An Analysis of Consumer Behavior in the Hospitality Sector

This report analyzes consumer behavior within the hospitality industry, focusing on factors influencing consumer decisions, particularly within the context of the Malmaison Hotel. It examines the consumer decision-making journey, mapping the path to purchase and highlighting the impact of digital technology and marketing strategies. The report compares and contrasts the B2B and B2C decision-making processes in hospitality and explores various market research approaches and methodologies. Furthermore, it discusses how marketers can influence different stages of the hospitality decision-making process, providing insights into consumer trends and behaviors to help businesses optimize their strategies. The report covers aspects like consumer needs, information search, evaluation of alternatives, purchase and post-purchase stages and also factors influencing the decision making process such as marketing mix, technology and heuristic factors.

Hospitality Consumer
Behaviour and Insight

Table of Contents
INTRODUCTION...........................................................................................................................1
Task 1 (Covered in PPT)..................................................................................................................1
P1 Different cultural, personal, social and psychological factors that influences consumer
behaviour......................................................................................................................................1
P2 Consumer trends are changing due to impact of digital technology......................................1
Task 2...............................................................................................................................................1
P3 Consumer decision making journey and path mapping .........................................................1
P4 Map a path to purchase are important for marketers .............................................................3
Task 3 ..............................................................................................................................................4
P5 Compare and contrast the key difference of hospitality decision making process for B2B
and B23C.....................................................................................................................................4
P6 Different approaches to market research and methods of research........................................5
Task 4 ..............................................................................................................................................7
P7 Marketers can influence the different stages of hospitality decision making process............7
CONCLUSION................................................................................................................................7
REFERENCE...................................................................................................................................8

INTRODUCTION
Consumers are the essential needs of any business organisation who contributes in
growth and development of business. Every business is depend on customers as they purchase
products and services from organisation and increases popularity. It is important for business
organisation to focus on customers and their needs which helps to increase the productivity and
profitability. Consumer behaviour is changing time to time which creates opportunities as well as
threats for business organisation. To understand consumer behaviour concept Malmaison Hotel
has been selected that operating more than 15 Hotels in United Kingdom. This report will
discusses about consumer decision making journey which involves different stages to purchase
the products and services. Moreover, decision making process in context to B2B and B2C for
hospital industry and about marketers who influences hospitality decision making process.
PPT Intro.
Consumer are the those who analysis the needs and buy products or services for the purpose of
consume. Whole businesses are rely on people who helps to increase the business sale by
purchasing goods and services. This presentation is all about consumer behaviour that states
different factors which can influences consumer behaviour and attitudes and consumer trends
which are changing due to digital technology.
Task 1 (Covered in PPT)
P1 Different cultural, personal, social and psychological factors that influences consumer
behaviour
P2 Consumer trends are changing due to impact of digital technology
Task 2
P3 Consumer decision making journey and path mapping
The decision making journey involves an activity in where people recognises their needs,
collect the information, view alternatives and final selection for purchasing products and services
(Ayik, Benetatos and Evagelou, 2013). Thus, according to this, important this is to know
understand the needs of their customers. Path mapping is the way to influencing people and
make buying decisions by using appropriate journey, stages are as follows:

Need recognition: This is first step where people analysis their needs and make decision
to buy products. In context to Malmaison Hotel customers can get services by analysing their
needs and make decisions to purchase.
Information Search- In next step, information is collected by customer towards a
products and services (Liebeskind, Mandravickaitė and Bernatonienė, 2016). Such as people
collect the information about Hotel Malmaison in order to avail services.
Evaluation of Alternatives – Here, customer have many option to make purchase
decision. For example, different options are evaluated by customers of Malmaison Hotel which
helps to make decision.
Pre purchase stage: This is based on understanding the needs of themselves or finding
the problems. In this stage needs are analysed by consumer and also identified alternatives before
purchasing a products and services (Bilgihan and et. al., 2016). For instance, customers who are
interested to visit outside they thinks to avail services from Malmaison Hotel which as it
provides better quality of services
at economic prices.
Purchase stage: This step involves purchasing of products and services by analysing all
alternatives or options. It helps to select the best option and enjoys services prominently. In
relation to Malmaison Hotel, customers purchases services from such industry after analysing all
options. Customers realised that it provides different services from all at affordable prices which
can satisfy them properly.
Post purchase stage: This means services should be provides to customer after sale also.
It helps to make buying decision for next period too. For instance, customer of Malmaison Hotel
who has availed services can make further buying decision as it provides post purchase services
like feedback, customer query etc which make happy.
Receive stage: This is related with products and services which are received by
customers and also enjoys. It helps to increase business value and popularity by providing
quality of service (Hall, 2013). In context to Malmaison Hotel, customer make decision to
receive services along with other facility such as WI-FI, musics and transportation facility that
helps to make the decisions.

