MKT Consumer Behavior Strategy

Motivation, Values, and Influence

Vanessa Pizarro, Jessica Del Valle, Josue Gonzalez

University of Phoenix

MKT / 435

September 10, 2015

Prof. Enrique De La Cruz-Otero

Motivation, Values, and Influence

In order to develop an marketing strategy marketers have to research customers behaviors. Customers behavior goes along with what they have learned over the years or even a couple of hours ago.  Defining customers behavior: According to "Marketing Teacher .com" (n.d.), “it is the study of consumers and the processes they use to choose, use (consume), and dispose of products and services. A more in depth definition will also include how that process impacts the world. Consumer behavior incorporates ideas from several sciences including psychology, biology, chemistry and economics” (para. 4). Customers make decisions every day, every hour even every minute and those decisions are made base on what they have learned. Every experience good or bad stay in peoples memory for a long time and in many cases for life. It is extremely important that when a client decide to buy your product or service, the results or experience that they get is good or meet their expectations. This is one of the reason why successful companies have great product. Those product or service that are mediocre do not last a long time. Like mentioned before these decisions are made by what people have learn through experiences and what they have stored in their memories. The people memory works like computers, their experiences create memories that will not trigger until some one mentioned it or the person looks for it. This is why when marketers are trying to reach an specific crowd they must take in consideration what the consumer have learned and what can possible be in their memories. This is a bunch of speculations but there are no marketer that have the right marketing formula. This also is one of the reasons why marketers go with customers behavior in order to develop a marketing strategy.  Marketing is based on what marketers thinks is correct in a particular product and what the research tells them and it also comes with what the marketers have learned (experience) and their memories. In this paper can be found how The Hotel Worldwide have work. It can also be found the motivation process and techniques used to influence consumers of the product or service, a description of the consumer involvement and how that might help or hinder use of the product or service, it would Identify consumer values and determine if they are congruent with organizational values and the discussion of the implications of the conclusion (University of Phoenix, 2015, para.).

According to Plunkett (2008), the Hilton Hotels exist as one of the most famous as well as popular hospitality, tourism as well as accommodation offering firms all over the world. They are found located almost in all major cities of typical countries aiming to offer a variety of hotel and hospitality services to not only external but also internal tourists and citizens who serve as their potential clients. Generally, the hotels provide a plethora of products as well as services to their clients in a process to ensure that they are comfortable. The hotel therefore, employs an integral motivational process and techniques in influencing consumers of their products. . Let’s discuss how the hotel achieves this technique in attracting more potential clients and describes the consumer involvement and their effects on the use of the products produced by the firm.

Motivation Process and Technique

Sturman, Corgel, Verma and Cornell University (2011) ascertain that the Hilton Hotels employ a crucial motivation process as well as imperative techniques in ensuring that they attract a plethora of potential customers to increase their general sales volume and realize super-normal profits. Realizing that the entire business has to reach a global web of customer, Hilton Hotels use social media particularly the Social Networking Sites such as Facebook, Twitter, You Tube as well as LinkedIn to carry out major organizational activities. Most of the events such as awards to motivate clients and other potential customers occur via the internet through live streaming.

Plunkett (2008) adds that the company Facebook, Twitter handles, LinkedIn as well as well as website is used to promote the services and products offered to attract a plethora of customers. Nonetheless, Hilton Hotels have worldwide based branches with potential sales persons who negotiate prices with customers and encourage them to take the hotel as their best option. Product and service differentiation is always on the high stake. These products and services are always of the highest quality (Sturman, Corgel, Verma & Cornell University, 2011). Some of the services offered include boat yachting, swimming, Jim, car racing as well as athletes for physical fitness. Products offered are motivational in nature and include foodstuffs meant to maintain well-being as well as the health of the clients.

