Concept of brand awareness in increasing consumer base of Hotel 41

Research Project TITLE:1 CHAPTER 1: INTRODUCTION1 Overview of research1 Background of research 1 Rationale of research 2 Research aim 2 Research Objectives 2 Research questions 2 Gantt Chart 2 CHAPTER 2: LITERATURE REVIEW5 Concept of brand awareness. 6 CHAPTER 3 RESEARCH METHODOLOGY 8 Chapter 4: Data Findings, Analysis and Discussion 11 Chapter 5: Conclusion, Recommendations and anticipated Limitations 21 Conclusion 21 Recommendations 21 Anticipated limitation 22 REFERENCES 23 TITLE: To identify the role of brand awareness in improving

Research Project

Table of Contents
TITLE:.............................................................................................................................................1
CHAPTER 1: INTRODUCTION....................................................................................................1
Overview of research..................................................................................................................1
Background of research...............................................................................................................1
Rationale of research...................................................................................................................2
Research aim...............................................................................................................................2
Research Objectives....................................................................................................................2
Research questions......................................................................................................................2
Gantt Chart..................................................................................................................................2
CHAPTER 2: LITERATURE REVIEW ........................................................................................5
Concept of brand awareness........................................................................................................5
Role of brand awareness in increasing consumer base of Hotel 41............................................5
Techniques used by Hotel 41. for improving brand awareness among consumers....................6
CHAPTER 3 RESEARCH METHODOLOGY .............................................................................8
Chapter 4: Data Findings, Analysis and Discussion......................................................................11
Chapter 5: Conclusion, Recommendations and anticipated Limitations ......................................21
Conclusion.................................................................................................................................21
Recommendations.....................................................................................................................21
Anticipated limitation................................................................................................................22
REFERENCES..............................................................................................................................23

TITLE:
To identify the role of brand awareness in improving customer loyalty towards
organisation. A study on Hotel 41.
CHAPTER 1: INTRODUCTION
Brand is the the name fame of organisation which is acquired with conducting business
operations in best way and making policies in context of consumer demand. Hence this topic is
significant in current market because there is increment in competition among firms. This
investigation is done on brand awarenesses in order to improve consumer loyalty. Project
specification is the document which is used to have complete and relevant information about
different strategies to be considered for conducting investigation in better and effective manner.
This document contains aims and objective of research and proper setting short term objectives
for team mates (Dunuwille and Pathmini, 2016).
Overview of research
This investigation is based on brand awareness which non monetary benefits for company
as goodwill. Brand awareness is the component which provides information about whether
consumer are ready to avail services or not. This also makes clear that quality of services are up
to the mark. When consumers are aware about brand, then they have complete knowledge about
product and services and are ready to avail services regularly from. This is important aspect
which makes is positive for organisation. This research is based on Hotel 41 situated in London,
UK. This hotel is one of the luxurious services to consumers. This hotel is situated at 5 floor of
the building with ball room. There are 30 rooms, hence counted best in small size hotels.
Background of research
Hotel 41 is small so there are less consumer as compared to large scale hotels. In order to
improve consumer base brand awareness is one of the best aspect. There are some changes in
consumer demand because of change in working style of association. For improving and
maintaining same brand image in industry, it is responsibility of managers to understand
consumer preferences and taking actions as per change in working style of workers. Hotel 41 is
small hotels and these are consumers have different reasons for staying at hotel such as business
purpose, educational trip, etc. hence this research provides information about different ways
through which brand image of Hotel 41 can be maintained (Seo, Li and Kim, 2015).
1

Rationale of research
Rationale behind conducting this investigation is acquire knowledge about brand and
factors which affects it. This assist to know how brand image of association can be maintained.
This investigation will assist investigator in future if similar business in future, hence there is
scope of growth and development of business. This topic is new, hence respondents have new
views about it which can assist to collect information and give absolute recommendations and
conclusions. Reader is also aware about impact of brand awareness on consumers and factors
which has to be considered for improving it.
Research aim
“To identify the role of brand awareness in improving customer loyalty towards
organisation.” A study on Hotel 41.
Research Objectives
 To understand the concept of brand awareness.
 To identify the role of brand awareness in increasing consumer base of Hotel 41.
 To ascertain the techniques used by Hotel 41 for improving brand awareness among
consumers.
Research questions
 Do you have knowledge about concept of brand awareness?
 What is the role of brand awareness in increasing consumer base of Hotel 41?
 What are the techniques used by Hotel 41 for improving brand awareness among
consumers?
Gantt Chart
Gantt chart is the graphical presentation of research activities with its time through
horizontal and vertical lines. There are different activities which are followed for completing
investigation with achieving aims and objectives. Gantt chart is the effective project management
tool through time required to complete specific activity is clear. There are different bars
representing different activities with their time, so it is easy for investigator and their team mates
to identify time required to complete it. So with the help of this tool, study will completed within
specified time achieving aims and objectives (Nica, 2013).
2

