Ritz London: Consumer Behavior and Marketing Strategies Report

This report provides a comprehensive analysis of consumer behavior within the hospitality industry, focusing on the consumer decision-making process and its various stages. It examines the importance of understanding consumer needs and preferences, particularly in the context of luxury hotels like The Ritz London. The report explores the factors influencing consumer choices, including social and cultural influences, and maps the consumer's journey from need recognition to post-purchase evaluation. Furthermore, it delves into market research approaches, the differences between B2C and B2B decision-making, and how marketers can determine the levels of consumer decision-making. The analysis includes practical applications and strategic recommendations for improving marketing efforts and enhancing customer satisfaction within the hospitality sector.

Hospitality Consumer
Behaviour

Table of Contents
INTRODUCTION...........................................................................................................................1
P1 Covered in PPT .....................................................................................................................1
P2 Covered in PPT......................................................................................................................1
P3 Examine the stages of the consumer decision-making journey and map a path to the
purchasing for a given hospitality service. .................................................................................1
P4 Discuss why it is necessary for marketers to map a path to purchase & understand
consumer decision making in hospitality industry......................................................................3
P5 Compare and contrast the key differences of the hospitality decision- making process in
the context of B2C and B2B.......................................................................................................4
P6 Discuss various market research approaches and methods of decision making ...................5
P7 Assess how marketers can determinant various level of hospitality decision making
process.........................................................................................................................................6
CONCLUSION................................................................................................................................6
References .......................................................................................................................................8

INTRODUCTION
Customer behaviour is individual and organisation study and the way there is selection of
products and the way goods are being disposed to satisfy their needs. Understanding of customer
behaviour assist organisations in making desired improvements, setting of prices, decisioning of
channels, development of marketing activities and crafting of messages. Ritz London is a symbol
of high luxury and society that is one of the known prestigious hotels. It is a name associated
with elegance and luxury (Meng and Choi, 2018). Presently there is discussion of different
social and cultural factors affecting consumer attitude and behaviour. There is analysis of
different stages of decision making process and the way marketers are responding to the process
of decision making. Further there is assessment of the different levels of hospitality decision
making process in organisation (Kuo and Nakhata, 2019).
P1 Covered in PPT
P2 Covered in PPT
P3 Examine the stages of the consumer decision-making journey and map a path to the
purchasing for a given hospitality service.
The decision making process of a consumer is defined as a process on which consumers
are completely aware about the demands of consumers and their use of different products and
services. The stages of consumer decision making process includes the following.
 Need recognition & Problem awareness- This is a first steps which simply suggest that
consumers should aware about what they actually want and if it is important for them.
Also, it can be the problem in some way for the customers. Suppose taking an example, if
a customers want to have a five star hotel on the basis of their desire and needs then his
services will be consumed on the basis of it.
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Need recognition and
problem awareness
Information
search
Evaluation of
Alternatives
Purchase
Post-Purchase
evaluation

