Consumer Behaviour and Insight: Hallmark Hotel Analysis Report

This report provides a comprehensive analysis of consumer behavior within the hospitality industry, focusing on factors influencing consumer decisions, the impact of digital technology, and the consumer decision-making journey. It examines cultural, social, personal, and psychophysiological factors affecting consumer attitudes, and discusses how digital platforms like Alexa and social media have changed consumer behavior. The report analyzes the stages of consumer decision-making, including need recognition, information search, evaluation of alternatives, purchase decisions, and post-purchase behavior, and highlights the importance of marketers mapping the path to purchase. It also differentiates between B2B and B2C decision-making processes with relevant hospitality examples, explores various market research approaches, and assesses how marketers can determine the levels of hospitality decision-making processes. The report uses Hallmark Hotel as a case study throughout.

Hospitality Consumer
Behaviour & Insight

Table of Contents
INTRODUCTION................................................................................................................................3
TASK 1 ................................................................................................................................................3
P1 Examine factors that influence consumer behaviour and attitudes within a hospitality context3
P2 Discuss how consumer behaviour trends is Changing due to the impact of digital technology.4
TASK 2.................................................................................................................................................5
P3 Analyse of consumer decision making journey and map path to purchasing in context of
hospitality....................................................................................................................................5
P4 Examine why it is necessary for marketers to map a path to purchase & understand consumer
decision making in hospitality industry......................................................................................7
TASK 3 ................................................................................................................................................8
P5 Examine difference between decision making process of B2B and B2C along with specific
hospitality examples....................................................................................................................8
P6) Discuss market research approaches along with methods of decision-making....................9
TASK 4 ..............................................................................................................................................10
P7 Assess how marketers can determinant various level of hospitality decision making process 10
CONCLUSION...................................................................................................................................11
REFERENCES...................................................................................................................................12
Books & Journal:......................................................................................................................12

INTRODUCTION
The hospitality industry has been changing & evolving with period of time. This hospitality
sector focuses on delivering of services such as providing such as accommodation, lodging, car
parking, events hosting etc. (Eck, 2020). A consumer behaviour insight is defined as process
through which a proper information is gained about customer behaviour & their action in market.
Hallmark Hotel, group of hotels headquartered in United Kingdom. It is acquired by Topland group
firm which deals in investment. This report comprise of factors affecting consumer behaviour,
consumer trends change, stages of consumer decisions making process, importance of marketers
map path to purchase, comparison betweenB2C & B2B and different approaches & methods of
market research.
TASK 1
P1 Examine factors that influence consumer behaviour and attitudes within a hospitality context
Business environment refers to factors which comprises of external & internal environment
affecting overall organisational structure. It is essential to be aware about these factors that impact
upon consumer behaviours as they help in proper analysing attitude of customer. Through properly
analysing of these factors it is easy to make decision in hospitality industry. So, there are various
factors which are discussed below-
Cultural factors- It is an essential element which has direct impact on consumer behaviour
as well as their attitude. This cultural factors comprises of shared belief's, religion etc. These are
directly focused by consumers. For example- there are many types of cultures which focuses & like
to eat vegan food & eat vegetarian foods. So, culture with vegetarian people have different mind set
(Hlongwane, 2018).
Social factor- In this factor, it involves society, communities, perception of people, etc.
This social factor impact directly upon attitude of consumers as purchase of products or exchange
process is carried out by them by following society trend. In relevance of selected hotel, they also
assure the they targets specific market for their activities. For example they targets business people,
family (Jones, 2016).
Personal factor- It is one of most crucial factor which is being focused & impact on
consumer behaviour as each & every consumer has different traits, behaviour & personal reason on
basis of which they made decisions. It mostly includes element such as income, status, life cycle
etc. The personal factor is essential to be analysed as it directly affects their behaviour.

