Identify Reasons of Changing Consumer Behaviour Regarding Hotels and Switching to Others Hotels

This research project aims to identify the factors that contribute to changing consumer behaviour in the hotel industry, specifically focusing on why consumers switch hotels. The study will provide insights into consumer decision-making and recommend strategies for retaining customers. The research will be conducted as a case study on The Berkeley hotel.

Research Project Propose
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Table of Contents
INTRODUCTION...........................................................................................................................3
Aim and objectives......................................................................................................................3
Rationale of study .......................................................................................................................3
Significance of Research ............................................................................................................4
Literature review .............................................................................................................................4
Research methodology.....................................................................................................................5
REFERENCES................................................................................................................................8
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Title- identify reasons of changing consumer behaviour regarding hotels and switching to others
hotels.
INTRODUCTION
Consumer behavior is considered as the study of groups, individuals and group's
decisions as per the regard to the purchase, selection, use as well as disposable of
services ,goods, experiences or ideas to fulfill the needs and wants. In other words it is
considered as the study that how the costumers able to make the decisions about their wants,
desires, buy and disposable. Through understanding that how consumers take decisions
regarding the product it is easier for the marketers to fill the gap as well as recognizes that what
kind of product is required that are outmoded within market ( Dadhich. and Dixit, 2017). It also
assists marketers to decide about how to present their products within maximum influences on
the costumers. The study highlights on the behaviors of the costumers by assumes that they are
the actors within market. Such as starting from the information provider and costumers play their
roles in the process of the decision. Here behaviors of the consumers are not static, it falls under
the changes over the time focuses on the product's nature. Change within the buying process can
take place due to various factors such as Educational level, income level as well as marketing
factors.
Aim and objectives
Aim- To identify factors of change in consumer behaviour regarding hotels and switching to
others hotels."A case study on The Berkeley hotel.
objectives
1. To evaluate role of consumer behaviour in selection of hotel
2. To investigate factors of change in consumer behaviour
3. To recommend strategies of how consumer can be retained
Research questions
 What is the role of consumer behaviour in selection of hotel?
 What are the factors due to which consumer behaviour changes?
 How consumer can be retained and what strategies can be followed?
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Rationale of study
The purpose of doing this study is to identify role of consumer behaviour in selecting
hotel. Also, it will help in finding out the factors due to which consumer change their decision.
Beside that, the research will find out how the factors influence on consumer perception.
Significance of Research
The study outcomes about the all the products and polices are designed as per the
consideration the preference of the consumer so that the goods can be successful within the
market. Within each business the main aim of the business is to increasing the production and
firm to do so must win the trust of the employees. It can also help to understand the impact on
the pricing on the purchasing. As whenever the price is moderate or on the cheaper mode then
more number of the consumers buy that one. It is also crucial in designing as well as approaching
marketing mix to choose product,place as well as promotion.
Literature review
Role of consumer behaviour in selection of hotel
As per the view of the ( MacCarthy . and Willson, 2015.) the consumer behaviour it can
be broadly classified as the actions and decisions that can impact the buying the behaviour of a
costumer. Advertisement plays a crucial role within purchasing decisions that are made by the
costumers. The campaign can be done the regular basis so that it can impact the consumers to
such an extent that they can shift from one brand to the other. Marketing campaigns also done to
assist to recognize the consumers.
According to the (Shirur, and Shivalingegowda, 2015) spending decisions of the
consumers are directly impacted by the Economic conditions that can be prevailing within the
market. Within the personal level ,behaviours of the costumers can be impacted on the various
shades such as priorities as well as values. Some factors that influenced the behaviour of the
costumers are Psychological factors as they are the factors such as motivation as well as
perception. According to the (Van Nes, 2016.) Motivation is considered as the forces that can
activates the behaviour that is goal oriented. Also, motivation acts a driving force that able to
take the actions of the individual to satisfy the requirements. Whereas perception is considered as
the phenomenon that can receive stimuli as well as interpret as costumers pint of view.
As elucidated by (Shirur, and Shivalingegowda, 2015) social factors such as family as
there re two kinds of the family first one is nuclear and second one is Joint family. Here within
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the nuclear family the size of the family is small as well as individuals have more power to
take the decisions regarding the purchase independently while within the joint families the size
of the family is very large as well as group decision-making is involved to get the more
preference than the individual.
As per the view of the ( Dadhich. and Dixit, 2017. ) a reference group is consider as the
group where the individual associates. Here two or more persons can share the set regarding
norms as well as their relationship makes independent behaviour. It is the group that impacts
highly on the attitudes of a person ans values and behaviour indirectly or directly. These kinds
of groups can falls into various grouping that cannot be crucial to be exhaustive. References
group are such as Membership and Normative groups, Avoidance or dissociative groups as well
as secondary and associative group and many more.
factors of change in consumer behaviour
As per the view of the (Van Nes, 2016) Culture can play a significant role in describing
the behaviour of the consumers as it can be subdivided within culture as it is known as the
complex belief regarding the behaviour that involves the roles that can be played by the society,
Human society, its values traditions and customs. The requirement of the consumer can be
scrutinized as it is very vial factor that impact behaviour of consumer. Sub culture- where the
groups f persons lived together as they have the same customs,traditions and values. It can also
be defined by the religion, nation and racial groups that can share same kind of geographical
location.
In the view of (Spijkerman, 2016.) a number of the personal factors that impacted on the
behaviour of the consumer is that it is considered as one of the major factor that impacted on the
behaviour of the consumer. The sub factors can be considered as Financial or economic
situations as if the consumers are not stable that will affects their purchasing power ,also if the
consumer or the economy is facing a loss that it can impact on the spending decisions. Here Age
as well as life cycle of the consumers are the two crucial factors that falls under the personal
factors. With life cycle and age the costumer purchase options as well as motive of the buying is
changes.
