| University | Singapore University of Social Science (SUSS) |
| Subject | MKTG 201: Consumer Behavior |
For this assignment, I am to describe and elaborate on how the hospitality industry (Hotel) uses consumer behavior principles, theories, and concepts to understand its customers and to develop marketing strategies based in Singapore. About Singapore Hospitality industry:
1. Introduction to Consumer Behavior in the Hospitality industry
2. How does a hotel in Singapore uses Consumer Behavior to study its customers and to develop successful marketing strategies?
3. How does the hotel uses Maslow’s Law in consumer behavior? Elaborate on this: – Self-actualization – Self- Esteem needs – Love/belonging – Safety and security – physiological needs
4. Consumer Decision Making Process in Hotel: Needs recognition > Search for information > Pre-purchase Evaluation of alternatives > Purchase > Consumption > Post-consumption evaluation > Divestment. Elaborate on how hotel utilizes this model to study its customers.
5. How does the hotel industry uses Fishbein Model for its Customers and how effective it will be?
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