A DISSERTATION

REPORT ON
TO STUDY THE BRAND IDENTITY AND ITS IMPACT ON CONSUMER
BEHAVIOR OF HOTEL IN NASHIK CITY

SUBMITTED TO

SAVITRIBAI PHULE PUNE UNIVERSITY

IN PARTIAL FULFILLMENT OF THE REQUIREMENT OF

MASTER OF BUSINESS ADMINISTRATION (MBA)

SUBMITTED BY

MR.YASH MOHAN DESAI

UNDER THE GUIDANCE OF

PROF.ADESH SOLANKE

DEPARTMENT OF MANAGEMENT STUDIES

SANDIP FOUNDATION'S
SANDIP INSTITUTE OF TECHNOLOGY & RESEARCH CENTRE,
NASHIK- 422213
2017-18

1
 STUDENT’S DECLARATION

I undersigned hereby declare that, the dissertation entitled, “To study the
brand identity and its impact on consumer behavior of hotel in Nashik city
” is executed as per the course requirement of two year full time MBA program
of SavitribaiPhule Pune University. This report has not been submitted by me
or any other person to any other University or Institution for a degree or
diploma course. This is my own and original work.

Place: Nashik

Date:

Yash Mohan Desai

2
 ACKNOWLEDGEMENT

A dissertation report is the golden opportunity for learning and self-

development. I consider myself very lucky and honored to have so many
wonderful people lead me through in completion of this project.

I wish to express my indebted gratitude and special thanks to “Curry

leaves hotel of Nasik” & all the staff members especially my guide and mentor
Mr. Vishal Ugalein spite of their busy schedule took time to hear guide and
keep me on the correct path and allowing me to carry out my project work.

I express my gratitude to Sandip Institute of technology and Research

Centre Dept. of MBA for giving me this opportunity, I am also thankful to our
HOD Prof. (Dr.) Rakesh Patil sir, deepest thanks to college guide Prof.
ADESH SOLANKE SIR for his guidance and support. He supports me by
helping me to understand different methods of collection about the dissertation
report and the company. He helped me whenever I needed and he gave me the
right direction towards completion of dissertation report.

Signature of the Student

3
 CONTENTS

Chapter no. TITLE Page no.

COLLEGE CERTIFICATE I

COMPANYCERTIFICATE II

STUDENT’S DECLARATION III

ACKNOWLEDGEMENT IV
Executive Summary 8
I
Objectives ofthe Study 11
II
CompanyProfile 13
III
Literature Review 19
IV
Scope of Study 36
V
Limitation of Study 39
VI
Research Methodology 41
VII
Data Analysis and interpretation 46
VIII
Finding 57
IX
X Suggestion/Recommendation 59

XI Conclusion 61

XII Annexures 63

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 LIST OF GRAPHS

Page
Sr. No. Graph No. Title of Graph No.
1 1 List of competitor 18
2 2 Social media contribution on consumer behavior in hotel industry 33

LIST OF TABLES

Page
Sr. No. Table No. Title of pictures No.
1 1 Planning layout 23

LIST OF FIGURES

Page
Sr. No. Figure No. Title of Figure/Pie charts No.
1 1 Q.1) Do you visit the Hotel? 47
2 2 Q.2) How often do you visit the hotel? 48
3 3 Q.3) Are you a brand loyal customer? 49
4 4 Q.4) Which type of hotel do you visit? 50
5 5 Q.5) Which Hotel do you visit? 51
6 6 Q.6) Are you a regular customer of the same hotel? 52
7 7 Q.7) Which attribute of hotel attracts you to visit? 53
8 8 Q.8) What type of hotel do you prefer with respect to cost? 54
9 9 Q.9) What type of food do you prefer? 55
10 10 Q.10) Which type of cuisine do you prefer? 56
11 11 Q.11) How do you judge the Hotel? 57

5
 LIST OF ABBREVIATION
Sr. No. Abbreviation Full Form of Abbreviation
1 UNWTO The World Tourism Organization
2 ROI Return on Investment
3 ITDC India Tourism Development Corporation
4 S.M.A.R.T Smart, Measurable, Achievable, Realistic, Time based

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INDRODUCTION

The lastdecadehas seen a significantincreaseintheuseofbothhotel industryandthe

general development of new technology worldwide.The hotel industryhasseen an
impressing development since the beginning although over the pastfew years, due to the
recession, peoplehavestartedcuttingdownonvacationsandsaleshavedecreased, further
leading to lowerrevenue,lowerpayoffs and decreasingwork segment.Today, the
industryisontheriseagainandhas
changeddramaticallywiththeoverwhelmingappearanceofhotel
industryplatformscreatingnewopportunitiesto progress andattract the customerthrough
facilitatedcommunicationandempowered guestengagement.

