A STUDY ON SALES PROMOTION ANALYSIS

WITH REFERENCE TO HOTEL CLARKS AVADH

LUCKNOW
By
PAWAN SHARI
Enrollment No.138152447
Dissertation submitted to the National Council For Hotel Management &
Catering Technology(NCHMCT) & Indira Gandhi Open University (IGNOU),
New Delhi

Partial fulfillment of the Requirements for the Degree of M.Sc in

Hospitality Administration (sales n Marketing)
(Academic Year 2013-2015)

Under the Guidance of

Mr. N.L. Rastogi
M.Sc coordinator
INSTITUTE OF HOTEL MANAGEMENT LUCKNOW

Certificate

This is to certify that the project report titled A STUDY ON

SALES PROMOTION ANALYSIS WITH REFERENCE TO HOTEL
CLARKS AVADH LUCKNOW is a bonafide record of the work done
by Mr. Pawan Shari under the guidance of Mr.N.L.Rastogi and
submitted in partial fulfillment of the requirements for the award
of Master of Hospitality Administration of Institute Of Hotel
Management, Lucknow, Uttar Pradesh.

N.L.Rastogi
M.Sc coordinator
IHM LUCKNOW

Place:
LUCKNOW

Date:

12-01-

2015

ACKNOWLEDGEMENT

I wish to express my deep sense of gratitude to everyone who helped me through

scholarly guidance and valuable motivation for completing the project. First of all I
thank the almighty God for making this task a success. I have made an earnest
attempt to make this report complete and worthwhile.
This project would not have come to its present shape without the able guidance,
supervision and help of a number of people. I would, at the very onset, like to thank
Mr. Pramod Chaturvedi (DGM HR) for providing me the opportunity to perform
my Mentorship Project in the Company. I, would like to, give special thanks and
gratitude to Mr.P.L.Gupta (Sales Manager) for mentoring and providing the
necessary data and information as and when required throughout the project. His
guidance has provided many insights and suggestions that I feel have increased the
quality of information presented here. I would also like to thank all others in the
Marketing Department at Hotel Clarks Avadh Lucknow for being extremely cooperative and guiding me throughout my project.
I would like to express my sincere gratitude to Mr. N.L. Rastogi M.Sc coordinator
I.H.M. Lucknow for providing me the facility to carry out the project successfully and
for his valuable suggestions and patronage of this report.

- PAWAN SHARI

DECLARATION

I Pawan shari student of M.Sc in Hospitality Administration (Sales n Marketing) session 20132015 at Institute of Hotel Management Catering & Nutrition Lucknow hereby declare that the
dissertation entitled A STUDY ON SALES PROMOTION ANALYSIS WITH REFERENCE TO
HOTEL CLARKS AVADH LUCKNOW has not been copied from any other dissertation work
and has not been submitted previously.

This statement made by me is to the best of my knowledge & ability.

Date:
Pawan Shari

ABSTRACT
CHAPTERISATION

Description

CHAPTER#1:
1.1Introduction
1.2About the hotel
1.3Research objective
1.4Scope
1.5Limitations

CHAPTER#2:
2.1Review of literature
2.2About the industry

CHAPTER#3:
3.1 Research Design & Methodology

CHAPTER#4:
4.1Data Analysis & Interpretation

CHAPTER#5:
5.1Findings
CHAPTER#6:
6.1 Conclusion
6.2 Recommendation

CHAPTER#7:
7.1 Bibliography
7.2 Webliography

Page no.

ABSTRACT

This project work is based on A STUDY ON SALES PROMOTION WITH REFERENCE TO

HOTEL CLARKS AVADH LUCKNOW.The main objective of the study is to know the
effectiveness of sales promotion activities.
The first chapter of the study explains about brief outline of the study, the company profile and
industry profile , Research Objectives, Scope of the study , Limitations. The second chapter
deals with Literature Review. The third chapter explains about Research Design & methodology.
The fourth chapter explains about Data Analysis & Interpretation.. The primary data are
collected through questionnaire and secondary data collected through internet, books, journals
etc. On the basis of the questionnaire prepared and its responses the analysis and
interpretation is done. The fifth chapter deals with findings of the research.the sixth chapter tells
about the Conclusion & Recommendation. The seventh chapter deals with Bibliography &
Appendix
Researcher in common refers to a search for knowledge. The Researcher selected descriptive
research for study. The technique used here is random sampling. Sampling size is 50, after
collecting data it should be analyzed by table and diagrams.
The researcher analyzed all those data with the help of various statistical tools such as
percentage analysis, chi square analysis, weighted average Some of the valuable suggestions
are the company can improve sales if the management provide more advertisement through
various media. The company must look for the price of their product against their competition.

CHAPTER 1
INTRODUCTION

1.1

INTRODUCTION ABOUT THE STUDY

The role of selling has become more complex because producers are more
technical, buyers are more sophisticated and the competition has become more
intense. This has necessitated the need for proper flow of communication from the
producer to the consumer either along with the product or well in advance of the
introduction of a product into the market. Successful marketing consists in offering the right
product at the right price at the right place and time with right promotion.

