Understanding Consumer Behaviour in Hospitality Management Report

This report delves into the multifaceted realm of consumer behavior within the hospitality sector. It begins by introducing the core concepts of consumer behavior, emphasizing the processes by which individuals and groups make decisions regarding the purchase, use, and disposal of goods and services. The report meticulously examines the various factors influencing consumer behavior and attitudes, including cultural, social, and personal elements, and their impact on decision-making. Furthermore, it explores the significant shifts in consumer preferences driven by digital technology, highlighting how these advancements have reshaped information access and purchasing patterns. The report also addresses the challenges faced by hospitality professionals in meeting evolving customer expectations, such as the importance of tangible aspects and assurance. The conclusion underscores the critical need for hospitality organizations to prioritize customer satisfaction and understand the underlying factors influencing consumer choices. The report references key academic sources to support its analysis, providing a comprehensive overview of consumer behavior in the hospitality industry.

HospitalityHospitality
ConsumerConsumer
Behaviour andBehaviour and
InsightsInsights

Content
 Introduction
 Influence of factors on consumer behaviour & attitude
 Changes in consumer preferences because of digital technology
 Conclusion
 References

Introduction
Consumer behaviour is a study which is
basically related to how consumers
purchase, use such goods and they
dispose. There are many factors because
of which the consumer behaviour is
affected such as the social class, culture
or the sub culture such factors have a
very strong influence on the overall
behaviour of consumer decision making

Influence of factors on consumer behaviour &
attitude
Consumer behaviour is concerned to the study of how customers
whether individuals in individual purchase, group purchase, dispose of
services and goods. Consumer behaviour is used in examining influencing of
mental state and emotional state and they perceive based on the buying
behaviour

Cultural factors: Cultural factors are
related to the perception, value & beliefs
which is mostly formed because of sub
culture and culture in the consumers.
Continue...

 Social factors: It includes those factors with whom the consumer posses
very close relations who are friends, family and many others who are having
a direct affect on the decision making behaviour of the consumers.
 Personal factors: These are those factors which are related to life cycle, age,
economic conditions etc. they have a direct influence on the behaviour of
consumers.
Continue...

Continue...
The challenge is faced by people who are working in the hospitality industry so
as to meet the changing expectations of customers. Various dimensions
crucial for this are:
 Tangible: This is related to the physical facilities which can be visible to the
customers according to the requirements which can provide quality services.
 Assurance: This is related to the aim which employees of the organization
need to posses so that they are able to satisfy their customers.

Changes in consumer preferences of the digital
technology
Consumer behaviour is always affected by factors such as technology,
social and many other such related factors. Digital technology is the fastest
growing factor which has a great influence on the way information related to a
particular product or service is being accessed by a consumer. It helps in
making a prospective consumer aware of t he product or service in which the
organisation is dealing with.

Appropriate solutions to address shortcomings
Catering to millennial generation: Millennials is the targeted segment of
most of the organizations in today’s time. They are the segment which
have increased expectations and they are willing to avail services at higher
cost also if the quality is according to their demands

Continue..
Impact of changing trends in Technology: up gradation of technology has
changed the way in which the preferences of customers are changing such
as they are preferring bookings with the help of websites and new
applications.

Conclusion
It can be concluded that it is important for every organisation who is
operating in the hospitality sector to satisfy the needs of their customers.
Customer satisfaction is the most important key which can help
organisations in establishing a understanding of the various factors.

References
Ashman, R., Solomon, M.R. and Wolny, J., 2015. An old model for a new
age: Consumer decision making in participatory digital culture. Journal
of Customer Behaviour, 14(2), pp.127-146.
Banerjee, S.B., 2017. Corporate environmentalism and the greening of
strategic marketing: Implications for marketing theory and practice. In
Greener Marketing (pp. 16-40). Routledge.
Carpenter, S.M. and Yoon, C., 2015. Aging and consumer decision making.
In Aging and decision making (pp. 351-370). Academic Press.