Assessment of Consumer Preferences

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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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Case Details:


Case Code : MKTG278 For delivery in electronic format: Rs. 200;
For delivery through courier (within India): Rs. 200 + Shipping & Handling Charges extra


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


The founder of a popular regional chain of hotels and resorts in southern India wanted to find out about customer preferences where his group's hotels were concerned and about the factors that influence customer preference for a particular hotel.

Toward this end, he had a meeting with this senior management team.

The marketing team conducted a pilot study and came back with its recommendations.

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


To identify the significant variables in customer preferences
To understand the steps in Multi Regression Analysis
To understand how Bivariate Regression Analysis is conducted to assess the relationship between dependent and independent variables.


  Page No.
Introduction 1
Hotel Industry in India 1
About the Company 2
The Pilot 2
Exhibits 3


Multiple Regression Analysis, Marketing Research, Consumer Preferences, Customer Satisfaction, Dependent Variable, Independent Variables, Pilot Study, Decision Making

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