3

CHAPTER 2: LITERATURE REVIEW
A literature review is defined as broad summary of the early research on a particular
topic. The literature review surveys academic articles, books and other relevant to particular area
of a research. Literature review provide a theoretical base for the research and help the author to
determine the nature of research. This part of research play an essential role because it described
how the planned research is related to preceding research in statistics. This literature review
shows originality and the relevance of research problem (Chang, Kim and Jung, 2012).
Concept of brand awareness.
According to Megan Marrs (2019) Brand awareness defined as the marketing term in
which the degree of consumer identification of a product is by its name. Brand awareness
considered as the key step for promoting the product or renewing an older brand. In this
awareness of the brand include the quality that distinguish the product from its competition.
Product and services of an organisation which maintained the high level of brand
awareness are effective in creating more sales. Services which is provided by the hotel 41
should maintained high level of awareness which will work in attracting more customer and also
increasing sales. Usually consumer likely to purchase a name brand product than an unfamiliar
one. Advantage of brand awareness is that it is effective in differentiated the product from the
other in market. This can be possible for organisation by applying different kind of promotional
activities such as advertisement, mouth publicity, sponsorship, event, blogs and print media
(Kumel, 2018).
When the awareness of a product is higher in market than it is effective in increasing in
the more sales. A favourable impression will create an awareness which encourage or motivate
customer to buy. This is the reason organisation are trying it best to spread awareness about
their various products among the customers.
Role of brand awareness in increasing consumer base of Hotel 41.
According to Mark Di Somma brand awareness play large role in the decision of
consumer buying. When the brand awareness of the hotel 14 is good then its encourages repeat
purchases and leads to an increase in market share and incremental sale.
Increased in market share and sales: in an organisation by building the brand
awareness an Hotel 41 can also increase in its market share. When in an market brand
4

awareness is increases then its also effective in increase the consumer base of Hotel 41. in
aggressive marketing and advertising are also considered as a key factors in increasing in brand
awareness and converting that brand awarenesses into market share. With this context there are
various way from which Hotel 41 can boost its brand awareness among the customers and build
a brand means something to customers they focus on t just as important as a sales to pitch.
Marketing strategies of an organisation change year to year bust a constant brand message will
help to make Hotel 41 top of mind target market is comparison shopping (Olberding and
Olberding, 2014).
Generate new customer: branding is also known as the word of mouth. This work
effectively to enable business to get more traffic via referral. When the brand-awareness of
Hotel 41 is high then it is effective generating the new customer toward the organisation. Role
brand awareness is to generate the new customer by its effective brand awareness in the market
and this work effectively in term of strong the base of the customer. Hotel 41 can increase is
brand awareness by continue expanding network by expanding customers base is great.
Build trust in market place: The brand awareness also helpful in building the trust in
the mind of its target customers. It develops brand loyalty which will make these customers keep
on back to purchasing the product. The role of brand awareness is also to build trust of
customer toward the services which is provided by Hotel 41. This will also work effectively in
increasing customer base of an organisation. In Hotel 41 the services which provided by them
is work properly in increasing the awareness about the brand and this will also gain the trust of
customer towards the services (Twing-Kwong, Gerald Albaum and Fullgrabe, 2013).
Techniques used by Hotel 41. for improving brand awareness among consumers.
According to Lisa Toner a brand is primarily an image or idea about the particular
product and services from which customer can easily identify and connect is provided by the
an organisation. The brand element can be anything like the logo design, slogan and something
unique which is an organisation is uses across the world. Creating brand awareness also play an
important role in which it is effective in increasing the sales and share of organisation. With this
context there are various kind of techniques which is use by an organisation for increasing in
brand awareness. This brand awareness is mentioned below:
Develop loyalty on social media: Social media considered as the brand awareness
strategy to target decision maker and people who are connected on it. In order to increase brand
5