Itcanonlybeseenassomethingpositiveforthehotel industryasithassomuch to offer. It

is still on a rise and provides away toincreaseprofits. Nevertheless,
oneofthemostessentialproblems thatserviceprovidershave encountered is how toengage
inhotel industrymarketingandhowtovalidatewhetherit is profitablefortheirbusinesstouseor
not. Therefore, someofthemostchallenging aspects includetheconsiderationsof
howonemeasuresthese results;howone determinesthe business valueofhotel
industry,howonerealizesthe importance ofhotel industry to anyorganization, how one
makesuse of hotel industryforabusinessin order for in to be accepted by the
communitywhilstenhancing thebrandand lastlyhow onemeasure thevalue of the
accomplished efforts.

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 CHAPTER-1

EXECUTIVE SUMMARY

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 EXECUTIVE SUMMARY

The potential influence of considerable interest in academia and industry are alike
However, most of the research that has been conducted has been from the customers and
not from the service provider’s perspective. There is limited research on the methods
implemented by hotel for measuring the influence hotel industry have on their respective
goals and the different perspectives, namely financial or other, taken into consideration
when doing so. This is done by conducting semi-structured interviews with hotelier in
Nasik city and handful of survey.

Current research investigates how Nasik hotels measure hotel industry influence
on their business goals. The results reveal that marketers in India do not look at financial
figures when using hotel industry marketing rather consider customer satisfaction,
engagement, and brand awareness as the primary Return on Investment. In similar way
same goes to Nasik city for Hotel industry when we do the survey!

It is commonly perceived that hotel industry’s return on investment in the hotel

industry cannot be measured, because of the perishable product, additionally because the
return on investment is not always considereda concrete aspect.

For instance, Business reputation or association of a brand with specific

characteristics are not the features that can be measured, butare still important for
stakeholderand can be easily achieved with the help of hotel industry marketing. Of
course financial aspects cannot be foreseen, but in the end “the relationship is

9
apparent andsignificant: Socially engaged companies are in fact more financially
successful”

Market survey includes:-

1) Hotels in Nasik

2) Service provider of Nasik hospitality

3) Interacting with the hotel staff

4) Costumers

An exploratory survey was conducted for overall Hotels in focusing majorly on

“Curry Leaves” by drawing a basic questionnaire. This helps in understanding the
customers’ expectation from hotel industries and various factors affecting the likes and
dislikes of the Hotels.

After research, sales activity was done for business development. For this activity a
strategy was made, to target new consumers, for e.g.customer going other hotels and
what they like and dislike being there.

To enhance, business meeting were conducted with hotel management, staffs, hotel
partners and chefs (including the free lancing team)

Most of the customer visiting hotels has shared that what value them more is the
experience and service along with the food.

Many were focusing on hygiene and quality of food, with equal importance to the
ambience and good feel!

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 Brand identity do matter as the people keep loyalty due to the treatment into such
industry. It is more of the relationship and service centric hence the brand identity is the
by-product of the services offered to the customers

CHAPTER-2

OBJECTIVES OF THE STUDY

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 OBJECTIVE

The purpose of thisthesis is to study the below through research/survey:

• To study the perception of hotel visitors in Nashik city.

• To understand and identify the consumers loyalty towards the hotel curry leaves.
• To understand the factors motivating consumers in the hotel curry leaves.
• To study the effect of social media on the performance ofhotel curry leaves.

The findings are compiled and analyzed and finally, the conclusions and further
research suggestions are going to be stated below.

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 CHAPTER - 3

COMPANY PROFILE

13
 COMPANY PROFILE

The awesome place to get the best vegetarian food with reasonable price. Curry
Leaves Restaurant at Gangapur Road has a pleasant typical ambience, also the well-
presented food.

A calm, cozy, descent, yummy are all the factors that attract the family crowd
here. Curry Leaves, Gangapur Road, serves a variety of vegetarian dishes and also has a
specialty for the best Maharashtrian food. This pure veg restaurant has a page dedicated
for the Marathi Food lovers to enjoy their meal here.

Placed at the prime location in Nasik, is always flocked by families, youngsters

and groups of friends. The ambience, service and taste gets full marks. Do visit this
vegetarian restaurant to enjoy the best of veg meals in Nasik.

Very neatly planned and spacious sitting arrangement – this Maharashtrian food
serving restaurant holds good record of the frequent or returning visitors also.

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Cuisine serve in restaurant -Indian, International, Asian, Vegetarian Friendly, and
Vegan Options

Meals -:
Lunch, Dinner, Breakfast, Brunch

Restaurant features -:
Takeout, Seating, Delivery, Reservations, Wait-staff

Good for -:
Large groups, Kids, Business meetings, Families with children

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 Open Hours:-
Sunday

9:00 AM - 11:00 PM

Monday

9:00 AM - 11:00 PM

Tuesday

9:00 AM - 11:00 PM

Wednesday

9:00 AM - 11:00 PM

Thursday

9:00 AM - 11:00 PM

Friday

9:00 AM - 11:00 PM

Saturday

9:00 AM - 11:00 PM

Location and Contact Information

• Address: Gangapur road, nasik, Nashik, India

• Location: Asia > India > Maharashtra > Nashik District > Nashik
• Phone Number: +91 253 234 6777

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Address: Curry Leaves,

Gangapur Rd, Veer Sawarkar Nagar

Nashik, Maharashtra 422005.