 Information search- after the consumer need and problem awareness the next step in to
search about the information which can be collected or gathered by various customers. It
is because if the desire can be simply identified then he will definitely search other
competitors and compare the hotels on the basis of location, price, rooms availability,
facilities etc.
 Evaluation of alternatives- The next step is the evaluation of alternatives that suggest
that customers will search various hotels and competitors. This step is quiet similar to the
second one because consumer can find the next best alternative hotel on the basis of their
desire and suitability. There is a need of proper market analysis and decision making so
that customers will receive great benefits from the alternative. It can be done by choosing
one hotel and compare the other one and decide which is the best suitable one in terms of
great services, specification and amenities.
 Purchase decisions- After the selection of best suitable alternative the next step is the
purchase of their decisions products and services. Final decision will be made by the
customers. In context with the Ritz London hotel, final decisions are being made by the
individuals or consumers in terms of best quality of services and the hotel services. There
is a requirement of deep analysis (Tussyadiah and Park, 2018). Post purchase evaluation- In this aspect and in relation with The Ritz London hotel
Consumers will give the scores to hotel manager on the basis of their satisfaction and
quality level. It can be said that post purchase evaluation is one of the most crucial stage
because there is a need to have a proper feedback if a consumer can have so that the Ritz
hotel will achieve success and there is a growth of an organisation. So, provide services
it is crucial for selected Hotel to map path for consumer satisfaction as it is a hospitality
enterprise. Thus, there are various elements which can used for mapping a path & are
mentioned below-
 Pre-purchase- The step requires great opportunities for the customers to know
which hotel is the best to satisfy customers. Customers can search for the hotel,
gather information then choose the next best alternatives. In relation with The
Ritz London hotel, consumer pre-purchases the services on basis of information
gained by them after evaluation.
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 Purchase- Consumers now have option to purchase the products and services. It
will be the final decision made by the consumer after receiving all the
information. In relation with The Ritz London hotel, they gain many consumers
because of their best facilities and amazing services that attracted the consumers.
 Receive- In this step, one hotel is chosen by consumers services are provided by
hotels at all aspects. It is necessary for chosen Hotel, to deliver high quality of
services to customers so that positive relationship is maintained between both
parties.
 Post purchase- This is a last step where all the satisfaction is given and it is
measured by the consumers. There is a need to have customers reviews and
proper feedbacks so that The Ritz Hotel; would get to know there feedback and
achieve success and growth by providing the best opportunities (Bharwani, and
Mathews, 2016).
P4 Discuss why it is necessary for marketers to map a path to purchase & understand consumer
decision making in hospitality industry
It is necessary to understand the consumer decision making process in The Ritz London for the
purpose of below mentioned reasons:
 There is better compensation of the buying behaviour of customers to predict their future
buying decision (Kuo and Nakhata, 2019).
 consumer decision making also leads towards understand the reasons behind purchasing
of products & services.
 In Ritz London the marketing department can properly prepare their marketing strategies
if they have knowledge related to the future buying behaviour of customers.
Importance of mapping a path to purchase:
when the management of Importance of mapping a path to purchase will be able to map the path
of consumer decision making then they will be able to predict view regarding four different
aspects of decision making. Such as:
Economic view: It consist of rational customer with perfect base of knowledge and accurate
judgements of various alternatives.
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The cognitive view: in this the consumer is seeking and receiving information that has to be
processed for reaching a definite conclusion.
The emotional view: In this view the consumers are responding to symbols for evolving the
inner feelings, drive and state of mood.
The passive view: This view will provide insights of the way customer is submitting to persuade
presentation of sales people and marketers (Clinehens, 2019).
In Ritz London the management will be to get insights of different view points of customers in
order to form the future marketing strategies.
Importance of consumer decision making-
There are basic three level of customer decision making that is assisting in the process of
understand the way problems are being solved according to a particular situation:
Extensive problem solving: In this consumers have not established any criteria for
evaluation of a product. There is no narrowing of different brands.
Limited problem solving: In this type of problem solving approach consumers posses a
basic criteria for the purpose of product evolutional but there is no establishment of brand
preferences (Micheauxand Bosio, 2019).
Routine response behaviour: In this stage customers posses the experience of different
product categories and there is a well established criteria for the purpose of evaluating the
product. There is research on a small scale but mainly customers purchase because of habit at
this stage.
From above discussed various levels in Ritz London there is timely decision that can be
taken by the management and the marketing department to predict their journey towards
purchase or not purchasing the product.
P5 Compare and contrast the key differences of the hospitality decision- making process in the
context of B2C and B2B
Expertise and high level skills are required to have a proper decision making process. It is
a duty of marketers to use the correct way of decision making process.
Basic B2C B2B
Meaning Exchange of goods and
services between customers
Exchange of goods and
services between enterprises is
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and producers is the process of