Promotion is an exercise in information, persuasion and influence. Promotion

has come to mean the overall co-ordination of advertising, selling, publicity and public
relations. Promotion is a helping function designed to make all other marketing activities
more effective and efficient. Advertising and sales promotion are the central elements in a
company's communication strategy.

DEFINITION

The American marketing Association to bring a semblance of uniformity and better

understanding in the semantics jungle in the field of marketing. It defined
`Advertising as any paid form of non personal presentation and promo tion of ideas,
goods or services by an identified sponsor'.

Sales Promotion is defined by the American Marketing Association in a specific sense to

mean: those Marketing activities, other than personal selling. advertising and publicity that
stimulate consumer purchasing behavior and dealer effectiveness, such as display, shows and
exhibitions, demonstrations and various non recurrent selling efforts not in the ordinary routine

Sales Promotion

Sales promotion refers to the short-term incentives to encourage sales of a product or service. It
consists of a diverse collection of incentive tools, mostly short-term, designed to stimulate
quicker and greater purchase of products or services by consumers.

Purpose of Sales Promotion

Sales promotion tools vary in their specific objectives. They may be used to attract new
customers, to reward loyal customers and to increase the repurchase rates of occasional users.
Sales promotion usually targets brand switchers because non-users and users of other brands
do not always notice a promotion. Sales promotions are thus also seen as a tool for breaking
down loyalty to other products.
Sales promotions also let manufacturers adjust to short term changes in supply and demand
and differences in customer segments. They also let manufacturers to experiment by varying
prices. Sales promotions also lead to greater consumer awareness of prices.
To use sales promotion, a company must set objectives, select the right tools, develop the best
program and implement it and evaluate the results.

1.2

INTRODUCTION ABOUT THE COMPANY

Company Profile
U P Hotels Limited

UP Hotels Limited was incorporated in early sixties. The

company is engaged in the hotel business. The companys hotels
are located in Lucknow, Jaipur, Agra, Khajhuraho and Varanasi.
Companys Head office is Delhi. Web Address of the company is
www.clarksgroupofhotels.com.
List of properties is given below:1.
2.
3.
4.
5.

Hotel Clarks Avadh, Lucknow

Hotel Clarks Amer, Jaipur
Hotel Clarks Shiraz, Agra
Hotel Clarks Banaras, Varanasi
Hotel Clarks Kajhuraho, Kajhuraho.

Over the years Clarks Group of Hotels has defined a

bench mark of fine living and expressed high standards in the art
of hospitality in North India. It has retained the spirit and charm
of the traditions of India and has blended these with the latest
technology that the industry has to offer.

THE GROUP

Over the years Clarks Group of Hotels has defined a benchmark of

fine living and has expressed high standards in the art of
hospitality in Jaipur, Rajasthan and other parts of India. It has
retained the spirit and charm of the traditions of India and has
blended these with the latest technology that the industry has to
offer.
A Hotel which is indeed classic as well as contemporary.
For more than three decades, the Clarks Group of Hotels is having
the continued honour of serving many distinguished guests who
have their appreciation of the high standards of hospitality and
service.

Hotel Clarks Avadh

Clarks Avadh,8 Mahatma Gandhi Marg, Parivartan Chowk is one

of the more centrally located hotels in Lucknow. Clean, well-kept
and very smart. The restaurant named Falaknuma at the ninth
floor has the right ambience to enjoy a Mughal dinner with
awesome views of the city.
Towering amidst the grandeur of the erstwhile City of Nawabs,
Hotel Clarks Avadh Lucknow offers you more than just a stay.
Conveniently located right in the side of the palace of the
Nawabs and on the bank of river Gomati, Hotel Clarks Avadh
Lucknow is only four kilometers from the railway station, 15
kilometers from the airport and just 1 km from the Main
Shopping Area-Hazratganj.
Hotel Clarks Avadh Lucknow features 98 rooms which are very
large, well maintained rooms with modern amenities including
satellite TV and scenic views over the historic monuments and
the city sky line proving delightful accommodation in Lucknow.
For gastronomic dining in Lucknow, hotel Clarks Avadh has
several restaurants serving excellent local and regional Indian
flavors as well as continental cooking; including the roof top
Falaknuma Restaurant. This hotel presents you with an
opportunity to enjoy traditional LUCKHNAVI The tehzeeb of
the nawabi kitchen with its specialty Awadhi cuisine. If anyone
enjoys coffee or luxuries dinner or both then the coffee shop Lebougainvillea is for him. Multi-Cuisine restaurant, Relax amidst
lush surroundings and enjoy a generous spread of the choicest
snacks and specialty dishes, serving Chinese, Continental and
South Indian cuisines. Fully supported by the business center

and secretariat, this 5 star Lucknow hotel also has conferencing

and meeting rooms equipped with all the modern facilities for
your successful meeting in Lucknow.
The Clarks Avadh Hotel in Lucknow is part of the successful
Clarks Hotel Group in India.

