Hospitality Consumer Decision Making and Marketing Strategies

This report provides a comprehensive analysis of consumer behavior within the hospitality industry, using Drakes Brighton Hotel as a case study. It begins by outlining the consumer decision-making journey, mapping the steps involved in purchasing behavior, and then critically analyzes the marketer's path to purchase. The report differentiates between B2B and B2C models in the hospitality context and evaluates various market research techniques used to form effective judgments. Furthermore, it examines how marketers analyze different levels of the hospitality decision-making process. The report considers factors like social, political, and cultural influences on consumer behavior, and how organizations can leverage this understanding to enhance profitability and customer satisfaction. The report covers consumer behavior, taste, preferences and consumer attitude towards the products and services offered by the hotel. It also considers how the hotel can adapt to changing consumer trends and use market research to develop new strategies to attract customers, with a focus on both business-to-business and business-to-consumer approaches.

Hospitality Consumer
Behaviour Insight

Table of contents
INTRODUCTION...........................................................................................................................2
TASK 2 ....................................................................................................................................3
P3) Explain steps of consumer decision making journey and map which helps to
understanding purchasing behaviour of customers. ..............................................................3
P4) Critically analysis marketer path to purchase and understand customer decision making
process within the organisation..............................................................................................4
TASK 3 .....................................................................................................................................6
P5) Differentiating between the B2B and B2C in context of hospitality sector....................6
P6) Evaluating several market research techniques and procedures used for forming effective
judgement...............................................................................................................................7
TASK 4............................................................................................................................................9
P7) Evaluate how marketer analysis various level of hospitality decision making process. 9
CONCLUSION ...........................................................................................................................10
REFERNCES.................................................................................................................................10

INTRODUCTION
Hospitality industry is essential to understanding Consumers behaviour because it helps to
gaining competitive advantages as well as profitability of company. It includes customer
behaviour, taste, preferences and consumer attitude towards the products and services. It
involves knowing about the customer needs and wants of cutomers and accordingly developing
strategies and then satisfying customer needs. In this assignment a Drakes Brighton Hotel is
chosen, which situated in London, United Kingdom (Çakar, 2018). It is providing the various
products and services to customers. It is a leading hospitality organisation which serves the best
services to customers. This report is about including various factors such as social, political and
culture which affect the consumer behaviour as well as consumer decision making process. It
considered as marketer mapping the customer decision making process in order enhancing
profitability and productivity of company. In addition to this, it involves changing trends of
consumer so differentiate B2B and B2C and analysed market research in order to know about the
consumer behaviour, preferences, market trends so organisation accordingly developing new
strategies to attracting large numbers of customers.
Covered in PPT
TASK 2
P3) Explain steps of consumer decision making journey and map which helps to understanding
purchasing behaviour of customers.
Consumer decision making process is lengthy which includes customer analysed the
market trends, quality and performance of products ad services and then choosing best option. It
includes various steps which help to understand the needs and demand of customers as well as
customers choosing that method which meet their needs and demands (Mejia, 2019). Customer
is making decision in order to purchasing products and services which are follows.
Problem recognition-: These is the first step which refers to customer determine needs and wants
of customers on that basis decide to purchased particular products and services. In context of

hospitality industry, it includes customer have more alternatives are available in order to staying
in best hotel.
Searching information-: These are second stage which refers to customer choosing best
option so them collecting information regarding products and services. Choosing which one is
order to fulfil their requirements. In context of organisation, they utilising various tools and
techniques in order to promotes the products and services so customer easily get the information
about hotel.
Evaluation of alternatives-: These is process which customers evaluating options which
are available at marketplace. It includes customer choosing that options which are set their
specific criteria. In relevance of organisation, it includes customer make strong decision
regarding products and services which selecting best options and those options fulfilling
requirements of needs and wants of customers.
Purchase decision about product-: After collection of information and evaluating
alternative so consumer choosing best option which helps to fulfil the needs and wants of
customers. In Drakes Brighton hotel, their consumer evaluating alternative as well as then taking
final decision about the products and services. On that basis choosing is quality and performance
of products and services (Mhlophe, 2016). Their consumer service department is which took
feedback and opinion regarding products and services. Customers share their opinion and view
because about the services and accordingly organisation modify in products and services.
Post purchase evaluation-: In context of organisation, which customer providing valuable
rating toward the products and services. It includes satisfaction level so essential in order to fulfil
the requirement. Drakes Brighton Hotel takes rating from customers regarding products and
services and that basis achieving satisfaction level.
Pre purchase-: It consider as finding hotel which will providing best services and serves
various services to customers. It includes providing perfect space which easily organised
conference accordingly visitor visit place (Mkono, 2018).
Purchase-: This stage is important because customer is ready to purchase products and
services and then finally take decision with help of evaluating alternatives. It includes choosing
best one which Drakes Brighton Hotel serves the best to customers.

