unit 4
Marketing psychology
start
objectives
- Understand how customers think before booking
- Break down the 5-step decision process
- Apply theory to a real hospitality scenario
- Compare business and leisure traveler behavior
- Assess how hotels shape customer choices
- Show how psychology drives bookings and loyalty
How Customers Think
Customers identify a need
They compare choices
They search for options
The Buyer Decision Process or the Consumer Decision Making process is structured process customers follow before, during and after purchasing a product or service.
Next
The buyer decision process
Step 3: Evaluation of Alternatives
Step 1: Need Recognition
Step 2: Information Search
The Buyer realizes a problem or need. This can be triggered internally(personal needs) or externally(Ads, peer influences)
The Buyer looks for information about possible solutions. This can involve online research, word-of-mouth, reviews or store visits
The Buyer compares different products or brands based on features,price, quality and reputation
The buyer decision process
Step 5: Post Purchase Evaluation
Step 4: Purchase Decision
After purchasing, the consumer reflects on whether the product has met their expectation. Satisfaction leads to loyalty, while dissatisfaction can causr returns or negative feedback.
The Buyer selects a product or service and makes the purchase. Factors such as convenience, promotions and trust influence this step.
The buyer decision process
Examples
Mary needs a new phone case. She goes to Amazon and searches for phone cases that matches her phone. She then compares prices and brands chooses the right style and color.
After finding the right fit she purchases the phone case. After a couple days she receives it, and it satisfied with her purchase.
example cont.
She recognized her need She searched for a possible solution She compared prices and brands She then selected the one she likes and made the purchase And finally she reflected on the purchase and was satisfied.
Step 1 Need Recognition Step 2 Information Research Step 3 Evaluation of Alternatives Step 4 Purchase Decision Step 5 Post Purchase Evaluation
Analysis of Group markets
What is a group market? A group market refers to a category of customers with similar needs, behaviors, and characteristics. Understanding these groups allows businesses to customize their services and marketing strategies.
Business Travelers
Characteristics • Time-sensitive (they value efficiency) • Usually travel alone or in small groups • Expenses often covered by employer Needs • Reliable Wi-Fi • Meeting rooms and conference facilities • Quick check-in/check-out • Proximity to business areas or airports
Business travelers are individuals who travel for work-related purposes such as meetings, conferences, or corporate events.
Business Travelers
Decision-Making Behaviour: • More rational and less emotional • Influenced by company policies and budgets • Loyalty programs (e.g., frequent stays) matter Example: A manager attending a conference chooses a hotel near the venue with strong internet and business facilities.
Business travelers are individuals who travel for work-related purposes such as meetings, conferences, or corporate events.
Leisure Travelers
Leisure Travelers
Characteristics • Travel with family, friends, or partners • Stay longer than business travelers • Pay using personal income Needs • Comfort and entertainment • Attractions (beach, tours, nightlife) • Good customer service • Value for money
Leisure travelers are people who travel for enjoyment, relaxation, or personal reasons.
Decision-Making Behaviour • More emotional and experience-driven • Influenced by: • Reviews • Social media • Word-of-mouth Example A family chooses a resort with activities for kids, a pool, and all-inclusive meals.
Comparison of Purchasing Behaviour
• Business travelers focus on functionality and efficiency • Leisure travelers focus on experience and enjoyment
Key Differences
• Decision Speed Business travelers decide quickly due to tight schedules, while leisure travelers take time to research. • Spending Pattern Business spending is controlled; leisure spending depends on personal preference and budget.
• Expectations Business travelers expect smooth, professional service.Leisure travelers expect memorable and enjoyable experiences.
conclusion
By understanding both the buyer decision process and group markets, businesses can: • Create targeted marketing campaigns • Improve customer satisfaction • Build loyalty and repeat business
Marketing psychology helps hospitality businesses understand: • Why customers behave the way they do • What influences their decisions • How to attract and retain them
THANKs!
