MARKETING

MANGEMENT-1
PURCHASE DECISION PROCESS
JW MARRIOTT

GROUP-3
GUIDED BY: DR.SHAILESH PANDEY NEHA JAIN
ji/2021-23/0070
NIDHI K. CHAUDHARY
ji/2021-23/0071
 JW MARRIOTT

TYPE OF INDUSTRY
HOSPITALITY

PARENT ORGANISATION
MARRIOTT INTERNATIONAL
CONSUMER BUYING DECISION BEHAVIOR
 DISSONANCE REDUCING BUYING BEHAVIOR OCCURS
 WHEN CONSUMER IS HIGHLY INVOLVED
 SEE LITTLE DIFFERENCE BETWEEN THE BRANDS
 POST PURCHASE DISSONANCE
 JW MARRIOT FALLS UNDER DISSONANCE REDUCING BEHAVIOR
STEP-1
NEED RECOGNITION OF MARRIOTT
CONSUMER:
 CORPORATES AND BUSINESS EVENTS
 LUXURY VACATIONS

 FAMILY FUNCTIONS AND INFORMAL PARTIES

 TRAVELLING
STEP-2
INFORMATION SEARCH
• OFFICIAL WEBSITE
• OTHER HOTEL BOOKING SITES
• FRIENDS AND FAMILY
• SOCIAL MEDIA
 STEP-3
EVALUATE ALTERNATIVE
 TOTAL SET- GRAND HYATT, JW MARRIOTT, TAJ HOTELS, HILTON HOTELS,
 STARWOOD HOTELS, ITC, RADISSON HOTELS AND GROUP &CHOICE HOTEL

 AWARENESS SET: GRAND HYATT, JW MARRIOTT ,TAJ HOTEL, RADISSON

 HOTEL & ITC.

 CONSIDERATION SET: GRAND HYATT ,JW MARRIOTT, TAJ HOTEL

 CHOICE SET: TAJ HOTELS & JW MARRIOTT

 DECISION: JW MARRIOTT
STEP-4
PURCHASE DECISION
 BRAND VALUE

 QUALITY SERVICE

 LOYALTY TOWARDS THE BRAND

 MOUTH PUBLICITY
 POST PURCHASE
EVALUATION

 EXPECTATION=< PERFOMANCE = CUSTOMER IS SATISFIED/ DELIGHTED

 EXPECTATION> PERFOMANCE= CUSTOMER DISSATISFACTION
 DISSATISFACTION
WILL NOT ONLY AFFECT THE RETENTION OF THE
CONSUMER BUT ALSO THE IMAGE OF THE HOTEL.
REFERENCES
 MARRIOTT OFFICIAL WEBSITE
 https://www.marriott.com/

 QUESTIONNAIRE

 https://docs.google.com/forms/d/1CYBkvaU1WwJFRIeuNiaFdhmzMPPn8RVDDu5eQuTk99U/ed
it?vc=0&c=0&w=1&flr=0