Phone: 098234 84914/02532346777

Timings: 09:00 am to 11:00 pm

Closed On: –

Food: Fast food, North Indian, Chinese, AsalMaharashtrian Cuisines.

Category: Restaurant.

Price range: Premium.

Logo:

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 List of competitor-

PanchavatiYatri, Spice Route, Veg Aroma, Punjab Grill

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 CHAPTER - 4

LITERATURE REVIEW

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 LITERATURE REVIEW

Hotel Industry

UNWTO defines tourism as“a social, cultural and economy phenomenon, which
entails the movement of people to countries or places outside their usual environment for
personal or business/professional purposes”. For some hotel represents relaxation and
fun, a trip during the holiday weeks away from work,and some doubt the need for study
and research.But for others,tourism is a source of employment; it is a business that bring
revenue to millions of people around the world; it is a source of living.Therefore it is
important to research it, analyze it and study it more attentively.

For a better understanding of the term, its characteristics should be defined:

intangibility it is a service,not a product,and as a result it cannot be touched,just
experienced;heterogeneity – each customer experiences a service in a different way;
inseparability –it cannot be taken home like a product and has to be consumed at the
place of the destination;perishability – once the opportunity of selling a service at a
certain point has forgone,it cannot be resold at a later point in time; lack of ownership–a
service that cannot be owned,due to the previously mentioned characteristics.

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 THE HOTEL INDUSTRY IN INDIA-THE PAST AND THE PRESENT

A Brief History of India's Hotel Industry

Before World War 11, most hotels in India were developed in locations that were
frequentedby the British and Indian aristocracy. This period saw the development of
hotels
Being undertaken by individual British and Indian entrepreneurs, with only a few
companies owning hotels in India, such as The Taj Group--Indian Hotel Company
(owned
By J. R. D. Tata) and Faletti's Hotel, East India Hoteldberoi Group.

The important hotels that were built during India's British period were:

The Rugby, Matheran (1876)

The TajMahal Hotel, Mumbai (1900)
The Grand, Calcutta (1930)
The Cecil Hotels, Shimla and Muree (1935)
The Savoy, Mussoorie (1936)

India gained independence in 1947, and the hotel industry had a period in which
no.1 hotel development took place. Upon his return from the Non-Aligned Movement
Conference in 1956, Late Pundit Jawaharlal Nehru, then Prime Minister of India,
recognized that tourism could be an engine for the country's economic growth and was
inspired to build quality hotels in India for visiting foreign dignitaries. This led to the first
ever government investment in the hotel industry with the building of the Ashoka Hotel
in NewDelhi.

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 The India Tourism Development Corporation (ITDC) was set up in 1966 as a
corporation under the Indian Companies Act of 1956, with the merger of Janpath Hotel
India Ltd. and India Tourism Transport Undertaking Ltd. Today, ITDC provides a
complete range of tourism services, including accommodation, catering, and
entertainment and shopping, hotel consultancy, duty free shops, and an in-house travel
agency.

The government gave the tourism industry another boost when it created the Ministry of
Tourism and Civil Aviation in 1967, separating it from the Ministry of Transport and
Shipping, thereby recognizing that tourism was not simply about transporting people
from point A to point B but had a much wider role to play in the nation's economy.

Concurrently, Rai Bahadur M. S. Oberoi, Chairman of East India Hotels Ltd., was
expanding his empire by constructing New Delhi's first modern multi-story hotel,which
was franchised to U.S.-based Inter-Continental Hotels. The portfolio of Oberoi hotels
consisted of The Cecil, Shimla; The Oberoi Grand, Calcutta; The Oberoi Clarks, Shimla;
The Oberoi Palm Beach; and Gopalpur on the Sea.

The Taj Mahal Hotel in Bombay was the next to follow this franchising trend in 1970
when it adopted an Inter-Continental hotel franchise for its new hotel in Bombay.
Simultaneously, the Oberoi Tower Hotel under construction in Bombay entered into a
franchise

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 PRESENT HOTEL INDUSTRY

Hotel industry has boom like extensively in the present millennium generation, we
have below few attributes or layout and planning of the industry which shows the drastic
advancement in the industry

Planning Layout

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Hotel Rooms & Suites

The hotel will be of stylish, comfortable, well-furnished and air-conditioned rooms

with contemporary luxury and gracious service.

Banquet and Conference

The Hotel will have a banquet hall with a capacity of 150 and 400 for parties,
banquet hall also be used for exhibitions/events. The banquet hall is very essential for the
hotel and will be done in a western concept. There will be 1 conferencing hall for
business meeting, conference and gathering etc. the hall will be equipped with all the
modern conferencing aids.

