VB Report: Consumer Behaviour, Insights, and Marketing in Hospitality

This report delves into hospitality consumer behavior and insights, focusing on the factors that influence customer actions, the impact of digital technology, and emerging trends. It examines the consumer decision-making journey, mapping a path to purchase and highlighting the importance of understanding this process for marketers. The report also compares B2B and B2C approaches in decision-making, assesses market research methodologies, and provides a justified study of distinctive elements influencing decisions. Furthermore, it appraises how marketers can influence different levels of hospitality and respond to decision-making procedures, critically examining their influence and studying the application of appropriate frameworks. The report uses Premium Inn hotel as an example for analysis.

HOSPITALITY
CONSUMER BEHAVIOUR
AND INSIGHT(VB)

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................4
MAIN BODY...................................................................................................................................4
LO1..................................................................................................................................................4
Study elements that influence hospitality customer behaviour and actions................................4
Determine customer trends that change due to influence of digital technology..........................5
Examine elements of consumer behaviour and driving trends in hospitality..............................5
Emerging trends in customer behaviour and actions...................................................................6
LO2..................................................................................................................................................6
Consumer decision-making journey and map a path to the purchasing......................................6
Important for marketers to map a path to purchase and understand consumer decision-making7
LO3..................................................................................................................................................8
Comparison of B2B and B2C in relevance to decision-making procedure.................................8
Assess distinctive approaches to market research and procedure that used in decision-making
....................................................................................................................................................10
Provide justified study of distinctive elements that influence decision-making........................10
LO4................................................................................................................................................11
Appraise how marketers may influence different levels of hospitality.....................................11
Determine how marketers are responding to decision-making procedure.................................11
Critically examine how marketers influence each level of decision-making procedure...........12
Study application of appropriate framework that influences decision-making procedure........12
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Consumer behaviour determine the ideas, perception needs or wants of the consumer that
they want to fulfil their needs and satisfy themselves. Consumer action determine the consumer
behaviour in a marketplace. Consumers give organizations clues that is feedback reviews for
improving, or introducing, products or services, setting prices, devising channels, crafting
messages, and developing other marketing activities. Hospitality industry differ the consumer
buying decision for their stay, food, hotels etc. industry have to make sure about the services
they provided to their customer according to their preferences. This report includes the
information about the hotel premium inn about their consumer behaviour influence and the
organization ability to map a path to purchase in an organization, there decision-making powers.
Report also include the process of consumer decision-making and market influence that is
Business to business and business to consumer's.
MAIN BODY
LO1
Study elements that influence hospitality customer behaviour and actions
There are different factors that influence cultural, social, personal and psychological
factors in various ways. It is essential to satisfy consumer needs in order to feel them satisfied
and acquired in way towards help organization to attain their aims and objectives of
organization.
Cultural factors- In regard to organization, the hospitality culture plays significant role in
determining their culture that set of specific community. In order to follow that culture that
influences consumer behaviour in positive manner (Jeon, Dimitriou and Halstead, 2021). As
culture are diversified by subculture and social class by which develops an influencing behaviour
that acquire customer in positive aspect. Such as organization provides diversified culture to
employees by fulfilling their needs and offers them better environment. Through this they get
satisfied and more willingly do their work. The cultural elements consist of values, requirements,
perception and other factors that come under organization in order to fulfil cultural needs.
Social factors- In responds to Premium Inn hotel, social factors determines by family, reference
teams, employees role and prestige. It influences behaviour of individuals for satisfying needs
consumer preferences that work in effective manner. Such as providing employees rewards that
helps in fulfilling their family needs that helps in deriving positive impact by this they work in