Therefore, this journey of customers is measure by customers which begins from need
recognition and ends on receive stage by availing services. It helps to maintain the customer for
long period and increase profitability.
Levels of consumer decision making in hospitality industry:
This consider several level of making consumer decision for Malmaison Hotel that are
as explained:
Routine problem solving: This states that products and services which is related to daily
use and wants to carry at lightest price. In this level products and services are purchased without
any thought.
Limited problem solving: This states that customers thinks to purchase the products as
they research about brand or budget that helps to make decisions (Xiang, Magnini and
Fesenmaier, 2015).
Extensive problem solving: When customers are to buy something at first time there is
need to think extensive because decision comes with economic decisions.
Four views for consumer decision making:
Economic view model : This is mainly related with cost while purchasing something. So
it is important for Malmaison Hotel to be aware about their pricing strategy for providing
services.
Passive view: It is opposite of passive in which promotional activities helps Malmaison
to gain high profits by attracting them.
Cognitive view: This portrays customer as thinking problem solver who analysis the risk
and provide information to solve that problems. So by this view Malmaison can gain huge profits
as they are able to solve problems (Mallapragada, Chandukala and Liu, 2016).
Emotional view: In this customers view as emotional and feelingness under which
customers not buys product to look better but also they buys to feel good. This view helps
customer to avail services from Malmaison Hotel as it make feel good by providing services.
P4 Map a path to purchase are important for marketers
In competitive market, it is important for marketer to influence the people by mapping a
path and affects consumer decision making. The behaviour of consumer changing according to
time, fashion and status level. Marketers are playing an important role who understand the
changing behaviour of customers and provide them modified products and services as per their

needs. In context to Malmaison Hotel, marketers map a path by analysing the needs and
minimize challenges to get good profits (Prebensen, Chen and Uysal, 2018). There are some
factors which can influences the decision making process such as:
Influence of Marketing Mix- This involves combination of price, product, place and
promotion which helps to make decisions accordingly. For instance, management of Malmaison
Hotel monitor the services, price and promotion that helps to increase the productivity and
profitability. It is important for marketers to analyse the current trend and offer products and
services accordingly.
Influence of Technology- It is used by marketers to face the increased competition and
market share (Tresidder and Hirst, 2012). For instance, marketers of Malmaison uses new
technology like online transaction, payment, booking and cancellation at all time which helps to
increase the number of customers and impacts positively on business organisation and consumer
behaviour.
Heuristic factors: This influenced the consumer behaviour as it is related with mental
status of people. It helps to meet with current needs of customers by selecting best option. Such
as some customers of Malmaison Hotel who availed basic needs, wants to get luxury services as
per their perception which helps to make buying decison with the help of influence.
Task 3
P5 Compare and contrast the key difference of hospitality decision making process for B2B and
B23C
Decision are the important for business organisation whether taken by customers or
management helps to fill the needs and increase satisfaction level (Couture and et. al., 2015). It is
related with B2B and B2C which helps to increase the business activities as well as profits. In
B2B, organisation sales products and services to customers where as in B2B organisation sale
products and services to other organisation which helps to increase production level. The
differences are defined as:
Particulars B2C B2B
Purchasing decision This means customers make
judgement to purchase some thing
directly from business organisation
This means products and services
are provided by one organisation
to other. Herein, customer of

