HNHM319: Analyzing Consumer Behaviour & Decision-Making at Premier Inn

This report provides a comprehensive analysis of consumer behavior within the hospitality industry, specifically focusing on Premier Inn. It examines the stages of consumer decision-making, maps the purchasing path for Premier Inn's products and services, and evaluates the responses of marketers in the decision-making process. The report compares hospitality decision-making in B2B and B2C contexts, explores different market research approaches, and analyzes various factors influencing hospitality decision-making and buying behavior. Furthermore, it investigates the impact of digital technology and changing trends on consumer behavior, using examples like Google Hotel Ads to illustrate how firms can leverage digital tools to enhance customer engagement and increase bookings. The analysis also considers cultural, social, personal, and psychological factors affecting consumer choices, providing insights into how Premier Inn can better understand and cater to its target market. This document is available on Desklib, a platform offering a range of study tools and resources for students.

HOSPITALITY CONSUMER
BEHAVIOUR AND INSIGHT

TABLE OF CONTENT
TASK 2..........................................................................................................................................16
INTRODUCTION.........................................................................................................................16
MAIN BODY................................................................................................................................16
Examining the stages of the consumer decision-making and a path for the purchasing the
product and service of Premier inn............................................................................................16
Responses of marketer in decision-making process of premier inn..........................................18
The key differences of the hospitality industry in decision making in the context of B2B and
B2C:...........................................................................................................................................18
Different approaches to market research and various methods used for understanding the
decision-making process............................................................................................................19
Factors influencing hospitality decision-making and buying behaviour also the Marketers
influence the different stages of decision-making process........................................................19
CONCLUSION..............................................................................................................................21
REFERENCES..............................................................................................................................22

Slide 1

Slide 2

Slide 3
• Also, the presentation will discover various factors such as social, cultural and personal that
affects the consumer behavior and attitudes in specific time period.
• Further , the presentation will identify impact of digital technology and changing trends on
the consumers in detail. Further, various factors that affects the consumers behavior and
attitudes according to the current situation will also be analyzed under this presentation.
Lastly, the presentation will explain the changing trends in the hospitality industry through
using various business examples

Slide 4
• There are various factors that affects the behavior of the consumers and thus accordingly
various services need to be offered by the quoted firm so that more customers are attracted
towards the brand and goodwill could be increased. Some factors that might affect Premier
Inn hotels are as follows:
• Cultural factors:
• Further, it is seen that consumers tends to avail only those services that is according to the
habits, beliefs and principles. For example : In some cultures white color is used to reflect
sadness while in other culture it is sign of happiness.
• Thus, quoted firm need to provide services carefully so that sales are not affected on the large
level.
• Further, it is seen that cultures is wide area that includes subcultures, social class, cultural
trends social factors that affects the overall buying behavior of person. In the firm like
premier inn hotel these factors need to be taken into consideration so that management is able
to introduce the services according to the culture that is prevailing in the target market
• Social factors :
• Further, these factors consist of reference groups that provides certain opinions on purchase of
particular services or items. Another one is family where each individual listens very carefully
and takes final decisions. Role and status are also the part of the social factors as because of
this consumer is able to make certain decisions by setting a particular criteria so that amount
could be spent wisely. In context of the quoted firm it is very important to set the prices of the
rooms, and services according to the target market so that market share could be gained easily.
• Personal factors :
• Moreover, premier inn continuously monitor the changes that are occurring in hospitality
industry so that innovative services could be in introduced to all its existing customers so that
there is higher retention and customers do not switch to other options that are available in the