Receive-: In this stage customer get received all the services which offered by organisation
in order to fulfil the needs and wants of customers. It is important for both customer as well as
company because customer fulfil the requirement so achieving satisfaction level.
Post purchase-: It involves customer received all the services after focused that customer
satisfy or not in order to Drakes Brighton hotel offered to various services to customers. It
considers company determining to fulfil the demands of customer and meet requirements.
P4) Critically analysis marketer path to purchase and understand customer decision making
process within the organisation.
Each and every organisation runs their business in order to making profitability and
providing services as well as products to customer which helps to achieving organisational
objectives and goals. It is essential concept in order to organisation achieving customer
satisfaction level with the help of fulfil requirement of customer. In relevance of organisation, it
includes to understand customer behaviour, taste and preferences of customers accordingly
marketer providing goods.
Increases ROI-: There are numbers of steps including for marketers in order to reach
consumer and evaluating their attitudes towards the purchasing of products and services. In
relevance of hotel, they achieving higher rate of return on investment by providing
customization service and products to customers (Rather, 2018).
Integrated consumer data and continuous engagement-: In context of Drakes Brighton
hotel, it includes all data are managed in database system effectively in order to making proper
services for potential customers. Organisation conducting proper research to know about
customer taste, preferences and behaviour so organisations is easily know about their needs and
wants and accordingly providing best services to customers.
Extensive problem solving-: These methods plays vital role in order to products and
services is new for customer so customer compare them and then taking final decision to
purchasing products and services.
Limited problem solving-: It considered as customers have good knowledge about the
products and services because they gaining information at the time of purchasing of products and
services (Sipe, 2016).

Routine problem solving-: Under these aspect customer using various products and services
so it is good knowledge about the products and services because they know about the quality and
performance of particular products.
Hence, it includes various methods which marketer easily mapping customer decision
making process regarding products and services. It involves various steps conducted so
organisation knows consumer behaviour and then ready to serves to customers.
TASK 3
P5) Differentiating between the B2B and B2C in context of hospitality sector.
B2B and B2C are business models applied by organisations to carry out their activities
with relation to different sections of their organisation. These models help the company engage
in sales activities with varied parties smoothly and efficiently. With respect to Drake Brighton
the administration department focuses on providing their corporate clients as well as individual
customers best services (Tanford, 2016). The differences between B2B and B2C operations held
in relation to Drake Brighton are provided below:
Basis B2C B2B
Meaning This involves direct business
transaction between consumers
and a corporate.
In this model business
transactions are completed
between two business houses.
Customers The corporate customers are
individual consumers who use
their use the services of the
company. The consumers for
Drake Brighton are its guests.
The customers are other
conglomerates who seek to use
the company services.
Brighton's customers can be
other hotels, motels or eateries.
Quantity of products The products or services are
bought in low magnitude as
they are used for personnel
consumption (Yüksel, 2017).
The customers in this model
often buy huge magnitude as
corporate purchase products in
order to use them for their
business.
Buying decisions The consumers choose to Corporate buy products on the

purchase the products on the
basis of their emotions and
current mood.
basis of material required for
the efficient working of their
workplace. Their decision is
calculated rather than
emotional.
Relationship The organisation has first-hand
contact with the customers
which help the organisation in
forming long lasting
relationship with the customers.
The involvement of other
agencies threatens firs hand
contact with the customers and
because of this the organisation
mostly fails to create long
lasting customers relationship.
Target market The organisation can segment
and target their consumers
according to their specific
needs and wants (Tonner,
2019).
The organisation cannot target
their customers selectively as in
this model they deal with other
corporations
Sales motives Differentiated products or
services, advertising through
print digital and electronic
media is sufficient in ensuring
the return of customers to the
business.
To receive more B2B customer
an organisation must provide
practical answers to corporates
problems and they should have
good track record.
Examples Marriott, Holiday Inn are hotels
which give B2C services.
Oyo, travelled are corporate
which provide B2B services to
its customers
Both B2B and B2C models and their usage are significant parts of an organisation. As
both of these models deal with different consumers, an organisation should understand them well
to achieve maximum success. Drake Brighton gives its services to both B2B and B2C consumers
(Hua, 2016).

P6) Evaluating several market research techniques and procedures used for forming effective
judgement.
Market research techniques play a crucial role in formulation effective strategies for
future and making decisions for overall development of an organisation. These techniques are
used to collect information the consumer’s current interests and liking so the company can bring
changes which reflect the consumer’s desires, and thus attracting a large number of customers.
Market research methods used by the British hotel Drake Brighton are provided below:
The procedures used by the organisation to conduct effective and advantageous market
research consist of collecting valuable consumer information through substantial roots (Rather,
2018). This information is obtained from research conducted by other enterprise and does not
involve direct contact with the consumers. The information is than analysed by experts by using
competent methods so that customer data can be articulated to give the organisation key points
for formulating successful strategies. Some of the procedures used by the organisation to
compile consumer information are described below:
Publications: Data assembling through publications such as journals, articles online
portals and others is used by the organisation as it's free and allows the company to reach large
number of consumer’s viewpoints. The organisation should be cautions regarding the
dependability and accuracy of this method as the researches may add has own bias to the
research.
Government services: Data collection through government agencies comes under this
method. This method provides the organisation with detailed and precise information about
population administrated by that particular government agency. Data collected through this
approach is highly accurate and can be used in understanding income and interest of large
population (Jackson, 2019).
Market research: Information about the market collected through direct contact with the
consumer is said to be completed through first-hand sources. This type of information is
important to the enterprise as it provides the enterprise with relevant information and helps them
understand the specific needs and wants of their targeted consumer base. This helps them value
their services accurately and improve them according to their customer’s desire. Several of these
approaches to conduct first-hand research are mentioned below:

