List the factors that influence consumer behavior as stated in chapter 3 - describe how these...

List the factors that influence consumer behavior as stated in chapter 3 - describe how these factors impact marketing within the hospitality industry. Cite your references.

Book - Hospitality Marketing Management by Bojanic, David C.; Reid, Robert D. Edition: 6 ISBN: 9781119195122

Expert Solution

This assessment will list some factors that influence consumer behavior and describe how these factors impact the marketing within the hospitality industry:

1. Psychological factors:

There Are various psychological factors like motivation, perception, learning, attitudes, and beliefs that affect consumer behavior. Marketers in the hospitality industry gather information related to the psychological factors for their target market and then try to influence their target market's behavior accordingly.

2. Personal factors:

these include evaluating factors such as age, occupation, economic circumstances, personality, lifestyle, and self-concept.

Various companies in hospitality Industries try to configure out the personal factors regarding their target market. If a hotel is trying to serve the wealthy businessmen who travel for their business operations and meetings, they market accordingly by charging high prices and providing lavish quality service. For example, if a person loves art, he can go for 21C Museum hotels who mix their hospitality with contemporary art.

3. Cultural factors:

Various cultural factors affect the consumer's behavior like the social class system or their subcultures like nationality, religion.

In the Hospitality Industry, the marketer tries to identify the target market's nationality and religion or geographical regions to provide the services and perform their marketing function accordingly.

4. Social factors:

Various social factors, such as reference groups, families, roles, and statuses, also affect consumer behavior, especially in the hospitality industry. For example, teenagers most likely prefer places like McDonald's or KFC, and there is a trend among their group and friends regarding dining in such places.

References:

McDonald's

KFC

keosha answered 1 year ago

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