Fact file of hotel

Location :
Hotel Clark Awadh Road, Begum HazratMahal, Parivartan
Chauraha, Kaisarbag, Lucknow, Uttar Pradesh-226024
Hotel Clarks Awadh has 97 Guest Rooms and offers an ideal
Conference Venue at Lucknow.
EXCLUSIVE ROOMS
Hotel Clarks Awadh, Lucknow, lavishly appointed and centrally airconditioned rooms and suites including 47 Executive Rooms,30
Privilege Rooms, 15 Club Rooms and 5 Suites.
RESTAURANTS
Welcome to the Land of Nawabs of Avadh, famous for their
patronage of the Arts. Their courts were meeting places for
musicians, actors, writers and even cooks (the Avadhi cuisine is an

example of the level of refinement they achieved). The fish was their
symbol for fertility and prosperity. When you stay at the Clarks
Avadh you will experience the Beauty, Peace and the Sheer Luxury
of the Avadhi Culture.

The Restaurants and the bars are:

Falaknuma Restaurant/Bar
(Roof top Multi-Cuisine Restaurant)

lebougainville Coffee Shop / Bar

The Clarks Experience : 14 km from Airport , 5 km from the
railway station, 97 Guest Rooms, 47 Executive Rooms,30 Privilege
Rooms, 15 Club Rooms and 5 Suites. Restaurants & Bars:
Lebougainville Coffee shop, Falaknuma Restaurant & Bar,
paragola, Privilege Floor, Business Centre.

Services
Travel Desk, Secretarial Services, Conference Facility, Health Club,
Bank, Shopping Arcade, 24 hour Coffee Shop, CCTV, Channel
Music, Car Rental, Beauty Parlour, Credit Card Facility, Connection

for "Lap Top" to access E-Mail/Internet in every room, Laundry

Service....

Conference Venues:
Venue

Theatre Style

U-Shaped

Aiwan-e-Avadh (1)

70

60

Aiwan-e-Avadh (II)

60

45

175

105

Mahtab

50

30

Anarkali

30

25

AftabManzil

60

50

Aiwan-e-Avadh (I&II)

Lawn (Standing Capacity)

1,500

GUEST SERVICES AND OTHER FACILITIES

Travel Assistance
Well Appointed Suites / Rooms
Centrally Air Conditioned

Phone , Color TV
24 Hours Room Service
Business Center with Internet facility
Gymnasium
Special Avadhi Cuisine

MARKETING DEPARTMENT

Marketing department undertakes all the matters regarding the sales, pricing and sales
promotion activities of the products. This department provides cash as well as credit sales. The
credit sales are allowed for a period of one month. The marketing manager takes all the
important decisions concerning the marketing of the products.

CHART

Marketing Manager

Assistant Manager

Sales representatives

Trainee

1.3

OBJECTIVES OF THE STUDY

Objective:

1. The study on effectiveness of sales promotion and advertising activities with special
reference to HOTEL CLARKS AVADH LUCKNOW.

2. To find out the factors that influences the purchase decision of

consumers.
3. To identify need of new innovations of the company towards sales
promotion.
4. To know about the different strategies for sales promotion.
5. To suggest to be strengthened after sales services of HOTEL CLARKS
AVADH LUCKNOW.

1.4

Scope of Study

The function of marketing is to ensure that the right product is

made available at the right place, in the right quality, at the right price,
at the right time and under the right impressions to the consumer. All
these righteousness is made possible by performing the sales function.
Thus, sales function is the pivotal factor in any organization. It is even
capable of deciding the very existence of an organization. The
various promotional mix elements are designed for achieving better
sales.

.5 Limitations of the Study

1)

Time Factor: The researcher had only limited period of one month for study. The
elaborate topic could not be fully covered; hence a complete picture could not be
obtained.

2)

Experience: The researcher had limited experience in the field being a student.

3)

Response: Some of the respondents failed to express their reactions clearly.

4)

Sample Survey: Since the information is being collected from a sample of population,
their view cannot be generalized on large population.

5) Non

Co-operation

of

some

Respondent

Some

Respondents did not properly cooperated for giving answers.

The basic reason for non cooperation was non-availability of
time

CHAPTER 2
REVIEW LITERATURE

Marketing is a social and managerial process by which individuals and groups obtain what they
need and want, through creating, offering and exchanging products of value with others.
-

Philip Kotler.

Marketing includes all those activities having to do with effecting changes in the ownership and
possession of goods and services. It is that part of economics which deals with the creation of
time, place and possession utilities and that phase of business activity through which human
wants are satisfied, by the exchange of goods and services for some valuable consideration.
-

American Marketing Association.

Marketing is the process of discovering and translating consumer wants into product and
service specifications and then in turn helping to make it possible for more and more of
consumers to enjoy more and more of these products and services.
Marketing consists of analyzing marketing opportunities, researching and selecting target
markets, designing marketing strategies, planning marketing programs and organizing,
implementing and controlling marketing effort.
Companies have to identify long and short term marketing opportunities and research the
selected market by measuring and forecasting attractiveness of the given market. Having
selected the market, the companies need to develop a differentiating and positioning strategy
for the target market. The marketing strategy must be transformed into marketing programs by

deciding on marketing expenditures and the marketing mix. The final step is organizing the
marketing resources and implementing and controlling the marketing plan.

