Characteristics affecting consumer behaviour
- Founded in 1971, since then, Shangri-la Hotels and Resorts has developed consistantly to become one of the world’s finest hotel companies nowadays. It has received numerous positive feedbacks from customers and awards. - We are going to discuss about the characteristics that affecting consumer behaviour and how Shangri-la has succeeded fulfilling them.
❖ Cultural factors:
- Not many people know the fact that the first Shangri-la hotel was established in Singapore. Therefore, the hotel has also adopted the Asian style for its overall concept. - The Asian characteristic reflects clearly in Shangri-la’s cosy, “home away from home” environment. Furthermore, the Shangri-la’s ‘S’ logo not only resembles uniquely Asian architectural forms, but also suggest majestic mountains reflected in the waters of a tranquil lake. - One of the unique Asian services offered by Shangri-la is the famous ‘CHI Spa’. In traditional Chinese philosophy, ‘chi’ or ‘qi’ is believed to be a force that controls wellbeing and personal vitality. The spa’s treatments include a variety of Asian and Thai style of body massage, exercise, hydrotherapy… to assist ‘chi’ flow freely within the body to maintain good health as it is the CHI spa philosophy.
❖ Social factors:
- A consumer’s behaviour can be affected by their belonging groups and also their social roles and status. Take business traveller for example. They can afford high quality services as their expense is going to be paid by the companies. Business travellers are the representative of one’s company so that there is no other choice than deluxe hotels to create and maintain the image of the company. - Furthermore, Shangri-la Hotels are suitable venues for organizing various kinds of business events, from a small meeting to a significant seminar. There is a Corporate Engagement Package which includes all necessary...
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