Consumer Behaviour and Insight: Qbic Hotel Analysis Report

This report delves into consumer behavior and its influence on the decision-making process, focusing on the context of Qbic Hotel. It outlines the stages of consumer decision-making, emphasizing their importance in understanding consumer choices. The report then compares and contrasts the decision-making processes in B2B and B2C scenarios, highlighting key differences. It also explores various market research approaches and examines how marketers can strategically influence different stages of the consumer decision-making process in both B2B and B2C environments. The analysis provides valuable insights into how businesses can tailor their strategies to effectively target and engage consumers, ultimately driving sales and fostering customer loyalty. The report emphasizes the significance of understanding consumer behavior for innovation, expanding the consumer base, and accelerating sales. It also discusses the importance of market research methodologies and their impact on the reliability and effectiveness of outcomes.

Unit 37 consumer behaviour and
insight

Table of Contents
INTRODUCTION................................................................................................................................
LO 1......................................................................................................................................................
P1 Stages of the consumer decision making................................................................................3
P2 importance in order to understand consumer decisions making process................................5
LO 2......................................................................................................................................................
P3 Compare and contract key difference in decision making process of B2B and B2C.............6
P4 Difference approaches of market research.............................................................................7
LO 3......................................................................................................................................................
P5 How marketer can influence different stages of decision making process in B2B and B2C. 8
CONCLUSION....................................................................................................................................
REFERENCES...................................................................................................................................

INTRODUCTION
Consumer behaviour refers to studying process which they follow in order to choose a
product or service. there are various factors which influence consumer behaviour such as
cultural, social, etc. it is important for companies to understand it so that accordingly service is
delivered and changes are made in it. with that they are able to identify attitude of consumer
buying. Qbic hotel is a small hotel which operate in London. First hotel opened in WTC in
Amsterdam while second in year 2013 as Qbic London Cit within Whitechapel London. The
rooms design within Qbic hotel resembles form capsule hotel but also they have same size of the
room as regular hotels. The room of hotel have a modular concept as instead of standard room as
each room contains a cubic, as known as cube shaped furniture where all the elements regarding
hotel are included.. The report will lay focuses on stages of the consumer decision making,
importance in order to understand consumer decisions making process. Also, it will describe
difference in decision making process in B2B and B2C and several approaches to market
research methods. At last how marketers influence decision making process both in B2B and
B2C (Reinhold, Zach. and Krizaj, 2017).
LO 1
P1 Stages of the consumer decision making
A consumer takes a decision in effective way in order to buy a product. The decision
take needs to be accurate so that needs are fulfilled. However, before taking it there are certain
stages which has to be followed in it. the stages are necessary to follow as it helps in searching
of info and gathering it. Alongside, every consumer has to go through this process to take
decision. Thus, the stages are defined as below :
Problem recognition- It is the first and foremost stage in the consumer decision making
process through which costumer know about their requirements that they need to fulfil. Here in
this stage buyers or consumers realise that what they needed in order to satisfy the problem.
Such as when to travel , first foremost problem is that came in mind that about the destination.
As this problem focuses on the aware to require to book hotel (Sharma. and Nayak, 2018).
Therefore within case Qbic hotel can gives an effective solution to their consumers through
providing them various range of hotels.
Search process- It is the second stage within consumer decision making process where identify
the needs of customers in order to search for several products as well as services that will surely

