Motivation, Values, and InfluenceMotivation, Values, and Influ.docx

Motivation, Values, and Influence
Vanessa Pizarro, Jessica Del Valle, Josue Gonzalez
University of Phoenix
MKT / 435
September 10, 2015
Prof. Enrique De La Cruz-Otero
In order to develop an marketing strategy marketers have to
research customers behaviors. Customers behavior goes along
with what they have learned over the years or even a couple of
hours ago. Defining customers behavior: According to
"Marketing Teacher .com" (n.d.), “it is the study of consumers
and the processes they use to choose, use (consume), and
dispose of products and services. A more in depth definition
will also include how that process impacts the world. Consumer
behavior incorporates ideas from several sciences including
psychology, biology, chemistry and economics” (para. 4).
Customers make decisions every day, every hour even every
minute and those decisions are made base on what they have
learned. Every experience good or bad stay in peoples memory
for a long time and in many cases for life. It is extremely
important that when a client decide to buy your product or
service, the results or experience that they get is good or meet
their expectations. This is one of the reason why successful

companies have great product. Those product or service that are
mediocre do not last a long time. Like mentioned before these
decisions are made by what people have learn through
experiences and what they have stored in their memories. The
people memory works like computers, their experiences create
memories that will not trigger until some one mentioned it or
the person looks for it. This is why when marketers are trying to
reach an specific crowd they must take in consideration what
the consumer have learned and what can possible be in their
memories. This is a bunch of speculations but there are no
marketer that have the right marketing formula. This also is one
of the reasons why marketers go with customers behavior in
order to develop a marketing strategy. Marketing is based on
what marketers thinks is correct in a particular product and
what the research tells them and it also comes with what the
marketers have learned (experience) and their memories. In this
paper can be found how The Hotel Worldwide have work. It can
also be found the motivation process and techniques used to
influence consumers of the product or service, a description of
the consumer involvement and how that might help or hinder
use of the product or service, it would Identify consumer values
and determine if they are congruent with organizational values
and the discussion of the implications of the conclusion
(University of Phoenix, 2015, para.).
According to Plunkett (2008), the Hilton Hotels exist as one of
the most famous as well as popular hospitality, tourism as well
as accommodation offering firms all over the world. They are
found located almost in all major cities of typical countries
aiming to offer a variety of hotel and hospitality services to not
only external but also internal tourists and citizens who serve as
their potential clients. Generally, the hotels provide a plethora
of products as well as services to their clients in a process to
ensure that they are comfortable. The hotel therefore, employs
an integral motivational process and techniques in influencing
consumers of their products. . Let’s discuss how the hotel

achieves this technique in attracting more potential clients and
describes the consumer involvement and their effects on the use
of the products produced by the firm.
Motivation Process and Technique
Sturman, Corgel, Verma and Cornell University (2011)
ascertain that the Hilton Hotels employ a crucial motivation
process as well as imperative techniques in ensuring that they
attract a plethora of potential customers to increase their
general sales volume and realize super-normal profits. Realizing
that the entire business has to reach a global web of customer,
Hilton Hotels use social media particularly the Social
Networking Sites such as Facebook, Twitter, You Tube as well
as LinkedIn to carry out major organizational activities. Most of
the events such as awards to motivate clients and other potential
customers occur via the internet through live streaming.
Plunkett (2008) adds that the company Facebook, Twitter
handles, LinkedIn as well as well as website is used to promote
the services and products offered to attract a plethora of
customers. Nonetheless, Hilton Hotels have worldwide based
branches with potential sales persons who negotiate prices with
customers and encourage them to take the hotel as their best
option. Product and service differentiation is always on the high
stake. These products and services are always of the highest
quality (Sturman, Corgel, Verma & Cornell University, 2011).
Some of the services offered include boat yachting, swimming,
Jim, car racing as well as athletes for physical fitness. Products
offered are motivational in nature and include foodstuffs meant
to maintain well-being as well as the health of the clients.
Consumer Involvement According to Plunkett (2008), Hilton
Hotels has a wide reach to a many potential consumers all over
the world. Research indicate that most of the consumers are
actively involved in the Hilton Hotel activities as a source of