Restaurant and Bar

The hotel will be having 2 nos. of restaurant, a Lounge Bar and a coffee shop,
which will be offering a choice of continental, Chinese and variety of food from Indian
cuisine, with live piano music, and one open restaurant with the above amenities for the
outside visitors. The bar will be well stocked with best of spirit and wine where guests
can spend their time with gossiping watching television.

Travel Desk

The hotel will also have a Travel Desk, which will help visitors to gather
information and sketch a tour for visiting the tourist place.

Pick up Facility

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 The hotel will also having a Pick up facility, the company will be buying vehicles
to pick the guests from the suitable place.

Business Center

The business center is equipped with the latest office automation equipment to
provide secretarial services and allied services like courier services, E-mail services,
Telecommunication services and other support services.

Currency Exchange Facility

The hotel will also provide the currency exchange facility to overseas guests.

Resort Complex Cottages

The Resort will be having good nos. of cottages with a refreshing mix of style and
spacious elegance, our guest rooms and suites will be offering peace and tranquility as
well as the comforts of modern day living.

Ayurveda Centre

The resort will be having an Ayurveda center. Ayurveda is the alternative

medicine of Indian tradition, originated in ancient times. It is a natural healing science for
cure, prevention or rejuvenation of the body, based on the use of herbs or herbal
medicines.

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Kids Arena and Board Games

The Resort Complex will be having a separate area for the kids; Kids Arena for
children to have fun and The Resort will be having an area for board games, which will
provide additional options for the guests to spend excellence time in the Resort.

Banquet and Conference

The Resort will be having a banquet hall with a ca parties of 120 for parties,
banquet hall also be used for exhibitions/events. The banquet hall is very essential for the
Resort and will be done in a western concept. There will be 1 conferencing hall for
business meeting, conference and gathering etc. the hall will be equipped with all the
modern conferencing aids.

Lounge Bar

The resort will be having a Music Lounge & Weekend Disco Theque - Equipped
with the latest sound & a Light system, the disco is for those who are young at heart. The
zeal to dance & enjoy is a welcome thought. A disco night on every weekend will be
arranged.

GYMNASIUM

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 A gymnasium will be surrounded by state of the art equipment from the Life
Fitness, USA, and the World’s undisputed leader in Gym Equipment. Equipment will be
is available to tone up body muscles and rejuvenate. Visitors can sweat out superfluous
body fat and discover the fresh self within.

SWIMMING POOL, JACUZZI, SPA, AND STEAM SAUNA

A swimming pool, which is also an important part of the club. The swimming pool
facility is a must for any club and thus it will be instrumental for the popularity of the
club. There will also a small nearby kid’s swimming pool. There will be a juice and snack
bar along with the swimming pool to add to the service provisions.

Garden

In the proposed project there is also a beautiful and decorated Marriage Garden
and its well-kept gardens infuses a breath of fresh air and fill both young and old with
vitality, which will be provided on rent for the Marriage Purpose or Big Parties. The
capacity of the garden will be around 1000 people with huge car parking capacity.

Classification of Hotels:

Five star Hotels:

Luxury hotels; most expensive hotels/resorts in the world; numerous extras to enhance
the quality of the client's stay. The hotel will accept at least two types of credit cards. In

27
addition to the facilities of a 4-star room, the 5-star rooms have air conditioning that can
be regulated individually.

Four star Hotels:

First class hotels; expensive (by middle-class standards); have all of the previously
mentioned services; has many "luxury" services (for example: massages or a health spa).

Three star Hotels:

Middle class hotels; moderately priced; has daily maid service, room service, and may
have dry-cleaning, Internet access, and a swimming pool. In addition to the facilities of a
2-star room the 3-star rooms have a private shower and toilet, a desk with a chair, a
telephone with direct line, a color television and radio stations.

Two star Hotels:

A 2-star hotel is a functionally decorated simple to middle class hotel. Drinks are
available and there is a fax machine which guests may use. In addition to the facilities of
a 1-star room at least half of the 2-star rooms have a private shower and toilet and a color
television. At least 25% of the rooms should be air –conditioned.

One star Hotels:

A 1-star hotel is a good, simple hotel with a standard interior/design. You may expect a
hospitable service and clean surrounding breakfast will be available. All rooms will have
a bed with matching bedding, a table with chairs, a cupboard, heating, and a sink with hot
and cold running water and soap. Budget Class Hotels: A home away from home, the
budget hotels accommodate customers from upper middle and middle class. Also referred

28
to as Economy Class Hotel, Business Hotels and Discount Hotels, the Budget Hotels
support all the modern infrastructural facilities for a comfortable and pleasant stay.

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Brand Identity and its implication on Hotel Industry

Strong ongoingbrandingstrategy –it is essentialfor a brand tohave a good

strategy,whichshould beimplemented in the longterm with commitment so that the name
must survive in the long run

Positioning throughlistening and dialogue – refers to always making yourself

distinguishing compared toyour competitors by listening to your customer.

