Consumer Behavior Analysis: Morston Hall Hospitality Report

This report provides a comprehensive analysis of consumer behavior within the hospitality industry, focusing on the context of Morston Hall, a country house hotel. It examines the stages of consumer decision-making, including problem identification, information search, evaluation of alternatives, buying decisions, and influences on the purchase decision. The report also maps the consumer's path to purchase and its importance in the decision-making process. Furthermore, it differentiates between B2B and B2C marketing strategies within the hospitality sector, highlighting key differences in decision-making, strategy, market size, and requirements. The report explores market research approaches for understanding consumer behavior, including the use of secondary and primary sources. Finally, it analyzes how marketers influence different stages of the consumer decision-making process, emphasizing the importance of understanding customer needs and preferences to enhance the overall productivity and success of a hospitality organization.

Hospitality Consumer
Behaviour Insight

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1 .........................................................................................................................................3
Covered in PPT.......................................................................................................................3
TASK 2............................................................................................................................................3
P3 Consumer decision-making stage and map for purchase of hospitality service...............3
P4 Map and it importance for consumer decision-making.....................................................4
TASK 3 ...........................................................................................................................................5
P5 Key differences and their relation with hospitality decision-making process for context of
B2B and B2C..........................................................................................................................5
P6 Different approach and their evaluation which is used for market research to understand
decision-making process........................................................................................................6
TASK 4............................................................................................................................................7
P7 Examine how marketers influence on different stages that relates with decision-making
process....................................................................................................................................7
CONCLUSION................................................................................................................................8
REFERENCES .............................................................................................................................10

INTRODUCTION
Consumer behaviour is defined as the study of individuals, team, groups and organisation
that is associated with all activities of organisation. It relates with purchase, use and disposal of
goods that demonstrate consumer's emotions, attitudes and preference. The main motive to study
consumer behaviour is to analyse aspects that impacts on consumer behaviour and insight. This
report is written from perspective of Morston Hall which is an intimate country house hotel that
was originated in the 17th century and it is well-known for their outstanding cuisine and high
quality services (Almeida-Santana and Moreno-Gil, 2017). Moreover, this report will focus on
different cultural, social, psychological and personal factors that influence consumer behaviour
and attitude of a hospitality organisation. Stage of consumer decision-making along with the path
of purchasing hospitality service is also include in the upcoming report. In the last, key
differences between B2B and B2C aspects with specific example of hospitality will also include
in this report.
TASK 1
Covered in PPT
TASK 2
P3 Consumer decision-making stage and map for purchase of hospitality service
The term consumer decision-making is defined as a five step process that is implemented
by individuals for purchase of service and products. Decision-making process helps to generate
effective decisions with identify of consumer's requirements and services. Some steps that is
related with decision-making process is discussed as below:
 Problem identification- It is the first step that define the problems related with
individuals as this is used for understanding process as well as requirements of person.
Problem refers to the requirement of generating a need and restaurant such as Morston
Hall fulfil needs of individuals.
 Information search- Information is stored by individuals as it helps manager to work by
arranging resources that is used to manage work according to need of individuals. By
understanding about information management easily perform their work that leads to
complete work with needs of individuals (Jingting, 2019). Different alternatives are
identified by consumer for purchase of service as per their requirements.

 Evaluation of alternatives- According to this stage an individual identify alternatives
which is used by consumer's for managing products, service and brands to compare their
work and complete actions as per individual requirement. This also lead individual to
perform work by identifying and understanding of consumer behaviour to attract
customer's at a large level.
 Buying decision- Consumer decision-making define the process as it is used to purchase
about products and services that is used for identifying persons and consumer decisions.
This is also used for buying brand by evaluating of activities that is related with
consumer requirements. Within context of purchase decisions buyer make decision to
fulfil their needs.
 Influence on the purchase decision- The term digital aspect undertake and implement
new trends which lead an individual to analyse Morston services by identify of different
resources. This also refers that by gathering information it is easy for consumer's to
make effective decisions by analysing company decision.
In the context of Morston Hall an individual make effective decisions by completing all work as
per decisions. Change in consumer trend is one of the major problem which is related with
consumer's decision-making because it is difficult for engaged staff of Morston to manage their
work according to needs of consumer (Khare, 2014).
P4 Map and it importance for consumer decision-making
The term map and path refer to different ways that is used the customer's for converting
and using the prospect into the lead. This is a final process for purchase of products emails,
website, search application and many more are the aspects that helps to analyse the product. In
simple terms map helps to design and identify a journey as it lead individual for purchase of
products through effective interaction. The main motive for formulation of map is to generate
focus on effective decision-making that lead buyer's to understand need and want of customer's.
Morston Hall perform their work with motive of managing persons in order to generate decisions
that improve selling process of organisation. Similarly, map also help to identify different
insights such as buyer requirement, needs and wants that aids management to understand
consumer decision-making process (Koklic, Kukar-Kinney and Vida, 2016). Morrson Hotel
perform their work according to stages of consumer decisions that attracts more number of
individuals by offering product according to buyer requirement.