Marketing Mix
Marketing mix is the set of marketing tools that a firm uses to pursue its marketing objectives in
the target market.
McCarthy has popularized a four factor classification of marketing tools known as the 4Ps of the
marketing mix. They are:

Product

Price

Place

Promotion

Product:
Product stands for the firms tangible offer to the market, including the product quality,
design, features, branding and packing. It deals with new product development, product life
cycle, product mix, product lines, branding and associated services to a product. From the
customers point of view, it helps in satisfying the customers needs and wants.

Price:
Price is the monetary value of the product. Price deals with selecting the pricing objectives,
setting the price, discounts, allowances, payment policies and credit terms. It is very important
to the customers as it decides the cost the customer has to pay to gain the product value.

Place:
This marketing tool stands for the various activities the company undertakes to make the
product accessible and available to the customer. It involves market size, channel selection and
management, storage and physical distribution with the ultimate purpose of efficiently supplying
the companys offer to the target market. To the customer, this marketing tool refers to
convenience.

Promotion:
Promotion stands for various activities the company undertakes to communicate and promote
its products to the target market. It involves communication programs i.e. direct marketing,
advertising, sales promotions, public relations and motivation of sales force. To the customer
this tool provides knowledge and information.

SALES PROMOTION

According to Robert A. Peterson and William R. Wilson, Self-reports of sales

promotion invariably possess distributions that are negatively skewed and exhibit a positivity
bias. Examination of the customer satisfaction literature and empirical investigations reveal that
measurements of customer satisfaction exhibit tendencies of confounding and methodological
contamination and appear to reflect numerous artifacts. Implications and suggestions for
research and practice are discussed.

According to Carol Suprenant, investigate whether it is necessary to include

disconfirmation as an intervening variable affecting satisfaction as is commonly argued, or
whether the effect of disconfirmation is adequately captured by expectation and perceived
performance. Further, they model the process for two types of products, a durable and a
nondurable good, using experimental procedures in which three levels of expectations and three
levels of performance are manipulated for each product in a factorial design.

According to Gordon H.G.McDougall, investigated the relationship between three

elements core service quality, relational service quality- and perceived value and customer
satisfaction and future intentions across four services. The results revealed that core service
quality (the promise) and perceived value were the most important drivers of customer
satisfaction with relational service quality (the delivery) a significant but less important driver. A
direct link between customer satisfaction and future intentions was established. The relative
importance of the three drivers of satisfaction varied among services. Specifically, the
importance of core service quality and perceived value was reversed depending on the service.
A major conclusion was that both perceived value and service quality dimensions should be
incorporated into customer satisfaction models to provide a more complete picture of the drivers
of satisfaction.

According to Ellen Garbarino & Mark S Johnson Several theories of relationship

marketing propose that customers vary in their relationships with a firm on a continuum from
transactional to highly relational bonds. Few empirical studies have segmented the customer
base of an organization into low and high relational groups to assess how evaluations vary for
these groups. For the high relational customers (consistent subscribers), trust and commitment,
rather than satisfaction, are the mediators between component attitudes and future intentions.

According to J.Joseph Cronin & Steven J Taylor investigate the conceptualization

and measurement of service quality and the relationships between service quality, consumer
satisfaction, and purchase intentions. A literature review suggests that the current
operationalization of service quality confounds satisfaction and attitude. Hence, the authors test
(1) an alternative method of operationalizing perceived service quality and (2) the significance of
the relationships between service quality, consumer satisfaction, and purchase intentions. The
results suggest that (1) a performance-based measure of service quality may be an improved
means of measuring the service quality construct, (2) service quality is an antecedent of
consumer satisfaction, (3) consumer satisfaction has a significant effect on purchase intentions,
and (4) service quality has less effect on purchase intentions than does consumer satisfaction.
Implications for managers and future research are discussed.

Objectives of Sales Promotion

The specific objectives set for sales promotions will vary with the type of the target market.
For consumer promotions, objectives include encouraging purchasing of larger sized units,
building trial among non-users and attracting switchers away from the competitors brands. For
trade promotions, objectives may include; including retailers to carry new items and higher level
of inventory, encouraging off-seasonal buying, of-setting competitive promotions, building brand
loyalty of retailers and gaining entry into new retail outlets. The sales force promotions help in
encouraging support of a new product or model, encouraging more prospecting and stimulating
off-seasonal sales. But most importantly, sales promotion should be focused on consumer
relationship building.

Sales Promotion Tools

Many tools can be used to accomplish sales promotion objectives. Descriptions of the main
promotional tools are as follows;

Consumer Promotion Tools

The main consumer promotion tools are as follows;

Samples:

They are offers of a trial amount of a product. It consists of inviting prospective

purchasers to try the product without cost or at a lower cost in the hope that they will buy
the product. Samples may be free or discounted.

Coupons:
Coupons are certificates that give buyers a saving when they purchase a specified
product. Coupons can be mailed, placed in advertisements or included with other
products.

