Consumer Behaviour and Insight in Hospitality: Hilton Analysis Report

This report delves into the intricacies of hospitality consumer behavior, examining the factors that influence consumer decision-making within the context of the hotel industry, specifically using Hilton as a case study. It explores various aspects, including personal, cultural, social, and psychological factors, and their impact on consumer choices. The report analyzes the consumer decision-making process, from need identification to post-purchase evaluation, and discusses different problem-solving approaches (extensive, limited, and routine). It also covers various views of decision-making, like economic, passive, cognitive, and emotional. Furthermore, the report investigates the influence of heuristics, marketing mix elements, and new technologies on consumer behavior. Finally, it differentiates between B2B and B2C purchasing processes and analyzes e-commerce in the hospitality sector.

Hospitality Consumer
Behaviour and Insight

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
LO1..................................................................................................................................................3
LO2..................................................................................................................................................5
LO3..................................................................................................................................................7
LO4 .................................................................................................................................................9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Consumer behaviour has been study of the individual customers, regroup and the various
organization in regard to the selection, purchasing with use of different disposal of goods and
varsity services in order to have proper recognition over experience to satisfaction related to their
needs and wants. There are many factor which are effecting the important form in which
commercial decision in terms communication, transactions along with sales administration
which is differ in complexity, scope or scale and cost which is important in proper
implementation in right system to the customers. There are factor which are effecting the e
hospitality consumer behaviour and attitudes. In this repost there will be discussion in terms the
ability to map a path to purchase in a hospitality context, including the decision making process.
In this repost the hospitality industry that is take to have proper discussion is hotel Hilton.
MAIN BODY
LO1
In regards consumer behaviour has been identified as the impact aspects to understand as
it has major influence over decision-making process. The makers used to develop the consumer
behaviour in individual in better ways to fill up gap to increase more of customer stratification
and safe their product or services to get obsolete from market.
Marketer in the hospitality industry have the major level of intensification over
establishing proper level of understanding in of action of consumer over market place to
underlying motives for their respective actions. As all the consumer in market exhibits different
level of actions while pursing their purchase decision due to impacts of various factor so it is
important to have proper understanding over different factor affecting decision-making of
consumers. The classification of various factor is done in major four categorizes such as-
Personal Factor has its own significance which are influencing the decision-making such as the
factor liked age, incomer, purchasing power, the lifestyle they are pursuing along with
occupation. This makes consumer to have veracious selection in development of products to such
as extents.
Cultural And Social Factor- cultural factor are having different components over the culture or
different environment from the way the consumer is belongs too. Culture has been identified as
very crucial when it comes to have proper understanding over the needs and behaviour of

individual regarding different aspects of consumer decision-making. The individual are major get
level of influence from its family, friends and related cultural environment that has taught him
values and preferences as well as common behaviour over their respective culture. It is important
for marketer to develop its brand inherit to cultural factors so that consumer can adapt products
along with development of marketing strategy. As there is major roles of perceptions, habits ,
behaviour and expectation.
Psychological Factor in human psychology have vital role in designing the major preference
over consumer likes and dislikes over purchasing of particular product and services. Consumer
usually have number of internal and external factor is which motivation and perception factor.
The sub factors has been identified in motivation and perception are such as the biogenic need,
psychogenic needs, subjectivity, category, selectivity along with expectation and past
experiences.
In the hotel industry, the marketer are facing the level of challenges in providing the
quality of services to the customer in order to achieve level of satisfaction.
The markets are facing challenges in understanding expectation of customers as they are
constant changing and diverse in nature, as per different age, genders, race and generation. The
expectation is different so company has to implement the best way strategy to develop finding
over customer expectation preference and their respective opinions.
The next is about maintaining level of consistency as it is turning out to level of challenge
as across delivery all customers across all business channels. Customers have the cumulative
experiences over making clears cut policies over delivering the great level of customer services.
Serving multiple level of customers as it turn out to be more difficult in relation of
finding solution over another customer will need a lot of time and patient test for development.
Technology has the development of understanding tools which is having influence and changing
over consumer behaviour.
The companies which are incorporating rating with technology development will be
thrown out of market. The consumer behaviour has been specialized been influence by level of
information through proper processing of internet. Companies have established the direct
connection with mails and phone calls. The customer is turning out to more aware of the phone
education, mobile payment and other mobile app that is making customer more realizable in
achieving the different level of task. With the development of technology the the global tourism

