Consumer Behavior Analysis: GLH Hotels Presentation, Marketing Module

This presentation explores consumer behavior within the hospitality industry, focusing on various factors that influence customer decisions and preferences. It begins by introducing the concept of consumer behavior and its significance, particularly in the context of leisure services and the hospitality sector. The presentation then delves into the factors affecting consumer behavior, which include cultural, social, and personal elements such as age, occupation, and lifestyle. Furthermore, the presentation examines emerging trends, with a particular emphasis on the impact of digital technology on consumer behavior, including how it provides ease, comfort, and tools for evaluation and comparison. The presentation concludes with a look at the relevance of these trends and factors, using the British-based hotel company, GLH Hotels, as a case study. The presentation references relevant research and provides a comprehensive overview of the topic.

HOSPITALITY CONSUMER BEHAVIOR
INSIGHT

 Introduction
 Various factors affecting consumer behavior
 Emerging trends affecting consumer behavior
 References
TABLE OF CONTENT

Hospitality industry is a broad field, main focus is on providing leisure services rather than basic needs.
Hospitality industry works in various sectors like food &drinks, hotels & resorts, travel & tourism, event
planning and many other. Hospitality can also be defined as vast category in service field providing
luxury services to range of consumers. For this presentation, GLH Hotels id chosen, it is a British based
hotel company.
INTRODUCTION

Consumer Behaviour is a phenomena used to study individual or group of people about how they make
purchases or select products to fulfil their leisure desires. Consumer behaviour is defined as decision
process of people while they are buying any goods or services for need satisfaction.
VARIOUS FACTORS AFFECTING CONSUMER BEHAVIOR

Factors that influence consumer behaviour
 Culture element is most important while understanding consumer behaviour, it is one of the most basic area
which influence consumers needs and their decision-making criteria.
 Social factors refer to social groups, status, family and other elements which affects behaviour of people.
This is sub-divided into:
 Reference groups-
 Family
CONTINUE…

Personal factor includes age, occupation, lifestyle and financial conditions of consumers, these are also very
influential in nature. These are also divided into parts such as:
 Age and life cycle-
 Occupation
Psychological factor include different aspects and which are as follows.
 Motivation
 Perception
CONTINUE…

Many new trend are coming in with changing business environment and working styles of different
organisations. One of these new trend is brought in by digital technology, use of new technologies is
increasing day by day in lives of everyone. Nowadays people are becoming techno-friendly, they get
everything on their smartphones or laptops like any kind of information about anything. This aspect is
playing huge role in hospitality industry too customers needs and demand are changing with introduction
of technology in world.
EMERGING TRENDS AFFECTING CONSUMER BEHAVIOR

Some of these factors of digital technology which impacted consumer behaviour are explained below:
 Brings ease and comfort: Digital technology brought ease and comfort to customer. People nowadays
are becoming very busy in their daily life and at some point they need some comfort.
 Helps individuals in evaluation and comparison: With use digital technology almost all
organisations or in case of hospitality field hotel and resorts have their presence on internet.
CONTINUE…

 Jauhari, V. ed., 2017. Hospitality Marketing and Consumer Behavior: Creating Memorable
Experiences. CRC Press.
 Mariani, M. and et. al., 2018. Business intelligence and big data in hospitality and tourism: a
systematic literature review. International Journal of Contemporary Hospitality Management. 30(12).
pp.3514-3554.
REFERENCES

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