Unit 5 Consumer market

Consumer market refers to customers who buy hospitality services for personal consumption; they are the end users of the services. As consumers, we are bound to be influenced by many factors when we make our purchase decisions on hospitality products and services. Often time, hospitality organizations can fail badly without having a clear understanding of what and how these factors would affect our buying decisions. Apart from culture, there are many other factors that will exert an impact on consumers' buying behaviors or decisions and some of these are summarized in the Table . Hospitality organizations can make better marketing decisions if they have a thorough understanding of the current and future behaviors of their customers.

Factors Influencing Consumer Purchase Behavior

Factor	What it means & Example
Cultural	Every culture has its own values, perceptions, wants, and acceptable behaviors; and these are likely to be used as a frame of reference for consumers when purchasing hospitality services. Example: The cultural shift toward greater concerns for health and fitness in Hong Kong has in many hotels adding health spas to their facilities.
Social	Consumers' buying decisions can be strongly influenced by such social factors as their families, friends and peers, and social status. Example: Children are likely to influence their parents' choices on fast food restaurants. Consumers who consider themselves at a higher social status may only select 4 or 5-star resorts/ hotels for their family vacations.
Personal	Consumers' buying decisions may be influenced by such personal characteristics as age, occupation, lifestyle, personality, etc. Example: College students may prefer to visit a travel destination where a famous theme park is located, whereas middle aged couples may prefer a destination famous for its cultural heritage.
Psychological	Psychological factors such as motivation, perception, learning, beliefs and attitudes are likely to influence consumers' buying decisions. Example: Consumers' purchase decisions may change because of their learning of the new services provided by hospitality organizations.

Apart from knowing the various factors that are likely to influence consumers' purchase decisions, hospitality marketers must also understand how consumers make buying decisions.

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Make up a survey on the attributes that are important to customers when choosing a hotel in your city. Add some more attributes and point out the sources of information.	\|	Consumer Decision-Making Process

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