Consumer Behavior and Insights: Travelodge Hospitality Industry Report

This report delves into consumer behavior within the hospitality sector, using Travelodge as a case study. It examines the consumer decision-making process, mapping the path to purchase, and highlighting the importance of marketers in influencing consumer choices. The report differentiates between B2B and B2C approaches in the hospitality context, providing specific examples. It also analyzes various market research methods and their application in understanding consumer preferences and behaviors. The analysis covers how marketers can influence each stage of the decision-making process, providing insights into enhancing customer patronage. The report concludes with a summary of the findings and recommendations for Travelodge to improve its marketing strategies and customer engagement.

CONSUMER BEHAVIOUR
AND INSIGHT

Table of contents
INTRODUCTION
LO2……………………………………………………………………………………………….4
The steps of decision making of the consumer and path of purchasing for the hospitality
industry.
Explore importance of marketers and map a path to purchase, understand consumer
decision- making in hospitality sector…………………………………………………………6
LO3……………………………………………………………………………………..……...…8
State the differences between B2B AND B2C in relation to hospitality decision making
process specific example is required
Analyzing methods and different approach of market rsearch and also types of research
method.
LO4…………………………………………………………………………………………..
….13The influencing of the marketers of different stages of the decision making process
in connection with hospitality
CONCLUSION
REFRENCES

INTRODUCTION
Consumer behavior is a major emphasis that is paid over consumer behavior within the
present market situation. Also upon certain aspects related to it like purchasing power of
customer, consumption capacity. According to this only buying and selling goods and
services takes place. Other things which impact the behaviour of customer are culture,
the social class most importantly these things have a direct preference upon behavior of
the consumer. These changes are analyzed by the research and development
department of a company which helps in the examination of the needs and preferences
of the customer. This led towards the development of business strategies and policies
which makes the survival of the company easy in a market. Travelodge hotel is a
company based in the UK in the year 1985 that comes into existence. It is one of the
largest chains of hotels in the UK and provides a variety of services to its customers.
This is going to deal with consumer behavior in the hospitality industry, the examination
done by supervisors, and examination of factors related to hotels. Consumer behavior is
analysed various aspects like how, why, and when their needs are satisfied.

LO2The steps of decision making of the consumer and path of purchasing for the
hospitality industry
The procedure consumer decision making helps in identifying needs, a search of
products, alternatives, and after this only decision related to purchasing is taken place.
Various factors are there which are responsible for impacting customer behavior and
they are social, cultural, and psychological. This leads to identifying the needs and
wants of the customer successfully. Such needs are very important to be understood by
a business organization for analyzing the needs of customers present in the market.
Concerning Travelodge, a superior emphasis upon understanding the needs and
preferences of customers before providing services in the market (Parsa., Dutta. and
Njite, 2017). Managers of Travelodge have to make effective research for identifying
customers need and his behavior before purchasing of products and services. The best
accommodation is and leisure services are provided by this hotel for its customers.
Also, wants are satisfied. Certain steps are there which are to be followed by the hotel
chain to make effective decision making possible:
Reorganization of needs: This is the very first stage and essential also. Analyzing of
needs of customers is very important for the purchase of goods and services. An
effective strategy should be there for such an analysis. So, appropriate data can be
formed to ease the process of decision making. Travelodge is one of those biggest
super chains of hotels that focus mainly upon identifying customer’s wants to attain
satisfaction over it. It is very important from the viewpoint of increasing quality in
services.
Searching for information: Analyzing the needs and wants of customers collecting
information upon alternatives in the market is also important. The manager has to
gather is required to generate information through sources available. Travelodge’s
manager needs to focus upon gathering data and this can be done by visiting stores,
through advertising, family, and friends. Superior hotels are required to keep records of
their old clients in their databases. This is to be done for giving them information about
new schemes. The effectiveness of information is that it helps in gathering the real
needs and demands of the consumer appropriately (Bavik, Ngan. and Ekiz, 2017).
Alternative and its evaluation: after collecting information related to needs and wants
of consumer’s manger is suppose to focus over price and quality. This has to do with
negative and positive identification. Travelodge, the manager has to adopt prospect
theory which is related to consumer pay for quality and in return wants the best services