Rebates:
Rebate is also known as cash refund offers. Rebates are offers to refund part of the
purchase price of a product to its customers who send a proof of purchase to the
manufacturer. These are like coupons except that the price reduction occurs after the
purchase and not at the point of sale.

Price Packs:
Cents-off deals or price packs offer consumers savings by way of reducing prices
that are marked by the producer directly on the package.

Premiums:

These are the goods offered either free or at a low cost as an incentive to buy a
product. Premiums may be in-pack or on-pack (outside the pack).

Prizes:
They are offers of chance to win something such as cash, trips or goods by luck or through
extra efforts. Contests of talent and sweepstakes or draws the most popular prize offering
promotions.

Tie-in Promotions:
Tie-in promotions involve two or more brands or companies that team up on coupons,
refunds or contests to increase their pulling powers.

Cross Promotions:
Cross promotions involve using one brand to advertise non-competing brand.

Advertising Specialties:
These are useful articles imprinted with an advertisers name, given as gifts to consumers.

Patronage Rewards:

They are cash or other awards for the regular use of companys products or services. They
are values (in cash otherwise) that are proportional to ones patronage of a certain vendor or
a group of vendors. They aim at building brand loyalty.

PoP Promotions:
Point of purchase (PoP) includes displays and demonstrations that take place at the point of
purchase or sale.

Trade Promotion Tools

More money is spent by companies on trade promotion (58%) than on consumer

promotions (42%). The major trade promotion tools are as follows;

Discounts:
It is also known as price-off or off-invoice or off-list. Discounts price cut off the list price on a
particular quantity purchased during a stated time.

Allowances:
They are the amount offered in return for an agreement by the retailer to feature the
manufacturers products in some way; displays, advertising or otherwise.

Free Goods:

Free goods are the extra merchandise offered to middlemen who buy a specific amount of a
product Companies also offer push money and specialty advertising items to the middlemen.

Business Promotion Tools

Companies spend huge amount on promotions focused on industrial consumers. The major
business promotion tools are as follows;

Trade Shows and Conventions.

Sales Contests.

Clearly, sales promotions play an important role in the total promotion mix. To use it well, the
marketer must define the sales promotion objectives, select the best tools, design the sales
promotion program, pretest and implement the program and evaluate its results.

2.2

INTRODUCTION ABOUT THE INDUSTRY

What is Hospitality?
Hitherto, attempts to define commercial hospitality have tended
to focus on the clustering and defining of groups of industrial
activity (see for example Jones 1996). As Brotherton and Wood
(2000) point out, this approach that has dominated the thinking
of most academics and practitioners is one that takes a narrow,
commercial, economic and industrial perspective which leads to
definitions that are highly circular and have limited utility.
In recent years, however, the debate has been stimulated by the
work of Lashley & Morrison (2000) who, in an edited work,
present a range of different views of hospitality from the
philosophical to the commercial, and include several interesting
perspectives such as humour, the role of media and postmodernism. Perhaps the most significant contribution of this
work is the exploration of the concept of hospitality in the three
domains of the social, the private and the commercial
environments. This led to a vigorous debate (Slattery 2002,
Brotherton 2002, Slattery 2003, Brotherton 2003, Jones 2004b)
with Slattery (2002) challenging what he characterises as the
three-domain approach, and claiming that it excludes important
aspects of the industry to the extent that it is portrayed as the
poor relation when compared with hospitality in the social and
private domains. Indeed, Slattery (2002) is clear in his view that;

Hotels, restaurants, bars and the other hospitality venues are

4 The Service Industries Journal, September 2007, Volume 27,
Number 6 businesses where the critical relationship is between
sellers and buyers. The buyers are not guests, they are
customers. The relationship is not philanthropic it is economic.
Having criticized the three domineers conception, Slattery
presents his hospitality contexts model which structures the
industry under four headings: Free-standing Hospitality
Businesses, Hospitality in Leisure Venues, Hospitality in Travel
Venues, and Subsidized Hospitality. Although this is an approach
that harks back to the industrial classifications models
mentioned earlier, it is interesting to note that the notion of
hospitality contexts has similarities with the three domains
approach; that is, both seek to define hospitality within the
context of the environments within which it takes place. Whilst
Lashley and Morrison (2000) look at the wider contexts of
private, social, and commercial hospitality, Slattery (2002)
focuses on the contextual sub-divisions of commercial hospitality.
It is unfortunate that despite having identified the weaknesses of
extant definitions of hospitality, and presented an alternative
three domains approach, the authors in Lashley and Morrison
(2000) fail to explore the implications of hospitality in the social
and private domain for the practice of hospitality in the
commercial domain. Put simply, the question might be asked,
how might commercial hospitality be made more hospitable?
In the same text, Brotherton and Wood (2000) offer a definition
of hospitality: 5 The Service Industries Journal, September 2007,
Volume 27, Number 6 A contemporaneous human exchange,
which is voluntarily entered into, and designed to enhance the
mutual well-being of the parties concerned through the provision
of accommodation, and/or food, and/or drink which, despite
their claim that it captures the generic essence of hospitality,