awareness of Hotel 41 social media is considered as the great platform for brands to maintain
customer relationships this will also have the opportunity found by new lead. In this when Hotel
41 upload its picture of hotels and from which customer get attracted. When customer go for
avail the services from that hotel then make sure that is similar to what shown on social media .
This will work effectively in developing the trust of consumers.
Use visual advertising: visual marketing is considered as the strategy in which various
online and offline toll is use that is logos, photos, chart , graphs, icons etc. when Hotel 41 use
this element is its hotel then it will grap the attention of customer and generating the interest of
the customer. When proper visual advertising is using by Hotel 41 then it will create high
awareness of the brand in market place. This will work effectively in promoting the Hotel 41
(ABABA, 2015).
6

CHAPTER 3 RESEARCH METHODOLOGY
Research methodology is the section which defines different strategies and techniques
used to conduct investigation. Research is the process to conduct in- depth study of raes4rch
problem and providing conclusion and proper recommendations. In order to study research
methodology proper and all the aspects, research onion frame work is used. Some research
techniques are discussed as under-
Research philosophy: Research philosophy are the set of some belief and ideas through
which information is used and effective for communicating about important points related to
research topic. There are three types of research philosophy i.e. pragmatist, interpretivist and
positivist. In this investigation, there is use of positivist philosophy provides the basis through
which beliefs and ideas depend on scientific methods (MADLANI, 2018).
Research Approach: Approach are the techniques which covers less and most important
aspects. This assist in covering all the information which ca affect decision making of researcher.
There are two types of research approach i.e. inductive and deductive approach. Deductive
approach is used in this investigation because this focuses on collecting small information to
analyse impact on brand awareness on consumers.
Time Horizon: Time horizon is the frame work through which estimated time to
complete study can be analysed. There are two types of time horizon i.e. longitudinal and cross-
sectional technique. In this investigation, cross sectional time horizon is used under which
different time are allotted for different activities.
Research design: There are some specific design through which investigation can be
done and provides complete information to reader. There are three types of research design i.e.
exploratory, experimental and descriptive. In this investigation, descriptive research design is
used because this method describes complete phenomenon through which study is conducted
(Tehria, 2016).
Research methods: There are two methods i.e. qualitative and quantitative through which
research can be done and objectives are achieved. Qualitative method communicates information
with considering human behaviour and beliefs, so this gives relevant information. Presentation of
this investigation can be through graphs and charts, so reader can easily interprete it. This
method is used because under this information is collected through non- numerical data and
hence understood by reader easily.
7

Sources of data: While conducting this investigation, there is requirement of data on the
basis of which recommendations and conclusion are given. Hence while conducting
investigation, information is collected through different sources. There are two types of data
sources i.e. primary and secondary. Primary information is fresh because collected by candidate
itself through questionnaire, personal interview, etc. This method is more reliable and authentic
as compared to secondary information but time and cost consuming. For this investigation,
questionnaire is used. Questionnaire is set of some questions related to brand awareness and its
impact on consumer base. While secondary information is collected through online sources,
books, journals, etc. While collect information through online sources, these must be up to date
and authentic. In this research, both the methods are used as literature review and data analysis
(Park, Shin and Kim, 2014).
Research sampling: In this process, researcher have to make focuses on selecting
appropriate sampling method so that accurate or effective results will be received at the end of
research programme. Mainly two kind of methods are used by researcher such as probability and
non probability in order to completing the investigation. In this project, investigator have
selected probable random sampling method which will prove beneficial for researcher in
analysing and interpreting views of respondents. For completing the research easily investigator
have selected 20 respondents who are the employees of hotel and whose views will be
considered as the whole views of population.
Research ethics: This term restricts the investigator to not to done any kind of unethical
practices during the research. By using ethics during the research, investigator will be able in
providing authentic, ethical and true outcomes at the end of research to the managers of hotel
which will be beneficial for them in raising brand awareness about their offerings within the
marketplace.
Research reliability and validity: Reliability and validity of gathered data is very
important because without it valid conclusion can't be framed effectively. Reliability is based on
framed questionnaire which leads the validity in framing conclusion at the end of research
(Nikdavoodi, 2013).
Research budget: Concept of budget is related with proper estimation of funds which is
required by researcher for completing the researcher without facing any difficulty. For carrying
8

out the research programme in effective manner, Researcher have estimated an amount of £7000
for completing the research which is based on brand awareness.
9