meet their requirements. Such as in order to stay within hotel consume requires to begin to stay
people begin to look for several hotels as well as tour operator giving the hotels that deals within
package. Here Qbic hotel will also know about the choices of the consumers that what they are
looking for by the SEO and also approach them through contacting them (Mazanec, 2020).
Information collection
It is consider as the third stage where consumer starts to collect the information that can
easily satisfy their requirement. They collect the information by several sources such as
newspaper, internet ,magazine that aids them to take effective and relevant decision making.
Such as when visitors will collect some kind of data regarding hotels about quality at more
affordable rate therefore they needs to focuses on various hotels. Qbic hotel can provides the
content on their website more unique and accessible so that the consumers can easily got the
information they needed such as prices, services and various packages and discounted offers and
many more.
Evaluation - Within this stage gathering of information being collected regarding product as
well as services , as consumers here comparing it with other similar products and services
available within market in order to take the effective decision. Such as after collecting several
vital information about tour operator and hotels, visitors will compare the prices, services, food
facilities’ and other various aspects of tour operator. Qbic hotel can easily enables consumers to
compare their services and prices with other tour operators , firm can show several services given
by online hotels and thus convince them very easily by comparing their services with other firms
or tour operators.
Purchase decision- This is the final stage as here consumers finally decides whether to purchase
product or not. In addition to this consumers makes also final purchase decisions after analysing
several alternatives (Mazanec, 2020). Such as consumer stay on the hotel which can be
provided by Qbic hotel in their holiday packages. Therefore within this case Qbic hotel can
maintain the consistent contact to ensure that they have taken the right holiday packages and
choosing their firm for that.
Post purchase decision- in this stage the consumer finds out that whether products is as per his
or her expectation or not. So, he evaluate his decision of buying it. however, here, product value
is generated by customer. It is necessary for company to retain them so that they remain loyal
towards firm.

Thus, these all are the stages of decision making process which is required to be
followed. It makes it simple for customer to take decision in systematic and effective way.
P2 importance in order to understand consumer decisions making process
Consumers are primarily the main assets for any firm that forms core of business. One of
the foremost goal of an entity is to fulfil demands of visitors. It is possible only when firms has
all knowledge about the consumers and they have full proof strategy in order to examine
requirements and demands of customers, therefore it becomes necessary for entities to map path
about the demands and understand the decisions making process of customers (Rahman. and
Reynol, 2019).. It also aids them to becomes aware as where the need of improvement in their as
well what are trends of market. More description of importance of the decision making process is
mentioned below
Innovation - It is one of the vital for the consumer decision making process as it makes is vital
for Qbic hotel to understand as well as through innovative ways design a path regarding buying
behaviour of the consumer. For bringing innovation within the product it is important to know
that the buying behaviour of the consumer or their decision making regarding for any product.
Such as consumers decisions are based on the differentiated products as well as services
provided to them such as giving them free loyalty programmes if they purchase the entire
holiday package plan , in addition to this how much focuses on them while providing innovative
services as Qbic hotel can modify their products in order to attract the consumers easily
(Mazanec, 2020).
increase consumer base
The major reason behind in order to understand path map of consumer making process
so that Qbic hotel can enlarging their consumer base. Beside fulfilling all the demands of
consumers there is another objective of any firm is to capture the large market share as well as
enlarge consumer base. The several stages that focuses on the decision making process of the
consumer aids Qbic hotel to know varying expectations of the consumers at several locations.
Such as the UK customers spends more on travelling as they have the high employment and also
that’s why they spend lot as compare to Australians. Thus the decision making includes looking
for tour operators that gives high quality service (Mahrous. and Hassa, 2017). It also aids Qbic
hotel to provides several packages for several consumers as well as attract them by satisfying

their requirement. Thus it is necessary for a firm to have the deep understanding regarding this
process in order to enhance the consumer base.
Quick sale- It is the reason that describes why firms needs to know the consumer decision
making process (Viglia. and Dolnicar, 2020). One of the primary objective of Qbic hotel is to
increase the sales of its products as well as services and so that they can maximizes the profit.
Sale is also relied on the buying behaviour of the consumer as well as how they can perceive the
brands. Thus, company needs to know that on what basis customers take decisions and then
increases the sales regarding their product and services. Such as from the decision making
process managers of hotel came to know that initial needs which individuals considers while
booking any packages from a tour operator such as price charged by them and therefore focuses
on firm in order to design right pricing strategies that will focuses on enhance in sales of their
products , thus customer decisions making process aids a lot to the firm in increasing sales.
Therefore, these all are importance of understanding decision process. It enables in
gathering info and analysing it. So, strategy is developed to expand business in different way.
LO 2
P3 Compare and contract key difference in decision making process of B2B and B2C
There is a great difference between B2B is selling of products from business to business
where B2C means selling from business to consumer. so, here as well there is difference in
decision making process in it. this is defined as below
B2B B2C
In this product or service is directly sold to
organisation in order to make or develop long
term relationship
Here, product or service is sold to customers
as per their needs. Thus, quality,
specification are element involved in the first
stage
The transaction process is large and consumes
more time as compared to B2C. It is because
decision process involve more people and
time.
Qbic hotel quickly sells services to customers
so decision taken in quick and there is no
involvement of many people in it.
In order to grow and expand business B2B
companies focus on building mutual relation
However, to influence decision making
process and attract customers Qbic hotel