those who perform B2C.
the process of those who
perform B2B.
Buying decisions Decisions are made on the
basis of needs and demands.
Decisions are made on the
basis of business criteria.
Target market The target market is the
interest of individuals because
there is a small market.
The target market is
enterprises because of the
larger market.
Examples The Ritz London hotel is a
good example of B2C
Trivago and Oyo are the
examples of B2B
P6 Discuss various market research approaches and methods of decision making
Market research approaches are the important concept in the businesses. Such approaches
are useful in collecting the appropriate and reliable information for the business perspective. In
relation with The Ritz London hotel, the market research approaches are being used in such a
way so that the current trends in the market and related information are being analysed
appropriately. The current research suggested that secondary sources are useful in collecting the
information of current trends and other situations. It includes magazine, newspapers, articles
which are useful for the credentials in secondary and they are mentioned below.
Publications- This is a most useful method because websites, Journals and blogs are
included in this method which is quiet useful in collecting any type of information. It is also
seems out to be the crucial check on credentials so that the method will become appropriate.
From these sources, it is easy to collect information without any wastage of time.
Government agencies- Lots of credentials are being connected by the government
agencies and their official websites. There is always an up-to-date information present on
government websites so that the information can be used for the collection of data and there will
be a highly reliable and authentic information to be used properly. Moreover, through this it is
easy to gain insight of market as well customers (Del Chiappa and Dall’Aglio, 2016).
Market research- It is a great process of collecting information from the market and understand
about needs and demands of customers. There is a need of proper market research and various
methods are useful based on market research
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 Interviews- Methods of collecting data is a aim that has been adopted in this
method. To use this approach, time and knowledge can be required in a proper
way. In context with The Ritz London hotel, they use this method when there is
requirement of modifications or changes.
 Questionnaire- This method suggest set of questions on a piece of paper that is
answered by respondents. It is mostly used for gathering primary source of data.
Through this method, there are chances to receive feedbacks.
P7 Assess how marketers can determinant various level of hospitality decision making process.
The hospitality sector needs to examine various factors and determinants to gain better
hospitality decisions so there will be an easy accessibility and competition between the hotels in
the market. There is a need to set the decisions based on several factors and objectives within a
period of time. In relation with The Ritz London Hotel, marketers make appropriate decisions
that access in the proper market so that the consumers and producers are involved in a positive
way. Also, it has been suggested that marketers should focus on various range of services that
required hotel to the consumers to attain high level of satisfaction (Clinehens, 2019).
Pattern buying behaviour- In relation with The Ritz London hotel, they always make
sure to ensure the correct level of services which are delivered and it is greatly enjoyed by
customers. It helps in personalized the delivery services that enhances the moral of customers. It
also increases the goodwill of firm at the wider scale. The demand of consumers can be meet by
various implementation of training and development programmes so that the workers have
ability to handle the customers, and increase the knowledge of consumer behaviour. Buying
behaviour of consumers are completely flexible and periodically changes (Del Chiappa and
Dall’Aglio, 2016).
CONCLUSION
The above discussion concludes that, in hospitality organisation there is a need to
understand the consumer behaviour in an appropriate manner to achieve growth and success. It is
important to examine consumer behaviour and its insight so that the decisions towards the
hospitality organisation are taken into the consideration effectively. This report gives a brief
comparison and knowledge about B2C & B2B, which are the factors affecting behaviour of
customers and consumer decision making process because the decisions are made on next best
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alternative. Further, the importance to map a path towards consumer decisions making as well as
purchase, market research approaches are discussed briefly. Therefore it can be suggested that
appropriate decisions are necessary, so that goals are accomplished within a period of time.
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REFERENCES
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Clinehens, J.L., 2019. m CX That Sings: An Introduction to Customer Journey Mapping.
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Meng, B. and Choi, K., 2018. An investigation on customer revisit intention to theme
restaurants. International Journal of Contemporary Hospitality Management.
Kuo, H.C. and Nakhata, C., 2019. The impact of electronic word-of-mouth on customer
satisfaction. Journal of Marketing Theory and Practice, 27(3), pp.331-348.
Tussyadiah, I.P. and Park, S., 2018. Consumer evaluation of hotel service robots. In Information
and communication technologies in tourism 2018 (pp. 308-320). Springer, Cham.
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Mariani, M.M., Borghi, M. and Kazakov, S., 2019. The role of language in the online evaluation
of hospitality service encounters: An empirical study. International Journal of
Hospitality Management, 78, pp.50-58.
Sheresheva and et. al., 2019, November. Digital Platforms in Hospitality Business. In The
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De Visser-Amundson, A., De Korte, A. and Williams, S., 2016. “Chill or thrill”: the impact of
the “polarity paradox” on hospitality and tourism. Journal of Tourism Futures.
Metaxas, I.N., Chatzoglou, P.D. and Koulouriotis, D.E., 2019. Proposing a new modus operandi
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