Landmark London: Consumer Behaviour in Hospitality Industry

This report delves into the intricacies of consumer behavior within the hospitality sector, using Landmark London as a focal point. It begins by outlining the cultural, social, personal, and psychological factors that influence consumer choices, providing a comprehensive understanding of the drivers behind purchasing decisions. The report then examines the impact of digital technologies on consumer trends, highlighting how mobile technology and online platforms are reshaping the customer experience. It maps the consumer decision-making journey, from problem recognition to post-purchase evaluation, and emphasizes the importance for marketers in understanding and influencing this journey. Furthermore, the report contrasts the decision-making processes in B2B and B2C hospitality contexts and explores various market research approaches. Finally, it discusses how marketers can effectively influence the consumer decision-making process, covering marketing mix, heuristic, and technological factors. The report concludes with an analysis of the application of Maslow's Hierarchy of Needs and different models of consumer decision-making in the context of hospitality, providing a holistic view of consumer behavior.

Hospitality
Consumer
Behaviours

Table of Contents
INTRODUCTION...........................................................................................................................1
LO1 .................................................................................................................................................1
P1 Description of cultural, social, personal, psychological factors that influences consumer
behaviour .....................................................................................................................................1
P2 The consumer trend is changing due to digital impacts ........................................................2
LO2 .................................................................................................................................................3
P3 Different stages of consumer decision making journey and map a path ...............................3
P4 Importance for marketers to map a path for purchase and understand consumer decision
making .........................................................................................................................................4
LO3 .................................................................................................................................................6
P5 Difference between hospitality decision making process in context to B2B and B2C .........6
P6 Different approaches to market research and methods of research .......................................7
LO4 .................................................................................................................................................8
P7 How marketers can influence decision making process ........................................................8
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
The study of individuals, groups, and organization where activities are associated with
purchase and disposal of goods and services that can help to increase the sales and performance.
For any organization it is important to know the what their customers wants and how they can be
satisfied in the changing environment (Martin, Rosenbaum and Ham, 2015). If all customers are
happy then it will be opportunity for business to grow and develop their activities in the changing
environment. In other words, consumer behaviour is defined as action and decision making
process of people who buys goods and services for personal consumption and sharing their
experience with others that can help to increase sales and performance effectively. The
Landmark London is 5 Star Luxury hotel that is situated in Marylebone, London, UK. This hotel
is offering variety of products and services in changing environment and maintain the good
performance. This report covers factors that influences hospitality consumer behaviour, ability to
map a path, understand influence on hospitality consumer decision making process, and
marketers influences the different stages of hospitality consumer decision making.
LO1
P1 Description of cultural, social, personal, psychological factors that influences consumer
behaviour
In business environment it is important to know how customers are increasing their
positive experience towards a brand and how to attain the business activities. If organization is
able to provide better quality of products and service then surely customers will make again
buying decision and would refer to others which increases the performance. In context to
Landmark London, various products and services are providing by management that can help to
create the positive experience and increase the performance. There are different factors which
influences consumer behaviour such as:
Cultural: This factor involves values, needs, wants and preference that are observing by
customers from their near family members and people around them. The management of
Landmark London following this factor and offer hotel services according to different culture of
their customers who comes to other country that influences customer behaviour effectively
(Saw, Goh and Isa, 2015).
1

