customers. This framework can
help market researcher to gain a new information and will the company to evaluate decision-
making process of customers in an in-depth manner (Secondary Market Research, 2019). In
order to conduct qualitative research, market researcher can use Ethnographic studies, which
will allow the researcher to gain the in-depth knowledge of people's culture, lives, situations
which a company wants to study. These studies are time consuming but provides the proper

information to researchers which can be gathered by questionnaires, interviews, observations by
taking into account different social phenomena. Travelodge can also conduct quantitative market
research, in order to understand the decision-making process. It is a type of research,in which
people are being asked about the opinions about the decision-making process in a well structured
way so that company can make gather facts and statistics which can guide them. This method
can provide Traveloge a desired results. In this methods hotel can make use of experimental
techniques when a certain market can be segmented and tested in order discover new
opportunities for Travelodge which can influence decision-making process of customers. With
the help of this method marketers can record the decision-making process and can make effective
decision in the future in order to influence customers buying decision.
Advantages and Disadvantages of Ethnographic Research
Advantages
1. Develop better relationship with the respondents of research.
2. Provide better data sources in visual form.
Disadvantage
1. It take too much time in data collection.
2. It is difficult to choose representative sample.
Advantages and Dis Advantages of Experimental Research
Advantages
1. Provide excellent result with the research work.
2. It also can provide Artificial solution for issue of research.
Disadvantages
1. It is not based on the realistic approach.
2. It is a time consuming process.

LO4
P7 Marketers influencing decision-making process
Marketers can have an influence on the decision-making process of customers which can
be explained on the basis of marketing stimuli, other stimuli, buyer's characteristics and buyer's
response. Here marketers of Travelodge can influence the buyers by offering the customers a
quality services at the best affordable prices by developing an effective promotional strategies.
This can help the marketers to place their products and services in the minds of their customers
which is the best way of influencing the decision-making process. If marketers increase the
quality of their services higher than its competitors and offer the service at a right time with a
best promotional strategies can result in a positive response from the customers (Floren, Rasul
and Gani, 2019). These strategies established by the marketers can surely influence decision of
customers of Travelodge. Also, marketers should make a proper market analysis by analysing the
economic condition of customers and develop a service which can influence the choice of
customers. Marketers of Travelodge can take social factors of customers in to consideration and
analyse the lifestyle and frequency of purchasing of hospitality services and offering the best
services at a right times can influence the decision-making process of customers. Also, markets
can up grade technologies and make their services more automated which can help the company
to ease the purchasing process of customer which can increase the brand value of Travelodge and
this is the best way of influencing the decision-making process of customers (Voegtlin and
Greenwood, 2016).
Recognising Need and problem
B2C B2B
1. Need and Recognition-
Recognition and need is all
about getting aware of the problem
which are currently facing by
consumer.
1. Problem Recognition- Identification
ODF the problem in the business.
2. Need Description- Prepare the list of
needs
3. Product Specification- on the basis of
requirement particular product is

defined by the business owner.
For the consumer Travel lodge can use different advertisement to allow them to buy their
product. This is different for business to business objectives. The process this process with
recognition of problem particular lists of requirement and product specification are provided to
perform better information search.
Strategy for Information Search
B2C B2B
1. For information search people can use
online search to find alternative
product.
1. As per the requirement of product or
services travelogue can consult to other
businesses to meet the requirement to
get better solution.
Provide Evaluation of Alternatives
B2C B2B
1. Identification of Alternative and
prepare their evaluation based on the
other solutions.
1. Proposal solicitation
Marketer Will help the consumer to evaluate different alternative and find better selection like
Travelogue. In B2B Approach they help organization to propose better solution for particular
solution.
Help in decision Making Process
The marketers help the consumer to make decision and allow them to eliminate the non-
required process and prioduct in the decision making process.
B2C B2B
1. Travelodge can Provide better option to
consumer
1. In this process marketers help the
Travelogue by providing them with

specific supplier to meet their needs.
Post Purchase Experience.
B2C B2B
1. Post purchase behaviour. 1. Order routine specification.
2. Performance review.
Marketer will help the Travelogue to provide better post purchase services to consumer. In case
of B2B they will try to prepare performance review and act according to it.
CONCLUSION
It can be summarised that for any hospitality company is essential to gain consumer
insights which can help the company to influence the decision-making process of customers.
There are various factors which have an influence on the consumer behaviour and also consumer
trends are changing abruptly which also have an impact on the buying decision. It can also be
concluded for the report that there are different stages of consume decision-making journey and
it is vital for company to map the path of purchasing in order to understand the decision-making
process. Present report also concludes that there is difference between the decision-making
process of B2B and B2C within hospitality industry. Also, there are different approaches of
market research methods which can be used by companies in order to analyse the decision-
making process.

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