Consumer Behavior Insights: Hallmark Hotel and Hospitality Sector

This report provides a comprehensive analysis of consumer behavior within the hospitality sector, using Hallmark Hotel as a case study. It investigates the cultural, social, personal, and psychological factors influencing consumer behavior and attitudes. The report also explores the impact of digital technology on consumer trends, examining tools like chatbots and social media. Furthermore, it delves into the consumer decision-making journey, mapping the path to purchase and emphasizing the importance of this process for marketers. The report compares B2B and B2C decision-making in hospitality, evaluates market research approaches, and assesses how marketers can influence consumer behavior at different stages of the decision-making process. The report concludes by highlighting the key takeaways and implications for the hospitality industry, emphasizing the importance of understanding consumer behavior for effective marketing and business strategy.

Hospitality Consumer
behavior Insight

Table of Contents
INTRODUCTION................................................................................................................................3
MAIN BODY.......................................................................................................................................3
Task1....................................................................................................................................................3
P1 Investigate the different cultural, social, personal and psychological factors that influence
consumer behavior and attitudes within a hospitality context.........................................................3
P2 Explore how consumer trends are changing due to the impact of digital technology................4
TASK2..................................................................................................................................................5
P3 Examine the stages of the consumer decision- making journey and map a path to the
purchasing for a given hospitality service........................................................................................5
P4 Explore why it is important for marketers to map a path to purchase and understand consumer
decision- making in the hospitality sector........................................................................................6
TASK 3.................................................................................................................................................7
P5 Comparison of B2B and B2C regarding the decision making in the hospitality sector.............7
P6 Evaluate the different approaches to market research and methods of research used for
understanding the decision-making process.....................................................................................9
TASK4................................................................................................................................................10
P7 Evaluate how marketers can influence the different stages of the hospitality decision-making
process giving specific hospitality examples.................................................................................10
CONCLUSION..................................................................................................................................11
REFERENCES...................................................................................................................................12
Books and journals.........................................................................................................................12

INTRODUCTION
In current business era, it is identified that hospitality industry is changing regularly which is
impacting to organization. this sector is providing number of services to customer which include
accommodation, lodging, car parking, events hosting etc. a consumer behavior insight can be
defines that function which is related using appropriate ways which will helps in performing
function in order to satisfy needs and requirements of customers and helps in achieving business
objectives. In relation to current report of is based on study of Hallmark Hotel. It is group of hotel
which is headquartered in United Kingdom. Under this report there is discussion about various
factors which are related to perform of function and use of customer behavior to achieve business
objectives. These is also use of number of factors which are comparison between B2C & B2B and
different approaches & methods of market research.
MAIN BODY
Task1
P1 Investigate the different cultural, social, personal and psychological factors that influence
consumer behavior and attitudes within a hospitality context
Business environment can be defining as that function which is related to use of those
function which impact on performer if business activities a will helps in achieving business
objectives. This is analyzed that there are number of factors which can be use to achieve business
objectives and has to management in order to maintain profitability level in this. Some of these
functions are discussed below:
Cultural factors- This is most prominent factors which is related to organization function
and customer decision. In context of this, culture include number of factors which are shared
belief’s, religion etc. This is essential for organization to use them and achieve business objectives.
For instance, there are different type of culture which helps in organization in performing their
function and using them according to needs and requirements. This is helps in changing function
and performing function in appropriate way.
Social factor- There are number of social factor which are directly related to organization
function and impact on performance of firm. This is identified business organization has to make
regular check on these social factors. In current business, most some of these elements are involves
society, communities, perception of people, etc. In odder to meet requirement organization needs to
perform it function ad identify these trends in appropriate way so that i an achieve business
objectives and perform function in appropriate way.

Personal factor-this are used under the approach which impact behavior of customer in
market in which organisation in performing. Under this they impact on performer of firm where it
needs to use this in accordance with current society. It includes functions such as income, status,
life cycle etc. this is essential for organization to use these function and manage resources in
accordance to business function.
Psychophysiological factor- This is related to current mind set of different individual
which is related to business function and leads to achieving business objectives. This is identified
that there are number of factors which has to be manage in accordance with behavior of other
individual and achieve business objectives. This is also important for chosen firm to take corrective
actions which include thinking and set mindset of various functions.
It can be evaluated from above stated information that there re number of factors which are
related to customer behavior in business environment and leads to changes in organization function
which has to be use accordingly. This is also analyzed that all these factors are mandatory for firm
to use and perform in effective way.
P2 Explore how consumer trends are changing due to the impact of digital technology
In relation to current business environment, this is analyses that there re number of trends which are
related t use of digital tolls and technology which will impact on performer of organization and
using function according to it. This is also analyses that these function are useful for Hallmark hotel
in order to perform its function and use them in accordance with current needs and requirements.
Some of these tolls which are used by organization in accordance with current requirements are
discussed below:
Chat bot: this is an effective and new trends which can be use by an organization in order to
meet and explore customer trends. Under this system, firm use bots which can chat with customers
regarding these function which helps in performing function and use provide them in formation
which are required to perform function which are related to simple function. This acts and trending
system which can be use to achieve better results. Under this function organization can follow
trends a perform function in appropriate way.
Social media platforms- Use of social media is also act as important factor which is related
it organization and helps in achieving business objectives. This is effective function which helps
organization to use function and manage all these function to achieve business goals. There are
number of social platforms which can be use every individual is connected with social media & are
active on Facebook, Instagram, You tube etc. This shows that organization has to use function and
maintain function and use these function according to needs and requirements.

