Assessment of Consumer Preferences

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Case Details:

Case Code : MKTG278
Case Length : 4 Pages
Period : 2011
Pub Date : 2011
Teaching Note : Available
Organization : -
Industry : Services
Countries : India

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Kiran Agarwal (Kiran), founding head of Kiran Holiday Residency (KHR), a chain of hotels and resorts based in Hyderabad, India, had been in the hotel business since 1990.

With the company growing over the years, Kiran planned to increase emphasis on customer service. He called for a meeting of his senior management team.

Eventually, KHR decided to carry out a pilot marketing research study to zero in on the consumer preferences to focus upon.

Hotel Industry in India

In the post-globalization era, many countries were looking for global opportunities and foreign investments to give a boost to their economic growth.

In this highly competitive era, the hospitality business played a vital role in providing support to global economic operations. According to the 'Travel and Tourism Competitiveness Report (TTCR) 2011' of the World Economic Forum¹, India was the 68th country in the list of the world's attractive² destinations³.

With India becoming a global destination for tourism as well as business, the hotel industry was booming. The growth and success of the hotel industry mainly depended on the economic growth of the country and the leisure time available to the people.

Excerpts >>

1]The World Economic Forum is an independent international organization committed to improving the state of the world by engaging business, political, academic, and other leaders of society in shaping global, regional, and industry agendas.

2]Every country is assessed based on selective features like natural resources, cultural resources, price competitiveness, transport network, tourism infrastructure, etc. and the Travel and Tourism Competitiveness Index (TTCI) or a Rank is assigned based on the net score.

3]Travel & Tourism Competitiveness Report 2011, http://www3.weforum.org/docs/WEF_TravelTourismCompetitiveness_Report_2011.pdf

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