Chapter 4: Data Findings, Analysis and Discussion
Data analysis is the procedure to collect and represent collect information in better and
appropriate manner. Thematic analysis is used for data analysis under which different themes are
provided for different questions. This provides brief information about questions. Questionnaire
is used to collect primary information and it is filled by 20 employees who have knowledge
about brand management and impact of consumers (JURČIĆ and JURČIĆ, 2016).
10

Questionnaire
Name:
Employee ID:
Designation:
Q1. Do you have any idea about concept of brand awareness?
Yes
No
Can't say
Q2. What impact does brand image have over sales of Hotel 41?
Positive
Negative
Q3. What is the importance of brand awareness for Hotel 41?
Increase in market share and sales
Build trust among consumers
Repurchase
Q4. Which factors affects goodwill of hotel 41 that directly influence brand awareness?
Quality of services
Behavior of employees
Security aspects
Q5. What are the advantages of improving brand awareness among consumers?
Increment in number of consumers
Easy marketing
Word of mouth publicity
Q6. What are the challenges faced by managers of hotel 41 in improving brand awareness?
Training of employees
Improper interaction with consumers
Offers of competitors
Q7. Which of the following technique is best for maintaining and improving brand
awareness of Hotel 41?
Regular customer interaction
11

Constructive Feedback
Customized services
Q8. Recommend the measures that can be used by managers of Hotel 41 to maintain brand
image in industry?
Theme 1: Concept of brand awareness
Q1. Do you have any idea about concept of brand awareness? Frequency
Yes 8
No 7
Can't say 5
Interpretation- Concept of brand awareness is clear to 8 workers out of 20 respondents. 7
candidates have no information about brand awareness and remaining 5 says that they can not
12
Yes No Can't say
0
1
2
3
4
5
6
7
8
8
7
5
Frequency

say about this term. So it is clear that majority of employees have knowledge about awareness
and it is responsibility of managers to create awareness among remaining other individuals.
Theme 2: Impact on sales due to improvement in brand image
Q2. What impact does brand image have over sales of Hotel 41? Frequency
Positive 12
Negative 8
Interpretation- there is direct impact on sales of Hotel 41 with good brand image as
consumers are ready to avail services regularly because they are satisfied. According to view of
12 employees there is positive impact on sales with good brand image, while reaming 8
employees says there is negative image. So it is interpreted that when hotel 41 provides best
services with good interior, good nature towards consumers for solving their issues and other
13
Positive Negative
0
2
4
6
8
10
12
14
12
8
Frequency

grievances. This keeps consumers satisfied and they wants to regular visit hotel 41, this improves
and enhances sales.
Theme 3: Importance of brand awareness
Q3. What is the importance of brand awareness for Hotel 41? Frequency
Increase in market share and sales 9
Build trust among consumers 5
Repurchase 6
Interpretation- Brand awareness among consumers is important in current market
because there is much competition among hotel organisations. As per view of 9 candidates, with
good brand image, market share and sales gets improved, 5 workers says that it assist in building
trust among consumers and they are ready avail services again and remaining 6 individuals says
with goodwill of Hotel 41 consumers are ready to avail services again,. Hence it is concluded
14
Increase in market share and sales
Build trust among consumers
Repurchase
0
1
2
3
4
5
6
7
8
9
9
5
6
Frequency

that brand awareness is important among consumers with which sales gets improved and make
long term relations with consumers.
Theme 4: Factors affecting goodwill
Q4. Which factors affects goodwill of hotel 41 that directly
influence brand awareness?
Frequency
Quality of services 7
Behavior of employees 4
Security aspects 9
Interpretation- Maintaining and improving goodwill industry is not easy task, there are
some factors which has to be considered such as change in consumer demand, competitors
policies, etc. According to view of 7 employees, quality of services is the major aspect, 4
workers says that behaviour of employees is important and remaining 9 employees says security
measures affects good will of Hotel 41. So it is interpreted that with improving best quality
15
Quality of services Behavior of employees Security aspects
0
1
2
3
4
5
6
7
8
9
7
4
9
Frequency

