Factors Affecting Hospitality Consumer Behaviour - Shift Consultancy

Brief :

Learning Outcomes:

LO1 Desribe the factors that influence hospitality consumer behaviour and attitudes.

LO2 Present the ability to map a path to purchase in a hospitality context, including the decision-making process attractions

LO3 Analyse appropriate forms of research to understand influences on the hospitality consumer decision-making process

LO4 Analyse how marketers influence the different stages of the hospitality consumer decision making process.

Scenario and Activities

Activity 1- Giving a Presentation on Hospitality Consumer Behaviour and Attitude

You have been appointed as a consumer behaviour specialist at www.shiftconsultancy.co.uk, which is a company that specialises in consumer behaviour insight and analytics.

You have been appointed to advise a leading hospitality client about consumer behaviour dynamics. Your first activity for this client is to be in the form of a presentation with specific facts and findings. The presentation should include the following;-

• a brief definition of consumer behaviour;
• an evaluation of the factors that influence hospitality consumer behaviour and attitudes - cultural, social, personal and psychological; and
• an analysis of how consumer trends are changing due to the impact of digital technology in the hospitality industry.

For an outstanding presentation you would go on to;-

1. evaluate how cultural, social, personal and psychological factors that influence consumer behaviour and attitudes are changing and driving trends in the hospitality industry; and even
2. briefly evaluate the emerging trends in consumer behaviour and attitudes using specific examples from the hospitality industry.

Activity 2- Reporting on Consumer Decision-Making

 Next you are asked to;-

1. analyse the stages of the consumer decision-making journey (you might want to consider e.g. problem recognition, information search, evaluation of alternatives, product/ service choice and outcomes);
2. make a path to the purchasing for a specific hospitality service (any service of your choice – here you might want to consider e.g. the consumer decision journey through from prepurchase, purchase, and receipt to post-purchase)

Additionally, you are expected to prepare some further supporting material in which you;-

• evaluate why it is important for marketers to map a path to purchase and understand consumer decision-making in the hospitality sector. (Here it is suggested that you might want to discuss matters such as the following; (a) the four views of hospitality consumer decision-making - economic, passive, emotional and cognitive; (b) factors that influence decision-making; (c) the influence of heuristics on decisionmaking; (d) the influence of elements of the marketing mix on decision-making; and (e) the influence of new technologies.

For a better analysis, you should either;-

• analyse how marketers are responding to the decision-making process, applying relevant examples from the above hospitality sector business; and, if you can,
• briefly analyse the application of appropriate theories, concepts and models that influence and impact upon the hospitality decision-making process, supported by specific hospitality examples and contexts.

Activity 3 - Evaluating Forms of Research on the Decision-Making Process in Hospitality

 Your manager have requested that you continue on the project as you appear to have managed the previous activity fairly well, and write another report to evaluate some of the forms of research on how the decision-making process is influenced.

For this work to be considered at least satisfactory, it should;-

• analyse the differences between the decision-making process in the hospitality industry for Business-to-Consumer (B2C) and Business-to-Business (B2B);
• present the key differences in the decision-making processes between B2B and B2C, giving specific examples from the hospitality industry.
• examine some of the different approaches to market research and offer your evaluation; and
• examine some of the different approaches to methods of research that are used to understand the customer decision-making process, and offer your evaluation of them.

Once again a better evaluation will;-

1. give a coherent and justified evaluation of how different factors influence hospitality decision-making and buying behaviour, supported by specific hospitality examples; and
2. briefly analyse the application of appropriate theories, concepts and models that influence and impact upon the hospitality decision-making process, supported by specific hospitality examples and contexts

Activity 4 - Analysing the Marketers’ Influence on the Consumer Decision-Making Process

Finally, you are asked to prepare an additional section to be added on to your report. You are informed that this document needs to;-

1. examine and evaluate how marketers can influence the different stages of the hospitality consumer decision-making process, give specific examples from the hospitality industry.

Yet again your work will receive a higher evaluation if you can;

• critically evaluate how marketers influence each stage of the decision-making process with reference to relevant methods and models applied; or
• critically evaluate the application of appropriate theories, concepts and models that influence and impact upon the hospitality decision-making process, supported by specific hospitality examples and contexts

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