Hospitality Consumer Behavior and Marketing Strategies Analysis Report

This report analyzes consumer behavior within the hospitality industry, using Novotel London Brentford as a case study. It examines the consumer decision-making process, mapping the customer journey from need recognition to post-purchase evaluation. The report explores the importance of understanding this process for marketers and discusses various views influencing hospitality decision-making, including economic, passive, cognitive, and emotional perspectives. It compares and contrasts B2B and B2C approaches in the hospitality sector, detailing market research methods for both. Furthermore, the report evaluates how marketers can influence each stage of the decision-making process through strategies like targeted information provision, promotional offers, and post-purchase engagement, ultimately aiming to enhance customer satisfaction and drive business success. The report is a contribution to Desklib, a platform offering AI-driven study tools and resources.

Hospitality Consumer
Behaviour and
Insight

INTRODUCTION
Consumer behaviour is explained as the way in which customers or group of people buy,
use and even dispose the ideas, goods and services for the purpose of fulfilling personal needs
and wants. It is mainly seen in the behaviour of customers at the time of purchasing any of the
products from the market. In present scenario, it is necessary for industries to formulate proper
strategies for the purpose of sustaining within the market for longer period of time. In this
respective report, the file is based on hospitality industry which is one of the fastest growing
industry within the premises of UK. The chosen hospitality industry is Novotel London
Brentford which is located in Great West Rd, Brentford TW8 0GP, United Kingdom. It is
famous for its services which the provides to their customers. Here, different factors will be
examined which influences the behaviour of customers. Map path will be also demonstrated in it
and how it helps in the process of decision making. In addition, ending segment will discuss that
how markets can influence the different stage of decision making process.
TASK 1
Covered in PPT
TASK 2
P3 Examine the stages of the consumer decision- making journey and map a path to the
purchasing for a given hospitality service
Customers decision making process is one of the most important factor for hospitality
industry. In this, customers try to do proper research on any of the particular topic which starts
from selecting the product to problem that can be faced to final purchase. Some of the consumers
decision-making process is discussed below:
 Need recognition: In this stage of consumer decision making the consumer seeks to
identify the need for services which they wants to experience by Novotel London
Brentford so that their needs can be satisfied and level of full satisfaction can be attained.
 Search for information: Here, consumer of Novotel London Brentford will try to
collect all of the information related to hotel for further proceedings.

 Evaluation of alternatives: For the purpose of selecting better option customers needs to
do evaluation among different hotel on the basis of price, facilities and many more. In
short, it will help to select best alternates as comparison to Novotel London Brentford
 Purchase decision: In this stage, customers select the service which they want to avail
by paying of the charges. Services will be of either Novotel London Brentford or any
other suitable hotel.
 Post purchase evaluation: Here, customers are required to evaluate each and every thing
that related to services which they have received within Novotel London Brentford. It
helps to identify whether they are satisfied with their services or not.
For the purpose of constructing map path, customer have to take the help of hospitality
industry for the purpose of conducting meeting. Detail information is mentioned below: Pre-purchase: It is the stage where it is needed to be select that what are the available
services in hotel. Also, they needed to know about the setting arrangement which can be
available to conduct the meeting.
 Purchase: Once process of evaluating is done, it is necessary to purchase the services
which they want from particular hotel (Ramya and Mohamed Ali, 2016). The chosen
hotel in this stage is Novotel London Brentford. Receive : Total number of member available in the meeting needs to enjoy the services,
during the course of conducting meeting.
 Post-purchase : At this stage, it necessary to give relevant feedback which can help
business to improve in future period of time.
P4 Explore why it is important for marketers to map a path to purchase and understand consumer
decision- making in the hospitality sector
Whenever any of the customers selects the hotel for availing best services for
themselves, they passes it from different stages. It is necessary because to understand that the
services which they are going to take is satisfying them or not. This path way is also helpful for
markets of Novotel London Brentford.
 It will give the idea to the marketer of Novotel London Brentford what their customers
are willing from them so that by considering this they can deliver the services.

 Marketers will get the support to read about the market and divided the number of
customers who have similar form of needs so that overall expenses can be reduces and
revenue can be maximized.
Four views in hospitality decision-making: Economic view: In this situation, customers are needed to choose the hotel as per the
budget which they have decided and also customer are need to check the facilities which
hotel are providing in it. Passive view: Here, customers decides the hospitality industry on the basis of
promotional activities conducted by company within the market. It is mainly done for
spending the quality time out the home. Cognitive view: As there are number of customers who purchase hospitality services by
looking at their personal interest due to which marketer gets the chance to prepared the
packages (Bhushan, 2019). It is helpful in developing the interest of customers. Emotional view: There are some of the person who are emotionally attached within any
of the specific place due to which they purchase the services to spend their leisure time.
Some factors which influences consumer decision-making
 Influence of heuristics: Heuristics refers to situation arises from availability,
representativeness, anchoring and adjustment. It helps customers to allow themselves to
experience something new in there life.
 Influence of elements of marketing-mix: Whenever any of the marketer avail the service
then they mainly focuses on price, product, place and promotion as they can easily
influence the customers to take their decision. Customers can decided whether they
should avail the service of Novotel London Brentford or not.
M2 Evaluation of marketer's response to decision-making process
Every customer has different choice and preferences but directly or indirectly it helps
consumers in formulating the plans and policies through which customers can take decision. It is
helpful for marketer Novotel London Brentford to find that what is the actual price which
customers can pay for the services which has been offered to them. Also, thinking and concept of
customer’s changers quickly so it is important for marketer of Novotel London Brentford to do
continuously study through which sustainability within the market can be maintained.

