Factors Influencing Behavior and Choices of the Consumers While they Avails Hospitality Services A Study of Delhi

Abstract

Consumer behavior (CB) involves certain decisions, activities, ideas or experiences that satisfy consumer needs and wants (Solomon, 1996). It is concerned with all activities directly involved in obtaining, consuming and disposing of products and services, including the decision processes that precede and follow these actions (Engel, Blackwell, & Miniard, 1995. Many factors influences the decision making process while searching and availing the hospitality services. These factors can be psychological, social, cultural, economic, personal, organizational, and external environmental factors. These factors influence the consumer behavior of people which ultimately influences consumers choices for availing the hospitality industry services. The psychological factors influencing the consumer behavior are motivation, perception, and attitude. The social factors constitute family, reference groups, role and status. Cultural factors include culture, subculture, and social class. The economic factors contain personal income, family income, and income expectations. The other factors those are personal includes age, occupation, income, and life style besides these, factors influencing consumers behavior are organizational factors which includes marketing strategies of organization, brand name and image of the company and in last but not the least the factors those influences consumers choice/behavior are external environmental factors which includes economic, political, social, legal, technology and competition.

Keywords: Behavior, Perception, Motivation, Reference Group, Cultural Factors, Subculture, Income

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