It can be evaluated from above mentioned in function that there are number of function
which is related to number of fiction and helps organization and use to achieve business objectives.
This is also identified that there are number of function and use this to achieve business function.
This is also identifying that helps in perform function and managing these according to needs and
requirements.
TASK2
P3 Examine the stages of the consumer decision- making journey and map a path to the purchasing
for a given hospitality service
This is identified that there are number of function which has to be perform by organization
to achieve business objectives and managing function in accordance with current business
environment. This is evaluated that these function and used by organization to achieving business
objectives and performing with fuller utilization of resources. In context of hallmark hotels,
organization is performing its function according to needs and requirements of clients to manage
their experience and identification of customer decision making process. This is identified that the
journey of consumer decision-making is time consuming and large process which will impact on
performer of organization. This types of stages which are explained below:
Consumer decision making process
Need recognition & problem awareness-
This is begging stage of this princess which is related to achieving business objectives and
performing function in appropriate way. Under this stage, all these function are performed

according to needs and requirements. This is essential function which helps in achieving business
objectives and performing function according to needs. Under this, customers in market start
recognizing needs and requirement and perform function in performing them in appropriate way.
This is used by organization to achieve business objectives and helps in preforming function.
Information search-
This is second stage in this process which is related to performing function and using these
function in accordance with needs and requirements. Under this, individual has to use function
which are related to satisfying these needs and helps in achieving business objectives and
performing function ion appropriate way. Under this chosen hotel can use to provide helps in
information sources by using effective tools and techniques which provide in information about
hotel.
Evaluation of alternatives-
This is second stage under this process under which customer has to use effective system
which is related to employing candidates according to needs and requirements. Under this function,
manager of firm can use to helps customer by offering them attractive offers which helps in
achieving business objectives and performing function in appropriate way. This will also help in
performing function and using these function in accordance with current system.
Purchase decisions-
In context of this stage, it is related to achieving business objectives as customer will use to
make and decision according to alternatives which are evaluated at previous stages. This is essential
for organotin to effective function which will promote better function and use thee function in
appropriate way. In relation of chosen hotel, they assure that benefits are given to customers when
they select hotel for accommodation.
Post purchase-
This is last stage in this process where customer has to evaluate product according to its
requirements so that it can make sure that all those requirements can be full filled according to
needs and requirements. This factor include number of complete some of these are Pre-purchase,
Purchase, Receive and Post Purchase. These are useful to organization in achieving business
objectives and performing function in appropriate way this also provide functionality to firm also
that it can work according to needs and requirement.
This can be evaluated that it is important for hallmark to use function in appropriate way so
that it can use this process in accordance with firm functioned perform all these function according
to needs and requirements. This is also impactful for firm to perform its function and use them
appropriately. This is function which helps in motivating function.

P4 Explore why it is important for marketers to map a path to purchase and understand consumer
decision- making in the hospitality sector
The main purpose of the service sector is to serve the customer and enhance their satisfaction level
in an effective way. So, it is important for the marketer to map the path of the customer journey to
analyse the customers behaviour and make informed decision.
Importance of Mapping Path
Revenue Enhancement: the marketer try to map the customer path to optimise their
experience with the brand and develop strategies to understand customer expectations from the
company. This will help in enhancement of the revenue for the company.
Availability of Consumer Information: It becomes easy for the company to get a detailed
information about the customer. Due to which the company can analyse their buying motive and
behaviour which will help them to enhance their customer base.
Importance of Consumer Decision making
Consumer decision is important to analyse the product and service development
expectations of the company. There are various stages involved in this process:
 Extensive Problem Solving: this will help in solving the complex problems of the
customers. Also, the problems generally arises when the products are new for the customers.
 Limited problem solving: this stage deals with those customers who are currently using the
products of the company and are aware about the usage of the products.
 Routine Problem solving: this stage explains the problems of the customers who have
already experienced the products and have problems regarding its features.
Therefore, the company use customer mapping to enhance the customers engagement and build a
connection with the brand offerings.
TASK 3
P5 Comparison of B2B and B2C regarding the decision making in the hospitality sector.
Basis B2C B2B
Meaning This deals with the process of
supplying the products from the
businesses to the customers.
This explains the exchange of
products and services between
the company and other business
organization.