actually fails to capture any sense of the exciting, vibrant and

creative industry in the real world. As Slattery (2002) states, this
is a, denuded and sterile conception of commercial hospitality
and hospitality management.
In addition, the Brotherton and Wood (2000) definition highlights
the preoccupation with the paraphernalia of hospitableness
centred around food, drink and accommodation (Telfer 2000);
and the provision of these through service. This has manifested
itself in a preoccupation with customer service, service delivery
and service quality. This is an approach that is dominated by the
perspectives of supply and suppliers, it not one that customers
recognise, it is not the language that customers use, and it is not
an approach that reflects the consumer experience or demand
perspective (Nailon 1982). The retention of a customer
perspective is essential to the effective delivery of hospitality
products; customers do not buy service delivery, they buy
experiences; they do not buy service quality, they buy
memories; they do not buy food and drink, they buy meal
experiences.

Hospitality Marketing
Hospitality marketing is unique because it deals with the tangible
product, like a bed in the hotel or food in the restaurant, but it
also deals with the intangible aspects of the hospitality and
tourism industry. It is about the experience in a trip and social
status it brings eating in a fine-dining restaurant. Hospitality
marketing is very critical in the success of any hospitality and
tourism product, organization and tourist destination. Proper
marketing effort promotes a product or service that fills the
needs and wants of the consumers and at the same time, bring
profits to the organization or country that features it.

Problems in Hospitality Marketing

In the marketing of hospitality services there are some problems
which a marketer faces which are as below:
1. Hospitality is a sector which is directly related to countrys economy so when
the economy is facing problems the industry also suffers.
2. Hospitality is a standardized sector so when a hotel or a group works only on
standards they create monopoly for them self.
3. There is an acute competition this sector.
4. Tourism is a sector which is less developed in the country and now different
states are emphasizing on it.
5. Big names are coming in no time.

CHAPTER 3
RESEARCH DESIGN & METHODOLOGY

3.1 RESEARCH METHODOLOGY

Meaning of Research:Research is a systematic method of finding solutions to problems. Research simply

means a search for knowledge. Research is an original contribution to the existing stock of
knowledge making for its advancement. It aims at discovering the truth. Research is a process
of systematic and in-depth study or search of any particular topic, subject or area of
investigation backed by collection, computation, presentation and interpretation of relevant data.

Meaning of Methodology:Methodology means methods of conducting research and the logic behind the methods.
The methodology is the theory of how research should be undertaken. It is the tools and
techniques used to obtain and analyze data.

Meaning of research methodology:Research methodology means the method adopted in studying the problem. It helps in
explaining the tools and techniques used in studying the problem under study. It is necessary
that the researcher should know which tool is used and for what purpose. Research
methodology is a way to systematically show the research problem. The research methodology

not only talk about the research methods but also consider the logic behind the method we sue
in the context of our research study and explain why we are using others so that the research
results are capable of being evaluated either by the researcher himself or by others.

Research Design
Research design is the framework or blueprint for collecting information needed in the best
possible way. The correct design will save resources and also tests the validity and the reliability
of the research.

DESCRIPTIVE RESEARCH
In this study descriptive type of research is adopted. This type of research includes
surveys and fact-finding enquiries of different kinds. These major purpose of descriptive
research is description of the state of affairs as it exists as present. The main characteristic of
this method is that the researcher has no control over the variables; he can only report what has
happened or what is happening.

Methods of Data Collection:The search for answers to research questions calls for collection of data. Data are facts,
figures and other relevant materials, past, and present, serving as bases for study and analysis.

Primary Data:

Primary data is collected with the help of interview techniques, question naire
and consumer survey methods. Interview is an effective, informal verbal and non verbal
conversation, initiated for specific purpose and focused on certain planned content
areas. Questionnaire is a systematic compilation of questions that are submitted to a
sampling of population from which information is desired. Consumer surveys are
conducted to learn what consumers think of promotion how many took advantage of it
and how the promotion affected subsequent brand-choice behavior.

Secondary Data:
Secondary data sources include:
a) Annual financial report of the firm
b) Magazines:. Business Today.

Data Representation:
Tools of Analysis include:

a) Tables
b) Graphs
d) Pie Diagrams
e) Charts
SAMPLING TECHNIQUES
The sampling method adopted is the non-probability sampling method. In non-probability
sampling method the convenience sampling method is used here.

Population Size:-

Population Size of this project is unknown.

Sample Size: It is the number of items that has been selected from a population to make the study.
Sample size of 50 samples was considered for this study

Area of the study: - The study has been conducted only on the Hotel Clarks Avadh Lucknow.

SAMPLING METHODS
The sampling method adopted is the non-probability sampling method. In non-probability
sampling method the convenience sampling method is used here. In convenience sampling
method the researcher can collect the samples as per his or her convenience. This is usually
adopted when the population is unknown and the area of study is very wide.

TOOLS USED FOR DATA ANALYSIS

The collected data were analyzed with the help of simple percentage analysis, chi-square
test and weighted average method.

