Watch the video/recording of Bon Hotel and answer the following question:

Question

Considering the first five steps of the purchasing cycle, provide a summary of how Bon Hotel applies it
to their industry. Explain the reason for your answers using the evidence the presenter provided.

Answer 1

The first five steps of the purchasing cycle are problem recognition, information search, alternative evaluation, purchase decision, and post-purchase behavior.

1. Problem recognition: Bon Hotel identifies the problem of customers needing a place to stay while traveling. The presenter mentions that travelers want a comfortable place to relax after a long day of sightseeing or business meetings.

2. Information search: Bon Hotel provides detailed information about their rooms, amenities, and services on their website and through OTA platforms. The presenter mentions that customers can easily find information about the hotel and make informed decisions.

3. Alternative evaluation: Bon Hotel offers different room options and packages to cater to the diverse needs of travelers. The presenter mentions that customers can choose from standard, deluxe, or executive rooms based on their preferences and budget.

4. Purchase decision: Bon Hotel makes it easy for customers to book a room through their website or OTA platforms. The presenter emphasizes the convenience of booking online and mentions that customers can easily compare prices and availability before making a decision.

5. Post-purchase behavior: Bon Hotel strives to provide excellent customer service and ensure customer satisfaction during their stay. The presenter mentions that the hotel has a dedicated team to address any concerns or issues that may arise during a guest's stay.

Overall, Bon Hotel effectively applies the first five steps of the purchasing cycle by recognizing the problem, providing information, offering alternatives, facilitating the purchase decision, and ensuring a positive post-purchase experience for customers. The evidence provided by the presenter demonstrates that the hotel understands the needs of travelers and works to meet those needs at every stage of the purchasing process.