for satisfying their needs. This going to make them evaluate various alternatives
available in the market (Bigne, Andreu, Hernandez. and Ruiz, 2018).
Purchase of products and services:At this stage, the focus is on a taking decision
where to purchase or not for satisfying customer’s needs. Travelodge, the customer
identifies different alternatives, and then the decision is taken for buying of services
provided to them by the hotel. The decision is affected as per satisfaction level. That is
why the main focus of manger has to focus on providing better accommodation services
for its customers.
Evaluation of post:The last stage comes after buying of goods and services through
the customer. All the attributes, features, and usefulness are analyzed. The path of
mapping is done for service provided by hotels that have to be taken into consideration.
So for this purpose meeting of the group is conducted and a lot of people have come.
Pre-purchase: Under this process manager of the hotel has to conduct a conference
for the identification of needs and wants of customers.
Purchase: After this research, a large number of hotels emphasize providing the best
services for its customers as per their needs. Travelodge should provide superior
services and quality to its customers.
Receive: In this stage, the customer uses the services provided. Travelodge, its
management team has to pay emphasis upon satisfying requirements and customers
need which is going to help them in retaining for a longer period in the time.
Post-Purchase: At this step, all services and measures are introduced by the
management of the hotel team. For example, meeting arranges for all guests. If
satisfactory results are attained these meeting is going to arrange in the future also.

Explore importance of marketers and map a path to purchase, understand consumer
decision- making in hospitality sector
All business organization is there to perform those activities and functions which
are necessary to content requirements and wants of the customer. This is going to help
in the procedure of decision making, marketer analyses, and all such elements that are
considered by the consumer for purchasing products and services. The customer
decision-making process helps in analyzing all the elements that are considered by the
customer at the time of purchasing products. Importances of path mapping of the buying
process are explained below:
Rising ROI: Focus of marketer is upon perception needs and requirements of the
customer to provide quality in product and services to its customer. It has helped in
lifting sales and in return wants sales. This is done through services. About Travelodge,
its superior needs to do an examination of the demands of customers and provide them
with goods according to its demand. By giving them personal services, this plays a
major role in improving sales as well as profitability.
Unified Customer Data and continued engagement: The business organisation
contains a lot of data and information which is related to the customer. This data is
present in a very inappropriate manner. That is why more importance has to be paid
towards arranging data and information accurately related to the customer. That is why
more importance is given upon arranging information that is related to various
customers in the market. Travelodge's focus of its manger is to arrange data in an
appropriate manner (Gao, Mattila and Lee, 2016).Mapping helps in the evaluation of
various decision-making levels. Important level regarding this is described below:
Extensive Problem Solving: Under this level, a consumer buys goods and
services which long time in processing and effects decision making. Also, The
Travelodge manager should research properly to collect information regarding it.
Limited Problem Solving: Customers are acquainted with products and
services which are assured to them and also about their substitute. Analyzing the
variation it is important to put additional effort.The Travelodges consumer is acquainted
with the products and services provided.Also, extra effort is going to make them analyze
the best product and services for them.
Routine Problem Solving: At this stage consumer purchases goods and
products on a regularly. More information about purchasing products is not required by
the customer. These products are essential for day to day life.

LO3State the differences between B2B AND B2C in relation to hospitality decision
making process specific example is required
Decision making is very important to a business because they help in clarifying of
objection and quarries. These also help a business in assisting with objections and
quarries. It helps in saving time, objectives and goals in an organization. As per
hospitality decision making is very crucial and also analyses of buying behavior of
customer. An effective decision making helpsin dealing with problems and increase
profitability and goodwill of an organization. This industry buying behavior reflects
decision making of customer and user. Customer’s behavior is to be analyzed through
appropriate method and probative of targets market. For this only B2B and B2C have
impact upon decision making and buying abilities of customer. B2B and B2C are very
wider intention in marketing. This behavior is very important and decisive to understand
for adopting of B2B and B2C. Travelodge, has to promote decision making flexibility and
management has to work as team for providing satisfaction to customers.Both are used by
Travelodge hotel to gain satisfaction (Adeyinka-Ojo. and Khoo-Lattimore, 2017).
BASIS
Meaning
Customers
B2B
B2B stands for business to
business under whicha product
is sold to business entities and
professionals. For maintaining
professionalism.
In B2B customers are the
business entities themselves.
B2C
B2C stands for business to
customers within in which
product is sold to customers
and rational. Also, the
relationship is maintained.
Concerning B2C users are the
customers that utilize services.
Focus Focus is over maintaining
relationships with an
organization and operating
occasions in B2Bare different
and executed by the manager.
The main focus of this is to
gain profit through selling
products to the customers.
Activities related to market is
different from B2B..

