Consumer Behavior: Factors, Trends, and Digital Technology Impact

This report provides a comprehensive analysis of consumer behavior, focusing on various factors that influence consumer decisions. It begins with an introduction to consumer behavior and its significance in business, followed by an examination of cultural, social, personal, and psychological factors. The report delves into how personal factors, such as age, gender, education, and income, affect consumer choices, and how social factors, including family and friends, play a role in decision-making. Furthermore, it explores the impact of psychological factors and cultural influences on consumer behavior. The report also highlights the impact of digital technology on consumer trends, discussing how technology enhances consumer engagement, provides easy access to information, and influences brand trust. The analysis further extends to emerging trends in consumer behavior, particularly the shift towards online platforms. The report concludes by summarizing the key findings and emphasizing the importance of understanding consumer behavior in the hospitality industry, supported by references to relevant research and literature.

Consumer Behavior

Table of content
 Introduction
 Different cultural, social, personal, psychological factors to influence
consumer behavior
 Impact of digital technology on consumer trends
 Analysis of factors that influence consumer behavior
 Analysis of emerging trends in consumer behavior
 Conclusion
 References

INTRODUCTION
 Consumer is required for development of business at large scale. The smooth
working of business largely depends on the their consumers.
 Companies needs to analyze facilities and services that drive the target
audience towards the organization services.
 Business needs to prepare marketing strategy for development of business at
large scale.

P1 Different cultural, social, personal, psychological
factors to influence consumer behaviour
 Intercontinental hotel group in U.K is have a large number of branches
all over the world.
 The business needs to analyse working to establish an effective environment in
their organization.
 The business needs to analyse the behaviour of their consumers to develop
effective use of their resources.

Personal factors
 Personal factors are analysed to know the basis requirements of the customers.
The age, gender, education, income level is important to develop business at
large scale. Age is most important factors to analyse in an individual or an
consumer. Each and every individual of different age have their own choices
and business needs to analyse the choice of every generation to achieve their
business goals.

Social factors
 Social factors effects the overall decision making of an consumer. Social factors
plays a important role in buying and selling of customers. Hotel intercontinental
needs to analyze the interruption of family and friends in decisions of an
individual.

Psychological factors
 Psychological factors plays an important role in overall decision making of an
individual that helps them to achieve their goals and objectives. Factors shows
the requirement of consumers to use the resources of an organization.

Cultural factors
 Culture of an individual plays an important role in their decision making. The
hotel needs to analyse the culture of customers and develop resources
according to requirement. The values and morals of an individual is analysed
effectively(Díaz, Gómez and Molina, 2017.).

P2 Impact of digital technology on consumer
trends.
 Digital technology is developing day by day and customers feel comfortable to
use services online.
 As large number of hotels are providing their services online so it helps
customers to develop their business using those functions.
 Stay connected
 Due to increase in technology all over the world it helps business to
connect the customers with their product and services.
 Whenever an individual likes to book an hotel he can use the website of hotel
and check availability and rooms hotel. Large number of consumers are active
online and use the services of organization.

Fulfil consumer expectations
 Consumer are able to know all the offers and facilities provided to them by
using online sites. It helps Hotel Intercontinental to engage customers
effectively with their products and services. Consumers will like to go for a
product that are able to satisfy their wants.

Ease to access information
 Consumers are able to use the technology. With the help of websites they are
able to gather information about the services provided to them by an
organization. Due to transparency in information the consumers are able to
analyse the services provided by hotels.

Brand trust and likeability
 Increase in technology makes business to develop their business online. The
reviews by the customers plays an important role for an individual to use
products and services of an organization.