effective manner and satisfied consumers. Also, in this accepted society that plays vital role in
regard to organization for acquiring consumer behaviour and actions.
Personal factor- In terms of organization, the personal factor diversified by age, income,
lifestyle and occupation elements that determine influencing behaviour of consumer in positive
manner to satisfy their behaviour and attitudes. Through satisfying consumer needs by business
provides them better lifestyle products and raise employees role by promotion in their job. This
factor helps in to acquire this needs of consumer related to their income by acquiring in effective
manner. By following this factor helps organization to achieve their certain goals and objectives
in productive manner.
Psychological factor- This element is comprises factor that is essential for human needs in order
to satisfy customer needs and preferences that influences customer behaviour and actions in
regard to organization (Ostrovskiy, Garkavenko and Rybina, 2021). Such as providing customers
products according to their needs and requirements. They provide different products and
services to their customer and satisfy employees need by recognizing their needs and satisfy in
effective manner to determine it in positive aspects.
Determine customer trends that change due to influence of digital technology
The consumer trends that change because of influencing behaviour of digital technology
that determine from various ways. This is explained below;
More acceptance of technology- In regard to organization, consumer trends derived from
changing in technology that implements in organization to enhance their productivity by
adopting technology that changes on day to day basis (Ramazanov and et.al, 2021). As this plays
significant role to satisfy consumer by deriving them the latest technology in order to provide
them facility of purchasing products through online mode. Such as consumer uses technology by
purchasing and ordering their product on online mode without facing any inconvenience. By this
boost consumer and raise organization productivity by acquiring consumer trends and achieve
organization goals.
Market research- In terms of Premium Inn hotel, consumer goes various areas for searching
products and conduct effective research that helps them to determine which product is better. In
order to this organization provides facility to consumer by studying market research through
online without facing any inconvenience regarding products and services. Such as providing
them digital methods of getting information on website by using this technology helps in raising

consumer productivity and fulfills their needs respectively. This work in efficient manner to
achieve aims and objectives of organization by providing services to customer according to their
accommodation and facilitate them to fulfil their needs in desired manner.
Examine elements of consumer behaviour and driving trends in hospitality
In regard to organization, there are different elements that will described in above are
plays significant role as through this consumer behaviour is examined in order to satisfy their
needs and requirements (Zhang, Liu and Yao, 2021). The cultural, social, personal and
psychological elements helps business to fulfil consumer needs in effective manner and acquire
customer satisfaction in productive manner.
Emerging trends in customer behaviour and actions
There are distinctive emerging trends in consumer behaviour that changes according to
time and determine different behaviour of them (Chakravarty and Sarma, 2021). Such as when
consumer going for travelling and eating food they search hotels that provide better services and
qualitative products through which they go in hotel. In accordance to trend they choose hotel, so
it is essential to satisfy consumer behaviour in order to acquire their needs in respective manner.
To boost organization performance and productivity attracts more and more customer towards
products and services in effective manner. This emerging trends helps organization to achieve
their goals and objective effectively by fulfilling needs of consumer and provide them better
services.
LO2
Consumer decision-making journey and map a path to the purchasing
Consumer decision-making process determine the consumer wants and substitute of their
wants or alternative options. Understanding consumer decision-making process is important for
any business but especially for the hospitality industry. Industry should improve their
organization according to the consumer preference. Premium inn maintain their online presence
better for attract the consumer towards their organization (Sann, Lai, and Chen, 2021).
There are five stages of consumer decision-making process
Need recognition:- this is the important factor of any industry especially in hospitality industry
when a brand sell their services or goods they should make a great awareness about their services
and goods among the consumers. For hospitality industry it is important to create awareness and

reach out as much as people company can with that they attract more people and create a
customer base.
Information:- this is research with that customer see their available options and make priorities
best option according to their budget and their choices. Search also include the personal source
and public sources and experiential sources etc. customer also prefer review of the industry that
they want to search (Zsarnoczky, 2018).
Evaluation of alternative:- after collecting information about the industry consumer want to go
they evaluate the choices. The information they gain with the research they can easily evaluate
and choose the best alternative and organization for them to consider. Objective of this is to
create a features and functionality and also the price industry want from the consumer. Brand
awareness is also necessary.
Purchasing decision:- after choose the industry consumer should make their purchasing power
maintain and seen that they can buy that, or they ready to pay that amount that company want
from them. Potential customer not always seen the price they have just seen the quality and
preferences but for the middle class they are always looking for a reasonable price and better
quality. This should be maintained by the company the quality and the price that company
provide to their customer (Hamilton, and Price, 2019).
Post purchase evaluation:- this purchase determine the last purchasing of the consumer and
how they satisfy with that purchasing or not. Is there investment of investing in that is good or
bad decision depending on the experience they have and this is also affected their future buying
decision because of the experience they have in the past purchasing. For this organization need to
strategic their post purchase with that they easily attract the consumer whether it is old or new
depend on the environment of organization have.
Important for marketers to map a path to purchase and understand consumer decision-making
Customer journey map is visual form of the consumer journey in the organization about
their experiences. This represents the consumer touch with the organization whether it via direct
or social media interaction between the consumer and the organization. This also include the
information and the action taken by the costumer (Rosenbaum, Otalora, and Ramírez, 2017).
Customer journey mapping is important for the organization because it is a strategic approach
apply by the organization to evaluate the consumer expectation from the organization and the

