This unit is designed to enhance students’ knowledge and understanding of the
consumer’s decision-making processes, from needs recognition through research, the
evaluation of alternatives, purchase and post-purchase evaluation. While students will
learn the underpinning theories and frameworks, they will also be expected to relate
these to real-world examples, including their own personal experiences.
Learning Outcomes By the end of this unit a student will be able to:
1. Examine the factors that influence hospitality consumer behaviour and attitudes
2. Demonstrate the ability to map a path to purchase in a hospitality context, including the decision-making process
3. Evaluate appropriate forms of research to understand influences on the hospitality consumer decision-making process
4. Evaluate how marketers influence the different stages of the hospitality consumer
decision-making process.
- Assessor: Olubnmi Aina Idumu
- Assessor: Collins Keke