Social: This factor involves reference groups, role, family, and status that is important to
understand for organization as it increases number of customers and attain the higher
profitability. The Landmark London is focusing on family status, and reference group which
helps to provide the, special kind of hotel services that attracts the large number of customers
and attain profitability.
Personal: This means in relation to individual and personal group of person that
influences consumer buying behaviour. This factor vary from person to person and different set
of action such as attitude, perception and behaviour of particular goods & services. In context to
Landmark London, management is able to understand the different behaviours of their customers
and offer them kind of services which helps to increase the organizational performance.
Psychological: This is important aspect that should be consider by organization for
running their business and managing the activities effectively. Landmark London is
understanding psychological needs of their customers, developing perception by offering safety
and healthy services that influences consumer decision making and managing the task.
P2 The consumer trend is changing due to digital impacts
A consumer trend is defined as set of attitude, behaviour, and opinions of an individual
that can help to increase the sales and performance in changing environment. If all activities and
new technologies have adopted by organization then it will be opportunity for organization to
growth heir business and attain the higher profitability. All world is facing the Pandemic where
digital technology have become most effective tool which used to increase sales and
performance. Landmark London is 5 Star hotel that is adopting digital technology in consumer
trend as defined:
Uses of mobile technology: In changing environment customers are more using mobile
phone so Landmark London has introduced new services by using new technology. In this,
management guides regarding tour, travelling, best restaurant locators and others that make their
entire buying journey which increases sales (Varkaris and Neuhofer, 2017).
To satisfied the customers: Whenever customers decided to go outside and required to
book room then with the help to digital technology people can see rooms and facilities which are
providing by organization and helps to increase the number of customers. Landmark London
focuses on new trend where it uses agile tool and web apps for the purpose of booking
2

management and administrative services via online by maintaining social distancing which
affects the consumer behaviour efficiently.
LO2
P3 Different stages of consumer decision making journey and map a path
Consumer decision journey is defined as model and planning that describes how
customers are making decision and feeling satisfied. For any organization it is important that
their customers be regular so that many efforts are doing by companies by knowing customers
demand and wants that can help to increase sales and performance. In context to Landmark
London, different stages of decision making are as explained:
Problem recognition: This can be defined as very first stage of decision making where
customers are determining their needs. For example, customers have decided to visit London so
they need a luxury hotel where all services with proper sanitized rooms are available.
Information research: This stage is defined as ability that change the consumer
decision. For example, customers uses public sources, internet, and their reference to gather the
information regarding trip advisor, hotel and restaurants which offers better quality of services
(Liu and et.al., 2017).
Evaluation of alternatives: The stage states that all informations which have been
collected regarding particular hotel and restaurant should be evaluated effectively. The customers
get information about Landmark London and provide by comparing with others that can help to
increase sales and profitability effectively.
This involve mapping path process that adopt by customers by evaluating all alternatives
Pre Purchases Decision: This can be explained as after carrying all stages and
evaluating alternatives a purchase decision can be made by organization that can help to increase
sales. The customers have selected the Landmark London by considering all services and safety
precautions that could help to provide higher satisfaction.
Purchase: In this stage, customers book the room and other services which they wants
while visiting the country after making payment that can help to provide them greater experience
and productivity.
3

Post Purchase Evaluation: This is the ending stage in which Landmark London is
getting feedback from customers that is important for them and influences more customers if it is
positive. This can help to increase organizational performance and profitability.
P4 Importance for marketers to map a path for purchase and understand consumer decision
making
Marketers are those people who being launched the different kind of products and
services in the market so that people increase their awareness regarding products and make
buying decision. It is important for all organization to understand the needs and produce the
products which increases performance and profitability by increasing customers and delivering
higher performance. In context to Landmark London, marketers are playing important role as
they analysis the various needs of customers and provide the products accordingly which
influences the consumer decision making and attain the higher profitability. For discussing about
path for purchase and consumer decision making different factors are as explained:
Marketing mix factors: This factor involves product, place, price, and promotion which
uses by marketers of organization in order to influence consumers directly and indirectly. When
customers wants to make buying decision they analysis product, price, place and packaging, and
services of Landmark London that can help to increase number of customers and benefits to
marketers to increase sales and retain the higher range of customers (Samoggia and Riedel,
2018).
Heuristic factors: Also known as psychological factor that refers to metal shortcut where
individual make purchase decision by influencing current emotions. In context to Landmark
London, marketing officer focuses on different values, experience and perception of their
customers and make efforts to develop the business. This can help to increase the sales and
profitability in changing environment and attain the higher profitability.
Technological factors: Technology is important factor that should be adopted by all
companies in order to operate their business in changing environment that helps to increase the
sales and performance. Due to Pandemic all people are living in fear where they wants social
distancing and digital services which have adopted by Landmark London such as tailing, online
booking, C2C purchasing, online payment and proper sanitized facilities which fill their
expectations and make right business decisions.
Diagram of Maslow's Need Hierarchy
4