has been booming by having the access of hostels at reasonable rates along with fulfilled of their
respective preferences which is turning out to be grater level of impact. There is acquirement of
extreme specialization and uniqueness experiences along with rise of Independent's traveller.
The recent number of trends that is reshaping the hospitality industry as the increaser in visual
communities as social networks' ans in particular over having trip advisor are making the level of
profound impact on custom's. This lead to more level of transparency along with improved level
of quality by hospitality companies as they have altered level of distribution channels which are
consequently taking away values from hotline.
The next in online travel is have been having notoriety of branding by doing own booking
holdings as because of this many hotels were replaces.
The last is the online travel agents used to build strong relationship with travelogues. So the
result in that the customer have to pay at grater existence which leads them to have thinner level
of profit margin.
The hotels in getting level of interdigital experiences which is Turing out to be very important
for hotels to manage the providence to customers along with control in varsity aspects of the
guest cycle and the experiences.
LO2
Consumer decision making is the process through which consumer is able to make its purchasing
description. It depends on making decision along with the involvement with consumer decision
making. The consumer is needed to have proper identification of their particular needs along
with gathering of information and evaluation to make their particulate buying decision. The
behaviour of consumer is being identified for economic factor along with psychological along
with social and cultural values.
I9n the stages of the consumer decision making, the consumer should have proper identification
of need which is created by difference between present status and desired state. The consumer to
have proper fulfilment over the needs fulfilment. Hotel Hilton is one of famous hotel required to
have proper assessment in regards to fulfilment of needs.
The next process in regarding to information search regrading many different experiences along
with further recommendation. As customers don't wasn't to have any regret over their decision
making as they wasn't to have proper managing of risk level.

The next stage is having proper evaluation of various alternatives so that the customer can be
able to have best deal in hotels such as Hilton. This may be on basis of various reviews on
prices, quality and regards to other factors accomplishment.
The fourth stage is about selection is which customer will choose risk in account on the place
where they want to invest. The customer will have further experience prior to purchases decision.
The post purchases decision is over having the retention of customers regar4dsing brand
perception and tarnishing foreverness. The hotel Hilton can have amazing experience over loyal
brand cumbersome .
The level of consumer decision making process in hospitality industry such as hotel Hilton . The
level is been identified as the per the basis of less involvement to high involvement parameters in
which level has been identified as follows
Extensive Problem Solving is the level in which the customers are having the proper
establishment of the criteria for evaluating the services of hotels as they have not narrowed the
number of brands they are taking into consideration for the selection of particular services
regarding to proper need of customers.
Limited Problem Solving is having customers who have the established criteria for the proper
evaluation of basics criteria related to product evaluation in which customer have the customer
have proper establishment over any of specific brand preferences. The customer is such situation
have stick to some brand which basis over having purchasing process is sorters. There is proper
evaluation of few alternatives brands as there is moderate involvement in selectional process.
Routine Problem Solving ad the consumer is such situations have some experiences with regards
to different product category. They have proper establishment over having proper service
evaluation's in regarding the establishmentarian in service evaluation's. There can b related to
having purchasing over habit.
The four views of having proper decision making in terms of hospitality decision as in decision
making there is involvement of more that two or more alternatives available . As per the
discussion of views the are economic view, passive view, cognitive view along with emotional
view. In economic view the consumer is often prayed who have the rational decision making
along with enough information and motivation in regards to perfect decision making. The
customer is more interested in having maximizing price quality along with marginal utility. The
next passive view is regards to consumer basically to submissive to self serving with promotion

efforts of marketeers. In cognitive view the consumer is termed as marketeer view where they
have gathered enough information in order to have dispel risk risk oriented to make satisfactory
decisions. The consumer is deeply attached to services of hotel Hilton in regards to have proper
match over perceptions which are the intended impact of decisions. The needs of the costumer
is becoming the less risky will have desired effect in orders to influence to have purchasing of
services.
Factors effecting the in the decision making process in the decision making of consumers in
hospitality industry -
The influence of heuristics on decision-making as it is effect which is involving the with proper
emotions with having the experiencing over individuals at particular moments. There is heavy
mental shortcuts which influence current emptions with stimulus with decision .
The influence of elements of the marketing mix on decision-making as the 7 PS in which price
and products which has been understood as the important parts in term of marketing mix which
affects customer decision making among the hostels.
The influence of new technologies as thre is major impact over different product or services in
order to proper interaction over different customers prevailing in society. Implacable customer
care in regards to have competitive advantage along with improving and effecting dramatic
changes in both specific areas.
LO3
B2B and B2C are the two important form in which commercial decision in terms
communication, transactions along with sales administration which is differ in complexity, scope
or scale and cost which is important in proper implementation in right system to the customers.
Difference in purchasing processing
The business process the purchasing products are used by companies in more complex in
natures. The decision making groups includes members from technicals along with business and
financial and proportional department depending on different types of purchases. In consumer
market the person don't have the authorization over making final purchasing decisions in term
of their perception and attitude in order to have negotiable instrument in regards to further
development in perceiving payment mechanism.
Payment And Pricing Differences as B2C

