Consumer Behavior in Hospitality: B2C vs B2B Decision Processes

This report provides a comprehensive analysis of consumer behavior within the hospitality industry. It begins with an introduction to consumer behavior, defining its core principles and outlining the factors that influence consumer choices, including cultural, social, economic, personal, and psychological aspects. The report then delves into the challenges of quality service delivery and the impact of digital technology on changing consumer attitudes. It explores emerging consumer trends, such as the emphasis on health and well-being and the impact of sustainability. The main body of the report includes an examination of the consumer decision-making process, from problem recognition to post-purchase evaluation, as well as the different levels of hospitality consumer involvement. It also discusses various consumer views, including economic, passive, emotional, and cognitive perspectives, and factors influencing decision-making like heuristics, marketing mix, and new technologies. Finally, the report highlights the differences between business-to-consumer (B2C) and business-to-business (B2B) decision-making processes, market research methodologies, and influences on the decision-making process, such as personality and self-motivation, and the measures of consumer learning, including recognition, recall, and behavioral measures. The report concludes with a brief summary of the key findings.

Hospitality Consumer
Behaviours

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
LO1..................................................................................................................................................3
LO2..................................................................................................................................................5
LO3..................................................................................................................................................7
LO4..................................................................................................................................................9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Consumer behaviour is the process which have involvements of various level of
individuals or existing level of group in way of selection, purchase or dispose the voracious level
of products and services. There are various factors which influences consumer behaviour along
with challenges of quality service delivery to meet consumer expectations. MacDonald is
considered to be the company which is being famous for its largest food chasing in expansion
over the globe attains competitive advantage against the competitors. In this report there will be
discussion consumer decision-making process along differences between business to consumer
(b2c) and business to business (b2b) decision-making processes.
MAIN BODY
LO1
Consumer behaviour
Consumer behaviour is the process which have involvements of various level of
individuals or existing level of group in way of selection, purchase or dispose the voracious level
of products and services which having major level of idea in order to have providence of
satisfaction of needs as desires. This help in order to have study on consumer in order to have
providence of several clues which has been rearrested to product introduction, setting prices
along with devising channels and developing other marketing activities in order to have increase
the level of productivity and satisfaction in consumers.
Factor influences consumer behaviour:
1. Cultural & Social Factor.
 Subculture- it the segment of culture which is impacts the way in which person have
impacting culture behaviourist either at psychophysiological or mass level of
identification.
 References group- they are one who is directly implicating the behaviour and purchases
of consumer regarding product with different point of comparison and reference.
 Opinion leaders- the key group of people who basically have influence of behaviour of
different consumers with providence of relevant information in ways of new trends which
are existing in market.

2. Economic Factor.
 Personal Income is considers to be the totals' income earned by consumer in order to
have the validation maximum level of satisfaction development.
 Standard Of Living is makes the major impacts of the range of products that is needed
in order to be purchased
 Family Income of family makes the difference in buying of product as lower income
tends to have less demand for prosperous life.
3. Personal Factor.
 Life style different to be such as the achiever, struggler, striver and makers.
 Age is having major consideration as different age have different demand of product
development
 Occupation such as the existence of professional, businessman and worker with salaries
have different level of demand in regard to product
4. Psychological Factor.
 Motivation- it is considered as the internal drives as each consumer have different
reaction towards the existence of products according to their position. There is more
clears definition of different satisfaction.
 Perception- all consumer have different level of perseverance over a same product
according to difference in the respective perception. There are major impacts of internal
and external environment.
The challenges of quality service delivery to meet consumer expectations
The multiplicate level of customer in order to meet the certain demand over same
particulate moments of time turned out to be more complicated for company to provide the
efficient level of services to potential customer.
Resolving major level of complaints regrading products are services which is bale to have
proper level in intensification of the customer service model which majorly concern in the level
of quality of service and sales of satisfaction.
Dealing with a service outage or a crisis situation as having high level of volumes that
needed to deal in making customer level of different expectation
The impact of digital technology on changing consumer behaviour and attitudes