Testimonials in Quality– isallabout the service you offer to yourcustomers; satisfied

customers are happycustomerswho may return benefits positiveword of mouth

Distribution –is all about the location,beingactive on allonlinedistributionchannelsand

having the possibility to work fromremote locations.

Freedoand variability– free giveaways are always an efficient way toattractcustomers.

Referral and rewards program - most companies nowadays have rewards programs,
making it evident of how much they valuetheir returning customers and thereferrals of
these customers, byrewarding them with different incentives.

Likeability– the way a marketer sells hisproduct is justas relevant as the other attributes.

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 Brand Identity Goals

Like any other goals, Brand identity goals should be

S.M.A.R.T.

(i) Specific goals reflect the objectives of a marketer, when deciding what brand identity
tools to use;

(ii)Measurable goals are essential in order to be able to see if the objectives set have
been achieved in the end. Goals that sound impossible to reach will not be taken seriously
by anyone; hence

(iii)Achievable goals should be chosen. Similarly,

(iv)Realisticgoals refer to taking into consideration all the external factors that could
influence the final result. Finally, goals should be

(v)Time-­based which means a specific target should be attained within a specific time
period. Goals are a way to make people more persistent in what they are doing by putting
more effort into their actions. As managers do not always have the ability to motivate
their employees, setting goals is an alternative to this issue. They provide a vision of what
has to be achieved in order to succeed. As Sterne (2010) mentions that goals keep you
focused and help answering questions like “Are we there yet? Are we still going in the
right direction?”
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 Hospitality and its importance in the Hotel Industry

Hotel is more or experience and service rather than only food and ambience and
thereforebeing liked by the communityis akey to success. This can be done through small
but significantgestures like saying thank you, answeringrapidly to private or
publicquestions, notusing over reactive arguments in response to criticism, rather build
bridgesbetweenthem and theircustomers, and finally not being insistent. In the end, all
theseattributes contribute to a business’ reputation. The foundations of a good reputation
are truth promises, feedback, customer experience, brand monitoring, conflict
managementand association.These attributes will help in defining the goals marketers set
whenengaging in onlinecommunication goals, which isdecisive forthisresearch paper.

“The rise of a restaurants dramatically challenges the wayfirmsmanage their

brands.Keyfeatures of this social mediaenvironment with significant effects on branding
are ashift from thefirm to consumers as pivotalauthorsof brand stories in the branding
process; a high level of interactivity manifested in social networksof consumers and
brands;and amultitude of channels and brand stories that cannot be easily coordinated”

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 Social media contribution on consumer behavior in hotel industry

“There are currently more than 1.5 billion people aroundthe globe with
access tointernet.With thisforecast to increase by 50 percent by 2015, operatorsneed to
embrace the world onlineand ensure they delivertheir brand through multiple (ever-
­‐changing) channels”. Considering such an increase in theuse ofsocial media in thehotel
industry.

Advantagesand disadvantages should always be taken into consideration.

A good way to start a restaurant/hotel is to “clearly layout your goals and your
successmetrics before launching” and to “know your social mediaaudience and tailor
contentappropriately”

The author considers also that by putting intoaction and measuring a social-
campaign,numerous goals can be achieved:

• Expanding the social footprint and reward existing fans,

• Drive traffic for brand websites,

• Amplifybrand awareness,

• Increase newsstand buzz and single copy sales.

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 Socialmedia has tobetransparentto achieve highercredibility for the brand, but this
might also highlight what thebrandis claiming tooffer is inconsistentwith the actual
service offered.For example, Trip Advisor is one ofthe first websites customers go to
before deciding between a wide rangesof products. Brand owners should take great care
of these kinds ofwebsites as badword-­‐of-­‐mouthmay arise, but theyshould also take it
as anopportunity to offerfeedback tounsatisfied customers andtherefore improve their
brand image.

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 Measuring Brand identity and its impact on consumer Influences

There are countless tools that can be used to measure brand

identity on the hotel industry. But are these tools effective in reaching the company’s
goals? The following section is concerned with explaining and segmenting these tools
into sections and analyzing their importance.

It is important to mention, as Raphael (2013) considers, that

“Measuring socialtrafficshould notbeconfused withengagement—driving a reader to a
website is a long way from having them actually interact in a meaningful way witha
brand’scontent.” Although alotof marketers assume that measuringthe brandidentity
and ReturnonInvestment (ROI) is impossible or not necessary, Levinsonand
Gibson (2010) do notagree withthe assumption.

