Consumer Behaviour in Hospitality: The Grand York Analysis Report

This report provides an in-depth analysis of consumer behavior within the hospitality industry, using The Grand, York as a case study. It explores the cultural, personal, social, and psychological factors influencing customer performance. The report examines the impact of digital technology on consumer trends and analyzes the customer decision-making process, mapping it to hospitality services. It also highlights the importance of marketers understanding this process. Furthermore, it differentiates between B2B and B2C decision-making in the context of the hospitality industry, and evaluates various market research methods and their applications. The report concludes by discussing how marketers influence different stages of the decision-making process within the hospitality sector. The report covers topics such as customer behavior, decision-making, B2B vs B2C, market research, and the impact of marketing strategies within the hospitality industry.

Hospitality Consumer
Behaviour Insight

Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1 Evaluate various cultural, personal, social and psychological factors which have impact on
customer performance in hospitality firm....................................................................................3
P2 Change in trends of consumer due to use of digital technology.............................................5
TASK 2............................................................................................................................................6
P3 Analyses steps of customer decision making process and mapping of hospitality service....6
P4 Importance for marketer to map customer decision making path as well as appreciative of
decision making technique..........................................................................................................7
TASK 3............................................................................................................................................8
P5 Difference between B2B and B2C with the context of decision making process..................8
P6 Analysis of various methods & approaches for performing market research........................9
TASK 4..........................................................................................................................................10
P7 Marketers impacting different levels of decision making procedure in relation of hospitality
industry......................................................................................................................................10
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................13

INTRODUCTION
Consumer behaviour is defined as method of analysing behavioural activities of entity in
relation to their desired needs at the market area. The firm main objective is to offer products
according to customers need so they can be satisfied thus enhancing growth index. The business
environment is changing very rapidly thus it have great impact on customer behaviour related to
hospitality firm. In this current assignment the chosen firm is The Grand, York. It is among the
luxurious hotels in UK which is offering quality services to their customers. The hotel is owned
by Splendid Hospitality group with Horace Field work for their internal and external design. The
current report is based on discussion about implication of social, psychological aspect on buying
behaviour of client, Changes in trends of people due to technological advancement and
implications of buyer decision making by analysing hospitality path. Thereafter mapping
different decisions related to marketing for both business & customer decision making
TASK 1
P1 Evaluate various cultural, personal, social and psychological factors which have impact on
customer performance in hospitality firm
Covered In PPT
P2 Change in trends of consumer due to use of digital technology
Covered in PPT
TASK 2
P3 Analyses steps of customer decision making process and mapping of hospitality service
It is important for Hospitality firm to analyse behaviour of their customers for offering
them services according to their requirement. In relation of The Grand York they are focused
toward developing strategies by which needs of individual can be identified so that services can
be offered to them accordingly (Buhalis and et al., 2019). The stages of customer buying
decision are evaluated underneath as:

Issue acknowledgement is initial stage in which major focus is on analysing needs and
wants of their potential buyers so that services are offered to them according to their needs. This
can be referred to as business opportunity for firm.
Information search engine where valuable data is collected related to need of their potential
client. Example: When individual plans to book hotel they will search information about the
hotel the facility offered by them review given by customers and there after they will plan to
book a hotel. Thus customers search various information for satisfying themselves that option
chosen by them is good or not.
Evaluations of alternative available: This is the third stage of decision making process
where customer mainly focuses on choice of options available and chose the best among them.
Thus Grand York are offering their services are customized prices according to customer
demand which helps in taking decision related to offered goods & services.
Pre purchasing decision: This is referred to fourth element of decision process where decision
had to be made by an individual in relation to services which they want to consume for satisfying
themselves (Chatterjee and Pandey, 2019). The Grand York offers services at Budgeted prices
for attracting & retaining their clients in the market phase linked with hospitality industry
This is the last stage of offering services according to customer requirement. The customers
are sharing their reviews of staying at hotel by giving their views on different websites about
their stay. This is an important platform where client is interacting with the Hotel about their
option towards the services offered to them.
Thus it can be evaluated that customer decision making process have direct implications on
hospitality firm and Grand York is using this process for attracting clients towards their services
and improving business functions.
P4 Importance for marketer to map customer decision making path as well as appreciative of
decision making technique
In relation of business it is very vital factor for marketers to identify the customer
decision path and making use of this for making changes in the organisational process at market
place. It is essential for business to perform all functions effectively and manage decision
making process. The major significance is evaluated below as:

