HNHM319 Hospitality Consumer Behaviour and Insight.docx -...

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Unit Number and TitleHNHM319: Hospitality Consumer Behaviour and InsightUnit TutorMuhammad Rahman
Introduction to the reportThis report aims to covers the consumer decision making process; what are the steps in thedecision making process of consumer is discussed here in detail. It also includes how to map apath to purchase in a hospitality context. The different stages of consumer hospitality behaviorare also discussed. This report will account all the above mentioned and explore in detail in thisreport.LO2 Describing the ability to map a path to purchase in a hospitality industryP3 Examination of the stages of consumer decision making journeyThe decision making process of a consumer to buy a product is complex and involves manystages, from recognition of the product to the post purchase activities (Cox et al, 983).The five staged modelbyCox et al. (1983) is most commonly used model to understand thebehavior of consumer. The stages are as follows1.Recognition of needThis is the first stage of model. Recognition or identification of need or a problem depends onthe circumstances; like personal, professional, social, and cultural. The identification of need orproblem results in the activity of creation and buying of any idea.The recognition sometimes at various levels sometimes arises due to the encounter with theproduct (Tyagi, 2004). He said that sometimes you don’t realize that you need anything until youencounter with it, in form of media advertisements on social media or through window-shopping.If a person is a tourist and wants a place to stay, he would think of a hotel. So, here will rise theneed of Berkeley.
2.Information SearchThe second stage is information search. After the need is recognized, the consumer continues tosearch for more information related to the related product before making the decision ofpurchase. The search is divided into two types, internal and external.The search starts frominternal search. The person who wants to stay in a hotel first searches in his own mind. If anyhotel is advertised and pops-up at different places, it would remain in the cognition of theconsumer and affect the purchasing decision( Lin and Chen, 2017)The digitalization and high speed of internet and communication is affecting this step (Winer,2009). The recommendation and online reviews pace up the searching process. Friends, family,and peers can also be a source of information.Berkeley, advertisement helps to attract its customers. The consumers see the advertisement onsocial media or other platforms and choose to stay in Berkeley.3. Evaluation of AlternativesThe third step is the evaluation of the alternatives. Now, the consumer compares and contraststhe information to make the right choice. The process of evaluation of the alternatives can bedifficult in for the consumer (Ha et al 2010).There are various options and it is hard to choosethe best one that would satisfy its need. Online reservation of hotels and purchase evaluation is

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Term
Spring
Professor
Haji
Tags
Marketing, Tourism Management, Hospitality Consumer Behaviour and Insight

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