Percentage Analysis

Percentage refers to a special kind of ratio in making comparison

between two or more data and to describe relationships. Percentage can also be
used to compare the relation terms the distribution of two or more sources data.

Number of Respondents
Percentage of Respondent =

x 100
Total Respondent

CHAPTER 4
DATA ANALYSIS & INTERPRETATION

DATA ANALYSIS AND INTERPRETATION

Data analysis refers to collection of organize information usually analysis the result of
experience, observation or experiment, or a set of premises. This may consist of number, words
or images, particular as measurement or observation of set of variables.
Interpretation is a communication. It is telling a story. It is vital part of how people
experience the places there is it. The good interpretation will leave your visitors felling
connected, inspired and alive with curiosity.

4.1EFFECT OF MEDIA

Table 4.1

Sl. No

Media

No. Of Respondents

Perce
ntage

Visual

20

40

Print

15

30

Audio

02

04

Displays

02

04

Banners

01

02

Brochures

10

20

INTERPRETATION
Result shows that visual media and print media influence customers mostly
and brouchers also attract the customers. About 40% were influenced by visual
media, 30% by print media, and 20% by brouchers. Audio media 4%, displays
4% and banners attracted 2%.

Chart 4.1

45
40
35
30
25
20
15
10
5
0

PERCENTAGE

Visual

Print

Audio

Displays Banners Brochures

4.2 DEALER DEMONSTRATION

Table 4.2

SL.

ATTRIBUTES

NO. OF RESPONDENTS

PERCENTAGE

Excellent

25

50

Good

15

30

Satisfactory

08

16

Poor

02

04

NO

INTERPRETATION
About 50% of customers respondent dealer demonstration was excellent while 30%
demanded that the result was good.

Chart 4.2

Poor

Satisfactory

Good

Excellent

10

20

30

40

50

4.3SUCCESS OF ADVERTISEMENT MESSAGE

Table 4.3

60

SL.NO

ATTRIBUTES

NO.OF RESPONDENTS

PERCENTAGE

YES

30

60

NO

20

40

INTERPRETATION
About 60% of customers commanded as advertising message was conveyed
successfully while 40% were against motion.

Chart 4.3

YES
NO

4.4. CUSTOMER SATISFACTION

Table 4.4

SL.NO

ATTRIBUTES

NO.OF RESPONDENTS

PERCENTA
GE

Excellent

30

60

Good

15

30

Satisfactory

03

06

poor

02

04

INTERPRETATION
60% of customer were delighted and 30% customer were satisfied with present sales
promotion events of the hotel .

Chart 4.4

PERCENTAGE
Excellent
Good
Satisfactory
Poor

4.5 NEED FOR ADDITIONAL ADVERTISEMENT AND SALES PROMOTIONAL ACTIVITIES

Table 4.5

SL.NO

ATTRIBUTES

NO.OF RSPONDENTS

PERCENTAGE

YES

20

40

NO

30

60

INTERPRETATION
About 40% felt need for change in advertising and sales promotion activities.
Chart4.5

PERCNTAGE

YES
NO

4.6 CUSTOMER DEALER RELATIONSHIP

Table 4.6

DEALER
SL.NO

NO.OF RESPONDENTS

RELATIONSHIP

PERCENTAG
E

CORDIAL

25

50

VERY FRIENDLY

15

30

HOSTILE

06

12

POOR

04

08

INTERPRETATION
50% respondents have cordial relationship with their dealers.

Chart 4.6

PRECENTAGE
Cordial
Very friendly
Hostile
Poor

4.7 SATISFACTION WITH SALES PROMOTIONAL ACTIVITIES

4.7 SATISFACTION WITH PRICE OF THE PRODUCT

Table 4.7

SL.N

ATTRIBUTES

NO.OF

PERCENTAGE

RESPONDENTS

Highly satisfied

10

20

Satisfied

20

40

Moderate

14

28

Dissatisfied

06

12

Highly Dissatisfied

INTERPRETATION
40% of customers tells that they satisfied with price,20% are highly satisfied with price,
28% are moderate with price and 12% are dissatisfied with price of product.

Chart 4.7

40
35
30
25
20
15
10
5
0

4.8. How far you were satisfied from the packages provided by AGMARCK advertising
agency ?

Table 4.9

RATING

PERCENTAGE

EXCELLENT

30

GOOD

40

SATISFIED

20

POOR

10

INTERPRETATION: 40% of respondents rated GOOD with packages of AGMARCK

advertising agency.

Chart 4.8

50
40
30
20
10
0
1

4.9. HOW OFTEN DO YOU VISIT THE HOTEL IN A YEAR?

Table 4.9

RATING

PERCENTAGE

LESS THAN 2 TIMES

20

2-5 TIMES

60

MORE THAN 5

20

Chart 4.9

70
60
50
40
30
20
10
0
1

INTERPRETATION : 60% of customers visited 2-5 times in a hotel in a year.