Technology has caused businesses to be run differently, established new prerequisites for
success, and influenced the way consumers act.
 The forecasting have the more sense in developing the various level of standardized in
regard to the product.
 With helps of technology consumer are easy to have the valuation of various of product
which increase the availability of choice.
 There are more involvements in the world into more level of digital advertising with
introduction id various digital networks s
Emerging consumer trends affecting the Hospitality industry
There are stage of every event of emerging technology which is direct or indicter impacts the
business of consumer trends in more specific way-
 Tech explosion is making consumer aware regarding instalment of current trends along
with its impacts of various developed of individual and familiar personality's.
 More increase of emphasis on health and well-being is being increasing in way of more
innovate idea to have perseverance of voracious level of development.
 Major impacts of development in sustainability rules which is major constructing in
reduction impacts of global warming.
LO2
Consumer decision-making process
Consumer ave numerous level of decision makings which have the major conserve which is need
to be developed in each and every aspect of development. In such decision there is involvement
of various process of choosing between voracious alternatives.
 Problem recognition is the process when consumer have experience of external and
internal stimulus which is making him think is lacking . This motivates him to have
solution to problem. Consumer have desire to eats fast food which is identified as major
problem.
 Information search is about having information regarding initializing of voracious
solution high have be considered as the solution to its problem in more respective manner
for development in tumultuous creation
 Evaluation of alternatives gets to have deepened knowledge in regard to availability,
price, discount and more of loss and benefit to have choosing the best one. The consumer

mainly evaluates between MacDonald, KFC and burger king where MacDonald in trying
to more efficient as persist competitors.
 Purchases decision is when product offered to customer ends with solution to its
problem which is mainly having choosing varsity brand after effective evaluation.
MacDonald comes out be the best solution target each and every aspect of consumer
decision-making.
 Post purchases is having the proper to have level of sleekness which is reassurance after
making the particular level of decision regrading the buying of product with existence of
bots positive and negative outcome. MacDonald basically have happy customer whit its
exciting offered development.
Level of hospitality consumer
 Extensive Problem Solving is the first level in which consumer have requirement of
extensive information in order to have creation a set criteria to have specification
regarding specific brand development such as MacDonald ,KFC or burger king in regard
to which brand is needed to be purchased
 Limited Problem Solving us second level in which consumer has already established the
basic criteria for exhaustion of different product as meet per his / her requirements in
more specific level. There will be extents of fine-tuning which is needed to be developed
as there is major performance of eating burger of what taste
 Routine Response Behaviour is last level in which former is clears absolute the
purchase of product category. There is set basis of criteria for evaluation is eating
MacDonald evaluation .
Different Views
 Economic view is about awareness regrading all products and capable of being correctly
identifying the benefits and losses with choosing one of the best alternatives.
 Passive is the view of consumer which is basically having submissive description to the
self-serving interest and various advertising skills of different level of marketeers.
 Emotional is really level of asseveration of consumer with joy, hope, fear and love which
is highly getting into level of involvement in consumer decision making.

 Cognitive is consumer view of perseverance in processing of information in more
deliberated order for more everlasting information with regard to different level of
consumer decision-making in products.
Factor effecting decision-making
 Influence of heuristics is considered to be mental shortcut in which people basically
make decision as per the current emotional moods or the perseverance of current decision
factor in more emotional manner.
 Influence of marketing mix as the variability of impacts in validity of various P's makes
the consumer to have trending to have the availability of production in bases of proper
decision-making along with increasing the sales.
 Influence of new technologies as it helps in providing level of improvements inequality
and speed of decision-making with having regards to variability to right implementation
of decision along wroth vitalizing various level of discounts.
LO3
Differences between Business to consumer (B2C) and Business to Business (B2B)
decision-making processes
There is difference in decision-making process in Differences between Business (B2C)
and Business to Business (B2B). In B2B market is compassionate to be more complex in
purchasable process as there is consideration of majorly level of technical, business, financial
and operational departments.
The next is about payment and pricing difference as in former there is consistence of
individual in order to select and manage product but in latter one there is high requirement of
consistency in taking more level of mechanical company complex mechanism.
The next different in more level different market structure and development of reslash
which is hacktivism major impacts in decision-making process along with development of
individuality of consumer decision-making.
Differences between B2C and B2B market research.
Basically having the major researcher in these type of two different market there are
identification of various area which is having the specific level of difference in development of
company to gassing level of brand loyalty and up gradation which impact the consumer decision-
making process in more effective and efficient ways of development.