Psychophysiological factor- It is another crucial element in which it reflects the mins set of
individual such as thinking, attitude, etc. According to this factor, it states that when a customer
purchase product or service they first observe or examine other people then made decisions. Such
type of psychological factors are essential to be determined so that attitude of customers are known.
Therefore, it has been seen that above explained matter depicts different types of factors
directly impact upon customer purchasing mind & behaviour. It is duty of manager of chosen hotel
to have appropriate knowledge of these factors so that strategies are implemented accordingly.
P2 Discuss how consumer behaviour trends is Changing due to the impact of digital technology.
With this changing period of time, it has become essential to focus on these market trends
as well as use of technology in hospitality sector. Consumer behaviour is flexible & changes with
time period. The technology aspect has mostly with use of digital technology has changed & is also
impacting upon consumer behaviour at larger scale. Furthermore, it is too examined that it is
necessary to be aware about these changing technology in respective field. So, there are various
types of impacts of digital technology ion consumer behaviour which are discussed below-
Alexa- It is type of software & technology which was invented by Amazon. Through use of
this digital technology, many organisations as well as consumers are using this device in basis of
which they both are able to collect relatable information with different languages from of any
location. This device act as virtual assistant who is designed to help every particular individual.
Moreover, in context of Hallmark Hotel, they have started using this device to understand language
of different culture of people (Huynh, 2020).
Social media platforms- This is another digital technology which has been affecting
consumer behaviour. It is because in this modern era, every individual is connected with social
media & are active on Facebook, Instagram, You tube etc. It reflects their behaviour of customer
towards is increasing & moreover, in relevance of selected hotel they too promotes their brand
through these social media platforms at larger scale. With use of social media platforms, consumers
are able to access to information & reviews of a particular hotel. Further, it is too analysed that they
made their decisions of selecting hotel on basis of these platforms (Jovanović, 2019).
Therefore, it has been examined that behaviour is customer is being affected use of digital
technology. Also, technology has made it easy for customers to access to online services of hotels
in more convenient way. Both above discussed digital technology has been used at larger scale
because of their wide benefits.

TASK 2
P3 Analyse of consumer decision making journey and map path to purchasing in context of
hospitality.
In hospitality sector, It is important to be aware about consumer decisions so that strategies
& tactics are implemented in correct way. Consumer decisions making refers to process of by which
consumer become aware about their needs as well as wants & gain information towards their
purchase. Mind set of every consumer is flexible & they made purchasing decision only after
examining of their needs (Liao, 2018). This journey of consumer decision-making is time
consuming & critical process which require appropriate knowledge of market & behaviour of
individual. It includes several types of stages which are explained below-
Consumer decision making process
Need recognition & problem awareness-
It is first stage of this process in which it reflects that individual first recognize the actual
need whether it is applicable or not to purchase product or service. It is necessary to identify need
so that it is easy to decisions are made properly. Further once need is being examined then problem
which is related with this acquisition of product is analysed Or reliable information is gained. For
example- If customer need is for 5 star hotel then, they will search for problem awareness
accordingly (Mi, 2019).

Information search-
It is next stage of consumer decision making process ion which customer after analysing
need collect information & data regarding the targetted product or service. On basis of these
collected credential it is easy for customers to made proper decisions. There are various types of
ways through which information is collected such as browsing Internet, agents, workshops etc. In
relevance of selected hotel, consumers are able to gather appropriate information by access to their
website (Shareef, 2016).
Evaluation of alternatives-
It is another essential aspect of consumer decisions making process in which individual
evaluates or say do comparison between their selected hotel & alternative options which provide
same services & compare them accordingly. On basis of this evaluation, it is easy for them to made
a appropriate decisions. In context of selected hotel, it is seen that Hallmark Hotel is being mostly
considered. Through properly doing evaluation, it is easy to be aware about purchasing of
appropriate product or service.
Purchase decisions-
Once evaluation has been done, this stage shows that final decisions are made by
consumers regarding their purchases. It is critical stage in which, the purchase decisions is made
after proper doing analysis, market environment etc. In relation of chosen hotel, they assures that
benefits are given to customers when they select hotel for accommodation (Smolka, 2018).
Post purchase-
In this aspect of consumer decision making process, it states that final finals feedbacks or
reviews are being given by customers on their purchase. It is also an important stage of post
purchase as it help in increasing goodwill of firm at larger scale.
There are many other components which are focused while mapping & are give as follows-
 Pre-purchase- It is component in which a consumer compare & contrast between different
alternatives products or services prior to actual purchasing. It is essential to focus on this so
that appropriate decisions are carried out.
 Purchase- In this, actual purchase is done by consumer on after doing proper evaluation &
pre-purchase (Spence, 2018).