which is required less time with less
cost as no intermediator is available
in this business deal (Ee Kim and
Lehto, 2012).
Malmaison Hotel do not avail
services directly rather this they
avail services from other agency
who has linked with such
organisation.
Finding out needs The marketer of Malmaison Hotel
has duty to find out the needs of
customers and provide services
accordingly. They also uses
marketing activities like promotion
channel, you tube and word of
mouth.
In this marketer of organisation
find out the needs of other
business to which they are linked
and fill their demand that helps to
run an organisation successfully
(Bruwer, Lesschaeve and
Campbell, 2012).
Decision related to
market size
In this, management of Malmaison
Hotel cover whole area for the
purpose of providing products and
services that states large size and
helps to make higher profits.
In this, Malmaison Hotel's
management classify the market
on the basis of area, region and
small size that helps to fill the
needs effectively.
Therefore, market research in context to B2B and B2C is done by Malmaison's
management that helps to make right business decision for the purpose of buying products and
services.
P6 Different approaches to market research and methods of research
Marketing research means to study about market and customers that states what is going
on in market and what are needs of customers (Paul, Sankaranarayanan and Mekoth, 2016). For
example, Malmaison Hotel management research the market to know the current trend and
implement within their organisation. It contains two methods such as:
Qualitative method: This method is associated with business to customers and business
to business from where people purchase products and services. Theoretical data is presented in
this method which is collected from sample representation, survey method and observation that
helps to maintain data in proper manner. For instance, management of Malmaison collect data in

context to B2B and B2C that helps to increase the number of customers by providing better
quality of services. They are using survey method to collect the information.
Quantitative method: This consider as method used by organisation to collect data with
market research. Malmaison Hotel management complete the market research by asking
questions directly with customers and also ask with other business that helps to provide services
accordingly.
Pareto principle is used by manageemnt of Malmaison Hotel that are as defined:
Skill set: Skill set is related with required in market research that helps to increase the
productivity and profitability. For instance, manageement of Malmaison are required data
collection skills, writting skills, data handling, mathematical skills in quantative method that
helps to manage teh business and attarcts customers. Moreover, management skills,
communication skills and leadership skills are required in qualitative method for the purpose of
marketing research.
Research methodoogy: Malmaison is using questionnaire and observation research
method to know the needs of their targeted customers.
Weatherspoon Hotel should use questionnnaire and observation method to introduce from new
services and tell them benefits of new services (Motoaki and Shirk, 2017).
Sample size: Market research in context to Malmaison Hotel is done by manageement
who collect information for both B2B and B2C. The sample size in B2B is small and in B2C is
larger as it is connected with direcly with customers.
Tele – depth interview: In this reasercher of Malmaison Hotel collect information by
using tele interview in which they uses telephones, messages, chatbots etc.
Influences on the decision making process:
Personality: This factor is mainly connected with personality of any individual that can
influences decison making. For example, Malmaison Hotel focus on differnt persoanlity of
customers and provides services accordingly that helps to make decison process accordingly.
Self motivation: People get motivation by themselves such as customer of Malmaison
Hotel visit the websites and know about its that helps to influence them and make decision to
buy services.

Task 4
P7 Marketers can influence the different stages of hospitality decision making process
Marketers are the one who attracts people and set their mind to purchase the particular
products and services. They states the benefits of particular products which helps to chose the
best one. Decision making process is a continuous process which is used by all to know the
alternatives and select the good option. Decisions are made by a person after meeting with their
expectation which become easy to make profits. It consider different approaches to make buying
decisions such as:
Cognitive approach: This is psychology approch taht states how people thinks and make
buying decisions. The marketers can make decison by using this process that helps to know the
consumer behaviour (Motoaki and Shirk, 2017). It helps to get some thing new which is
important for marketers to make decisions. For example, marketers of Malmaison Hotel uses this
approach to know about customers as what they think and which services they wants in their
hospital industy and make decsions accordingly. Moreover, it helps to create the brand value of
organisation.
Behavioural approach: A marketers should have knowledge about cuistomer's
behaviour then only it can make decsions (NS Robinson and Getz, 2014). For example,
manageemnt of Malmaison Hotel keep records of their regular customers and remember their
advance treatment which helps to make feel good and attarcts them to buy furthermore. With the
help of this approach they can set the people's mind which helps to maintain the productivity and
profitablity by influencing customers.
CONCLUSION
From the report it can be concluded that customer behaviour is significance which is used
by organisation to run their business successfully. Path mapping is used by marketers to know
the needas of people and provide them products and sedrvices accordingly. Different approaches
such as behavioural and cognitive influences marketers to know about customers and increase
their production by attracting them. Qalitative method helps to collect the information in
theoretical where as quantitative states practical information.

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