Enjoy the video about the Buyer Decision Process!
Marketing psychology
Jatavia Langley
Created on March 24, 2026
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Transcript
unit 4
Marketing psychology
start
objectives
How Customers Think
Customers identify a need
They compare choices
They search for options
The Buyer Decision Process or the Consumer Decision Making process is structured process customers follow before, during and after purchasing a product or service.
Next
The buyer decision process
Step 3: Evaluation of Alternatives
Step 1: Need Recognition
Step 2: Information Search
The Buyer realizes a problem or need. This can be triggered internally(personal needs) or externally(Ads, peer influences)
The Buyer looks for information about possible solutions. This can involve online research, word-of-mouth, reviews or store visits
The Buyer compares different products or brands based on features,price, quality and reputation
The buyer decision process
Step 5: Post Purchase Evaluation
Step 4: Purchase Decision
After purchasing, the consumer reflects on whether the product has met their expectation. Satisfaction leads to loyalty, while dissatisfaction can causr returns or negative feedback.
The Buyer selects a product or service and makes the purchase. Factors such as convenience, promotions and trust influence this step.
The buyer decision process
Examples
Mary needs a new phone case. She goes to Amazon and searches for phone cases that matches her phone. She then compares prices and brands chooses the right style and color.
After finding the right fit she purchases the phone case. After a couple days she receives it, and it satisfied with her purchase.
example cont.
She recognized her need She searched for a possible solution She compared prices and brands She then selected the one she likes and made the purchase And finally she reflected on the purchase and was satisfied.
Step 1 Need Recognition Step 2 Information Research Step 3 Evaluation of Alternatives Step 4 Purchase Decision Step 5 Post Purchase Evaluation
Analysis of Group markets
What is a group market? A group market refers to a category of customers with similar needs, behaviors, and characteristics. Understanding these groups allows businesses to customize their services and marketing strategies.
Business Travelers
Characteristics • Time-sensitive (they value efficiency) • Usually travel alone or in small groups • Expenses often covered by employer Needs • Reliable Wi-Fi • Meeting rooms and conference facilities • Quick check-in/check-out • Proximity to business areas or airports
Business travelers are individuals who travel for work-related purposes such as meetings, conferences, or corporate events.
Business Travelers
Decision-Making Behaviour: • More rational and less emotional • Influenced by company policies and budgets • Loyalty programs (e.g., frequent stays) matter Example: A manager attending a conference chooses a hotel near the venue with strong internet and business facilities.
Business travelers are individuals who travel for work-related purposes such as meetings, conferences, or corporate events.
Leisure Travelers
Leisure Travelers
Characteristics • Travel with family, friends, or partners • Stay longer than business travelers • Pay using personal income Needs • Comfort and entertainment • Attractions (beach, tours, nightlife) • Good customer service • Value for money
Leisure travelers are people who travel for enjoyment, relaxation, or personal reasons.
Decision-Making Behaviour • More emotional and experience-driven • Influenced by: • Reviews • Social media • Word-of-mouth Example A family chooses a resort with activities for kids, a pool, and all-inclusive meals.
Comparison of Purchasing Behaviour
• Business travelers focus on functionality and efficiency • Leisure travelers focus on experience and enjoyment
Key Differences
• Decision Speed Business travelers decide quickly due to tight schedules, while leisure travelers take time to research. • Spending Pattern Business spending is controlled; leisure spending depends on personal preference and budget.
• Expectations Business travelers expect smooth, professional service.Leisure travelers expect memorable and enjoyable experiences.
conclusion
By understanding both the buyer decision process and group markets, businesses can: • Create targeted marketing campaigns • Improve customer satisfaction • Build loyalty and repeat business
Marketing psychology helps hospitality businesses understand: • Why customers behave the way they do • What influences their decisions • How to attract and retain them
THANKs!
Enjoy the video about the Buyer Decision Process!