Hospitality Consumer Behaviour: Decision Making and Trends Report

This report provides a comprehensive analysis of consumer behavior within the hospitality industry, focusing on the factors that influence consumer decisions, the impact of technology on consumer trends, and the stages involved in the consumer decision-making process. It explores the importance of understanding the consumer purchase path and the differences in decision-making between Business-to-Business (B2B) and Business-to-Consumer (B2C) contexts. The report also delves into various approaches to market research and research methods employed in the hospitality sector, highlighting the importance of consumer analysis for businesses like Hotel Corus. The report covers psychological, cultural, and social factors influencing consumers, the impact of technology on consumer expectations, and the role of transparency and innovation in the industry. It provides a detailed examination of the consumer decision-making process, from need recognition and information gathering to the evaluation of alternatives, purchase decisions, and post-purchase evaluation. The report concludes by emphasizing the significance of brand loyalty and innovation in the hospitality sector.

Hospitality consumer
behaviour

Table of Contents
Introduction......................................................................................................................................3
LO1..................................................................................................................................................3
P1 Investigate the factors that influence consumer behaviour....................................................3
P2 Consumers trends due to impact of technology.....................................................................5
LO2..................................................................................................................................................6
P3 Stages of the consumer decision making. .............................................................................6
P4 Importance of making a purchase path. ................................................................................7
LO3..................................................................................................................................................8
P5 Differences of hospitality decision making in context of B2B and B2C. .............................8
P6 Approaches to market research and methods of research. ..................................................10
LO4................................................................................................................................................11
P7 Stages of decision making...................................................................................................11
Conclusion ....................................................................................................................................12
References......................................................................................................................................12

Introduction
The consumer behaviour means the analysis or study of human beings available in an
organization. It helps business to develop at a large scale. Consumer analysis is required for
smooth working in a business. Consumer behaviour helps business to develop a plan according
to the requirement of the customers. The business conduct surveys to satisfy the wants and
desires of their consumers. Company needs to analyse the nature of their clients to know the
effectiveness of their product. The Hotel Corus is one of leading company of U.K they use
different type of factors in this report to analyse their customers. The effects of digitalization
over consumers.
LO1
P1 Investigate the factors that influence consumer behaviour.
Hotel Corus is one of the leading hotels of at U.K. Corus needs to know the behaviour of
their consumers to influence them towards their products and services. Business needs to analyse
effectively to know the working of their organization that effects overall growth of their
business. Consumer behaviour means analysis of behaviour of an individual or a consumer while
they buy or use products and services of a company(Galib, Hammou and Steiger, 2018.). The
consumer behaviour helps business to study the taste and preference of an individual towards a
particular product.
Personal factors
Personal factors means the basic requirement and knowledge of an individual and
consumer. Hotel corus needs to analyse age, gender, education, income level. All the factors
helps organization to know their customers. Age and gender helps company to provide products
and services to their employees because age plays an important factors while satisfying
customers. Education level of a customer is important to analyse the abilities of an individual to
understand. The income level of consumers helps company to know customers are able to buy
their services and products. Corus needs to analyse over all working of their organization to
know their effectiveness towards the customers.
Psychological factors
Psychological factors means the development of business by analysing the taste and
preference of their customers. Company needs to analyse the motive of an individual to buy

products and services. The attitude of an individual towards the facilities provided by hotel and
effectiveness of those facilities to influence customers towards your products and services.
Cultural factors
Culture of an individual plays an important role in the success of an organization. Culture
means the values, morals and feelings of an individual towards products and services of a hotel.
Company needs to know the culture of their customers and prepare their products and services
according to the culture of their customers and their effectiveness to convince their customers.
Culture means a religion of an individual and company needs to analyse the behaviour of society
Social factors
Social effectiveness of an individual needs to be analysed by hotel. To know the status of
an individual and the influence of family to buy a products and services. The consumer needs to
maintain their status and for that they go for quality products and services for their status symbol
and hotel needs to know their requirement and provide services according to their wants. Social
factors also includes reference groups that influence the behaviour of an consumer.
P2 Consumers trends due to impact of technology
Technology plays an important role in development of organization as well as provide
different types of facilities to their individual(De Mooij, 2019.). Digital technology helps
business to develop at a large scale. Technology plays a large impact over the consumers and
effect overall working of an organization.
Decreased consumer attention
Due to increase in technology large number of data and resources are available to
consumers for their development. Due to large number of content available online the interaction
of a consumer effects overall working of an organization. The consumer have different option of
hotels and restaurants available online and it effects overall growth of Corus.
Ease to access information
Due to technology it helps both business as well as consumers to gather information
online. Large number of data are available online and customers are able to get those data. They
have a knowledge of company products and services and process of their products.
Brand trust and likeability