services as per preferences of consumers they are satisfied. There should be good and positive
Behaviour of workers towards consumers and their demand because this is also consider for
maintaining good brand image. In hotel security measures are main concern for consumers when
they want stay. Hence there must be proper locking style, fire exits, emergency services, etc.
Theme 5: Advantages of improving brand awareness among consumers
Q5. What are the advantages of improving brand awareness
among consumers?
Frequency
Increment in number of consumers 10
Easy marketing 6
Word of mouth publicity 4
Interpretation- There are different advantages of good brand image for organisation
such as consumer prefers to purchase product or avail services. As per view of 10 employees
with good brand image, there is increment in consumer base, 6 candidates says market can get
16
Increment in number of consumers
Easy marketing
Word of mouth publicity
0
1
2
3
4
5
6
7
8
9
10
10
6
4 Frequency

easily and remaining 4 employees out of 20 favours that word of mouth publicity. So it is
interpreted that with good brand image consumers communicate to one another regrading
availing services from hotel 41 and hence there is improvement in consumer base of Hotel 41.
Theme 6: Challenges faced by managers of hotel 41 in improving brand awareness
Q6. What are the challenges faced by managers of hotel 41 in
improving brand awareness?
Frequency
Training of employees 8
Improper interaction with consumers 9
Offers of competitors 3
Interpretation- In order to maintain good brand image in industry Hotel 41, managers has
to make proper strategies but there are some challenges as well such as providing training to
employees regarding greet and treat of consumers, handling adverse situations, etc. As per view
of 8 employees, there is requirement of training to employees through which they can provide
17
Training of employees
Improper interaction with consumers
Offers of competitors
0
1
2
3
4
5
6
7
8
9 8
9
3 Frequency

best services to consumers. Training requires cost and times which Hotel 41 can not afford
much. As per view of 9 employees due to improper communication with consumers, there is
negative impact on brand image of Hotel 41 because scope of improvement is nil and consumers
do not preferences to avail services again. Remaining 3 employees out of 20 have views that
offers from competitors such as discounts affects brand image because consumers do not have
knowledge about services offered by Hotel 41. So it is interpreted that due to improper
communication with consumers is the major factor which affects brand awareness.
Theme 7: Best Techniques for maintaining and improving brand awareness
Q7. Which of the following technique is best for maintaining
and improving brand awareness of Hotel 41?
Frequency
Regular customer interaction 5
Constructive Feedback 7
Customized services 8
18
Regular customer interaction
Constructive Feedback
Customized services
0
1
2
3
4
5
6
7
8
5
7
8
Frequency

Interpretation- As per above picture, it is evaluated that there are different techniques
through which brand image of Hotel 41 can improved such as providing customised services,
taking proper feedbacks, etc. AS per view of 5 employees, regular consumer interaction is
possible, 7 candidates says there must be proper and constructive feedbacks from consumers
through which flaws in services can be removed. While remaining 8 individuals says there must
be provision of customised services. So it is interpreted that in order to maintain good image in
industry, there must be provision of customised services because there is different in reason for
which consumers prefers to avail hotel services. Hence with getting preferential and required
services, consumer is prefers to avail services again.
19

Chapter 5: Conclusion, Recommendations and anticipated Limitations
Conclusion
From the above discussion, it is clear that brand image of Hotel 41 have direct impact on
organisational sales and increasing consumer base. Brand awareness is important and relevant
because of his communicates consumers about different and new services through which
consumers are ready to visit hotel 41 regularly. Hence with goof brand image, consumer loyalty
and trust gets improved. In order to maintain good image in industry some factors has to be
maintained such as quality of services, security of consumers, etc. because these are prior things
which consumer analyse. When hotel 41 have good image in industry, then they can easily
market their products and there is enhancement in consumer base. Word of publicity is also
possible when hotel has good rating in industry. But there are some challenges as well which
affects brand image of Hotel 41 such as policies of competitors, providing training to employees,
difference in demand of consumers, etc. so it is concluded that best technique through which
brand image of hotel 41 can be maintained is regular interaction with consumers and providing
customised services.
Recommendations
There are recommendations through which brand awareness among consumers can be
improved by managers of hotel 41. Some recommendations are as under-
 There must be use of social media techniques because majority of consumers compare
and acquire knowledge about hotels through their following ad fan pages. There must be
complete information about services on social media pages of hotel 41 so consumers can
get best of what they want.
 Managers of hotel 41 must take regular feedbacks from consumers and in case of
negative comment corrective actions has to be taken. This assist in making long term
relations with consumers and it is easy approach to analyse their demand.
 There must be training to employees through which they can easily analyse what is
demand of consumers and handle adverse situations arise while working. When employee
are polite and courteous, then consumers can easily share their demand and this improves
sales and goodwill of hotel 41 in industry.
20