both motivation and well-being. The company exists to offer its
customers high quality goods and services that continuously
encourage and attract them. Most of the consumers report that
they visit the hotel to buy their products, enjoy their services
and also participate in their events (Sturman, Corgel, Verma &
Cornell University, 2011). Some of the activities that consumers
take part include swimming, yachting, Jim for physical fitness
as well as car racing. Products consumed include food stuffs
and beverages such as those from big market players; Coca-
Cola, Red bull and Pepsi Co.
Ideally, consumer involvement is a crucial determinant of the
utilization of a given service or product in the hotel industry.
Customers determine whether services as well as products are
used. In this regard, customers tend to reveal and share openly
their views, preferences, tastes as well as choices of products
with others. If a given product achieves the desired taste as well
as quality in respect to the customers’ expectations, the product
or service will be highly consumed Plunkett (2008). Contrary,
products with poor customer tastes and fail to meet their
expectations end up failing in the market. Customers are,
therefore, a typical part of the company sales persons who may
either promote or demote the consumption of a given product or
service in the hotel industry.
The Hilton Worldwide is a brand that is focus on the expansion
of luxury and mid price hotels. Their values and mission is
focus on price value giving the customers more for their money.
This values are form out of six principal values that will be
mention later on in this paper. The Hilton is a company that has
been around for almost one hundred years. They are working
worldwide doing business around the world including China.
Customer Value

According to Harvard Business Review (2105), “the Value in
business markets term that gives a worth in monetary term to
services, social benefits, economic, technical to a customer of a
company that will receive in an exchange of the price it pays for
a market offer” (para 7). The customers values of a customers
that is searching for a hotel room is hotel services, guest room,
hotel facilities, reservation, check-in/check-out and food and
beverages. The Customers wants is superior values; putting in a
balance the cost purchase of the product or service and the
customer’s benefits. Customer will always choose the one with
superior value; those that gives them more benefits for their
money.
Organization Value
The Hilton Worldwide values are simple, this is the ethical
foundation of the organization, beliefs and principles of the
organization. They are six principle values in there
organization and each one of them are spelled with each letter
of the word HILTON. The first one is Hospitality. They are
passionate to deliver an exceptional guest service experience.
Next is Integrity; letting us know that they always are going to
do the right thing. Leadership is other of their values. They
work to be the leaders at their industry and on their
communities. Other of their values is teamwork, for being the
best you have to do things as a team. Ownership, they are
owners of their actions and decisions and the last one is Now.
They are always operating with sense of urgency and discipline
to bring to here customers an exceptional service (“Hilton
Worldwide”, 2015).
Customer’s Values are congruent with the Hilton Worldwide
Values
I am sure that the customer’s values are congruent with Hilton

Worldwide and the best way to prove it is to say why this is
truth. In this year 2015 only, Hilton Worldwide have received
more than 24 awards that represent the great service and
products that they have and other important characteristics. The
Hilton Worldwide had won award as Top Green Companies in
the World, Best Workplace, Top 50 Companies for Diversity,
Gold Award of Consumer Experience Category, Workforce 100:
Ranking the World’s Top Companies for HR and much more
(“Hilton Worldwide”, 2015). All these awards represent the
excellence in their services and product and all this to be
congruent with the customer values. When employees are happy
with their work, there awards have certify that, they give better
service, better treat and excellent quality of what they do.
Hilton Hotels have to invest in more techniques as well as
strategies to continuously exist as big players in the Hotel as
well as Hospitality Industry. Currently, the hotel industry is one
of the sector that is facing a plethora of challenges. There are
high taxation challenges as well as ban outs and restrictions
originating from the state governments particularly in the
developing countries. Most of the raw materials as well as labor
costs are continuously increasing with the rising demands of
meeting the public health requirements. Encouraging active
participation of consumers through continuous motivation as
well as technical advertisement is an imperative strategy
towards ensuring the success of the hotel.
Reference
Harvard Business Review. (2015) Retrieved from
https://hbr.org/1998/11/business-marketing-understand-what-
customers-value
Hilton Worldwide. (2015). Retrieved from
http://www.hiltonworldwide.com/about/mission/
Marketing Teacher .com. (n.d.). Retrieved from
http://www.marketingteacher.com/what-is-consumer-behavior/