Marketers of respective restaurant respond towards the each stage as it is important for
organisation to accomplish their goals in minimum time period. In the present scenario, customer
buying decision process is rare. From the perspective of Morrson Hall there are various task
perform by management that leads individuals to perform their work according to decided stage.
Moreover, individual prefer to complete their task as per stages of consumer-decision making
process that is used to respond towards different stages of buying decision.
TASK 3
P5 Key differences and their relation with hospitality decision-making process for context of
B2B and B2C
According to the term marketing an individual undertakes a wide selection of activities
which is used for performing task with motive of accomplishing higher sales. Their are two
different models of marketing that includes B2B and B2C is implemented by organisation for
achieving the end-result as it relates with enhancement of company sales. In simple terms, this
refers that business model work to improve company sales by selling their products to
commercial companies and customer's (Leite and Azevedo, 2017). Thus, business to business
model helps to trade between two merchandise and B2C method leads to make business to
customer's. On other side, business make most effective decisions through completing work as
per business model.
Basis B2B B2C
Purchase related decision Decision is based according to
the buying requirements.
Goodwill for seller and less
time period that helps in
setting the prices for
competitive organisation.
It includes minimum and less
time period. This also for
framing purchase related
decisions. Taste, preference
and need of individuals are
major perspective of
customer's.
Strategy related decision The main focus of business to
business model is to formulate
personal contact as well as
sales related with business that
In context of business there are
different marketing tools as
well as techniques that is used
for influencing behaviour of

is used for formulation of
personal contact and sales
related with business product.
target customer's. Promotion
by use of social media is an
effective technique to
influence decision of buyer.
Market size The size of business is drive
by use of management
techniques that helps for
improving product and sale
(Mahony and Salmon, 2014).
Preference and need of
customer's is understand for
targeting individuals as per
company goals.
To understand requirement Requirements are identified by
the organisation with analysis
of company objectives as it
helps to formulated strategy as
well as plans which is related
with success and growth of
individuals.
With understand of customer
strategy this is easy for
management to make emphasis
on need and preference of
individuals. It is also used to
work with marketing aspect for
reducing price of products.
P6 Different approach and their evaluation which is used for market research to understand
decision-making process
The current situation, that is used by marketers relates with market demand and
fluctuation as it related with needs and wants. An organisation conduct market research that
helps for performing all work in an organised manner. From perspective of Morston Hall
individual make decision in favour because management satisfies needs of customer's in an
accurate manner.
Research approach for B2B model- In context of organisation an individual generate emphasis
for use of secondary sources because it is related with purpose of gathering information and data
related with business (Segijn and et. al., 2017). The main motive to perform work by B2B model
is to make quick decision for improving efficiency of company.
 Public record- Trading related with B2B model is implemented by management for
performing all work as per decided methods that is used for trading the business. This is
possible for individuals to make effective decisions. From the perspective of Morston

Hall it is analysed by management that the collected information helps to make effective
decision.
 Government and non-government agency- With the method of government agency it is
identified that business houses manage and perform their work according to decided
objectives. This is also used to generate decisions by making process of organisation that
make process of decision-making with motive of accomplishing company objectives.
Research approach for B2C- Business to customer model is an effective approach that is used
for explaining the work perspective that make primary sources with motive of managing work
with specific purpose. Morston Hall perform work as it is used to complete work as per decided
steps that helps in completing work with fresh content.
 Questionnaire- It define or explain as a list of question which is used for performing
work according to decided research topic (Straker and Wrigley, 2016). This is also used
for distributing task with analyse and identify of individual perspective towards the
generating effective strategy for individuals.
 Personal interview- The term personal interview helps to conduct and communicate
about target aspects which is used to perform work as per strategy that leads towards
completion of work as per customer and employee's requirement.
TASK 4
P7 Examine how marketers influence on different stages that relates with decision-making
process
With more effective decisions an organisation perform their work towards the growth and
success aspects as it is used for influencing the decision-making process of buyers. This is also
used by management and marketers to make effective decisions by completing their work
according to the ideas that suggest methods for improving the overall productivity of
organisation by making effective decisions. From the perspective of Morston Hall marketers
there are different stages is interpreted to make effective decision. Problem identification, to
search information, evaluation of alternatives and many more are the stages that is used for
making effective decisions (Sutherland and Jarrahi, 2018). Preference of customer's is another
perspective as it impacts on decision-making process with perspective of hospitality sector.
Stages related with buying decision are discussed as below:

 Identify of decision- Marketers realise and understand the decisions which are taken by
individuals for performing their work according to decided strategy. This also refer
effective decision aids management to complete all work according to decided strategy. It
is also important for marketers because this helps in understanding customer requirement.
 To collect essential information- With analysing and collecting about all essential
information and aspects it is easy to formulate decisions. Morston Hall perform their
work by collecting all essential information that is used for understanding person
requirements. Primary source is an effective method for collecting all essential
information.
 To identify different alternatives- An individual collect the essential information
through understanding various paths that helps to analyse the best source for completion
of operations in an effective manner (Tjhin, Tavakoli and Atmojo, 2016). Better and
desire outcomes is obtained by individuals through obtaining different value.
 Understanding of evidence- Emotions and information is collected by individuals and it
watch different perception that aids person to identify and learn techniques which is used
to solve the issue. It determines after selection of issue buyer is concerned about analyse
of perspective in managing work.
 Review about decision- Last stage which is implemented by Morston Hall leads to make
effective decisions as it helps for generating effective decisions. From perspective of
organisation detailed information is collect and then evaluated for effective decision-
making.
CONCLUSION
According to the analyse of above report it is concluded that organisation examine and
interpret the needs and wants of individuals that is related with consumer requirements. Business
to Business and Business to Customer are two methods that is used for gathering all information
in order to complete work according to decided perspective. Moreover, with use of research an
organisation identify and understand the preference of customer's to enter into a target market.
Marketers perform an essential role and they generate effective decision by analyse of market
conditions it results that management make decisions that helps to obtain success within
organisation.

REFERENCES
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