the customers have selection over product in placing order arrange over delivery over logistics
channels . The customer have the benefit to taking the invoice within the level of agreement
along payment terms. The prices have the vary of customer as business market is termed as the
more complex in nature in which there can be proper selection of point of sales.
e-commerce process in B2B website based system in allowing low value products in taking
payment with orders . There is the requirement which more complex in nature in business
system. The customer accepting the orders in different formats in order to have capturing with
other administrative system such as the customer records and accounting. On the other hand in
customer market the consumer have the targeting over more information browsing in to order to
have proper selection of process with is relatively simple as compel to business market.
In terms of infrastructures the business market have more product summarization for different
customers along with proper display. on the other hand in business market the system has the
proper suppliers along with logistics partners to having proper management over purchasing,
stock holding and distribution efficiently.
There is the difference between the b2b and b2c market re4serachs as t5here is requirement of
different skillet as in b2b there is require of depth interviewer to face the diverse level of
challenges as working in finite sample size along with have ling different level of respondent in
orders to have proper indiscrimination of the need in hotel Hilton personality for the longer
perspective. There is evolvement of more mixed methodologies in consumer market which is
based in three integrated factors that is complexity of B2B market as along with need of enough
data and varsity of results to have acceptability level of confidence.
Next is about the involvement of much smaller sample size in b2b business as consumer market.
The researcher have the proper reanalysing on the pare to rule which have grater twilight on the
responses as more implementation and influential respondent.
There is more insolvent of major unit rather than individuals in business market must reflect
this by focusing on decision-making units rather than individuals (which is more typical of B2C
research). Businesses will find themselves with data, but little (if any) actionable insight —
which means they cannot make smarter, faster decisions and generate ROI from their market
research investment.
Perception is psychological varsity which have involvement in purchasing decision in
influence of CompuServe behaviour. Perception can be shaped by learning, memory and

expectations. The organization, identification and interpretation of sensory information in order
to represent and understand the environment. Psychological Factor in human psychology have
vital role in designing the major preference over consumer likes and dislikes over purchasing of
particular product and services. Consumer usually have number of internal and external factor is
which motivation and perception factor. The sub factors has been identified in motivation and
perception are such as the biogenic need, psychogenic needs, subjectivity, category, selectivity
along with expectation and past experiences. Technology has the development of understanding
tools which is having influence and changing over consumer behaviour.
The companies which are incorporating rating with technology development will be
thrown out of market. The consumer behaviour has been specialized been influence by level of
information through proper processing of internet.
LO4
Cultural values have been identified as the affirm what is desirable. There have the proper
consideration over the norms along with special having specification over acceptable change in
along with range of responsive in specific situation.
There are the influence of the purchasing decision with perfect for implementing the “word of
mouth” strategy, a marketing technique where people convey to others their own thoughts on a
particular product or service. The beauty of this technique – it is practically free of cost. The
opinions . Position have the general critic over the regarding to to the ability of persisting the
influence to other in more respective manner to have proper understandability over the nature.
The opinion who have the followers over the who have gone through the list of followees in
orders to have proper understandability of nature. Opinion leaders can be politicians, business
leaders community leaders, journalists, educators, celebrities, and sports stars.
At the time of the psychological factor there is proper understandability among the factor such
as the perception, motivation, learning, beliefs and attitudes. There is more the purchasing power
influence to have the peroneal preferences in orders to have proper economic condition along
with having proper economic situation. There can be proper advertisement plays an inpatient
role in developmental of havering proper purchase decision making . There is the development
of the embraced level of technology and consumer in consumer industry for the development
of Hilton in order to develop the marketing strategies that reach out to consumers at moments
that most influence their decisions. There is proper behaviourist in the traits of business

development which will Consumer usually have number of internal and external factor is which
motivation and perception factor. The sub factors has been identified in motivation and
perception are such as the biogenic need, psychogenic needs, subjectivity, category, selectivity
along with expectation and past experiences.
CONCLUSION
As per the repost there will be discussion on the Marketer in the hospitality industry have the
major level of intensification over establishing proper level of understanding in of action of
consumer over market place to underlying motives for their respective actions. It is important for
marketer to develop its brand inherit to cultural factors so that consumer can adapt products
along with development of marketing strategy. Technology has the development of
understanding tools which is having influence and changing over consumer behaviour.
Implacable customer care in regards to have competitive advantage along with improving and
effecting dramatic changes in both specific areas. There is evolvement of more mixed
methodologies in consumer market which is based in three integrated factors that is complexity
of B2B market as along with need of enough data and varsity of results to have acceptability
level of confidence. There is proper behaviourist in the traits of business development which
will Consumer usually have number of internal and external factor is which motivation and
perception factor.

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