with each other. offers various offers and uses different
strategies such as promotion, ads, etc. so,
there is direct building of relation with
customers in it.
The decision are logically planned as
transaction amount is huge in this.
Here, decision are based on emotional factors
of customers as relationship with customer is
for short time period only.
As B2B there are several stakeholders
involved in it so decision making process is
complex.
There is no complexity in decision making
process as only customer has to take decision
Moreover, similarity in this is that in both B2B and B2C there is need to gather data
from market and it is evaluated to find out what is best option available. therefore, the search
process and evaluation is done in it. so, in these B2B and B2C this stage is same. Besides that,
post purchase decision is evaluated as well in it. this is done to find out whether decision taken
was effective and needs are fulfilled or not.
P4 Difference approaches of market research
Market research is focuses on the interpreting data, capturing , reporting and analysing
regarding market. It aids the firm to make the proper as well as effective decisions that aids firms
in order to attract the consumers, increases sales as well as gain competitive advantage. There are
several kind of the approaches that used regarding market research but at the same time there is
also great difference between research done for B2C and B2B (Sousa. and Alves, 2019). There
are the one that can influence market research approaches that impacts the reliability and
effectively of outcomes. There are few areas where the market research approaches vary from
one another.
Methodologies- In the B2B market research needs are dependent on few factors such as B2B
needs to capture information and before using it there is a need to verify as well as analyse so
that the level of the satisfaction can be gained which is acceptable. In other words, it only
utilises on single data collection methodology. In B2C market research includes mixed research
methodologies but for B2B it is not the same as within this market research , needs are
dependent upon few factors.

Importance of interviews- Within B2B market research depth interviews are common in
qualitative studies and also most of the time such research is conducted through middle managers
by the web, telephones, emails and many more (Mkon. and Tribe, 2017). It is quite cost effective
as several times data collection approach utilised within B2B market research are questionnaires
or surveys or in depth or also face to face interviews are also conducted. It can be said within
depth interviews within B2B are quite common within qualitative studies .
Sample sizes- It includes market search included within B2B are smaller in compare to the B2C
market research as due to this smaller sample size are also small within B2B market research.
Sample size that came under B2B market research are between 11 to 160 while within B2C it is
more than that. Several scholars included within B2B Market research depends on 80/20
principle rule that can be also known as Pareto principle. As per the research 80 % of the firm’s
revenue comes mainly from 20 % of their consumers (Woodside, 2017). As per the principle of
the Pareto it aids in focusing on the respondents that are vital who are more crucial as compare to
others. So it can focuses that within B2B market research it is vital to have participants that are
qualified otherwise outcomes will be not accurate.
Incentives- Within B2C market research the incentives are considered as most common such as
incentives like gift cards, discounts and many more. While in B2B it is also not so common and a
complex procedure. Within B2B incentives there is a requirements highlights on business within
which participants works (Reinhold, Zach. and Krizaj, 2017).
Hence, these are some approach of market research which can be used by companies in
understanding decision making process. With that data and info is collected and analysed.
however, use of method depends on needs of business and target audience.
LO 3
P5 How marketer can influence different stages of decision making process in B2B and B2C
It is necessary for marketers to attract customers and retain them. this is done by
influencing on their decision making process to that they take effective decision. As there are
several stages in it so process can be influenced as
In B2C the stage in problem recognition so company needs to identify problem faced by
customer. Thus, Qbic hotel is offering services in effective way. But it can be delivered through
online which will provide solution to their problem.

