(PDF) The Impact of Brand Image on Consumer Behavior
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Added on 2020-01-28
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This report is on "buying behaviour of people in Hilton". The present research project is based on Hilton Hotel which is performing its operations in the hospitality sector. In this context, the current report explains the importance of brand image for the industries and how they perform their operations in order to fulfil the needs and demands of people. Furthermore, there are some of the ways through which the overall growth of the industry can be improved in a successful manner.
(PDF) The Impact of Brand Image on Consumer Behavior
Added on 2020-01-28
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The Impact of brand imageon the buying behaviour ofthe Tourists
Table of Contents1.1 INTRODUCTION.....................................................................................................................11.2 BACKGROUND.......................................................................................................................11.3 LITERATURE REVIEW..........................................................................................................2Effectiveness of brand image.......................................................................................................2Buying behaviour of tourists.......................................................................................................3Impact of company’s image on buying behaviour of consumers................................................31.4 RESEARCH PROJECT SPECIFICATION..............................................................................4Research methodology.................................................................................................................41.5 GANTT CHART.......................................................................................................................62.1 RESOURCES............................................................................................................................62.2 RESEARCH INVESTIGATION...............................................................................................72.3 DATA AND RELATION VARIABLE....................................................................................93.1 RESEARCH EVALUATION TECHNIQUES.......................................................................113.2 DATA ANALYSIS.................................................................................................................113.3 RECOMMENDATIONS.........................................................................................................174.1 APPROPRIATE MEDIA........................................................................................................18
TITLE: Buying behaviour of people in tourist industry.1.1 INTRODUCTION Hospitality industry is one of the sector that provide some of the services such as lodging,transportation, event planning and so on. By offering the quality services to number of visitorsthe firm can enhance their image at global as well as domestic level. Through these, hotels canattract people not only from domestic market but also from international market (Pappas, 2016).The present research project is based on Hilton Hotel which is performing their operations inhospitality sector. In this context, current report explains the importance of brand image for theindustries and how they perform their operations in order to fulfil the needs and demands ofpeople. Furthermore, there are some of the ways through which overall growth of the industrycan be improved in successful manner. Some tools and methods are used by researcher so that they can easily identify the impact ofbrand image on the buying behaviour of tourists. The information related to field of study hasbeen collected through some sources such as secondary and primary. After this, the data can beanalysed more efficiently which help the researcher in implementing the project. 1.2 BACKGROUNDHospitality industries are focusing on the satisfaction level of their consumers so thatthey will be able to get the good experience. They are focusing on some of the facilities such asaccommodation, food and travel and tourism. There are some factors which are considered whileselecting the research project. Every organisation performs their operations so that they can fulfilthe expectations of their consumers or service users. If their needs are get fulfilled, then anenterprise will be able to achieve the competitiveness at the marketplace. There are many factorsthat needs to be considered while selecting the research project as this play a vital role in takingthe effective decisions. So by focusing on these, overall specified targets and can beaccomplished. As project selection is a kind of process which is used to choose an appropriatetopic. Research problem is the vital factor of the research process as without identifying theproblem the overall process cannot can be conducted in an effective manner. For this, variablesshould be clearly identified so that research questions can be resolved. There are some otherfactors which are necessary at the time of project selection. Some of these are like people,1
problems, phenomena and programs. So, all these factors play their role into the research projectso that their overall performance can be improved. Hilton Hotel is focusing on their brand image so that people will be able to fulfil theirneeds and demands. The problem that is identified by the hotel industry is changing needs of thepeople and high competition in the market. In order to enhance their brand image, hotel will beable to increase their sales and profitability level. Through this, hotels will be able to target theiraudience by offering them services as per their choice. There are some other factors which play an important role while selecting the research topicof choice. Some of these are like cost, size, scope, knowledge, resources, time and budget. Allresources should be utilised in more effective manner so that specified goals can be achieved.Along with this, the current project should be completed within a time period so that expensescan be reduced. Apart from these, knowledge and skills are also essential as without these theproject cannot be completed effectively. 1.3 LITERATURE REVIEWThere are many business organizations who perform their operations at global as well asinternational level. Due to this, they have to face many challenges or issues while establishingtheir operations in an efficient manner. Here, many different authors are there who give theirdifferent opinion over the brand image and their impact on the consumers buying behaviour.Here, in this data has been gathered from secondary sources such as books, journals, internet andso on. So, in this manner information can be collected and interpreted in an efficient manner onthe basis of past research. In the present section, by referring different literatures the overallunderstanding of current field of study can be increased. Effectiveness of brand imageAs per the views of Krishna (2011) organizations have to focus on their operations thatthey are performing in the market. Through this, they will be able to achieve competitiveadvantage as compare to other rival firm. In this, brand image plays a vital role as through thisthey can create their good image in the mind of consumers. For this, hotel industry has to focuson their marketing activities so that they can attract number of visitors towards their services.When people visit the hotel and they got quality services than they leave a good comment ontheir website. This may help them in enhancing their brand image at the international level. So,2
in this way the brand image effectively helps the firm in achieving the competitive advantage. Ithas been analysed by Raab and et. al., (2011) that through some advertisements and campaignsthe hotel industry can improve their image among all the people. There are some of componentssuch as logo, website, images, phrase. On the basis of these, Hilton Hotel will be able to gain theattention of the service users. When attention can be gained then this may help in getting successat the marketplace. Buying behaviour of touristsThe buying behaviour of people is based on some factors such as their attitude,preferences, choices, taste and so on. On the basis of these, they can take their decisions at thetime of purchasing services. According to the Shah Alam, Mohd and Hisham (2011) hotelindustry has to focus on these factors in order to enhance their growth or revenues. For this, theycan use a process in which they can identify the behaviour of people towards the services that areoffered by Hilton Hotel. A systematic procedure can be followed by firm in which manager canidentify the need of different consumers and then search for the information that how thesedemands can be fulfilled. After this, number of options are evaluated and out of many alternativecustomers select services. At last, their post purchase behaviour can be identified so that futureoutcomes can be achieved. It has been confronted by Sahney, Ghosh and Shrivastava (2013) thatthrough the systematic procedure an enterprise will be able to know about buying behaviour oftheir consumers and this will lead towards them success. So, in this way it can be analysed thathow customer’s decisions are get changed and how this may affect the performance of anenterprise. In order to identify the buying behaviour, a manager can use a systematic approach.Through this, current needs and wants can be evaluated. Impact of company’s image on buying behaviour of consumersPrajapati, Girdharbhai and Thakor (2012) stated that image can affect the buyingbehaviour of tourists in negative as well as positive manner. If brand image of hotel industry isnot good, then customers will not prefer to buy the services from that particular organization. Forthis, some of the strategies or approaches have to be followed by Hilton Hotel so that they canperform better than their competitors as through this they will be able to attract number ofvisitors. On the contrary, it has been stated by Datta (2011) that brand image can affect thebusiness operations in positive manner when they offer quality or innovative services to their endusers. There are some factors which can affect the business activities in negative manner such as3
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