Consumer Involvement According to Plunkett (2008), Hilton Hotels has a wide reach to a many potential consumers all over the world. Research indicate that most of the consumers are actively involved in the Hilton Hotel activities as a source of both motivation and well-being. The company exists to offer its customers high quality goods and services that continuously encourage and attract them. Most of the consumers report that they visit the hotel to buy their products, enjoy their services and also participate in their events (Sturman, Corgel, Verma & Cornell University, 2011). Some of the activities that consumers take part include swimming, yachting, Jim for physical fitness as well as car racing. Products consumed include food stuffs and beverages such as those from big market players; Coca-Cola, Red bull and Pepsi Co.

Ideally, consumer involvement is a crucial determinant of the utilization of a given service or product in the hotel industry. Customers determine whether services as well as products are used. In this regard, customers tend to reveal and share openly their views, preferences, tastes as well as choices of products with others. If a given product achieves the desired taste as well as quality in respect to the customers’ expectations, the product or service will be highly consumed Plunkett (2008). Contrary, products with poor customer tastes and fail to meet their expectations end up failing in the market. Customers are, therefore, a typical part of the company sales persons who may either promote or demote the consumption of a given product or service in the hotel industry.

The Hilton Worldwide is a brand that is focus on the expansion of luxury and mid price hotels. Their values and mission is focus on price value giving the customers more for their money. This values are form out of six principal values that will be mention later on in this paper. The Hilton is a company that has been around for almost one hundred years. They are working worldwide doing business around the world including China.

Customer Value

According to Harvard Business Review (2105),  “the Value in business markets term that gives a worth in monetary term to services, social benefits, economic, technical to a customer of a company that will receive in an exchange of the price it pays for a market offer” (para 7).  The customers values of a customers that is searching for a hotel room is hotel services, guest room, hotel facilities, reservation, check-in/check-out and food and beverages. The Customers wants is superior values; putting in a balance the cost purchase of the product or service and the customer’s benefits. Customer will always choose the one with superior value; those that gives them more benefits for their money.

Organization Value

        The Hilton Worldwide values are simple, this is the ethical foundation of the organization, beliefs and principles of the organization.  They are six principle values in there organization and each one of them are spelled with each letter of the word HILTON. The first one is Hospitality. They are passionate to deliver an exceptional guest service experience. Next is Integrity; letting us know that they always are going to do the right thing. Leadership is other of their values. They work to be the leaders at their industry and on their communities. Other of their values is teamwork, for being the best you have to do things as a team. Ownership, they are owners of their actions and decisions and the last one is Now. They are always operating with sense of urgency and discipline to bring to here customers an exceptional service (“Hilton Worldwide”, 2015).

Customer’s Values are congruent with the Hilton Worldwide Values

I am sure that the customer’s values are congruent with Hilton Worldwide and the best way to prove it is to say why this is truth. In this year 2015 only, Hilton Worldwide have received more than 24 awards that represent the great service and products that they have and other important characteristics. The Hilton Worldwide had won award as Top Green Companies in the World, Best Workplace, Top 50 Companies for Diversity, Gold Award of Consumer Experience Category, Workforce 100: Ranking the World’s Top Companies for HR and much more (“Hilton Worldwide”, 2015). All these awards represent the excellence in their services and product and all this to be congruent with the customer values. When employees are happy with their work, there awards have certify that, they give better service, better treat and excellent quality of what they do.

Hilton Hotels have to invest in more techniques as well as strategies to continuously exist as big players in the Hotel as well as Hospitality Industry. Currently, the hotel industry is one of the sector that is facing a plethora of challenges. There are high taxation challenges as well as ban outs and restrictions originating from the state governments particularly in the developing countries. Most of the raw materials as well as labor costs are continuously increasing with the rising demands of meeting the public health requirements. Encouraging active participation of consumers through continuous motivation as well as technical advertisement is an imperative strategy towards ensuring the success of the hotel.

Reference

Harvard Business Review. (2015) Retrieved from https://hbr.org/1998/11/business-marketing-understand-what-customers-value

Hilton Worldwide. (2015). Retrieved from http://www.hiltonworldwide.com/about/mission/

Marketing Teacher .com. (n.d.). Retrieved from http://www.marketingteacher.com/what-is-consumer-behavior/

University of Phoenix. (2015). Motivation, Values, and Influence. Retrieved from University of Phoenix, mkt435 website.