awareness they have about the organization. The journey map is important for all type of
organization whether it is small medium enterprises or the large enterprises like hotel premium
inn they all need to strategize their customer journey map for the betterment of the organization.
As the environment changes rapidly nowadays the customer preferences and choices regarding
the industry as hospitality industry also changes therefore, industry need to develop their
marketing strategy and the size they have for the improvement of the customer thought towards
the industry and their ambience changing according to the preferences. Perks of having the
customer journey map in the organization are this set the benchmark for the customer experience
and expectation. With this company easily understand what customer wants from this and create
a logical understanding for the customer and create their journey map for the benefits of the
organization. Nowadays, every customer in every industry wants a high experience with that
every industry try to improve their quality and make better experience for their customer.
Because this play very important part in the organization and for the betterment of the
organization (Hossain, Sambasivan, Abuelhassan, and Khalifa, 2020).
LO3
Comparison of B2B and B2C in relevance to decision-making procedure
In accordance to organization, there are several comparisons determine through basis that
reflects by B2B and B2C.
Business to Business- It defines as procedure in which organization provides goods and services
to other companies in order to sell their products and services to other organization.
Business to Customer-In this, organization sells their product and services to consumer in
accordance to fulfil their needs and desires in effective manner (Sales-Vivó, Gil-Saura and
Gallarza, 2021). By which organization performance boost and achieve goals by fulfilling
consumer want and desires in effective manner.
The comparison determined below;
Basis for comparison B2B B2C
Meaning The trading of products and
services among two
organization entities is called
Whereas, in this transaction
takes place in order to trade of
products and services to

as business to business. customer this is known as
business to customer.
Consumer Their customers are company
through which selling of goods
and services to organization in
accordance to achieve aims
and objectives of business
effectively.
While, its customer are end
user whom the business sells
their products to end user and
satisfied their needs and
requirements in desired
manner.
Aiming at The business to business
focuses on relationship by
maintain their relationship
with others in efficient way to
acquire it in productive
manner and build strong
relationship with others.
On the other hand, this
business to consumer aiming
at product (Kharat and Nagare,
2021). As conduct and focus
on their product through which
boost organization
performance and attain
business objectives by deriving
customers good quality of
products by satisfying their
needs and wants to attract
more customer towards
hospitality sector of Premium
Inn hotel.
Purchasing and trading cycle It buys and trading cycle is
lengthy that contains more
time for purchasing products
and other things by acquiring
lots of time that determine as
lengthy procedure.
In order to compare with B2B,
this contains short period of
time for buying and selling
cycle as it acquire short time
and fulfil all requirements of
customers in small periods
through which helps in gaining
more customers towards

organization.
Buying decision In regard to this, the
purchasing decision is takes
place by making strategies and
logical thinking for fulfilling
basic requirements. In order to
acquire needs by proper
planning and logical thinking.
It is based on buying decision
through determining emotional
in order to acquire through
needs and desire of customer.
In this it is essential to fulfil
needs of customer by
connecting with them on
emotional basis that helps in
attaining organizational goals
and attracts customers towards
hotel.
Examples Marketing automation Groceries, dishes etc.
Assess distinctive approaches to market research and procedure that used in decision-making
The market research is refers as bunch of strategies used in to collect information and
better understand organization target sector. Organization uses information to structure better
goods and improvise customer experiences. There are different approaches of market research
that is explained below;
Surveys- It is essential part as through surveys determining tools that helps in gathering data
from predetermined sample (Lepidi and et.al, 2021). By conducting survey helps in studying
performance and organization efficiency in effective way through this research conducts positive
approach.
Interviews- By this research, helps in determining better peoples by approaching them in order
to work in desired manner and attain aims and objectives by working in definite manner. In
relevance to it, through interview right and productive candidate select that is suitable for
organization and helps in achieving organization aims and objectives.
Observation- In order to organization, by observing and paying attention towards organization
behaviour and changes helps in work in desired manner by seeing on each and every aspect that
performs in organization.

