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)

Provide references

Answer 1

The Bon Hotel in the recording follows the first five steps of the purchasing cycle effectively in their industry.

1. Need Recognition: The presenter discusses how the hotel targets customers who are looking for a comfortable, convenient, and affordable place to stay. They emphasize their amenities and services to meet the needs of their target market, recognizing the demand for quality accommodations.

2. Information Search: The Bon Hotel provides detailed information on their website, such as room types, rates, and available services. They also use social media and online platforms to reach potential customers and provide them with all the necessary information to make an informed decision.

3. Evaluation of alternatives: The presenter mentions that Bon Hotel positions itself as a superior option compared to their competitors by focusing on value for money, exceptional service, and a pleasant stay experience. They highlight their unique selling points to persuade customers to choose their hotel over others.

4. Purchase decision: The Bon Hotel makes it easy for customers to book a room through their website or other online booking platforms. They offer various payment options and incentives to encourage customers to make a reservation, ultimately leading to a purchase decision.

5. Post-purchase behavior: The presenter talks about the importance of gathering feedback from guests to improve their services continually. They aim to provide a positive experience for their customers, encouraging return visits and positive reviews to enhance their reputation.

Overall, the Bon Hotel effectively applies the first five steps of the purchasing cycle in their industry by understanding customer needs, providing essential information, offering competitive advantages, facilitating the booking process, and focusing on customer satisfaction post-purchase. Their approach helps them attract and retain customers, ultimately driving business success.

Reference:
Bon Hotel. (n.d.). Retrieved from [insert link to the video/recording]