 Receive- This component reflects that products or services are received by customers after
purchase has been made. In reference of selected hotel, they assures that total satisfaction is
received by their guests.
 Post Purchase- In this, feedbacks & reviews are made by customers on their purchase. In
reference of chosen hotel, they assures that positive feedbacks are received by them.
P4 Examine why it is necessary for marketers to map a path to purchase & understand consumer
decision making in hospitality industry
In service sector, it is crucial for marketers to map path to purchase so that it is easy for
them to make appropriate decisions regarding consumers & their behaviour. With rise of
competition, it is important to be aware about market situations in hospitality industry.
Importance of mapping path-
Increase rate of interest- It is necessary for marketers to map a path to purchase so that
strategies are implemented effectively & high generation of cash leads to receiving of better output.
Also, through properly doing mapping it is easy to make decisions regarding customers changing
attitude (Wang, 2017)
Integrated consumer data- It is another reason for doing mapping path because through
doing this it is easier for enterprise to get a detailed insight of consumers & which is helpful for
using of resources efficiently.
Importance of consumer decision making-
In context of hospitality industry, it is also necessary to carry out consumer decision in most
appropriate way. It too help[ in analysing of various types of stages which are mentioned below-
 Extensive problem solving- It is stage in which customers took more time to understand
the usage of product properly. Moreover, this extensive problem arises when this customers
use product for first time.
 Limited problem solving- In this, this problem arises when customers are aware about
using of product as well as service.
 Routine problem solving- It is kind of problem which arises when customers have already
experienced the product & are aware about it appropriately.
Therefore, above explained matter shows that mapping a path to purchase is beneficial for
marketers to implement effective strategies. Moreover, through properly focusing on these both it is
easy to achieve set objective in proper way.

TASK 3
P5 Examine difference between decision making process of B2B and B2C along with specific
hospitality examples
Basis B2C B2B
Meaning It is defined as business to
customer in which products
are services are sold between
public & enterprise (Eck,
2020).
It is defined as business to
business in which exchange
process is carried out in
between the organisation &
other parties.
Buying Decisions In this, decisions are made
depending upon needs as well
as requirements.
In B2B, decisions are being
carried out on profit basis.
Target Market Target market is targetted on
basis of different variables
such as demographic,
geographic, etc. & customers
are focused.
In this, target market is
business organisations.
(Hlongwane, 2018).
Examples For example- In reference of
selected hotel, they target
customer for their business
activities.
For example- Hotels to hotels
targets each other for business
activities expansion. (Jones,
2016).
After a brief analysis of above matter, it has been seen that it is essential to be aware about
these two business which is B2C & B2B so that it is easy to achieve goals& objectives in most
effective way. Further, in reference of selected hotel, the use both these businesses in & it is helpful
for them to make proper decisions.

P6) Discuss market research approaches along with methods of decision-making
Market research is carried out in order to gather the information related to recent trends,
needs and preferences of customers. As per the current market condition, it is essential for managers
to analyse current market situations on regular basis in order to provide quality goods and services
to end users. To satisfy consumers, it is crucial to provide them products and services as per their
requirements. There are several ways to gather information and data from market. For present
report, secondary sources have been carried out that are mentioned as under:
Publication: Here, necessary data is gathered through websites, ariticles, journals and other
publications for the purpose of secondary research. In this, various social media platforms are also
used to collect necessary information. With this, more reliable and authentic content can be gathered
by investigator. It is an important source from where necessary credentials are gathered without
putting more efforts (Huynh, 2020).
Government agencies: This is another crucial source to gather secondary data. Here,
information is received directly from government resources thus consider as more reliable as well as
authentic. It provides in -depth information about current market trends, needs and wants of
customers. It is highly beneficial source for business entities as it provides detailed information
which is crucial to prepare appropriate strategies. With this, companies can get competitive edge as
it helps to attract more number of buyers with effective marketing plans and strategies.
Market research:
To prepare appropriate strategies, it is crucial to undertake effective market research. In this
different approaches are used that are given as under:
Interviews: Here, information is gathered from respondents through interview. It can be
done face to face or over telephone. With this, managers can collect detailed information from
customers which will provide them an advantage to meet with the desire of customers best possible
manner (Jovanović, 2019).
Survey: In this, researcher prepare a questionnaire and collect necessary information from
respondents through that. This is consider as an appropriate way when company is looking forward
to launch a new product and service in market. It helps to understand the perspective of customers
and provide products accordingly.
Methods of decision making:
There are several methods are used by managers to take effective decisions for betterment
and growth of company. Some of them are given as under:
Consult: In this, managers consult with employees before reach at conclusion. They take
suggestions from subordinates to take appropriate decisions to achieve desired goals of company.