The second stage is evaluating alternatives when customer are not satisfied with services
being offered. Thus, in order to influence process marketers can organise campaigns and
promote services. It will enable in attracting them in effective way by showing them alternatives
of services (Mick, 2017)
In this another step taken is to find out preference in both B2B and B2C business that is likes,
dislike, value ethics etc. In the B2C there can be major impact on consumer pertaining in regards
to style and have the function to dominant influencing factors. There is high extent in consumer
likes and dislikes greater influence on the end purchase made by a consumer. The hotel has been
identified as the successful company which is accurately targeting the potential customer. The
company has identified that consumer behaviour plays an important role in development of
company. One of major thing is that when the time customer purchases the service online, the
hotel is able to get access to every data of customer and get insight of behaviours the purchaser
drives too.
Thus, last is role of purchasing power and quality of service which is offered to customer. It also
play vital role in influencing decision making process. With that it becomes easy to segment
market and targeting customer in effective way. On contrary, the consumer market is having high
frequency of purchase of services.
So, it is identified that in B2B marketer are having high experience than B2C. This is
because it provides benefit on other organizations. And B2C is concerned with quick delivery of
services and attracting more people. Therefore, customer will have more feedback present in
market (Nemeth, 2020).
CONCLUSION
From report it is summarised that there is a systematic process which is followed by
consumer in taking decision. It is known as decision making process. It includes various stages
such as problem recognition, information search, evaluation, purchase and post purchase stage.
Moreover, the importance of understanding decision making process is it helps in innovation,
increasing customer base, quick sales of services, etc. with that business grow and expand.
Furthermore, there is difference in B2B and B2C decision making process. In B2B it is complex
as stakeholder are involved whereas in B2C it is simple and easy. But similarity is in both there
is need to gather data from market and it is evaluated to find out what is best option available.
in addition, there are many options of market research that are interview, sample size, and many

others. The marketer can influence decision making process through offers, promotion, in B2B
and B2C.

REFERENCES
Books and journals
Mahrous, A.A. and Hassan, S.S., 2017. Achieving superior customer experience: An
investigation of multichannel choices in the travel and tourism industry of an emerging
market. Journal of Travel Research. 56(8). pp.1049-1064.
Mazanec, J.A., 2020. Hidden theorizing in big data analytics: With a reference to tourism design
research. Annals of Tourism Research. 83. p.102931.
Mick, D.G., 2017. Buddhist psychology: Selected insights, benefits, and research agenda for
consumer psychology. Journal of Consumer Psychology. 27(1). pp.117-132.
Mkono, M. and Tribe, J., 2017. Beyond reviewing: Uncovering the multiple roles of tourism
social media users. Journal of travel research. 56(3). pp.287-298.
Nemeth, B., 2020. Interactive Voice Assistants for Travel Planning. Insights for Tourism
Marketing Communication of Destination Management Organizations. GRIN Verlag.
Rahman, I. and Reynolds, D., 2019. The influence of values and attitudes on green consumer
behavior: A conceptual model of green hotel patronage. International Journal of
Hospitality & Tourism Administration. 20(1). pp.47-74.
Reinhold, S., Zach, F.J. and Krizaj, D., 2017. Business models in tourism: a review and research
agenda. Tourism Review.
Sharma, P. and Nayak, J.K., 2018. Testing the role of tourists' emotional experiences in
predicting destination image, satisfaction, and behavioral intentions: A case of wellness
tourism. Tourism Management Perspectives. 28. pp.41-52.
Sousa, B.M. and Alves, G.M., 2019. The role of relationship marketing in behavioural intentions
of medical tourism services and guest experiences. Journal of Hospitality and Tourism
Insights.
Viglia, G. and Dolnicar, S., 2020. A review of experiments in tourism and hospitality. Annals of
Tourism Research. 80. p.102858.
Woodside, A.G., 2017. Solving the core theoretical issues in consumer behavior in tourism.
In Consumer behavior in tourism and hospitality research. Emerald Publishing Limited.