Interviews: This research technique requires the researcher to conduct telephonic or in
person interviews with their customers. This method is effective to test the consumer’s interest in
a new service before launch. This method is advantageous as it gives the company an accurate
and profound insight into the consumer’s mindset. It gives the research team a more personal
and unfiltered information about the consumers. This method is not cost effective and asks the
company to invest its resources for administration of this approach.
Surveys: This is an extensively used technique to gather information about the
consumers as it can be completed without spending much time or money and also allows the
company to get information about their targeted customers. This approach is can be used by the
company to get reply from the customers about the effectiveness of current services or
information about their likeliness to use their future service (Mkono, 2018). The researcher can
ask their customers specific questions which eliminates the need to find relevancy from the
collected data.
TASK 4
P7) Evaluate how marketer analysis various level of hospitality decision making process.
These are important concept for an organisation in order to easily fulfil the needs and
wants of customers. It is responsibility of marketer to determine various factors which helps in
decision making process of customer products and services. In addition to this, it includes
marketer evaluate the needs and demands of customers which fulfil at right time and achieving
satisfaction level. Along with, it is duty of marketer to understanding the demands of customer
and accordingly organisation developing effective strategies to targeting large numbers of
customers. It includes they impact on decision making process of customer which are follow.
Marketer providing wide range of products and services which attracting large numbers of
customers so it is ready to purchase particular product and making decision regarding products.
In relevance of Drakes Brighton Hotel, it includes they providing innovative products and
services as well as best services offer to customer because they enhancing profitability and
productivity of company (Mhlophe, 2016).
In context of organisation, it utilizing effective tools and techniques in order to promotes
the products and services which easily gaining competitive advantages and grape market
opportunities. It will provide strengthen to company in order to compete their rivalries and used

various techniques which helps to developing brand image in the mind of customers. All these
tools help to creating brand image at market place and capturing huge market share. Manger of
Drakes Brighton Hotel they conducting training programmes for their employees in order to
providing best services because it helps to achieving customer satisfaction level. On this way
marketer easily track the customer decision making process.
Thus, it is effective method which utilizing by marketer in order to track customer path
or decision making process in order to purchasing products and services. On that basis they
improve products and services and grape market opportunities.
CONCLUSION
From the above report it has been concluded that, consumer buying behaviour and habit
are changing because market trend and fashions. It includes customer taste, preferences, market
trends and behaviour towards the products and services. Organisation is using various tools and
techniques in order to identifying customer needs and wants and accordingly making
improvements in products and services. It consider as decision making process of customer
which impact organisation activities and performance. It also included consumer behaviour
impact on digital technology. Along with differentiation between the B2B and B2C business
model which helps to conducting marketing research techniques in order to modify in products
and services.

REFERNCES
Books and Journals
Lim, W.M., 2018. What will business-to-business marketers learn from neuro-marketing?
Insights for business marketing practice. Journal of Business-to-Business
Marketing, 25(3), pp.251-259.
Mejia, C., 2019. Influencing green technology use behavior in the hospitality industry and the
role of the “green champion”. Journal of Hospitality Marketing & Management, 28(5),
pp.538-557.
Mhlophe, B., 2016. Consumer purchase intentions towards organic food: insights from South
Africa. Business & Social Sciences Journal, 1(1), pp.1-32.
Mkono, M., 2018. ‘Troll alert!’: Provocation and harassment in tourism and hospitality social
media. Current Issues in Tourism, 21(7), pp.791-804.
Rather, A.R., 2018. Exploring customers’ attitudes towards the hospitality brands in India: A
social identity perspective. In The branding of tourist destinations: Theoretical and
empirical insights. Emerald Publishing Limited..
Sipe, L.J., 2016. How do senior managers influence experience innovation? Insights from a
hospitality marketplace. International Journal of Hospitality Management, 54, pp.75-83.
Tanford, S., 2016. Antecedents and outcomes of hospitality loyalty: A meta-analysis. Cornell
Hospitality Quarterly, 57(2), pp.122-137.
Tonner, A., 2019. Consumer culture poetry: insightful data and methodological
approaches. Consumption Markets & Culture, 22(3), pp.256-271.
Yüksel, A., 2017. A critique of “Response Bias” in the tourism, travel and hospitality
research. Tourism Management, 59, pp.376-384.