It also minimizes the risk of failures and help to enlarge business operations.
Vote: Here, higher authorities get votes from employees in order to know their opinion on a
particular topic. With this, employees get motivation as they are consider as an important part of an
organisation
From above discussion, it is analysed that several ways of decision-making as well as
market research are used in order to take appropriate decisions. These methods are helpful to get
necessary information to take better decisions (Liao, 2018).
TASK 4
P7 Assess how marketers can determinant various level of hospitality decision making process
In business organisations, it is essential to marketers play important role in growth &
development of hospitality sector. In context of Hallmark Hotel, manager of hotel ensure that
determinants are being accessed so that it is easy to make decisions making appropriately.
There are various types of ways through which marketers access to these determinant of level of
hospitality decision-making process which are described below-
 Pattern buying behaviour- It is crucial determinant which is accessed by marketers as in
this it shows about pattern buying perception a particular individual. In context of selected
hotels, the scan these pattern behaviour of consumer which help them to target their
potential customer who can actually use their service.
 Motivation- This is another important determinant which is being focused by marketers in
which it shows that it the desire of individual is stimulated by organisations. When, it is easy
to determine these motivation factors of customers, it become more easy to target j&
provide therm high satisfaction level.
 Key trends- By accessing to such determinants, it is easy to determine decisions making
process of hospitality. The key trends are not constant & are changeable from time to time.
Through properly accessing to these key trends, everything carried out effectively.
Thus, it is stated that it is duty of manager of chosen hotel to access to these determinant in
such a way that everything is done in correct way. Also, decisions making process is essential to be
carried out with proper considerations.

CONCLUSION
After a brief analysis of above report, it has been concluded that it is essential in hospitality
industry to understand market situation so that it is easy to accomplish goals. This report gives a
brief information about hospitality industry & consumer behaviour insights. In this competitive
market, it has become essential to understand the consumer behaviour so that in business everything
is done in appropriate way. Thus, it has been evaluated that it is crucial for this given sector to be
aware about customers perception so that strategies as well as tactics are used in efficient way.
Furthermore, it is examined that with proper market analysis it is easy to gain information
regarding market & targetted customers.

REFERENCES
Books & Journal:
Eck, 2020. Social media acceptance in B2B marketing: A study exploring the reasons behind the
difference in social media usage between B2B and B2C markets.
Hlongwane, 2018. The Hype of Understanding and Mapping the Shopper Path to Purchase and
Realities of Collecting Data at the Moments of Consumption and Purchase.
Huynh, 2020. The Role of Social Media Influencers in the Consumer Decision-making Process.
Jones, 2016. Conceptualizing a path-to-purchase framework and exploring its role in shopper
segmentation.International Journal of Retail & Distribution Management.
Jovanović, 2019. Who invests why? An analysis of investment decisions in B2B or B2C equity
crowdfunding projects.International Journal of Entrepreneurship and Small Business,37(1),
pp.71-86.
Liao, 2018. Two new approaches based on ELECTRE II to solve the multiple criteria decision
making problems with hesitant fuzzy linguistic term sets.Applied Soft Computing,63,
pp.223-234.
Mi, 2019. Hospitality brand management by a score-based q-rung orthopair fuzzy VIKOR method
integrated with the best worst method.Economic research-Ekonomska istraživanja,32(1),
pp.3272-3301.
Shareef, 2016. Exploring multichannel design: Strategy and consumer behaviour.The Marketing
Review,16(3), pp.235-263.
Smolka, 2018. Get it together! Synergistic effects of causal and effectual decision–making logics on
venture performance.Entrepreneurship Theory and Practice,42(4), pp.571-604.
Spence, C. and Velasco, C., 2018. On the multiple effects of packaging colour on consumer
behaviour and product experience in the ‘food and beverage’and ‘home and personal
care’categories.Food Quality and Preference,68, pp.226-237.
Wang, Y. and Yu, C., 2017. Social interaction-based consumer decision-making model in social
commerce: The role of word of mouth and observational learning.International Journal of
Information Management,37(3), pp.179-189.