Customers are able to engage easily by using different types of methods for their
development and helps business to develop at a large scale. With the help of digital technology
hotels are able to engage customers and increase their trustworthiness towards their products and
services. Due to use of social media the customers are able to leave a revies on the products and
services of organization. Positive reviews of customers helps Corus to attract customers.
Customer expectations\
Due to increase in technology the expectation of their consumers are gone up.
Technology provide comfort to customers and prices of products are also low and different type
of offers are available online. Customers feels more comfortable to book hotels online.
Establish communication
Customers are able to communicate with business easily as there are large number of
facilities are available to them to communicate. Communication helps them to understand
products and help company to develop their business. Communication help Corus to know the
requirement of their customers as well as what they want from your business. Companies are
able to make customers understand their services with effective communication.
Transparency
Technology brings transparency in working of various organization. Customers are able
to know working of organization by just clicking on their websites. It helps hotel to engage
customers easily and effectively.
Encourage innovation
Digitalization helps companies to bring innovation in their products and services. Helps
business to get a competitive advantage by providing something new to the customers. Due to
technology the consumers expectation towards the products are also increases. Business needs to
become creative while developing products.
LO2
P3 Stages of the consumer decision making.
Consumer analysis and decision making is important for development of organization.
Hotel corus needs to prepare a decision making process to analyse their customers and develop a
plan according to the analysis(Murphy and Dweck, 2016.) . Decision making helps business to
expand as well as develop a business.

Need
Before purchasing a product or service consumer analyse the requirement of the product
and develop a plan according to their need. If a consumer is going to stay in hotel corus he will
analyse the need for staying like facilities provided by hotel and effectiveness of hotel tom
satisfy their wants.
Information gathering
After consumer analyse their need then they gather information to achieve those needs.
Information gathered friends and family, through different type of advertisement. From sources
like newspaper, radio, magazines. Individual can gather information from their own experiences.
When booking for a hotel the customer analyse all the facilities given by corus. Information
helps to develop business at large scale. Business needs to analyse the customers to know their
taste. Consumers are able to know each and every working of an organization and their services
are able to engage them with an organization.
Evaluation of alternatives
After gathering information about each and every alternative available in the market. The
consumers are going to analyse all the services and facilities provided to them by every
alternative to select best from available choices. The analysis helps them to gather information
at a large scale. When a customer is going to book an hotel they analyse facilities provided by
hotels available in the market and select best. Business needs to analyse each and every working
in development of organization. After analysing all the available alternative customer chooses
one best available which suites him well.
Purchase of product and services
After analysing all the resources and going through different stages in the market. Finally
customer buys product that are available in market and have ability to satisfy their wants. While
booking a hotel after analysing all the services customers book hotel.
Post purchase evaluation
After customer purchase the product he analyse the ability of a product to satisfy his
wants(Stephen, 2016.) . The effectiveness of product that are able to work according to
requirement. After booking a hotel customer analyse the facilities offered by hotel and their
ability to satisfy customers.

P4 Importance of making a purchase path.
The consumers are important for a business to develop at a large scale and develop
business according to the requirement . Customers analysis about their purchases and what they
like in a product. Hotel corus needs to know the importance of customers for development of
their business.
See Where customers connect with your business
Customer purchase analysis helps business to know their strong points from which they
are able to convince customers to purchase their products and services and helps them to engage
large number of individuals. Business needs to develop a plan according to the requirement of
their business. Hotel corus needs to know the strength of their business that have ability to
engage customers effectively towards the development of organization.
Focus your business on customer needs
The purchase analysis helps business to gather information about the needs and
requirements of their customers. Customer needs help business to achieve their objectives. Needs
are analysed effectively and business needs to develop products according to the needs of their
customers with the ability to satisfy their wants. Needs are required to full fill for development of
business at a large scale(Hofacker, Malthouse and Sultan, 2016.) . Hotel corus needs to know the
requirement and what customers are expecting from their services and develop plan according to
that analysis.
Gain insight on the gaps in your path to purchase
Business needs to know the problems that occurs in overall working of organization and
stops customers to purchase the products and services. Customers develop business at a large and
business needs to know the ability of customers. Hotel needs to know what services that they are
providing to their customers have less effectiveness to satisfy their wants and try to solve those
issues in an organization.
Uncover new opportunities
Consumer analysis helps business to know the new opportunities are available for them
in a market. Company needs to develop a plan to achieve those new opportunities available in a
market for their development at large scale. New opportunities helps them to gather large
number of customers.
Pave the way for brand loyalty

