HND Hospitality: Consumer Behavior Insights Report Analysis

This report delves into the intricacies of consumer behavior within the hospitality industry, specifically using Intercontinental Hotels as a case study. It begins by defining consumer behavior and its importance to organizational success. The report then explores the various factors that influence consumer behavior, including cultural, social, and personal factors, providing detailed explanations and examples for each. It further examines the impact of digital technology on consumer trends, highlighting the role of the internet and online booking platforms in shaping customer decisions. The report concludes by summarizing the key findings and emphasizing the significance of understanding consumer behavior for hospitality businesses. The report references several academic sources to support its findings.

CONSUMER BEHAVIOR INSIGHTS

TABLE OF CONTENT
• INTRODUCTION
• INFLUENCE OF DIFFERENT FACTORS ON CONSUMER BEHAVIOR
• CHANGES IN CONSUMER TRENDS DUE TO DIGITAL TECHNOLOGY
• CONCLUSION
• REFERENCES

INTRODUCTION
Consumer behavior is defined as the way in which customers react towards any product
or service of the organization. Each and every organization tries to increase the level of
satisfaction among customers as this will enhance the profit of business. The hospitality
sector organization used in this report is Intercontinental Hotels. This is a British hospitality
organization founded in the year 2003.

Influence of various factors on consumer behaviour and attitude
Customer satisfaction is defined as level of awareness and acceptance of service. This is
an emotional response by expectation of product, performance of product and quality of
the product.
• Cultural factors
• Social factors
• Personal factors

CULTURAL FACTORS
• The cultural factors are necessary in estimating consumer behavior and attitude towards
a product or service. It is the basic field that influence wants and needs of individuals.
The cultural factors influence perception, value, behavior and liking of the human. Every
culture is having smaller sub culture which gives the method of socializing & different
identification.

SOCIAL FACTORS
This is defined as reference groups, family, social roles and status which has impact on
behavior and attitude of consumer. Out of this classification, reference group faces
influence on the behavior & attitude of the customer. Different important parts of these
groups are family, friends, neighbors and co-workers. Also Family is indispensable part in
consumer buying behavior. This depends on family of orientation and these include
parents, siblings and family, spouse and children.

PERSONAL FACTORS
This consists of age and stage in the life cycle, occupational and economic conditions,
personality and self development and lifestyle and values. Customers evaluate estimated
price, size, the product and the services offered by organizations. Most factors are
considered important while deciding about the places to be visited by the consumers.

CHANGE IN CONSUMER CHANGE DUE TO
DIGITAL TECHNOLOGY
Internet is one of the most influential technologies. this has great impact on consumer
behavior and attitude. generally, many hotels are using cyber marketing for promoting
their services. in this way, they provided special discounts and offers to customers. in
context of intercontinental hotel, maximum bookings are taken by online booking such as
make my trip, trip advisor” , clear trip, etc

CONCLUSION
• From above discussion it has been summarised that, for an organisation it is crucial to
identify behaviour of their customers. respective report will going to create
understanding related to customers reaction because of several factors such as family,
social class from which they belongs.

REFERENCES
BOOKS AND JOURNALS
• 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.
• frederiks, e.r., stenner, k. and hobman, e.v., 2015. household energy use: applying
behavioural economics to understand consumer decision-making and behaviour. renewable
and sustainable energy reviews, 41, pp.1385-1394.

CONT……
• KARIMI, S., PAPAMICHAIL, K.N. AND HOLLAND, C.P., 2015. THE EFFECT OF PRIOR
KNOWLEDGE AND DECISION-MAKING STYLE ON THE ONLINE PURCHASE DECISION-
MAKING PROCESS: A TYPOLOGY OF CONSUMER SHOPPING BEHAVIOUR. DECISION
SUPPORT SYSTEMS, 77, PP.137-147.
• MANIATIS, P., 2016. INVESTIGATING FACTORS INFLUENCING CONSUMER DECISION-
MAKING WHILE CHOOSING GREEN PRODUCTS. JOURNAL OF CLEANER PRODUCTION, 132,
PP.215-228.
• WANG, Y. AND YU, C., 2017. SOCIAL INTERACTION-BASED CONSUMER DECISION-MAKING
MODEL IN SOCIAL COMMERCE: THE ROLE OF WORD OF MOUTH AND OBSERVATIONAL
LEARNING. INTERNATIONAL JOURNAL OF INFORMATION MANAGEMENT, 37(3), PP.179-189.

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