More involvement to have mixed level of methodologies as There is existence of more
level of complexity in developing the market research of consumer market as astrocompass to
business market which have involvement of various level of technological in the B2B market
research development.
Difference in level of participants as in the B2B market research is lacks of focus group
rather than consumer market as it is considered to be logistical difficulty to make the decision-
making agonists its competitors to have development of prominent ideas than is needed to be
considered for development.
Sample size as in the B2B market research the major components are to be considered
very small as compare to latter one. As such, most researchers rely on the “80/20 rule,” which is
to place greater weight on the responses of more important and influential respondents. Which is
basically known as Pareto principle
Market research differences as the B2B is focusing the level of decision-making is
being focused on units rather than the individuals. In the business there is existing the level of
targets of different types of respondents which is needed to be evaluated on desperate basis.
Influences on the decision-making process:
 Personality as refers to the inner psychological characteristics or traits of a person that
determine, how a person responds to his/her environment.
 Self-Motivation as it is considered as the internal drives as each consumer have different
reaction towards the existence of products according to their position. There is more
clears definition of different satisfaction.
Measures of consumer learning:
 Recognition and recall have the eduction of determination in consumer to have
remembrance in order to have seeing and reading which have recalling he with intension
of proper purchasing. Recognitions tests are based on aided recall, whereas recall tests
use unaided recall.
 Attitudinal is having the consistency of brand loyalty with attitude behaviour and actual
one towards the development of brand which is importance to have the constant to be
measured.

 Behavioural measure have the regarding the perceived level of perception in terms of
maintaining better level of bend loyalist in order to have purchase more and more product
without giving single thought
Aspects of consumer perception:
 Dynamics is considered to have different in input which can be the stratification in more
wants of desire and expectation along with wants and perception
 Imagery have enduring of various level of perception as different product have different
symbolist values to have valuation of consistency
 Risk is having the major level of dependence of the consumer current level of culture
situationist and demand of product which is having major dependence in consumption
situation.
LO4
Influence of culture and sub-culture.
Culture has the most important refactor as its is handling telemetry the level of behaviour
which is firemen as desirable. The values are majorly effected by norm which is acceptable ta
range of responses. The consumer behaviour is been inherited with different lining different to
vasopressor cultural development. As the Subculture as it the segment of culture which is
impacts the way in which person have impacting culture behaviourist either at
psychophysiological or mass level of identification. It is construed to be level of set experiences
which is considered to be share belief. Analysts and consumers themselves use an awareness
of culture to learn how and why consumers in a particular culture behave the way they do.
Patterns of buyer behaviour
The behaviour of consumer towards the development of pattern behaviour against the
buying of product of company MacDonald. The customer pesos a different level of attitude along
with belief to the voracious product which is even produced by MacDonald. This makes the
major mosaics on behaviours of buying of consumer as there is existence of level of belief along
with attitude customer by influences of various level of campaign which is effecting the business
of MacDonald in more prominent manner.

Role of opinion leaders as the key group of people who basically have influence of behaviour of
different consumers with providence of relevant information in ways of new trends which are
existing in market.
Understanding of buyer behaviour
There is considered as the importation aspects for developing the Valparaiso level of
goals and objectives in order to make the development in more prominent level. MacDonald has
been the specialist in burgers, bakery products and many more sp the immediate consumption
which makes country to have employment over the progress of development in respective
manner of understanding. The company makes advertisement to grab the attention through
operant conditioning which may to rearrested to positive and negative imparts. As the positive
will makes reabsorption in buying product of company and visce versa Establishment of
relationship in more effective manner of development. Positive and negative reinforcement of
the customers will greatly affect the organization. For this is it is important for company to
gassing the reinforcement against customers whit will help in building up reputation sales ans
there respective future success
Impacts of using digital audience in decision-making
With the major impacts in decision-making process of company is about the Tech
explosion of increasing consumer aware regarding instalment of current trends along with its
impacts of various developed of individual and familiar personality's. On the other hand there is
increase in emphasis on health and well-being is being increasing in way of more innovate idea
to have perseverance of voracious level of development.
CONCLUSION
From the about repost it can be concluded that consumer in order to have providence of
several clues which has been rearrested to product introduction, setting prices along with
devising channels and developing other marketing activities. There is increase the level of
productivity and satisfaction in consumers as company have face challenges of quality service
delivery to meet consumer expectations as multiplicate level of customer and Resolving major
level of complaints. Major impacts of development in sustainability rules which is major
constructing in reduction impacts of global warming. There is existence of Difference in level of
participants as in the B2B market research is lacks of focus group rather than consumer market

Self-Motivation. MacDonald has been the specialist in burgers, bakery products and many more
sp the immediate consumption which makes country to have employment over the progress of
development in respective manner of understanding. The values are majorly effected by norm
which is acceptable ta range of responses.

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