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.
(5 x 2 = 10)

Answer 1

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

1. Problem Recognition: Bon Hotel applies this step by recognizing the need for customers to find a place to stay while traveling. The presenter mentions that Bon Hotel focuses on creating a comfortable and convenient experience for guests.

2. Information Search: Bon Hotel provides information to potential customers through their website, social media channels, and other marketing efforts. The presenter discusses the importance of making sure customers have access to all the necessary information before making a decision.

3. Evaluation of Alternatives: Bon Hotel offers different room options, amenities, and services to cater to different customer needs. The presenter mentions that Bon Hotel emphasizes providing a unique and memorable experience to stand out from competitors.

4. Purchase Decision: Bon Hotel encourages customers to book directly through their website to ensure a seamless booking process and to provide the best possible experience. The presenter highlights the importance of making the booking process easy and convenient for customers.

5. Post-Purchase Evaluation: Bon Hotel follows up with customers after their stay to gather feedback and reviews. The presenter discusses the significance of providing excellent customer service and addressing any issues that may arise post-stay to ensure customer satisfaction and loyalty.

Overall, Bon Hotel effectively applies the first five steps of the purchasing cycle by recognizing customer needs, providing detailed information, offering various options, facilitating the booking process, and seeking feedback for continuous improvement. This approach helps Bon Hotel attract and retain customers in a competitive industry.