TASK 3
P5 Compare and contrast the key differences of the hospitality decision- making process in the
context of B2C and B2B, using specific hospitality examples
B2B & B2C is the commercial transactions in which transactions related to buying and
selling takes place. While talking about B2B, in this transactions is to be done between two
business organisation and in B2C, transactions takes place between Business to customers.
Below, difference between has been done on the basis of hospitality industry.
Basis B2B B2C
Meaning It is understand as the commercial
activity in which purchase and sale is
being done between two or more then
two business organisation.
It is the activity in which organisation try
to satisfy the needs and wants of
customers. For example: delivering the
food to customers on the basis of order
given by them.
Buying
Decision
Here, decision to buy any of the
service from other hotel industry is
based in there services, goodwill and
market value of the company.
The entire decision to select the hotel is
in the hands of customers.
Decision
related to
market size
To drive the customers towards the
buying of products and services the
business will look on segmenting the
market into small small size.
As B2C covers larger area, here Novotel
London Brentford will try to target huge
area on the basis of size.
P6 Evaluate the different approaches to market research and methods of research used for
understanding the decision-making process
Market research is one of the most important things for marketers because it helps them
to identify that what are requirement of customers towards any of the product and services. It
helps marketer to do proper research for influencing them to purchase any of the product.
Important method related to research for B2B & B2C are mentioned below:

Market research approach for B2B: It is the research which is needed to be done on
Business organisation. It helps to find the actual reason behind the decision-making making
process (Moro and Rita, 2018). Here, secondary data are much supportive because it helps to
collect all of the relevant information through which future relation can be maintained easily.
The major sources of collect all this information is: Government agencies: There are number of important information which are mentioned
within the government official websites. This information can help to formulate plan and
policies within the hospitality industry. Also, it can easily help organisation to decrease
the overall effect of economic condition.
 Publications: Market research have the option to take the help of newspapers as well as
magazines through which healthy relationship with other business organisation can be
easily made. It is the secondary source of collecting the data and information.
Market research approaches for B2C: In this, it is necessary that research should
conduct research of own by directly interacting with customers. It is one of the primary source
of collecting all of the information. Some of the things which are needed to be considered is
explained below where primary method of research has been used.
 Questionnaire: It is important for researcher to prepare the set of questions which can be
answered by customers (Sthapit and Jiménez-Barreto, 2018). But, it is important for
researcher that all of the question should be relevant to the topic of hospitality industry.
 Customer feedback: It is important for researcher that they must be able to take feedback
from customers regarding the services which they have taken from industry. It is
necessary because improvement can be done by taking the help.
M3 Evaluating different factors influencing hospitality decision-making
It is said that whenever consumer take any of the decision related to the selection of
hospitality industry they take the help from different sources (Verma and Chandra, 2018). The
main factor which influences the decision of customers is that accommodation facilities, spa
facilities, interior and many more.
Also, cultural, social and psychological factor can be one of the major factor influencing
hospitality decision making ability.

TASK 4
P7 Evaluate how marketers can influence the different stages of the hospitality decision-making
process giving specific hospitality examples
Marketer within the hospitality industry has the huge responsibilities which they are
needed to fulfil because their decision decided that whether company will attain their goals or
not. Markets get the option to understand about the market situation and customer’s requirement
which can help to accomplish the goal in specific time period. In context of Novotel London
Brentford, marketer have the most important role to attract large number of group. Some of the
stages which can influence the decision making process are: Need recognition: Novotel London Brentford, it is necessary for marketer that they must
survey the market and try to find that things which is needed to be add on (Stages of
Consumer Decision Making Process, 2016). Search for information: As it the era of Artificial Intelligence, it is necessary for Novotel
London Brentford that they must prepare their personal website through which customers
can collect all of the information which they want. Evaluation of alternatives: Here, marketer have the option to provide different types of
offer and facility due to which more number of option can be available for selecting the
right hotel. Purchase decision: In this, marketer have the option to provide number of facilities while
staying within Novotel London Brentford and it can be one of the option to attract
customer before final purchase.
 Post-purchase evaluation: It is possible only by taking the help of customers who have
stayed within the hotel for future improvement (Bharwani and Jauhari, 2017).
M4 Critical evaluation of influence of marketers on each stage of decision-making
Marketers are the one who have great role to be played because their decision-making
making ability directly influences the decision of customers. It is necessary for marketers that
they must try to evaluate each and every factor so that better decision can be taken. For the
purpose of evaluating, marketers have the option to take the help of interview and even
feedbacks too. It will help to attract more number of customers.

CONCLUSION
It can be concluded from the above file that customers within the hospitality sector plays
the crucial for sustaining the business within the marketplace. There are various factors which
influences the decision making of customers. For the purpose of betterment, it is necessary for
market researcher that they must be able to formulate proper plans and policies which can help to
attract new customers towards industry easily. This can help hospitality industry in catering to
the customers and fulfilling their demands which can make an organisation survive and sustain in
the competitive environment.

REFERENCES
Books & Journals
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Charter, M. and Polonsky, M. J., 2017. Greener marketing: a global perspective on greening
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