Montcalm Royal: Consumer Behaviour and Marketing Strategies Report

This report provides a comprehensive analysis of consumer behavior within the hospitality sector, using the Montcalm Royal London House as a case study. It explores various cultural, social, personal, and psychological factors influencing consumer purchasing decisions, emphasizing the impact of digital technology on customer trends. The report details the consumer decision-making process, including the significance of mapping consumer paths. It also examines B2B and B2C approaches, market research methods, and the role of marketers at different stages of the decision-making route within the hospitality industry. The report provides insights into how businesses can adapt to changing consumer behaviors and leverage marketing strategies for success. The report also contains references to other books and journals which were used to write the report.

Hospitality Consumer Behaviour Insight

Table of content
Introduction
various cultural, social, personal and psychological factors
which impacts the behaviour of purchaser
Change in customer trends due to digital technology
Conclusion
references

Introduction
Consumer behaviour, this term is used to understand actions, though, view,
perception of customer while taking decision during the tie of buying products as
services. To understand this term regards with hospitality sector, Montcalm Royal
has been taken. It is luxurious 5 star hotels, which is situated in London. The
organization is famous for providing best quality of food and event services to
their guest. This presentation is made to define factors which affect in decision-
making process, the way consumers take decision. Method of business used by
managers after revolution of digital technology and significance of map path
process regarding with Montcalm Royal. It also define tools use by manger for
marketing research purpose so that business corporation able to take best
decision.

TASK 1
P1 Explanation of different elements which directly impact
behaviour of customer
Hospitality sector is one of the most trending felid for running
business at present time period. Success in this sector totally depend
on how well an organisation is able to relation their customer. For
this it is really essential to understand behaviour of customers.
Following are the factors which directly impact on the decision of
purchasing power taken by clients in context with The Montcalm
Royal London House ( Björk, and Kauppinen-Räisänen, 2016).
Cultural factors: It considers beliefs, values of personal which
directly affect and influence in the environment they live. With the
changing of item it diversifies.
Religion elements: Customers directly influence from the scripture of
their religions. Their decision regards with taking services directly
influence by religion.

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Age & life cycle: This is one of the most essential factor
which directly impact on purchasing power of buyer. As at
different stage of life, and age personals demand and needs
change, they do not want luxurious service which they are
teenagers, because they are at growing stage of their life.
Job: The designation at which individual work, is help
making individual capable to fulfil their demands. It totally
depend on their work profile how much personal able to
spend on service they want to received from service
provider.

P2 Changing in trends of customer due to innovation of
digital technology
Digital revolution totally changes psychological thoughts
and purchasing power of customers. Management
department of Montcalm Royal on the basis of digital
trends update their business polices to relation customers.
Following are the trends define below
Access to analytics: With innovation of digital marketing
now, manager of Montcalm Royal can easily track
customer’s preference on the basis of reviewing feedback
on social media

TASK 2
P3 Brief explanation of journey of consumer decision making & mapping of a
path for this hospitality service
 Hospitality sector is related with services, thus it is really essential for
every trade entity to understand how consumer tae decision, factor
influence them to choose service, for this purpose they need to analysis
process of consumer decision making. Managers of Montcalm Royal
have invested large amount of capital for researching how consumer
behaviour and the way they take decision by applying following steps

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Buy choices: Customer select those hotel which gives them
attractive offer for staying and organised events provides facilities.
Guest takes decision by taking review from online sites.
Post buy conduct: his is the last stage, in which manager
identified of satisfaction they proved to their customer by taking
feedback from their guest. It is relevant for organization to provide
best services that guest give them positive feedback which helps in
building strong connection with guest. It is useful for future
branding and promotion of hotel.
After lockdown period it is really become hard to enhance sales of
Montcalm Royal but to maintain position in market, their manager
by applying this strategy, make attracted marketing strategies so
that they can influence customer.

P4 Description of importance of map a path for marketers and understanding decision making procedure
Mapping path help in tracking behaviour of customer
so that managers can build future strategies .This will
useful for maintain strong position goodwill among
market. It is required by Montcalm Royal to apply map
path strategy (Rather and Sharma, 2019).

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Map path help in better understanding of consumer’s thoughts thus it will useful in
making attract communication with their customers. Manager of Montcalm Royal
using planning strategies can able to understand, customer have the
 advice, suggestion, and competent regarding their hotel facilities. So that they can
polices and marketing strategies of their hotel. Map path useful in rating emopyee
work on the basis of feedback received by clients.
Accentuates on client requirements: Map path useful in categorising guest on the
basis of their financial capability. Montcalm Royal is provides different offer on the
basis of categorised customers. This will useful for them to making policies according
to the category of customer. To attract customer as organization is able to complete
requirement of customer.
Separates hole between wanted & genuine experience of clients: Map path strategy
is very importance ad it play essential role in success of organization as by using this
planning strategy, organization will be able to separate their target market customer
and genuine customers. The build different strategies and polices to for them to take
large part of market area. Manager of Montcalm Royal use this strategy so they can
relation their customers

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Perceives improvement needs: By analysing need of guest, organization will be
able to make offers so they can satisfy their relevant customer. In hotel industry it
is really essential for provides best kind of quality services regarding, food, and
cleaning of rooms , providing full security for their personal luggage. It helps
Montcalm Royal to attain loyalty of customer, apply planning tools.
Accommodating in picking up business knowledge: Map planning help in
understanding customer’s preference, it will useful in understanding knowledge
regarding relevant business sector. By applying planning strategy manner of
Montcalm Royal able to take research regarding every sector which is relevant for
their hospitality business, They can also use it for environment scanning
procedure because it will useful in understanding requirement of external
environment and strategies use by rival industry. Planning useful in giving and
providing full satisfaction to customer through which they can build brand loyalty
among market. It is relevant for management department of this organization use
map path to understand behaviour of how consumer takes their decision (Morgan
and Pritchard, 2019).

TASK 3
P5 Distinguish between B2B and B2C in decision making procedure
Business to Business is consider as part of online trading.
In this organizations through digital platform, sell ad
purchase relevant resource they required to run their
business. On the other side Business to Customer, is define
as systemic way of internet marketing in which companies
or organization directly contact with consumer through
online platform