Collaboration between customer & business: Planning process helps in effective business
communication by which client can interact with the Hotel. The query & complaints which are
registered by customers’ needs to be solved so that they can be satisfied (Hu and et al., 2019).
Planning is beneficial tool for managing customers and deal with their changing needs. In
relation of Grand York managers are focused towards developing trust in mind-set of their
clients by solving all their issues in proper manner.
Identifying customer needs: In relation of hospitality firm analysing need is vital
element as it results in knowing about the requirement of customer. This concept is linked with
study of consumer behaviour where need are identified and decision is taken for making
improvement in process thus attracting customers.
Maximising Profitability: It is evaluated that present situation of the economy has great impact
on the decision making process (Gunden, Morosan and DeFranco, 2020). The management team
among hospitality firm can achieve the set objective of earning high profit. There are different
functions which help in development of a team so that situations can be easily managed.
Increasing market awareness: It is evaluated that decision making is very distinctive
business process where they need attention from organisation side. In relation to this Manager
can develop plan to use various business functions in order to achieve set business goals. This
result in enhancing knowledge at market place and promoting business functions related to
Grand York. This helps Leaders to enhance business growth and earn high profit ratios.
TASK 3
P5 Difference between B2B and B2C with the context of decision making process
There is the different among both B2B as well as B2C organisation that helps in taking decision
which will be beneficial in future period of time. Therefore, the difference among B2B and B2C
is going to be given below:
Basis B2B B2C
Customer The customer is determined as
other organisation which is
providing products as well as
services to its consumer.
In context of b2C organisation
the firm offer goods and
services to its user for
fulfilling their need and wants

and increases profit margin in
future period of time.
Criteria of Focus B2B company focuses on
increasing relationship with
other firms that help in
conducting different works in
an appropriate manner and
perform their business as a
long lasting partner.
B2C company focuses on
maintaining relationship with
its consumer by providing
them product and services
according to their wants. It
helps in using proper
administration system to
manage its consumer and their
relation.
Initiation of brand value The company emphasised on
maintaining proper
relationship for performing
various function in appropriate
manner.
In b2C company, they utilise
their time for handling its
consumer while making efforts
or contribution towards
appropriate client management
system that assist in compiling
benefits.
Sales drivers In B2B firm, the contract is
considered as an ambitious by
using community evidence and
worth planned
(Mohtaramzadeh, 2018).
B2C organisation emphasis on
making appropriate dealing
with their steadfast customer
that enhances sales in
upcoming time period.
Buying Decision making The main purpose is to take
appropriate decisions that are
completely depend upon
Herein, the decision is taken
that is depending upon need

advertisement legitimate and requirement of its user.
P6 Analysis of various methods & approaches for performing market research
Statistical survey for business to business is considered as a decision taken under
business to business organisation that is linked with different aspects and issues. The high level
authority is needed to achieve in market by executing B2B transaction in an appropriate manner.
In reference of chosen organisation, they focus on adopting different statistical survey
approaches that help in conducting business in an appropriate manner (Shah, 2020). There are
various techniques that are going to be mentioned below:
Rivalry examination this method is helpful for company to analyse its competitive firm and
use goods and services in an appropriate manner that helps in reducing competition among
rivalries at marketplace. The company emphasized on using price effectiveness and focuses on
quality control for managing this system in an appropriate manner.
Subject investigation this method is used to analyse the market in which company
emphasized on handling functions and activity of organisation in an appropriate manner. In
context of selected hotel, it is considered as a appropriate method for effective dealing in B2B
company because it helps in conducting investigation and managing transaction of company in
an appropriate manner.
Statistical survey technique of transaction of business to consumer B2C transaction
plays a significant role within organisation as it aids assistance in increasing revenue and
managing client in an appropriate manner. The time as well as cost which are taken within
company for executing proper strategy and achieve positive outcome in future time period.
Survey is considered as a most appropriate method that is used to by hotel in reference of
managing B2C transaction (Hu, 2020). Thus, it helps in analysing behaviour of its consumer
within market and taking proper decision according to need and requirement of its customers.
The survey form is used to conduct proper services in such a way that assists in achieving goal as
well as objective in timely manner

