Introduction
Consumer behaviour is the study of individuals and organisations and how they select, buy, use
and dispose of goods, services, ideas, or experiences to satisfy their needs and wants (Kotler and
Keller, 2006).
Studying consumers provides organisations with clues for improving, or introducing, products or
services, setting prices, devising channels, crafting messages, and developing other marketing
activities (Kotler, et al., 2008).
It is mainly concerned with psychology, motivations, and behavior. The study of consumer
behavior includes:
- How consumers think and feel about different alternatives (brands, products, services, and
retailers).
- How consumers reason and select between different alternatives.
- The behavior of consumers while researching and shopping.
- How consumer behavior is influenced by their environment (peers, culture, media).
- How marketing campaigns can be adapted and improved to more effectively influence the
consumer.
Unlike other business organisations that deal mostly in tangible products with service coming
second, the hospitality industry is mainly concerned with services first, and their products might
be seen as secondary to the services that they provide. The consumers will be satisfied by the
quality of the service provided as compared to the quality of the products in other business
environments.
It is therefore important for managers in the hospitality industry to understand how consumers
make decisions on the types of services they need and where to obtain the services.
While realising that creating memories and joyous experiences for consumers is a key dimension
affecting the profitability and growth of any hospitality organisation, the aim of this assessment is
to appraise students’ knowledge and understanding of the consumers’ decision making process.
The assessment will enable students to exhibit their comprehension of the factors that influence
customers’ decisions.
Students are expected to relate real world examples including their own personal experiences in
doing this assignment.
Knowledge and understanding will be assessed in the context of the students’ presentation and
report to fulfil respective learning outcomes
LO1: Examine the factors that influence hospitality consumer behaviour and attitudes
LO2: Demonstrate the ability to map a path to purchase in a hospitality context, including the
decision-making process
LO3: Evaluate appropriate forms of research to understand influences on the hospitality consumer
decision-making process
LO4: Evaluate how marketers influence the different stages of the hospitality consumer decision-
making process.
Scenario and Activity
You have been appointed as a marketing analyst for a UK-wide hospitality organisation. Your
remit is to monitor the purchasing decisions of the organisation’s customers. In your role as a
market analyst you will also need to understand how your organisation’s customers think and feel
about different alternatives of products and services, and how marketing campaigns can be
adapted and improved to more effectively influence them.
Your line manager has asked you to give a presentation for departmental managers to
demonstrate your understanding of consumer behaviour.
Submission is in the form of a 15-minute group presentation using relevant software, with five
minutes allocated for questions. (5 students per group). The presentation slides and speaker
notes should be submitted as one copy. You are required to make effective use of Microsoft
PowerPoint headings, bullet points and subsections as appropriate. Research should be
referenced and bibliography provided using the Harvard Referencing system. It is recommended
that you provide not more than 20 slides with introduction and references.
The presentation will:
• Investigate the different cultural, social, personal and psychological factors that influence
consumer behaviour and attitudes within a hospitality context.
• Explore how consumer trends are changing due to the impact of digital technology.
• Undertake an analysis of how cultural, social, personal and psychological factors that
influence consumer behaviour and attitudes are changing and driving trends in hospitality.
• Perform a critical analysis of the emerging trends in consumer behaviour and attitudes
using specific examples from the hospitality industry to support your
arguments/presentation.
LO1 Examine the factors that influence hospitality consumer
behaviour and attitudes
P1 Investigate the different cultural,
social, personal and psychological
factors that influence consumer
behaviour and attitudes within a
hospitality context
P2 Explore how consumer trends
are changing due to the impact
of digital technology
M1 Analyse how cultural,
social, personal and
psychological factors that
influence consumer
behaviour and attitudes are
changing and driving trends
in hospitality
D1 Critically analyse the
emerging trends in
consumer behaviour and
attitudes using specific
examples from the
hospitality industry to
support your arguments
LO2 Demonstrate the ability to map a path to purchase in a
hospitality context, including the decision-making process
P3 Examine the stages of the consumer
decision- making journey and map a path
to the purchasing for a given hospitality
service
P4 Explore why it is important for
marketers to map a path to purchase and
understand consumer decision- making in
the hospitality sector
M2 Evaluate how
marketers are responding
to the decision-making
process, applying
relevant examples from
the hospitality sector
D2 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
LO3 Evaluate appropriate forms of research to understand
influences on the hospitality consumer decision-making process
P5 Compare and contrast the key
differences of the hospitality decision-
making process in the context of B2C and
B2B, using specific hospitality examples
P6 Evaluate the different approaches to
market research and methods of research
used for understanding the decision-
making process
M3 Provide a coherent
and justified evaluation
of how different factors
influence hospitality
decision-making and
buying behaviour,
supported by specific
hospitality examples
LO4 Evaluate how marketers influence the different
stages of the hospitality consumer decision-making
process
P7 Evaluate how M4 Critically evaluate
marketers can influence how marketers influence
the different stages of each stage of the
the hospitality decision- decision-making process
making process giving with reference to relevant
specific hospitality methods and models
examples