Anticipated limitation
Several factors should be considered by researcher that can restrict the researcher by
completing the research in effective manner. In this project, researcher can face limitation related
with time as small time-frame is provided to them for completing research effectively.
21

REFERENCES
Books and Journals
ABABA, B. I. A., 2015. By: Kassahun Feleke (Doctoral dissertation, Addis Ababa University).
Chang, Y. I., Kim, K. H. and Jung, Y. S., 2012. The Effects of General Country Attributes and
General Service Product Attributes on Chinese ConsumersPre-Assessment and Usage
Intention for International Internet Shopping Mall Services According to Their Using
Experiences. Journal of the Korea society of IT services. 11(2). pp.49-68.
Dunuwille, V. M. and Pathmini, M. G. S., 2016. Brand image and customer satisfaction in
mobile phone market: study based on customers in Kandy district. Journal of Business
Studies. 3(1).
JURČIĆ, I. and JURČIĆ, D., 2016. „Special Features of Advertising on Social Networks:
LinkedIn “. Challenges of big data technology, p.135.
Kumel, K., 2018. Positiivse brändi kuvandi loomine brändile KARO (Doctoral dissertation,
Tallinna Tehnikakõrgkool).
MADLANI, P., 2018. IMPACT OF BRAND IMAGE ON CUSTOMER LOYALTY for
Pantaloons.
Nica, R. M., 2013. The Impact of Sensory Branding on Consumer Behavior. Journal of Media
Research-Revista de Studii Media. 6(3 (17)). pp.50-74.
Nikdavoodi, J., 2013. The Imapct of Attitude, Subjective Norm and Consumer Innovativeness on
Cosmetic Buying Behavior.
Olberding, J. C. and Olberding, D. J., 2014. The social impacts of a special event on the host
city: a conceptual framework and a case study of the Cincinnati Flying Pig
Marathon. International Journal of Hospitality and Event Management. 1(1). pp.44-61.
Park, M. S., Shin, J. K. and Kim, M. R., 2014, July. THE EFFECTS OF SPA BRAND
EXPERIENCE AND STORE EXPERIENCE ON CUSTOMER EQUITY. In 2014
Global Marketing Conference at Singapore (pp. 468-479).
Seo, Y. M., Li, S. and Kim, E. K., 2015. The Influence of National image, Brand Image and
Country-of-Origin Image on Purchase attitude and Purchase Intention-Focus on the
purchase of Korean cosmetics which applied a high and/or convergence technology in
Chinese consumers. Journal of Digital Convergence. 13(6). pp.69-79.
Tehria, S., 2016. A study of measuring effectiveness of advertising in influencing consumer
buying behaviour. IJAR. 2(1). pp.115-120.
Twing-Kwong, S., Gerald Albaum, L. and Fullgrabe, L., 2013. Trust in customer-salesperson
relationship in China's retail sector. International Journal of Retail & Distribution
Management. 41(3). pp.226-248.
Online
Marrs. M., 2019. 18 Sneaky Ways to Build Brand Awareness. [Online]. Available through:
<https://www.wordstream.com/blog/ws/2015/07/10/brand-awareness>.
Somma. M. D., 2019. The Role Of Brand Recognition In Innovation. [Online]. Available
through: <https://www.brandingstrategyinsider.com/2017/11/the-role-of-brand-
recognition-in-innovation.html#.XRyehC0zab9>.
Toner. L., 2019. 8 Proven Ways to Grow Brand Awareness – Fast. [Online]. Available through:
<https://blog.hubspot.com/marketing/14-ideas-to-grow-brand-awareness-at-lightning-
speed>.
22

23