Research methodology
Research philosophy- It is an approach on which the overall research is rely. It determines the
way about the overall purpose regarding research. There are various philosophies that can be
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used by the philosophers such as realism, , realism. Within Present study ,scholar uses the
interpretivism research philosophy.
Research approach- It can refer to an approach that states where data will be collected as well
as analysed. It is used for the interpreting data and systematic manner. Basically, inductive,
abductive and deductive are the approaches used , here deductive approach is developed on the
basis on the observations. Within present study ,deducitve approach is used. (Van Nes, 2016.)
Research type – This study is based on the collection of the data. It gives the description about
the what kinds of data will be collected. Here Qualitative and quantitative two types of research.
Here, qualitative study will be used.
Data collection- It is crucial as the overall outcomes is based on this as here data require to be
gathered from reliable source and interpreted. The scholar will use primary method to gather
data.
Sampling- it is process of selection participants from population. There are two methods in it
that is probability and non probability. Here, random sampling method will be used. The sample
size will be 20 managers.
Data analysis- A method through which data is analysed and outcomes are obtained. In this
study, thematic analysis will be used.
Activity
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Review of
Literature
Drafting
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Methodologi
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Proposal
Designing
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Collection of
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Analyzing
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Discussion
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Conclusion
Submission
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REFERENCES
Books and journals
Dadhich, A. and Dixit, K., 2017. Consumer Selection and Buying Behaviour Towards Over the
Counter (OTC) Medicine in Jaipur City. Apeejay-Journal of Management Sciences and
Technology.
MacCarthy, M. and Willson, G., 2015. The business of D-Day: An exploratory study of
consumer behaviour. International Journal of Heritage Studies, 21(7), pp.698-715.
Shirur, M.A.H.A.N.T.E.S.H. and Shivalingegowda, N.S., 2015. Mushroom marketing channels
and consumer behaviour: A critical analysis. Mysore J. Agric. Sci, 49(2), pp.390-393.
Spijkerman, R., 2016. Fashion consumer behaviour impact on the model of last mile urban area
emissions. Transportation Research Procedia, 12, pp.718-727.
Van Nes, N., 2016. Understanding replacement behaviour and exploring design solutions.
In Longer lasting products (pp. 133-158). Routledge.
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Research Ethics approval form
All students conducting research activity that involves human participants
or the use of data collected form human participants are required to gain
ethical approval before commencing their research. Please answer all
relevant questions and note that your form may be returned if incomplete.
For further support and guidance please see your respective Unit Tutor:
Before completing this form, we advise that you discuss your proposed
research fully with your unit tutor. Please complete this form in good time
before your research project is due to commence.
Section 1: Basic details:
Project title: To identify factors of change in consumer behaviour
regarding hotels and switching to others hotels."A case study on The
Berkeley hotel.
Student name:
Student ID number:
Programme:
College Name:
Intended research start date:
Intended research end date:
Section 2 Project summary
Please select all research methods that you plan to use as a part of your project:
 Interviews Yes No
 Questionnaires Yes No
 Observations Yes No
 Use of personal records Yes No
 Data Analysis Yes No
 Action Research Yes No
 Focus Groups Yes No
 Others (Please specify) :
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Section 3: Participants
Please answer the following questions, giving full details where necessary.
Will your research involve human participants?
Yes
Who are the participants? Tick all that apply:
managers
How will participants be recruited (identified an approached)?
Simple Random Sampling
Describe the processes you will use to inform participants about what you are
doing:
Ethical form would be sent for informing and conducting face to face meeting
with them.
How will you obtain consent from participants? Will this be written? How will it
be made clear to participants that they may withdraw consent to participate at
any time?
Written with help of Google doc forms
Studies involving questionnaires: will participants be given the option of omitting
questions that do not wish to answer?
Yes
If no please explain why below and ensure that you cover any ethical issues
arising from this
Studies involving observation: Confirm whether participants will be asked for
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their informed consent to be observed.
Yes
Will you debrief participants at the end of their participation (i.e give them a
brief explanation of the study)?
Yes
Will participants be given information about the findings of your study?(This
could be a brief summary of your findings in general)
Yes
Section 4: Data Storage and Security
Confirm that all personal data will be stored and processed in compliance with
the Data Protection Act (1998)
Yes
Who will have access to the data and personal information?
Researcher and top management
During the research:
No
Where will the data be stored?
USB and Laptop
Will mobile devices such as USB storage and laptops be used
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Yes
If Yes, please provide further details:
After the research:
Where will the data be stored?
USB
How long will the data and records be kept for and in what format?
2 years
Will data be kept for use by other researchers?
No
Section 5 : Ethical Issues
Are there any particular features of your proposed work, which may raise ethical
concerns? If so, please outline how you will deal with these:
It is important that you demonstrate your awareness of potential risks that may
arise because of your research. Please consider/address all issues that may
apply. Ethical concerns may include, but are not limited to the following :
■ Informed consent.
■ Potentially vulnerable participants.
■ Sensitive topics
■ Risk to participants and /or researchers
■ Confidentiality/anonymity
■ Disclosures/ limits to confidentiality
■ Data storage and security, both during and after the research (including
transfer, sharing, encryption, protection).
■ Reporting
■ Dissemination and use of your findings.
Section 6: Declaration
I have read, understood and will abide by the institution’s Research and
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Ethics Policy: Yes
I have discussed the ethical issues relating to my research with my Unit
Tutor:
Yes
I confirm that to the best of my knowledge:
The above information is correct, and this is a full description of the
ethical issues that may arise in the course of my research
Name: Date:
Please submit your completed form to your supervisor and also attach to
the Research Proposal when submitting to Turnitin.
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