University of Phoenix. (2015). Motivation, Values, and
Influence. Retrieved from University of Phoenix, mkt435
website.
Explain the decision-making process buyers work through to
purchase your product or service.
Life is made out of decisions and business or the sale of a
product is very similar to it. In order to be able to sale a product
we must take many details in consideration. First of all we must
look the need of our client. In most of the occasions consumer’s
needs are the ones that would impulse them to make the
purchase. There are always ideas or different activities in life
that would make people to buy something or utilize someones
services. For example,What happens if a person wash its car
every weekend but now he or she does not have time to do it or
it is just too tiering to do it. This circumstance would create a
need of a person to do the job. The consumer now have the
obligation to make a decision on to hire some one or to continue
doing it. The purchase is the visible part of a complex process
created by the consumer when is time to make a desicion. What
happen before and after this product is purchase? or What
factors are the ones that influenced the consumer to make the
purchase? The recognition of a need is the first step for a
purchase, but not every need would create a sale.
The Maslow’s hierarchy of needs is a big part of the equation
when consumers are making decisions. In this market of hotels
clients uncontinently use the Maslow and this go by:
· Physiological needs = Bathroom, roof, food, water, bed...
· Safety needs = Security guards, good area or neighborhood...

· Need of love and belonging
· Need of esteem (for oneself and from the others)
· Need of self-actualization
The first two are the most important of this process and this is
why hotels are obligated to provide these two steps with no
mistakes in order to be successful. Consumers experience would
make the difference when is time to make the decision on
buying the same product or to try something different. They
have so many options to look at that can change their way of
thinking pretty fast ("The Consumers Factor", 2015).
References
The Consumers Factor. (2015). Retrieved from
http://theconsumerfactor.com/en/5-stages-consumer-buying-
decision-process/
Demographics, Psycho-graphics, and Attitudes
Vanessa Pizarro, Jessica Del Valle, Josue Gonzalez
MKT/435 - Customer Behavior
University Of Phoenix
September 18, 2015
Prof. Enrique De la Cruz-Otero
Demographics, Psychographics, and Attitudes

In every organization, we need to know and recognize our
typical consumer. So in the marketing area you could get to
them very easy. In this part of the work, we will have to be,
focus in our consumer’s profile. We will be determining Hilton
Worldwide demographic and psycho-graphic profile. After this,
we will analyze if our typical consumer is our ideal consumer
and why? For last, we will establish how our profile
demonstrates the beliefs and attitudes to relate with our services
and products.
The organization of Hilton Hotel Worldwide have Hotel all
around the world. When looking at it from a close view with
Hilton Hotels & Resorts all together around the world they have
in 78 different countries a total of 540 locations. The customers
that visit these hotels have a lot of different profiles, but there
are some specific ones that identify some of these customers.
These customers that visit a Hotel, specifically Hilton Hotel &
Resort are categorized by genders.These genders are age,
tourist, local clients, business person, civil status, university
degree, single tourist, couples with no children or the group of
people like families.
Backpackers are not the type of customers that visit the Hilton’s
hotels they like or rather low prices over amenities, luxury,
comfort, and service. Another demographic characteristic of
the hotel industry is a customer that gets to Hilton as a culture.
They go just because their parents used to go there when they
were kids and them now as adults are loyal and rather the
Hilton’s over anything else. This type of behavior goes as
consequences or experiences that they have. They like quiet
premises, high-quality bedding, a candlelit restaurant. Hotel
like Hilton gives newlyweds packages to attempt to make their
honeymoon a wonderful experience. These clients with no
children lean more to have or request luxury, an important
detail that they can easily find in Hilton hotels.