Focus teams- It is small bunch that provide array of information for achieving aims and
objectives by focusing on teams in desired manner. As each team member work in definite
manner and focus on their goals and targets by which achieves in productive manner and earns
profitability.
Reporting- It is a secondary research procedure, which involves in gathering data from accurate
sources in order to communicate with each other effectively. Also, this helps in conducting
effective research by this decision-making procedure takes place in desired manner.
Provide justified study of distinctive elements that influence decision-making
The factor helps in influencing decision-making procedure in effective way through
justified in productive manner (Ghodoosi and et.al, 2021). Such as provide good quality of
dishes to customer according to their preference by which they satisfied and come to hotel every
time and tells other about hospitality sector. This helps in engaging more customers towards
organization by conducting effective market research and social, personal and other factors that
aiming at fulfilling of customer needs in desired manner to achieve goals and objectives of their
in productive manner.
LO4
Appraise how marketers may influence different levels of hospitality
In order to this, there are different stages that can influence hospitality of organization in
the procedure of decision-making in various ways. This is determined below;
Need recognition- In regard to organization, first stage is to determine needs of recognition in
manner to satisfy consumer needs and desires (Ahn and Soeiro, 2021). It helps in determining
problems that effect or influence business, in order to provide solution for issues and conduct
effective approach for organization.
Information search- In responds to organization, this determines that for collecting information
that acquire from various sources in order to determine about service and products that provide
to customer is satisfying them or not. By which conducts effective research and information
search on basis to examine about customer reviews towards hospitality sector.
Alternative evaluation- In terms of organization, this helps in determining different alternatives
in order to evaluate that consumer are satisfied with product or not. Also, given solution to
overcome issue and challenges that faced by organization by measuring and implementing in
business in productive approach.

Purchase decision- When entire procedure is held in effective manner, the purchase decision-
making method helps in conducting affordable price to customer through which they can
purchase any dishes at premium price without facing any difficulty. This helps in attaining more
customers towards organization and achieves desired goals of organization in productive manner.
Post- Purchase evaluation- This helps in examining post-purchase behaviour of consumer in
order to conduct them in effective manner that involves reflection from both aspects of customer.
This different stages plays significant role in order to influence behaviour of people in
regard to decision-making procedure to attain desired goals and objectives of organization in
productive manner by satisfying needs and wants of consumer.
Determine how marketers are responding to decision-making procedure
In regard to organization, the marketers plays signifiant role in towards responding
decision-making process in effective way to attain goals and objectives (Ezeh, Okeke and
Nkamnebe, 2021). Also, in order to attract more and more customers towards organization in
respective manner. By doing so, marketers plays significant role in order to attain customer and
make sustainability growth of organization in productive manner. To boost organization
performance by working in definite manner to facilitate growth of Premium Inn hotel, to
ascertain effective role of organization by performing marketers in desire manner.
Critically examine how marketers influence each level of decision-making procedure
The framework and approaches helps organization to determine their goals and objectives
in desire manner to attain customer and achieves goals, objectives respectively. In order to this
performs effective role and ascertain responsibilities to conduct sustainability growth of business
in productive manner.
Study application of appropriate framework that influences decision-making procedure
This different approaches work in definite manner to attain and conduct decision-making
method in effective way (Adinolfi, 2021). To raise organization performance and achieves
desired goals of organization in respective manner to attract more and more customer towards
Premium Inn hotel in order to achieve desired goals and objectives in productive form. The
framework helps in influencing behaviour of consumer in positive manner, by fulfilling their
needs and desires in better manner.

CONCLUSION
The report concludes the decision-making power o0f the hospitality sector and the
decision-making power of the consumer towards the hospitality industry for buying. This
determines that customer behaviour determine the various factors and what should industry need
to improve in their organization. Other than this report also contain a premium inn information
in this report context that determine the industry consumer behaviour and their decisions
regarding this and the B2B and B2C. There are several elements that evaluate the factors in the
industry. As company try to identify their loopholes and provide their customer the best way to
take experience from this and company also determine by the attitude and behaviour of the
consumer towards the industry. Organization also follow the market strategy for fulfilling the
customer preferences and choices in the industry.