Illustration 1: Diagram of Maslow need Hierarchy. 2020
(Source: Diagram of Maslow need Hierarchy. 2020)
Four view of of consumer decision making
Economic: This model portrays consumers as making rational decisions. In this
customers who decided to get Landmark London services focuses on economic prospectives as
cost, knowledge etc. that can help to make right decisions.
Passive: This model states that customers are basically submissive to self serving interest
and marketer's promotional which affects the organizational performance. The customers of
Landmark London are perceived as impulsive and irrational purchaser who identify their taste
and make buying decision (Zaltman, Olson and Forr, 2015).
5

Cognitive model: This model states consumers as problem solvers, where consumers
cognitively process information seek towards products and services then engages with post
purchase evaluation that helps to increase sales. The management of Landmark London is uses
this model for solving the customer's problem and deliver them great experience that increases
sales (Chan and Hsu, 2016).
Emotional model: This model is defined as emotional and feeling which considers by
consumers in purchasing process. This is typical situation for people as Landmark London create
the emotional state and good feeling with customers that can help to make again buying
decisions (Chan and Hsu, 2016).
LO3
P5 Difference between hospitality decision making process in context to B2B and B2C
Decision making is the activity which uses by people for the purpose of running a
business and increasing the performance. In hospitality industry, marketers are playing an
important role as they analysis the needs of their customers formulate planning and maintain the
good relation with business and customers that can help to increase the sales and performance. In
context to Landmark London, marketers focuses on B2B and B2C decision making process that
can help to regulate and operate the business continuously and maintain the right business
decision. The comparison between hospitality industry in context to B2B and B2C are defined:
Particulars B2C B2B
Meaning This means an organization who
is running their business by
connecting with customers
directly is known as B2C
process.
This means an organization
who have good relation with
other company that helps to
sale the products and services
accordingly.
Purchasing decision In this aspects, customers are
identifying their needs and make
buying decision after evaluating
their all activities. This means,
no mediator is having to sale the
products and services.
Landmark London is having
good relation with travel
agency and other business
which helps to attracts the
number of customers and
attain the profitability.
6

Finding out needs The marketers of Landmark
London is responsible for
finding out the needs of their
regular customers via feedback
form and providing inquiry
service that can help to provide
the services accordingly and
make buying decisions.
This activity is done by other
businesses and share with
chosen organization so that it
can make change and deliver
the best quality of products
and services to customers
effectively that increases
performance.
Decision related to
market size
The market size is large, because
marketers cover whole area to
aware people and influence them
them to make buying decision.
Market size in context to B2B
is small because marketers
focuses on particular area and
location to provide hotel
services.
Therefore, B2B decision making is uses by Landmark London where it deals with other
agency that guides customers regarding best hotel and services that increases organizational
performance and profitability. Such as some customers are demand better quality of food and
living services so they contacted with other business which can help to guide them and supports
to operate the business regularly (Stangl, Inversini and Schegg, 2016).
Business to customers (B2C) decision making process is uses by Landmark London and
customers where they they gather information by analysing their needs and also uses survey
method that can help to make right buying decision and increase the performance effectively in
changing environment (Litvin, Goldsmith and Pan, 2018).
P6 Different approaches to market research and methods of research
Market research is defined as study of trends and buying behaviour of customers as what
they think about products and how they get influenced regarding particular things which
increases the organizational performance and profitability. In context to Landmark London,
marketers are defined as important link between organization and customers that provide all
information regarding products and services which are selling and increase the performance.
Two different approaches in relation of market research and methods are as defined:
7