TASK 4
P7 Marketers impacting different levels of decision making procedure in relation of hospitality
industry
It is determined that development & enhancing business operations is based on the level
of business efficiency by which activities are carried out. It is essential for marketers to make
changes in their activities with the use of decision making process and business performances at
every business stage. The implication of decision process on salesperson is evaluated under as:
Acknowledgment of issue: It is important to analyse needs of customers which is having
positive impact on profitability index and performance ratios (Taufique, 2017). Business advisor
can analyse effect of client request by which efficient strategy can be formulated to gain business
success at desired level.
Assessment of choices: After analysing needs of customers it is vital for research person
to analyse all business option that are available for fulfilling needs of their customers. In the
present environment there are various business options available so customers can easily switch
from one product to another according to their satisfaction level.
Data search: The firm mainly focuses on searching data of company which is linked with
customer need (D’Annunzio-Green, 2018). The major sources by which data can be collected
are web pages, books, journals, online portals etc.
Attracting Offers: This is the key tactic which is majorly used by the marketer which
influences the ability to take effective decision at the market area. Hospitality industry can offer
discounts for their clients according to different occasion for attracting guest who can consume
their services.
Superior Quality: Quality is another most vital factor which has influence on the
decision making skill within the market area in context of the hospitality firm. The guest mainly
gives weightage to those Hotels which are providing them best facility so they will not face any
issue while they are spending their valuable time. Example: Hotel Crown Plaza is offering high
quality products to their potential customers with customized prices for capturing attention of
clients.
Buy choice: Here the clients take decision for analysing all the best options that are available at
the market area (Park, 2017). The advertising agency has the function that is useful in motivating
customers to choose their brand as it is very effective

Post buy conduct: This factor is related with collecting inputs linked with the experience
of the customers about their stay and their satisfaction level from the offered services.
CONCLUSION
From the above business report it can be concluded that Consumer behaviour is related to
the process of determining behaviour of individual in relation to their desired need at market
area. Hospitality firm majorly focuses on conducting research for analysing customer need so
that product offered can satisfy customers. As the environment is changing thus new innovative
gadgets should be used by Grand York so that customer can be retained for long run. There
should be promotional schemes organised by Hotel for capturing customer attention which will
enhance their customer based thus maximising profitability scale. The decision making process
is also valuable for identifying need and making changes according to the changing need for
business growth. Thus consumer behaviour is the success strategy of Hospitality firm & manages
all business functions effectively.

REFERENCES
Books and Journals
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hospitality. Journal of Service Management.
Chatterjee, S. and Pandey, M., 2019. Consumer satisfaction attribute mapping in hospitality
industry through ZMET.International Journal of Business Innovation and Research.
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Gunden, N., Morosan, C. and DeFranco, A., 2020. Are online food delivery systems persuasive?
The impact of pictures and calorie information on consumer behavior. Journal of
Hospitality and Tourism Insights.
Hu, F., and et al., 2019. Evolving customer expectations of hospitality services: Differences in
attribute effects on satisfaction and Re-Patronage. Tourism Management. 74. pp.345-
357.
Mohtaramzadeh, 2018. B2B e-commerce adoption in Iranian manufacturing companies:
Analyzing the moderating role of organizational culture.International Journal of Human–
Computer Interaction,34(7), pp.621-639.
Shah, 2020. Marshall stability and flow analysis of asphalt concrete under progressive
temperature conditions: An application of advance decision-making
approach.Construction and Building Materials,262, p.120756.
Hu, 2020. Determinants of consumers’ choices in hotel online searches: A comparison of
consideration and booking stages.International Journal of Hospitality Management,86,
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Park, 2017. An experimental investigation on the determinants of online hotel booking
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D’Annunzio-Green, 2018. Reflections on the theme issue outcomes: Is talent management a
strategic priority in the hospitality sector?.Worldwide Hospitality and Tourism
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Taufique, 2017. The influence of eco-label knowledge and trust on pro-environmental consumer
behaviour in an emerging market.Journal of Strategic Marketing,25(7), pp.511-529.
Woodside, A. G., 2017. Solving the core theoretical issues in consumer behavior in tourism.
In Consumer behavior in tourism and hospitality research. Emerald Publishing
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