Buying Decsion In this the decision is taken on
the basis of the needs and
expectations of the customers
from the brand.
In this the buying decision has a
motive of earning higher profit
by enhancing the products
range.
Target Market This stage involves the
targeting of customers on the
basis of different factors like
geographical and social factors.
This stage targets different
organizations form the
competitive marketplace.
Examples For example, in the selected
hotel the customers are targeted
by analyzing their preferences
and expectations.
For examples, in this the
organizations are targeted on
the basis of the competitive
edge the hotel is maintaining.
After analyzing the B2B and B2c, the company can achieve their goals by targeting the
customers and applying the strategies to achieve their marketing goals. Moreover, in context of the
selected hotel, they use both the methods of businesses which is helpful for the organisation to
make an effective decision

P6 Evaluate the different approaches to market research and methods of research used for
understanding the decision-making process
In organization, market research plays a vital role in order to know customer demands,
preference and expectations of customers from an organization., business organization needs to
examine present situation of market before making any decision regarding product and service .
Market research allows the managers to acknowledge trending wants of customers at very often,
as consumers are very demanding and change their demand frequently. So that organization does
not require to suffer any product loss by analysis market environment properly. There are several
ways to collect these data. Secondary methods proves to be more useful which is described
below:
Publication: It is a significant source to investigate market trends and environment in
which an organization is working. In this source of method, data is collected from digital sources
or through journal and articles or by evaluating other sources. It requires less efforts and cost in
collecting valuable information. An investigator does them researches through media or
newspaper so that no relevant content could be missed.
Government agencies: This source is proving to be more important as it provides some
relevant and accurate content regarding market situation. Investigator uses direct government
resources to know what are present trends and customer preference. The knowledge engage from
these sources are quite focused and deep. From adopting these methods companies could survive
in competitive market and enjoy high accuracy in customer satisfaction. The best way to use
these sources are through government official websites and new channels.
Market research:
There is crucial need to develop appropriate market strategy, by analysis market situation
through effective approaches. These approaches are mentioned below:
Interviews: According to this approach, important data could be collect through
telephonic interview, or by taking personal feedback by which customer put their expectations
and other trends in front of the managers. This will make customers feel to get attentive and
valuable. After that, managers make appropriate changes to fulfill their needs.

Survey: In this approach, the investigator accepts plans for survey and prepare
questionnaire in order to collect relevant information. It assists the organization to provide most
demanded output in the market and come up with new product with more quality and quantity.
This approach proves to be appropriate by putting relevant questions in survey and it is less time
and cost consuming process.
Methods of decision making:
There are enormous and effective methods which proves in company is expansion and
smooth functioning. These methods can be understood below:
Consult: In this method, managers prefers to consult with their employees before making
any step towards organization function. Their subordinates help them to take effective decision
in favor of companies goals.
Through this, failures and uncertainties could reach to an end and better working environment
would create.
Vote: In this method, every employee gets right to vote on their opinion at particular
topic so that most majority could be finalizing. This method helps in employee’s motivation.
From the above analysis, it is knowledge that market research and decision making stands
at significant factor in order to make effective and appropriate changes.
TASK4
P7 Evaluate how marketers can influence the different stages of the hospitality decision-making
process giving specific hospitality examples
Marketers are the leading individual that influence on organizations growth and up liftment in
hospitality sector. In respect with Hallmark hotel, manager appropriately eradicate the
performance and influence or marketers in their decision making.
There are several paths by which marketers could influence the decision making of hospitality
sectors. These are described below:
 Pattern buying behavior- This determinant shows its significance by focusing on
consumer buying potential which is asses by marketers. It examine individual
prescription and state of mind in therms of using services. With the respect of chosen

hotels, they analysis their customer’s behavior through which they set target for the
crucial ones.
 Motivation- motivation factors ply a key aspect being influenced by marketers that
impact on consumers desires in hospitality consumers, by acknowledging their level. It
would become easy to provide desired satisfaction and fulfill their expectation.
 Key trends- in order to carry forward smooth decision making, these key elements plays
easy role in analysis and determining hospitality functioning. These elements are not
being consistent as they could be change by the time changes.
Therefore, there is proper need to go through with these elements and apply on chosen
organization by their mangers. Also, decision making must also be effective and bias free to
carry on further innovations and changes for high customer satisfaction.
CONCLUSION
This can be concluded from above stated information that there are number of function ad
using these function to use appropriate system. This is also analyses that there are number of
function and using these function according to needs and requirement. This is essential for
organization to achieve business and perform function according to needs and requirements. This
is essential function and helps in achieving business objectives. Furthermore, it is examined that
with proper market analysis it is easy to gain information regarding market & targeted
customers.

REFERENCES
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Liao, 2018. Two new approaches based on ELECTRE II to solve the multiple criteria decision
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