They measuresuccess by theamount of net profit or netresults theygeneratefromtheir

marketing activities “andconsider that when measured, results of individual sources as
well as collective sources, can always be improved. A simple way of calculating the
ROI is by subtracting the costsfromthegross profit andthen divide the result by costs.
Converselyfrom a marketing point of view,thereare various types of ROI: reputation,
risk reduction, client retention, efficiency, business intelligence, differentiation,
brand association, publicrelations and exposure, immediaterevenue, long term
revenue, supplier capacity building, perceptionshifting, more andbetter recruits,
innovation, client education, staff capacity building,network growth, opportunity
creation, job satisfaction and trust building.

35
 CHAPTER -5

5. SCOPE OF STUDY

36
 Scope of the study:
Study just takes into account the Nashik region and hence the inferences are drawn based
on the sample which represents these consumers.

37
 CHAPTER-6
LIMITATION OF STUDY

38
 Limitation of the study:
1. The sample which was collected does not resemble the whole universe so the
conclusion drawn may not be taken.

2. Respondent opinions can be biased

3. Respondents can link his /her personal liking /disliking towards toward his company
while filling up the form

4. As questionnaire has limited questions there may be some factors which may get
missed out

5. Due existence of time & cost constraint. The study restricted to only 100 samples.

39
 CHAPTER - 7

RESEARCH METHODOLOGY

40
 RESEARCH METHODOLOGY-

TITLE OF THE RESEARCH STUDY:

To study the brand identity and its impact on the consumer behavior of hotel in Nasik city

DURATION OF THE RESEARCH STUDY:

This study was carried out for duration of 2 month.

DEFINITION OF RESEARCH METHODOLOGY:

Research is a careful, systematic and objective investigation conducted to obtain valid

facts, draw conclusions and established principles regarding an identifiable problem in
some field of knowledge.

STAGE 1 – Gathering information and inputs to frame the necessary questions for the
survey.

STAGE 2 – Collecting data using the survey method, by getting the sample employees
fill the questionnaire.

STAGE 3 – Analyzing and interpreting the primary data collected from the survey
responses

Research design: The research design used is descriptive and the information collected
through personal interaction and observation and analyzing the result.

41
 DIFFERENT METHODS OF DATA SOURCES

1. PRIMARY DATA

Primary Data is the information collected during the course of an experiment through the

• Questionnaire method
• It can also be obtained through,Observations
• Survey interviews - direct communication with the consumersand staff of hotel
by performing surveys or descriptive research.

Definition of primary data

Primary Data is that data which is collected fresh and for the first time. It is also called
basic data or original data.

Primary Data is also defined as, “the data, researcher collects to address the specific
problem at hand – the research questions”.

Primary sources mean original works of research or raw data without interpretation or
pronouncements that represent an official opinion or position. Primary sources include,
memos, letters, complete interviews or speeches, law, regulations, court decisions and
government data including, census, economic and labour data as the most authoritative of
all sources.

42
 METHODS OF COLLECTING PRIMARY DATA
Observation method:

Definition:

Observation means viewing or seeing. We go on observing something or other while we

are awake. Most of such observations are just casual and have no specific purpose. But
observation as a method of data collection is different from such casual viewing.

Interview method:

Definition:

A somewhat formal discussion between a hirer and an applicant or candidate typically in

person , in which information is exchanged, with the intention of establishing the
applicant’s suitability for a position

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 2. SECONDARY DATA

There are various methods of data gathering which involves the use of specific recording
forms. These are called tools or instruments of data collection.

During the course of conducting research, a researcher has to collect the data through
adopting one or the other method.

Definition of Secondary Data:

Secondary data pertains to those data that is already available on websites,

magzines,books etc. Also, it is that data, which has been used previously for some
research and is now in use for second time. In short, the data presented in research reports
when used again for further research is called “Secondary Data”.

SOURCES OF SECONDARY DATA:

• Websites
• Books
• Magzines
• Brochures etc.

Sample unit:-respondents who visits to hotel Curry Leaves in Nasik

Sample size:-100 respondents

Method of research:–Anobservationalstudy. Probability sampling is more reliable. It is

more time and money consuming. The sample size of consumers surveyed was 100
respondents. The survey was conducted with the hotel and the respondent were consumer
as well as the internal staff and to some extent online ordering consumers.

44
 CHAPTER – 8

DATA ANALYSIS AND INTERPRETATION

45
 Q.1) Do you visit the Hotel?

1) Yes 2) No

Yes No

No. of Respondents 85 15

% of Targeted 85% 15%

Respondents

Table 8. 1 : Number of respondent

Number of Respondent

No,
15%

Yes
No
Yes, 85%

Graph 8. 1 : Number of Respondent

Interpretation:-

Fromthe above graph, 85% are the regular hotel visitors in Nasik and 15% are the crowd
who prefer not to go to hotel for dining or for recreation.

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Q.2) How often do you visit the hotel?
1) Daily 2) Weekly 3) Fortnightly 4) Monthly
Frequency Percentage

Daily 25%

Weekly 20%

Fortnightly 45%

Monthly 10%

Table 8. 2 : Hotel Visitors

Targeted Respondent
Monthly, 10%
Daily, 25%

Daily
Fortnightly, 45% Weekly, 20%
Weekly
Fortnightly
Monthly

Graph 8. 2 : Hotel Visitors

Interpretation:-

Form the above graph, About 45% prefer to go to hotel fortnightly (once in two weeks).
Other prefers to go on daily, weekly and monthly basis.