Families have a different type of needs when is time to stay in a
hotel. They are looking for some entertainment, on-site as play
areas for their kids and some discount as packages that can
make their trip less expensive. When whole Families are staying
in hotels with their kids, parents and other civilians they always
look for inexpensive restaurants and areas that are family
friendly. These families’ haves different needs as changing
station, booster chairs and open space for their children
especially for those parents with loud kids. But one the biggest
present of customers are business, travelers.
There are also customers that are willing to pay higher room
prices. Some surveys say that these group of clients can be 48
percent of the guest that reserve in hotels. These group of
people rather spend their time in the room working or just
relaxing. They would pay extra for a room with high-speed
Internet, they pay extra for room upgrades with better quality of
bedding and many time they ask a desk to work as it is
mentioned before.
Part of the analysis is psychographic of clients. It is very
important to know how their behavior and what they have in
their thoughts. Psychographic is better described as market
research or statistics classifying population groups according to
psychological variables (as attitudes, values, or fears); also
variables or trends identified through such research Merriam
webster. (2015). The typical consumer at the Hilton’s Hotel
would be the consumers that come for vacations and many
others too are work related. The ones that come for business
would be looking for a good time after work and some fun with
great service. These consumers come either in relaxing mode or
work mode. At the end of the day, they all will talk about the
same thing “their experience”. The bottom line is that
psychographic of travelers would cover their experience on a
verbal expression. They will talk about what they did, what kind

of food they ate and their favorite part of the trip or vacation.
These people call vacation travelers influencers. Some people
will be talking about their experience more than others, and
these conversations will become an advertisement for free. The
important part here is what kind of advertisement? Positive or
negative. These consumers that have a strong perspective of the
hotel brand can become an asset by generating positive
impression of the hotel and create free positive endorsement for
the brand. Psychographics travelers leaders have created Hotels
brands. For example, Hotel brands measured by GfK MRI's
"Survey of the American Consumer" can be grouped into the six
categories routinely used by hospitality marketers to segment
their industry:
Premium Tier: Luxury brands such as Fairmont, Ritz-Carlton,
Four Seasons, and W.
Second Tier: Extremely upscale brands such as Doubletree,
Hilton, Hyatt, and Westin.
Third Tier: Upscale brands such as Courtyard by Marriott,
Crowne Plaza, and Wyndham.
Fourth Tier: Mid-range brands that have restaurants, bars, or
offer food services such as Best Western, Holiday Inn, and
Ramada Inn.
Fifth Tier: Mid-range brands that do not offer food services
such as Comfort Inns, Hampton Inn, and La Quinta Inns.
Sixth Tier: Economy-oriented brands such as Days Inn, Motel 6
and Travelodge Paul, G. (2011).
These six categories are the once that define the hotel market
nowadays. A consumer that is used to the Premier tier and has
the financial potential to pay for it would not go to a six tier.

