Hospitality Consumer Behaviour: Insights and Decision-Making

This report provides a comprehensive analysis of consumer behavior within the hospitality industry, examining the various cultural, social, personal, and psychological factors that influence customer decisions. It explores the impact of digital technology on consumer trends and outlines the stages of the customer journey, mapping the path to purchase. The report emphasizes the importance of understanding consumer decision-making processes and highlights key differences between B2B and B2C decision-making in hospitality. It also discusses various market research approaches and methods used to understand consumer behavior, along with the different stages of the hospitality decision-making process. The analysis includes real-world examples, such as Red Carnation Hotels, to illustrate key concepts, and concludes with a summary of the findings and their implications for the industry. References are provided to support the research and analysis presented.

Hospitality Consumer
Behaviour Insight

Table of Content
• Introduction
• Different cultural, social, personal and psychological factors that influence consumer behavior
• Consumer trends are changing cause of the influence of digital technology
• Stages of the customer judgment making journey and map a path to the buying
• Importance of map a path to purchase and acknowledge consumer decision making
• Comparison of the key differences of the hospitality decision making process.
• Various approaches to market research and methods or research utilised for understanding
• Different stages of the hospitality decision making process.
• Conclusion
• References

Introduction
• Consumer behaviour seems to be the practise of examining the
performance and preferences of consumers and a basic activity related to
the purchasing, collection and use of products and services in order to
satisfy their needs and preferences. It is a continuous process that begins
with pre-purchase operations and ends with the experience of post-
purchasing. It requires multiple variables, such as the assurance, purchase,
usage and removal of products and services.

Different cultural and psychological factors that
influence consumer behavior
There are a variety of cultural, social, personal and the psychological
elements which generates the attraction towards the consumers behaviour
and the attitudes. These factors can be explained in detail under as :
The cultural factors- The behaviors and the attitudes of the customers are
widely impacted by these elements like the purchase culture, subculture and
the social group.

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Reference group- Reference groups are willing to form persons attitude
and behaviour. There are effects of reference groups which differ across the
impact of the buying decision. For example, if a person is accessing the
services from the red carnation hotels and discussing about the effectiveness
and efficiency of theses hotels to their relatives and friends, and family then
it builds the impact on the customers behavior.

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• Psychological factors- This element concerns about the motivation,
perception, learning beliefs and attitudes which highly impact the
purchase decision of an individual.
• Motivation- Motivation is an elements which will lead the customers to
the form a purchasing behaviour and attitude. It is the need which
becomes sufficient to the customer to want to satisfy it.

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Perception- It is the scenario in which the person chooses, manages and sets
the details they receive in a way to attempt something which does makes
some sense. For example, if an individual figures out that red carnation
hotels provide efficient facilities and products on cheaper price in
comparison to others then they can access the services of the respective
company. But if they finds that the insight is not up to the mark and think
that the cost of services and commodities is un affordable then they can

Consumer trends are changing cause of the
influence of digital technology
There are variety of technologies that are approved by the hospitality
organizations and they lay impact on customer behavior on the basis of
various modification. There are few changes that effects consumer trends,
which are listed below :
• Accessing internet
• Virtual reality
• Wearable technology

Stages of the customer judgment making journey
and map a path to the buying.
Consumer behaviour is an act and decision making process of an individual
to purchase the commodities and services of a business venture with the
motive of providing the luxury as demanded. In different stage, the person
is not able to buy anything with the fluctuating demands towards services
and facilities. For example, in case of red carnation hotels, within this phase,
people look out for the demands to enjoy the benefits of services of the
company for which they have demanded for.

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Purchase decision- After gathering the data with reference to the services
and facilities under this stage, the customer make identification to purchase a
commodity in this context to understand the collected of satisfaction.

Importance of map a path to purchase and
acknowledge consumer decision making.
In the current course of time, there is a lot of competition in market which
highly effect through consumer identification towards the organization.
Customer behaviour is reversible in nature so the preferences of individuals
changes according to the ongoing fashion and trends. For example , the firm
at which the red carnation hotels operates their business, there are high
range of rivalry that in effects the profit status and effectiveness of the
venture in negative aspect.

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Emotional view- In this view, the red carnation marketers take a step to
identify and determine the feelings of consumers that are govern in creating
authorization over consumers mental state and to understand their aims and
targets.