market. Further, it is seen that occupation also affects the decisions and hence most of the
hospitality industries develop good that are according to the occupational groups. Other in
personal factors in financial and economic situations as it can be seen that in time of COVID
mot of the services were been affected due to less number of customers in the market. Hence,
the quoted firm need to take care that these factors are analyzed carefully before launching
any new service in the market. Other in personal factors consist of life style and self concept
that also affects the decision-making of various people.
• Psychological factors :
• Further, these can be on the basis of psychological needs, security, social needs, esteem needs
and self actualizing needs starting from lower level needs to higher level needs. Moreover,
other factors under this category consists of perception that means based on the situations
individual takes certain decisions and actions. Also, other factors such as learning and
experience that means consumers take the independent decisions through extensive research
also need to be analyses by the quoted firm so that there are no losses in the future operations
of the business. Last in this is attitude and beliefs that means that any unfavorable conditions
also affects the tendency to buy or purchase certain things or goods. Moreover, this factor is
very important in studying the human behavior deeply as based on this only the company will
be able to implement new policies' ans services within the organization.
• Thus, all these factors play an important role for Premier Inn that is working on the large
level and is operating in different parts of the country so that better understanding of the
customers could be achieved and more potential clients could be attracted towards the brand
thus enabling the firm in introducing innovative services. Further, through investigating these
factors in deeper manner the quoted firm would be able to develop framework of the
consumer behavior model that would help in displaying various internal and external stimulus
impacting the attitude of the consumers.

Slide 5
Analyzing changes in consumer trends due to digital technology:
• Thus, all the business need to take advantage of these digital technologies so that more
opportunities could be grab from the target market and brand awareness could be created to
large extent. Also, for the quoted firm it can make more use of digital marketing channels to
deliver the best customer experience and engage customers in the effective manner.
Furthermore, through better use of Omni channel marketing strategy unified experience could
be given through identifying all the touch points in the journey of consumers.
• Also, it is seen that people now preferring to consume variety of goods and services
online so that time could be saved. Thus, Premier Inn need to ensure that proper website of
company is developed on the internet so that all potential customers could be able to gather
general information like prices, rooms available, services, extra facilities, etc. Also, this
website need to be timely updated so that latest changes and offers could be seen by the public
living in any region. Further, consumer trends could be easily analyzed by the quoted firm
through the reviews, ratings and feedback that that is displayed on the website so that
corrective actions could be taken on time. Moreover, besides operating in the digital world it
needs to taken care that privacy and security concern are taken special care as if any payment
is made online and information provided by the customer is not secured than customers would
not build loyalty and might turn to other options in the market. Furthermore, it is seen that
with the growing expectations among the consumers digital technologies allow in easy
comparison between various goods and services and hence the hospitality manger need to
ensure that SEO of the website is strong that would customers in easy search through using
various keywords.
• Smart devices in today era also gives the consumers convenience and peace of mind in a
way that force the marketers to develop strategies that would allow easy shopping and
accessibility of variety of goods and services. Thus, premier inn would be benefited from

such digital trends as it will allow customer freedom of choices in booking, selecting room,
cancellation, refunds, developing con-tactless payments etc. Thus, it is said that though
implementing digital technologies is costlier method however it would be beneficial in the
hospitality sector in the long run as it would be helpful in gathering all the useful data and
records of the customers during their last visits so that customize services could be easily
offered in the large group of people.
• Consumer trends are changing towards the digital trend but it has also created problems
in the hospitality sector as it has reduced the face to face interaction that would create more
major impact on generating revenues for the firm. Also, some customers are unable to provide
certain suggestions through online medium and hence there are chances that issue remain
unaddressed. Moreover, there are always the chances of hacking and duplication of services
by unknown third party that might affect the brand loyalty of the firm. Thus, it is essential for
any industry make the website familiar to the clients' so that better confidence could be build
among the customers so that it could use in appropriate manner. Also, proper investment need
to be done in research so that competitors strategies

Slide 6
Moreover, smart technology has helped the firms in keeping the customers on the top priorities
through giving immediate responses to any queries or problems. Thus, decision-making of the
firm is also done in faster and smoother manner that has allowed in enhancing more critical
thinking towards developing new digital ideas.

Slide 7
• . Also, with google hotel ads the quoted firm is able to capture more than 40% more bookings
through reaching new customers. For example in the current times, it can be seen that google
and amazon are using the voice technology through which the customers could find the
relevant information regarding any product or service.

Slide 8
• Also, various consumer trends that are changed due to upcoming of various digital
technologies had also been discussed in detail. Lastly, critical analysis of these changes in the
trends on the firm sales and attitudes had analyzed in detail through using various examples
of the hospitality sector