UKHospitality: Consumer Behavior and Digital Technology Impact

This presentation provides a comprehensive analysis of consumer behavior within the hospitality industry, focusing on how factors like personal, social, psychological, and cultural influences shape customer decisions. The study emphasizes the significant impact of digital technology on consumer trends, highlighting how it has revolutionized customer insight and expectations. The presentation explores emerging trends such as the personalization of services and guest engagement through digital tools like virtual assistants. It also discusses how hospitality providers, like UKHospitality, can leverage these insights to optimize customer satisfaction, develop personalized marketing campaigns, and enhance the overall guest experience, including the rise of smart hotels and the importance of reputation management in the digital space. The presentation concludes by emphasizing the need for hospitality businesses to adapt to changing consumer behaviors and invest in their digital presence to remain competitive.

Hospitality Consumer
Behaviour Insight

Content
 Introduction
 Factors influencing customer behaviour an attitudes.
 Personal Factors
 Social Factors
 Psychological Factors
 Cultural Factors
 Digital technology
 Change in customer trends due to digital technology
 Change in factors influencing customer behaviour and attitudes
 Customer Trends
 Emerging trends in customer behaviour and attitudes
 Conclusion
 References

INTRODUCTION
Customer insight is crucial for am organization to
map customer's journey to buying a
commodity. UKHospitality is a London based
organization. They want to analyse purchasing
decisions of customers with respect to
substitute goods and services and ways to
personalize market campaigns to optimize
customer satisfaction.

Factors influencing consumer
behaviour and attitudes
Psychological Factors Social Factors
Motivation
Learning
PerceptionAttitude
Family
Reference
group
Role Status

Factors influencing consumer
behaviour and attitudes
Personal Factors Cultural Factors
Age
Lifestyle
OccupationPersonality Sub-culture Social class
Beliefs
Culture

Psychological Factors
 Motivation – Psychological trait powerful enough to influence
decision-making. A consumer is motivated by his needs.
 Perception – The approach a customer takes to evaluate
things around him, also termed as his 'vision' towards things.
 Learning – Teachings and believes that a customer have
gathered over a period of time.
 Attitude – It is the very extension of customer's character.
Refers to behavioural significance towards things.

Social Factors
 Family – A customer learns the purchasing pattern from his
childhood by looking at his family and follows the same for
lifetime.
 Role – A customer makes decision on the basis of his role in
the society.
 Status – A customer usually purchases commodities in
accordance to the status he holds in the society.
 Reference Group – It refers to a group which he is a part of.
Usually customers belonging to same reference group have
same purchasing patterns.

Cultural Factors
 Culture – It is an accumulation of basic values and beliefs a
customer have gathered from the people close to him over
time. This have the power to influence his purchasing
decision.
 Sub-culture – Sub-cultures exists within the cultures. People
in same sub-cultural slot have same purchasing tendencies.
 Social Class – It is an accumulation of income, occupations,
residential location and possessions. It have influence over
purchasing pattern.
 Beliefs – It is am another word for basic ideologies a
customer have gathered over time.

Personal Factors
 Age – People belonging to different age groups tend to have
different purchasing patter. The decision-making varies from
one age group to another.
 Personality – It is an extension of an individual's believes and
actions undertaken by him over time. It have the power to
affect the decision making process
 Occupation – Refers to the employment of a customer, this
includes the work environment along with the earnings that
comes through it.
 Lifestyle – It refers to a customer's way of living, hobbies and
things he does out of his own will.

Digital technology
 It is an accumulation of electronic tools and systems which is
a platform where storing and exchange of information takes
place.
 It have countless applications and extreme growth.
 It includes social media platforms, cellular devices, laptops,
tablets, ebooks, digital cameras, artificial intelligence etc.
 Digital technology is considered to be the next step in human
evolution.

Change in consumer
trends due to digital
technology
 Digital technology have revolutionised customer insight.
 Every consumer on have the power to choose from countless
substitutes.
 Every consumer have access to social media which
influences the purchasing decision making.
 The demand structure of commodities is now based upon
trends on digital media platforms.

Change in consumer
trends due to digital
technology
 Digital technology have revolutionized the exchange of
information. Consumers all over the globe can analyse a
service provider on the basis of reviews and ratings available.
 Consumer now have massive amount of information in digital
landscape which can negatively as well a positively affect the
purchasing pattern.
 The organizations that are consistent in 'reputation
management' and personalization of marketing campaigns
benefits more on digital space.
 The power to control the cards now lies in the hands of
consumers.