4.10 HOW DO YOU BOOK A ROOM IN A HOTEL?

Table 4.11

RESERVATION METHODS

FREQUENCY

PERCENTAGE

E-MAIL

18

36

TELEPHONE

05

10

TOUR OPERATORS

12

24

WEB PORTALS

15

30

INTERPRETATION : 36% of respondents book their rooms through e-mails,

30% through web portals and 24% with tour operators.
Chart 4.11

1
0

10

15

20

25

30

35

40

4.12. RATE OUR HOTEL PACKAGES WITH OUR COMPETITORS?

Table 4.12

HOTEL NAME

FREQUENCY

VIVANTA BY TAJ

18

PERCENTAGE
36

PICCADILY

05

10

GEMINI CONTINENTAL

15

30

CLARKS AVADH

12

24

INTERPRETATION :The Clarke Awadh Hotel found their packages ranking after
Vivanta by taj and Gemini continental.

Chart 4.12

40
FREQUENCY

35
30
25
20
15
10
5
0
1

CHAPTER 5
FINDINGS

5.1 FINDINGS

1. Visual media and Print media influence customers mostly and brouchers also attract the
customers

2. Advertising & Promotion activity is less as compared to recent years ago.

3. Hotel provides discounted tariffs, vouchers etc. to the customers.
4. Customers were of the opinion that the customers relationship was cordial
5. Hotel faces competitors effectively through quality and effective sales promotion program of
the company.

CHAPTER 6
RECOMENDATIONS & CONCLUSION

6.1 SUGGESTIONS

1. Marketing department should concentrate more on lucknow district

2. Strict lost control measure should be taken to reduce unnecessary over heads.
3. Make appropriate market study and introduce more innovations in sales.

4. Advertising through media should be used as effective sales promotion program.

5. Direct marketing technique should be used for effective sales promotion program.
6. Diversification of products should be used as the key to future growth.

6.2 CONCLUSION

The organizational study enables me to gather knowledge regarding the working of an

organization. The study has brought light to know the organization as a whole. Different
products and efficiency in working for attaining of a common goal.
The study also helped in understanding and analyzing customer satisfaction about services and
products offered to customers. Every player in the HOTEL industry is trying to cover more
market share than the other. So the company must be more alert providing high quality service
and awareness to customers.
The researcher hope the company will find his findings relevant and sincerely hope it uses his
suggestions enlisted, In short, the researcher would like to say that the very act of the
concerned management at HOTEL in giving him the job of critically examining consumer
buying Behavior towards HOTEL of the company

BIBLIOGRAPHY

BOOKS

1. Marketing Management

AUTHORS

: Philip Kolter Hall Inc. Tenth Edition,

September 2001.

2. Principles of Marketing

: Richard j. Semenik and Gary J. Bamoss

South West publishing Company, First Edition, 1993.

3. Marketing

: William G. Zikmund and Micheln D Amico

South West publishing Company, fourth Edition, 1993.

4. Research Methodology
Edition, 1990.

: C.R Kothari Wishwa Prakashan, Second

WEBLIOGRAPHY
1.)
2.)
3.)
4.)

www.clarksavadh.com

www.drjaybadiyani.net/content/commerce/c32content.html
https://www.scribd.com
http://www.foodsci.purdue.edu/outreach/vap/materials/marketing.pdf

CHAPTER 7
APPENDIX

QUESTIONAIRE

Q1. EFFECT OF MEDIA

Visual
Print
Audio
Displays
Banners
Brochures

Q2.DEALER DEMONSTRATION
Excellent
Good
Satisfactory
Poor

Q3. SUCCESS OF ADVERTISEMENT MESSAGE

ATTRIBUTES
YES
NO

Q4. CUSTOMER SATISFACTION

ATTRIBUTES
Excellent
Good
Satisfactory
Poor

Q5.NEED FOR ADDITIONAL ADVERTISEMENT AND SALES PROMOTIONAL ACTIVITIES

ATTRIBUTES
YES
NO

Q6. CUSTOMER DEALER RELATIONSHIP

DEALER
RELATIONSHIP
CORDIAL
VERY FRIENDLY
HOSTLE
POOR

Q7. SATISFACTION WITH SALES PROMOTIONAL ACTIVITIES

LEVEL OF
SATISFACTION
EXCELLENT
GOOD
SATISFACTORY
POOR

Q8. SATISFACTION WITH PRICE OF THE PRODUCT

ATTRIBUTES
Highly satisfied
Satisfied
Moderate
Dissatisfied
Highly Dissatisfied
Q9. How far you were satisfied from the packages provided by AGMARCK advertising
agency ?
RATING
EXCELLENT
GOOD

SATISFIED
POOR

Q10. HOW OFTEN DO YOU VISIT THE HOTEL IN A YEAR?

RATING
LESS THAN 2 TIMES
2-5 TIMES
MORE THAN 5

Q11. HOW DO YOU BOOK A ROOM IN A HOTEL?

RESERVATION METHODS
E-MAIL
TELEPHONE
TOUR OPERATORS
WEB PORTALS

Q12. RATE OUR HOTEL PACKAGES WITH OUR COMPETITORS?

HOTEL NAME
VIVANTA BY TAJ
PICCADILY
CLARKE AWADH
GEMINY CONTINENTAL