The brand loyalty is important for a business to develop at large scale and bring
opportunities for development of their organization. The business needs to analyse the decision
making process of their customers that helps them to analyse the requirement of customers to
develop brand loyalty for their product.
Bring innovation
Analysing the customer purchase process helps hotel corus to know the requirements in
their business and develop a plan to bring innovation in their products and services.
LO3
P5 Differences of hospitality decision making in context of B2B and B2C.
B2B
When a business going to market or sell their product t6o different business than it is
known as business to business. The employees or different departments of organization have an
authority to make decision in welfare of organization and develop a plan according to the
requirement. The business between them is more complex as compare to consumers. The B2B
business has both individual as well as company needs. Both the needs are fulfilled for
development of organization.
Low spend, low strategic
The company needs to analyse their products efficiency and develop a plan that
minimizes the cost of their product(Xiang, Magnini and Fesenmaier, 2015.) . Minimizing the
price also effects the strategic importance of a product if consumers feel that price of product is
low and effectiveness of product is also low
Low spend , High strategic importance
In this with innovation and development of product and services with minimizing the
cost of product helps to achieve overall development of business and also to engage customers at
large scale.
Low Strategic importance , high spend
In this consumers have less concentration towards product they concern about the high
price of a product in a market. The high price of products reduces the ability to engage customers
with the company products and services.
High strategic importance,, high spend

The product have a ability to satisfy the wants of their consumers but the prices of
product is also high which makes consumers to think about the purchase.
B2C
The process takes less time as compare to B2B. The sale is based on requirement of an
individual and develop a plan according to those requirement. Time to make decision are also
less. The business uses the social media or online platforms to engage customers with their
products. Business covers a large scale over a globe. \
Identify needs
In this business analyse the needs of their consumers and try to fulfil those needs by
providing quality services to their customers. Need means the customer feels or like the product
and make decision to buy.
Product specification
Consumers buy product according to their requirement and ability of product to satisfy
their wants. Product needs to have some special features that makes customers to buy that
product.
Evaluating suppliers
Before purchase customers always analyse the supplier or a producer of product to know
the effectiveness of a product to buy. Business needs to analyse the
Purchase decision
Consumers make a decision to buy after analysing all the requirement of their and
effectiveness of product. After analysing all alternatives the decision making takes place.
P6 Approaches to market research and methods of research.
Market research is required to understand and analyse the requirement of their employees
as well as to develop a plan according to the requirement of that research. Research helps
business to understand the behaviour of their consumers while they purchase products and
services(Juster, 2015.) . Helps business to engage large number of customers and understand
their wants and desires to develop a business at large scale.
Survey

Hotel corus needs to take a survey of market to know the wants and desires of customers.
Customers survey helps them to analyse their mind set while purchasing products and services.
Survey helps business to engage customers effectively towards hotel products and services.
Survey helps hotel to know what customers want and how to fulfil those wants of customers.
Observation
Corus needs to observe the working of their competitors and how they satisfy wants of
their customers and ability of business to develop at large scale. Observation means the
customers or an individual have no idea that are being observed it means an investigation by an
organization.
Experimentation
Business needs to done experiments according to the requirement and development of
organization at a large scale. Experiments helps hotel to bring innovation in their products and
services that helps them to engage customers and develop market at a large scale.
In depth interview
Hotel needs to go for an interview of their customers to analyse the effectiveness of a
product. Interviews are conducted for depth analysis of working of an organization and helps
business to develop a plans according to that analysis. Interview helps in gathering deep
information of market.
LO4
P7 Stages of decision making
Decision making helps business to achieve their goals. Marketers needs to analyse overall
working of business and develop a plan according to the requirement of their business.
Identify decision
The marketers needs to identify their decision and develop a plan according to
requirement (Wolske and Stern, 2018.) . Marketers of Corus needs to analyse for development
for business by knowing problems and opportunities for a business in near future.
Gather information
Marketers needs to analyse overall working and gather information about their consumers
to develop a plan according to their customers. The information like data about the customers
helps corus to develop their facilities according to the ability to influence their customers.

Identify alternatives
The marketers needs to identify alternatives available in a market to analyse an d develop
a product at large scale and helps business to achieve their goals and objectives. Once the
marketers have the clear understanding about the issue he tries to find best way to solve the
problem. The best alternative helps Corus to achieve their objectives and goals.
Weigh the evidence
The marketers needs to analyse the advantage and disadvantage of each and every
alternative available in a market and choose any one from those available in a market that helps
them to achieve goals and objectives of a business.
Choose among alternatives
After analysing pros and cons of a business needs to develop different alternatives and
helps business to engage large number of customers. Marketers choose best available alternative
that helps them achieve goals and objectives of business.
Take action
The business needs to create a plan and take action according to the plan. For this
marketers needs to identify available resources to their business and apply those changes in their
business. The plan is execute to engage large number of customers.
Review your decision
After implementing decision organization needs to make effective decision form
development of organization(Rana and Paul, 2017.) . The review helps them to understand the
effectiveness of their plan it helps them to know what is to be improves in near future.
Conclusion
Report shows that consumer behaviour is important for overall working of an
organization and helps business to develop at large scale. Corus analyse different factors like
social, personal, cultural to analyse their customers wants. The digital technology effects overall
purchasing of their customers they go for social and media and online platforms to buy products
and services. Report shows different types of stages for consumer while making decision for a
product and services. The hotel needs to analyse the decision making of consumer and their
influence on customers.

References
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