A REPORT ON

(Consumer Behavior in Hospitality Industry)

Prepared by: Pabitra Thapa Submitted To: The Akama Hotel Pvt. Ltd
Table of Content
S.N. Contents Pages
1. Scenario 4
2. 1. Report 5

3. Introduction 6

4. Objectives 6-7

5. Methodology 7

6. I. Findings: 7-62

7. 1. Introduction to Consumer Decision-making Process 7-9

8. 2. Customer Journey Mapping 10

9. 3. Importance for marketers to map a path 11-12

10. 4. Responds of marketers in consumer decision making process 13-17

11. 5. Comparison and contrast of B2C and B2B 17-19

13. 6. Different factors influence hospitality decision-making and buying behavior 19-34

14. 7. Different approaches and methods to market research. 34-42

15. 8. Marketers influencing decision making process with examples, methods and 42-62
models
16. II. RECOMMENDATIONS: 62-63

17. III. CONCLUSION 64

18. BIBLIOGRAPHY 65-69

Introduction:

This report is all about the consumer decision making behavior which is a complex procedure
and involves everything starting from problem recognition to post-purchase activities.
Decisions can be complex, comparing, evaluating, selecting as well as purchasing from a
variety of products depending upon the opinion of a consumer over a particular product. The
reporter examines the stages of the customer decision making journey and maps a path to the
purchase the product offered by the hospitality service and explorers its importance for
marketers understand consumer decision making journey in the hospitality sector. He also
evaluates how marketers are responding to the decision-making process, applying relevant
examples from the hospitality sector. The reporter compares and contrasts the key differences
of the hospitality decisions making process in the context of B2C and B2B using specific
examples. Evaluates the different approaches to market research and methods of research use
for understanding the decision making process. With reference to suitable example, the
reporter justifies how different factors influence hospitality decision making and buying
behavior. At last, the reporter gives critical evaluation how marketer influences each stage of
the decisions making process with reference to suitable examples, relevant methods and
models applies in hospitality sector.

Objectives:

To examine the stages of the customer decision making journey and map a path to the
purchase the product offered by the hospitality service and explorers its importance
for marketers understand consumer decision making journey in the hospitality sector.

To evaluate how marketers are responding to the decision-making process, applying

relevant examples from the hospitality sector.

To compare and contrast the key differences of the hospitality decisions are making
process in the context of B2C and B2B using specific examples.

To evaluate the different approaches to market research and methods of research use
for understanding the decision making process. With reference to suitable example,
justify how different factors influence hospitality decision making and buying
behavior.
 To critically evaluate how marketer influences each stage of the
decisions making process with reference to suitable examples,
relevant methods and models applied in hospitality sector.
Methodology:

This is a descriptive research study focusing on the qualitative analysis.

The survey method will be used and a cross section of the population
will be selected. In-person interview will be used to collect data within
the specified population. The Akama Hotel Pvt.‘s customers constitute
the population of the study. The sample frame refers to the customers
who will visit The Akama Hotel Pvt.

The purpose of this study is to demonstrate the ability to map a path to

purchase in a hospitality context, including decision making process;
another reason is to evaluate appropriate forms of research to
understand influences on the hospitality consumer decision making
process and the last reason is to evaluate how marketers influence the
different stages of the hospitality consumer decision making process.
The reporter has used both primary and secondary method to collect
detail information. Where in primary method, the reporter has used The
Akama Hotel Pvt. and other service industry and has taken in-person
interviews with companies and local people. On the other hand, in
secondary method, the reporter collected data from internet sources,
publications, student papers, articles, newspapers, books, etc.

I. Findings:
 1. Customer Journey Mapping

Pre purchase

For refreshment

Problem recognization

Friends

Information Social media (Face book) Advertisement

Akama
source

Chandragiri hills Tibet

Park Village Shangri-La

Alternatives

Surrounding
Evaluation

Location
Eco friendly

Friendly environment
Affordable

Purchase (Hotel Akama)

Post Purchase
Magnificent view
Moderate climate
Memorable
Palace style
Re-visit
Eco-friendly
Positive comment in
review site
Recommend to
Pabitra Thapa 10 friends