Quantitative research – This can be defined as a technique which in context to B2C by
asking questions to the target audience in an organized manner by using poll, surveys, and
questionnaire. The receiving response from customers can be analysed by management of
Landmark London for making well thought decisions for improving products and services. In
this, customers make purchase online that helps to define how businesses have become customer
centric that helps to bring the changes accordingly and maintain the higher profitability.
Moreover, by using Pareto principle management analysis skills audit and managing the
information which can help to deliver the better quality of hotel services and attain the higher
profitability ( Quantitative research, 2020).
Qualitative research – This can be explained as open ended questions based research
method that heavily depends on following market research method such as focus group, in depth
interviews and other innovative research that can help to bring the changes. This is related to
B2B context where highly validated sample size usually consist of 6 to 10 respondents. The
marketers of Landmark London uses different methods such as focus groups, in-depth
interviews, observation, lifestyle immersion, online survey, and others which can help to gather
information and maintain the higher performance in changing environment. This also increase
number of customers as marketing are enough skilled and talented who analysis needs of their
customers and bring the changes effectively (Qualitative research, 2020).
LO4
P7 How marketers can influence decision making process
In environment, customers have different needs and wants regarding products and
services which needs to be fill in certain time as it increases the sales and performance. A
consumer with lot of prior purchasing experience in a product category might approach
regarding decision making that can help to develop a business appropriately. In Landmark
London, marketers are using different approach that influences decision making process as:
Cognitive approach – This approach showing the relation with psychology of a person
that states how a people thinks regarding particular products and services. By using this approach
marketers of Landmark London identify the needs of their customers and bring the changes in
their products and services which provides the higher satisfaction to customers and attain the
productivity by making right decisions.
8

Behavioural approach – This approach is showing the relation with behaviour of people
in an organization which supports customers to make buying decisions. By using this approach
in decision making process Landmark London is providing all possible services which are
demanding by customers that can help to increase organizational performance and provability
(Bharwani and Jauhari, 2017).
The marketers of Landmark London are using different stages for influencing hospitality
decision making process :-
Recognition of needs – In this stage, marketers of Landmark London recognizes needs of
their potential customers that is related with behavioural approach, influences the decision
making process.
Information search – In this, marketing management evaluate the market and gather
information how many customers are demanding same kind of services so that change can bring
accordingly. This is related to cognitive approach where marketers of Landmark London reads
people's mind and create the touch points that can help to increase sales.
Evaluation of alternatives – This stage is uses to bring various options for customers after
analysing their needs that attracts the customers and make right decisions. By using behavioural
approach, Landmark London is analysing various option which can help to introduce new
products and services.
Pre decision – This stage is related to behavioural approach where skills set of marketers
evaluated by management and give them authority to make right decisions. In context to
Landmark London, marketers has decided to bring changes in their services and influence the
number of customers effectively that develop a business.
Decision – Herein, decision is made by marketers who analysis all performance and make
the effective decision in case of providing different hotel services that increases number of
customers (Zaltman, Olson and Forr, 2015).
Post decision – This stage is uses by marketers of Landmark London for the purpose of
providing after sale services that influences customers decision and make feel them they are
important for organisation so they they make again buying decisions (Samoggia and Riedel,
2018).
9

Therefore, marketers of Landmark London uses different stages and approach for the
purpose of making effective decision and increase the organizational performance in the
hospitality industry that deliver higher performance and profitability.
CONCLUSION
From the above report it can be concluded that consumer behaviour is important for each
organization it understand needs and provide them products accordingly. The journey of
consumer decision making involve identification of problem, collection of information,
evaluation of alternation and decision making that increases business performance. For mapping
path purchase, pre purchase and post purchases uses that supports to develop a business.
Different factors are available in market which influences decision making. Moreover,
approaches in relation to B2B and B2C research are cognitive and behavioural which uses to
deliver better quality of products and services.
10