Analysis of Consumer Behavior and its Impact on Premier Inn Hotel

This report provides an analysis of consumer behavior within the context of the Premier Inn hotel chain. It begins with an introduction to consumer behavior, emphasizing the importance of understanding buying, consumption, and disposal behaviors. The report identifies key factors influencing consumer behavior, including cultural, social, personal, and psychological factors, and provides examples of how these factors affect consumer choices. The report also discusses the challenges faced by organizations in providing effective customer service and satisfying customer needs, such as tangibility, responsiveness, reliability, and assurance. Furthermore, it examines the impact of technological advancements and changing market trends on the hospitality industry, highlighting Premier Inn's strategies to adapt to these changes, such as website and app development, a focus on health-conscious offerings, and new roles for employees. The conclusion stresses the importance of analyzing consumer attitudes and behaviors to meet customer requirements and achieve success in the market. The report references several academic sources to support its analysis.

Travel&Tourism
Consumers Behaviour and
Insights

Cover Content
•Introduction
•Macro environment factors with positive & negative impact
•SWOT Analysis and its interrelationship
•Conclusion
•References

Introduction
The study of individual’s behaviour as well as group behaviour is termed as consumer
behaviour. It is basically emphasise on the buying behaviour, consumption behaviour and
dispose off behaviour of a customer. The behaviour of a person changes as per the culture and
the society in which they live. It is important for marketing managers to analysing purchasing
behaviour and market trends in order to formulate effective strategies which helps them to
compete with its competitors and gain competitive edge at marketplace (Ashman, Solomon
and Wolny, 2015). The organisation taken into consideration is premier Inn Hotel. The
company was proposed in year 1987 and it is one of the biggest hotel chain of United
Kingdom

Discuss factors influencing attitude & consumer
behaviour.
Consumer behaviour is basically knowing the individual buying
behaviour and consumption behaviour towards a service or a
product. It assist upper level authorities to fulfil demand of
customers and build loyal customers for the company. With relation
to Premier Inn, the managers of Hotel analyse factors that affect
consumer behaviour which is as follows

Cont.…
Cultural factors- The value, norms, opinions, beliefs,
traditions of a consumer affect the buying behaviour of a
customer. The consumers can be divided into three
categories which involves upper, middle and lower
class. For instance, a person belongs to high class family
always want to use the services of 5 star hotel.

Cont.…
Social factors- It involves family, friends, colleagues, society
and so on. They are highly impacts purchasing behaviour of
customer. The decision of a customer depends on the
perception or in what culture they grow. For example, if a
child stay in a five star hotel with family then in future it
prefer to stay in these kind of hotels only.

Cont.…
Personal factors- The personal factors involves income,
age, life cycle, economic conditions and so on (Banerjee,
2017). With reference to Hospitality sector, if a couple
who have good income level and want all the amenities at
one place then they prefer to go five star hotels or Resorts.

Cont.…
Psychological factors – This factors involves motivations level, mentality,
perception, learning behaviour of a person which directly influence consumer
purchasing attitude and behaviour. In relation to Hospitality sector, before
booking to any hotels or Resort consumer review the comments online or take
opinions from their loved ones. For example, a person want to spent vacation of
3 days then he will take suggestions from friends or family (Carpenter and
Yoon, 2015).With this, the organisation faces hurdles and challenges while
providing effective service to customer or satisfy customer. It includes:

Cont.…
Tangibility – The physical amenities which is provided
seen to customers is of high quality then only it will
attract customers.
Responsiveness & Reliability: Fulfilling the promises as
mentioned while finalising the deal helps company to gain
customer loyalty.
Assurance: It is important for the employees to have
enough knowledge to solve customer query and handling
their problems.

Changing in behaviour and taste of customer due to innovative & digital
technology
With the change in technology, the behaviour of customers is changed and affect
the functions of an organisation. The demand of customer towards product and
services is changing. With the help of new technologies, it is simple and convenient
for customers to gain information about as service or a product with in a short time.
In reference to Hospitality Industry, it is important to upgrade their services so that
they can compete and gain success at market (Charter and Polonsky, 2017). In
context to Premier Inn, the current trends that affect hospitality industry are as
follows:

Cont.…
Impact of new Technology: It is essential to upgrade
services as per current technology and trends. With
reference to Hotel Premier Inn, the higher level authorities
develop websites and app for customer on which customer
can get the whole information about its services.

Cont.…
Emphasis on health: Nowadays, people are more concerned
towards their health and want to be proper healthy and fit. In
context to Premier Inn, the organisation add healthy food in menu.
In addition to this, it also offers services such as yoga session, Spa
to its customers.