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Q.3) Are you a brand loyal customer?
1) Yes 2) No

Choice Percentage

Yes 65%

No 35%

Table 8. 3 : Loyal customers

Loyal Customers

No, 35%

Yes
Yes, 65%
No

Graph 8. 3 : Loyal customers

Interpretation:-

We see that brand loyalty is quite good as 65% visitors go to same hotel again and again,
this is really a good brand identity.

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Q. 4) Which type of hotel do you visit?

1) Sports Bar 2) Lounge 3) Roof-top 4) Buffet Service

Sports Bar Lounge Roof-top Buffet Service

No. of respondents 26 13 38 8
% targeted
respondent 30% 15% 45% 10%

Table 8. 4 : Types of Hotels

Types of Hotels

Buffet Service, 10%

Sports bar, 30%

Sports bar
Roof top, 45%
Lounge, 15%
Lounge
Roof top
Buffet Service

Graph 8. 4 : Types of Hotels

Interpretation:-

From the above graph, we can see that about 45% of hotel visitors prefer to go for
Rooftop hotels. Others visit to buffet service(10%), Sports bar(30%) and Lounge(15%)
hotel respectively.

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Q.5)Which Hotel do you visit?

1) Curry Leaves 2) PanchavatiYatri 3) Veg Aroma 4) Spice route

visitors

Curry leaves 45%

Panchvati elite 25%

Veg aroma 20%

Spice Route 10%

Table 8. 5 : Hotel visitors

Visitors
Spice route, 20%

Curry Curry Leaves

Leaves, 45% Panchvati elite
Veg aroma, 20% Veg aroma
Spice route

Panchvati elite, 25%

Graph 8. 5 : Hotel Visitors

Interpretation:-

From the above graph, about 45% of the visitors prefer to visit Curry leaves. Others likes
to visit Veg Aroma(20%), Panchvati Elite(25%) and Spice Route(10%) respectively.

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Q.6) Are you a regular customer of the same hotel?

1) Yes 2) No

Choice of visitors Percentage

Yes 75%

No 25%

Table 8. 6 : Visit to same hotel

Frequency

No, 25%

Yes

Yes, 75% No

Graph 8. 6 : Visit to same hotel

Interpretation:-

From the above graph,75% of population liked to regularly visit the same hotel.

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Q. 7) Which attribute of hotel attracts you to visit?
1) Brand Name 2) Quality 3) Taste 4) Ambience

Attributes of Attraction Percentage

Brand Name 25%

Quality 20%

Taste 25%

Ambience 30%

Table 8. 7 : Attributes of Attraction

Attributes of Attraction

Ambience, 30% Brand Name, 25%

Brand Name
Quality, 20%
Taste, 25% Quality
Taste
Ambience

Graph 8. 7 : Attributes of Attributes

Interpretation:-

From the above graph,30% of the visitors like to visit hotel whose ambience is nice while
others go with Tatse of Cuisines(25%), Quality of Food(20%) and Hotel Names(25%)

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Q. 8) What type of hotel do you prefer with respect to cost?

1) Cheap 2) Economical 3) Expensive 4) Highly Expensive

Cost affordability Percentage

Cheap 10%

Economical 60%

Expensive 25%

Highly expensive 5%

Table 8. 8 : Cost Affordability

Affordability
Highly Expensive, 5% Cheap, 10%

Expensive, 25%
Cheap
Economical
Economical, 60% Expensive
Highly Expensive

Graph 8. 8 : Cost Affordability

Interpretation:-

From the above graph, we can see that about 60% of the visitors go with economical
hotels.

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Q. 9) What type of food do you prefer?

1) Vegetarian 2) Non-vegetarian

Preference of food Percentage

Vegetarian 65%

Non-vegetarian 35%

Table 8. 9 : Preference of Food

Preference of Food

Non-Vegetarian, 35%

Vegetarian, 65% Vegetarian

Non-Vegetarian

Graph 8. 9: Preference of Food

Interpretation:-

From the above graph, about 65% of hotel visitors prefer to vegetarian food others prefer
to non-vegetarian

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Q. 10) Which type of cuisine do you prefer?
1) Asian 2) Continental 3) Thai 4) American

Preference of Cuisine Percentage

Asian

Continental

Thai

American

Table 8. 10 : Preference of Cuisine

Prefernces of Cuisine
American, 5%

Thai, 15%

Asian
Asian, 55% Continental
Continental, 25%
Thai
American

Graph 8. 10 : Preference of Cuisine

Interpretation:-

From the above graph, about 55% of visitors love to go for asian cuisine whereas others
go for Continental(25%),Thai(15%) and American(5%) respectively.

