Assessment of Consumer Preferences

Case Studies in Business Marketing

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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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About the Company

Kiran, with a post-graduate degree in management from a reputed B-school, founded KHR in 1990 in Hyderabad. Before venturing into the business, he undertook a small pilot study to identify business sectors with potential in India.

He eventually zeroed in on the hotel business as one such sector. According to experts, India being a populous country and with economic levels rising rapidly, the hotel business would be an ever-flourishing business in the country.

Marketing Management Case Studies | Case Study in Management, Operations, Strategies, Marketing Management, Case Studies

After a couple of years of its establishment, the KHR group became popular in the region for its hotel and restaurant services...

The Pilot

As part of the new 'customer focus' strategies, the management of the company planned to go in for further expansion but in a planned way. The main objective of the company was to improve its share in the market and retain the customers with their services. However, before starting the process of expansion, the management wanted to assess customer preferences and the factors influencing their preferences...


Exhibit I: Consumer Preferences (Collected)

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