They would not see the value of their spending and would find
everything low quality. Premier (luxury) clients would pay for
their comfort and peace of mind. They are all about their
standing and being surrounded by people that they can share
their experience and live style.
It is considered that the typical consumer in hotels is the third
tier ones. The consumers that come to the Hilton are the once of
the second tier. The second tier consumers are more profitable
than the third tier, which is good for Hilton's business. The
second tier has a better financial status than most of the others.
This tier gives the Hilton Hotel the flexibility of having a
variety of reasonable prices, with a purchase good value in the
consumers eyes.
People’s attitudes and beliefs towards a certain place, food or
activity can strongly influence how they will perceive it. For
instance, golf is identified with elderly rich men, whereas
marathon and racing can be identified with young, energetic
men and women. In our case, the Hilton Hotel is associated with
different customers. However, they all have one common
characteristic. That is, they are wealthy. It makes the Hilton
hotel a second tier hotel. Hilton Hotel is not a cheap hotel; their
customers are wealthy, and they pride themselves with a good
life, luxury and comfort (Sidney, 2011). The different profiles,
in this case, are categorized by age, gender, local clients, civil
status, a university degree and tourists among others.
These second tier profile demonstrate beliefs and attitudes that
relate to Hilton hotel. The age of a person is a determinant when
deciding to visit the Hilton hotel. The younger generation will
be inclined towards fast food joints and restaurant and places
that play loud music. They would rather go out to bars and
restaurants than to enjoy the quiet, peaceful, serene
environment that is provided by the hotel. However, the older
generation would rather visit Hilton for their luxurious

restaurants where everything is done in low tones. The older
generation is associated with wealth, and they would rather
have excellent services at a high price. This enables them to
hold meetings and conversations without having to scream at
the top of their voices. Also, the older generation prides itself
with a serene atmosphere where they can think and sometimes
have alone.
People have beliefs that individuals with a civil status are more
prone to visiting the Hilton hotel than the middle class
individuals. Reason being, this second tier customer profile is
believed to be wealthy and can afford the meals and services
provided by the Hilton hotels. Moreover, the society is made in
such a way that they will not appreciate a person with high civil
status visiting restaurants that the common individual can
attend. Therefore, these civil individuals with a status would
rather enjoy the ambiance of the hotel than the other hotels.
Furthermore, the celebrities find themselves constantly running
into people, being asked for autographs. To avoid this, they
seclude themselves in the Hilton hotels because only people of
their status and class will come in this places.
These hotels offer a lot of services. They have the conference
rooms where business people can meet and have discussions
without being bothered by anyone. The hotel also provides
gardens where people could have parties such as engagement
and also other ceremonies can be conducted. The hotel has bars
where people can listen to soft music as they drink and
restaurants where people can have dates and enjoy their meals.
All these also extend while they enjoy the peaceful ambiance
that is provided by the hotel (Sidney, 2011). With all these,
local clients and business persons will find this hotel a great
place to relax and hold meetings. Here, they know they will not
have to move from one restaurant to another looking for
different services. Hilton hotel provides all these services so
that one may only change rooms without necessarily having to

drive.
The Hilton hotel prides themselves with amazing packages.
These packages offer discounts to their clients. Such that, if a
couple were to wed in the hotel's garden, they would have a
discount on the suites they will spend in. Or, if they had a
birthday party and used their caterers, they will still get some
discounts. Therefore, these beliefs and attitudes attract people
with parties they want to hold.
In conclusion, the second tier customer profile prides
themselves with getting the value for their money. They do not
mind spending a lot of money for excellent services. The Hilton
hotel also prides themselves with great services and meals.
Therefore, the customers with an arc for excellent services will
stream in the hotel. Hence, these customers that visit the Hilton
hotels always come back for their excellent services.
References
Merriam webster. (2015). Retrieved from http://www.merriam-
webster.com/dictionary/psychographics
Paul, G. (2011). The Psychographics Of Vacation Travel
Influencers. Retrieved from
http://www.mediapost.com/publications/article/146405/the-
psychographics-of-vacation-travel-influencers.html
Wilner, Sidney H. (2011). Hilton hotels limited. Gale Ecco, U S
Supreme C
Allegrini Robert V. (2005). Chicago’s grand hotels. Charleston,
SC: Arcadia Pub
Glover, John Desmond, Edmund Philip and Moss Arthur B.
(1958). Hilton Hotels Corporation. Harvard University,
Graduate School of Business Administration

Joseph Richard, (2001). Hilton Hotels around the world. Travel
guide
Opening Hilton Suites (1999). The cornell Hotel and Restaurant
administration Quarterly, 32(1), 14

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