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Q. 11) How do you judge the Hotel?
1) Quality 2) Service offered 3) Buffer time
Attributes of judging Percentage

Quality 70%

Service offered 20%

Buffer time 10%

Table 8. 11 : Attributes of Judging

Attributes of Judging
Buffer time, 10%

Service
offered, 20%
Quality

Quality, 70% Service offered

Buffer time

Graph 8. 11: Attributes of Judging

Interpretation:-

From the above graph, it is visible that about 70% of visitors judge the hotels by the
quality of food they offer. Others judge it by buffer time(20%) and service offered(10%)
to their customers.

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 CHAPTER - 9
FINDINGS

57
 FINDINGS

• Most of therespondent which were surveyed are the hotel goers in Nasik city.
That is quite a good number to have the analysis done for drawing conclusion
• Half of the targeted audience visits restaurants twice or thrice in a week, which is a
good number for any restaurant to create a customer footfall.
• About 2/3rd of the hotel visitors showed their inclination towards brand loyalty
aspect
• Audience prefer to have Fine Dine especially in CURRY LEAVES in Nasik rather
than other lounge and loud roof top restaurants.
• Attributes like Quality and the Taste is most preferred in Nasik for the hotel goers
• Nasik Citizens are not very spendthrift when it comes to restaurant and they prefer
hotel in their budget for recreation, Curry Leaves being one of the economical
hotel and so it has been preferred a lot by audience
• Being and maximum preferred Vegan crowd and that and much interest in Asian
Cuisine, Curry leaves fits in to this demand and so has a great market in the hotel
industry in Nasik
• Quality of food is one of the best attribute of Curry Leaves which always makes it
as the top most visited hotel in Nasik (at least from the survey sample)

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 CHAPTER - 10
SUGGESTIONS/ RECOMMENDATIONS

59
 SUGGESTIONS/ RECOMMENDATIONS

• Curry leaves must also try in exploring cuisines like Thai and Italian which
might increase it business not in near future but in long run
• It must also try to be as good in service and hospitality and service industry
needs humanistic approach
• It can also start home delivery services soon to expand its business
proposition
• Not only just the loyal customer but it must also get a new line of customer
in order to capture the remaining none preferred audience
• It can also involve in catering business incase if the Nasik audience
demands but to implement this proper study is needed!

60
 CHAPTER - 10
CONCLUSIONS

61
 CONCLUSIONS

Curry Leaves has been very good in creating the brand loyalty. It has always severed the
customer with great quality of food to its customer. It has understood well the demand
and preference of the Nasik audience and aligned the business planning in that direction.
In short it has been customer centric business model in its approach. It has kept the
budgeted menu in order to cater the economical crowd of Nasik. It has served the right
type of food which is most liken food for the audience taste buds. It has more focus on
the Asian type of cuisine and has been serving the same food to the larger section so the
growth design is vertical. The frequent foot fall of the audience is a sign of good brand
loyalty and most preferred hotel for the hotel visitors.

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 11.ANNEXURE

63
 ANNEXTURES
Questionnaire

Q.1)Do you visit the Hotel?

1) Yes 2) No

Q.2) How often do you visit the hotel?

1) Daily 2) Weekly 3) Fortnightly 4) Monthly

Q.3) Are you a brand loyal customer?

1) Yes 2) No

Q. 4) Which type of hotel do you visit?

1) Sports Bar 2) Lounge 3) Roof-top 4) Buffet Service

Q.5) Which Hotel do you visit?

1) Curry Leaves 2) PanchavatiYatri 3) Veg Aroma 4) Spice route

Q.6) Are you a regular customer of the same hotel?

1) Yes 2) No

Q. 7)Which attribute of hotel attracts you to visit?

1) Brand Name 2) Quality 3) Taste 4) Ambience

64
Q. 8)What type of hotel do you prefer with respect to cost?

1) Cheap 2) Economical 3) Expensive 4) Highly Expensive

Q. 9)What type of food do you prefer?

1) Vegetarian 2) Non-vegetarian

Q. 10)Which type of cuisine do you prefer?

1) Asian 2) Continental 3) Thai 4) American

Q. 11)How do you judge the Hotel?

1) Quality 2) Service offered 3) Buffer time

65
 Bibliography
Books:

 Marketing Management by Philip Kotler and Kevin Lane Keller

Edition 14 – 2016,
Publisher - Pearson’s
 Hotel management and operation by Denney G. Rutherford
Edition—1990
 The Theory of cookery by Krishna Arora
Edition 1-2008
 The new gold standards;5 leadership principal of hotels by joseph michelli
Edition- 2008
 Hotel Operations management by David Hayes
Published year 2013
Websites:

 https://hi.photoslurp.com/blog/hotel-marketing/
 https://www.zomato.com/nashik/curry-leaves-college-road
 http:/www.trivago.in/hotels/pricecomparison/

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