Chain scale
Decision making
Brand value
As per this network,the chain
is long in comparison to B2C.
As it involves manufacturing
to wholesalers and retailers.
B2B includes corporate which
helps in decision making and
over that it is time-consuming.
Brand value is also significant
as it gives an reflection about
the position and product
information.
. All of this is dependent upon
relationships and hard
networks.
Under this network, the chain
is small. Products are directly
sold to the end-user.
Easy access of time
management is required to
reduce the clusters of B2C
comprises marketing products
straight to consumers
Product of an high brand and
is able to create and deep
impact on customers behaviour
of buying
.
After the parallel did between both the B2B and B2C has a very important role to play in
business. That is why it is significant to perform market research about context by
thefirm.
Analyzing methods and different approach of market research and also types of
research method

Research of market is defined as a gathering of that information which is relevant to
targeting customer also to end-users. Research is one of the most important parts
to take out reliable figures. So, research in market has to be done for acheiving
qualitative and quantitative results. Techniques are qualitative and quantitative.
Primary and secondary data is used for gaining effective and right information.
Implementing market research is necessary and the decision cannot be made
regarding products and services (Ng, Wong. and Ma, 2017.). That is why proper
market research is required for developing strategies and also to develop tactics of
business. Travelodge use of secondary data for utilizes secondary data analysis of
customer, to do research in market which is done through hotel. Analyzing of
perception, forming of preferences and feedback. Research is required to be done
for attaning of faster, better results which helps in collecting of figures and facts.
Research contains those methods, strategies, theories which help in assisting over
the development of information over a topic or study. Every business uses certain
resources that are suggested after these resources. This helps in the exploration of
new information and opportunities for the firm to expand its services with effective
tactics. Such primary and secondary sources are explained below.
Researching methods
 Quantitative research-Under such research information that has been gathered
by implementing statistics method and also mathematical. Such research is time-
consuming and chances of errors may arise.
 Qualitative research- Such researches data and information is generated by
open-end or through association. This is an easier and more comfy form of
approach.
o Market research approach in B2B- In relation to B2B,activities and
marketing of product and services is to be carried out respectively to
business and client point of view. That is why B2b has to use various
kinds of origins to collect credentials which are explained as follows:
 Government agencies- There are those kinds of public agencies that workwith
government. Information collected by these agencies is very much realizable and
also helps in gaining assistance over business and enterprises. That is why
these agencies are able to gather secondary information in connection with

service industry. Travelodge uses these data for gaining more clients and
opportunities.
 Publications- These consist of magazines, news and articles. These sources
changes can be track by company and trends in market. So, Travelodge can sign
and monitor the variables and factors which affect business through
proclamations.
o Market research approach of B2C-B2C is different from B2C. Sources
used are explained below:
 Questionnaire-Travelodge uses theses questionnaire after services are
consumed. To record responses this helps in building of relationship with
customers.
 Survey- Travelodge uses this for forecasting of business and growth.
LO4The influencing of the marketers of different stages of the decision making process
in connection with hospitality
Taking an decision is very significant section in an business and is required to be taken
seriously. This is also one of the most effective processes and is related to perception in
a market. All the points in this impacts upon process and productivity also, the output of
the firm (Rate., Ballantyne, Kerr. and Moutinho, 2017). They are explained below:
Effectiveness of decision making is shown below:
Marketers
Need/problem
 Need and problem is
very much necessary
for identifying among
customer and
marketer. That is why
marketer is able to
create an influence
for energizing of
needs off customers
Information search
 After conformation of
need and recognition
through the prospect.
Data and
specification of an
product is required to
user.
Alternatives evaluation Selection and trial

Marketers
Marketers
 Doing brief research
about the product
consumer tries to
search for its
alternatives in the
market.
 Substitutes fluctuate
decisions of the
consumer. Also
affect their buying
behaviour as well as
creates a negative
impact on a firm’s
growth and
development
Purchase decision
After carefully examining
that product is reliable,
consumer’s steps in the
actual purchasing process
of products and various
those kind of activities like
connecting to a dealer and
to an retailer has to be
done. In relation to
marketers invite it
influences consumer for
purchasing and gaining
encouragement for sticking
towards a brand.
 Under this crucial
stage a consumer
tries to consume
products for a shorter
period.
 To check the quality
of the product. This
makes
marketersmotivate
them and achieve
satisfaction.
 This is done by the
presentation of skill.
Post-purchase
dissonance/ behaviour
In this, consumers revise
their decision on whether to
buy a product or not.
Marketers is going to
influence an consumer
through follow-ups. This can
influence a customer in final
decision of purchasing.