Impact of Brand Awareness on Sales and Profits: Research Proposal

This research proposal investigates the impact of brand awareness on sales and profits within the hospitality sector, using the Hilton Hotel as a case study. The introduction formulates research specifications, highlighting the importance of brand awareness in attracting customers and creating a positive brand image. The aims and objectives are defined, focusing on identifying the role of brand awareness, analyzing its impact on sales and profits, and recommending strategies for increasing brand awareness. The literature review critically examines existing research, emphasizing the significance of brand image, market presence, and customer satisfaction. The research methodology outlines the research philosophy (positivism), approach (inductive), design (qualitative), and data collection methods (primary, questionnaire, and random sampling). The data findings, analysis, and discussion section presents the results of the questionnaire, analyzing customer familiarity, brand awareness sources, opinions, and perception changes. The formative evaluation method ensures the validity and reliability of the primary data. The conclusion and recommendations section provides suggestions for further consideration based on the research findings.

Research Proposal

TABLE OF CONTENTS
INTRODUCTION:..........................................................................................................................1
1.1Formulate research project specifications..............................................................................1
1.2 Factors that contribute to the process of research.................................................................2
1.4 Produce a research project specification...............................................................................2
1.5Provide an appropriate plan and procedures..........................................................................3
LITERATURE REVIEW................................................................................................................3
1.3 Undertake a critical review on the Literature Review..........................................................3
RESEARCH METHODOLOGY:...................................................................................................4
2.1Match resources efficiently to the research question.............................................................4
2.2 Undertake the proposed research investigation in accordance with the procedures.............4
DATA FINDINGS, ANALYSIS AND DISCUSSION ..................................................................6
3.1Record and collate relevant data............................................................................................6
CONCLUSION AND RECOMMENDATIONS..........................................................................11
3.3 Recommendations and areas for further consideration.......................................................11
CONCLUSION:.............................................................................................................................12
REFERENCES :............................................................................................................................13

INTRODUCTION:
1.1Formulate research project specifications
Introduction:
A brand is a symbol that represents the product or service. It is very important for
company to make people aware about brand to attract them. This also helps in promoting product
or service. Brand awareness refers to the probability to which customers are familiar about the
product (Castro and Bussey, 2015 ) It also means associating product with a company. Brand
awareness also helps in creating brand image. In hospitality sector brand awareness supports in
creating a unique and distinct image. Besides this, brand awareness reflects the quality of
service. Moreover, it plays a crucial role in preference of brand selection. There are several
methods that are used in raising brand awareness. But factors such as price and location also
plays a vital role in this. Along with this, customer loyalty depends on brand awareness. The
importance of brand awareness is it creates a great impact on the mind of people (Taylor, 2017).
They are able to recognise brand in proper and effective way.
Aims – To identify impact of brand awareness on sales and profits of hospitality sector. A case
study on Hilton hotel.
Objectives:
 To identify role of brand awareness in hospitality sector
 To analyse impact of brand awareness on sales and profits
 To recommend ways through which brand awareness can be increased
Research questions
1. What is the role of brand awareness in hospitality sector ?
2. How sales and profits can be generated by increasing brand awareness ?
Resource implications- there are several resources used in conducting research. Therefore,
proper resource allocation is done to overcome it (Cowie, 2016) For this activity based costing
method is used. It will help in allocating resource on basis of activity. Also, tit will ensure that

activity is conducted in specific time period so that overall project is completed. Moreover, Gantt
chart will be used by researcher. It will help in allocating time to each activity. Furthermore,
secondary method will be used by researcher to collect data from previous research.
1.2 Factors that contribute to the process of research
Rationale of research- There are several factors that are involved while selecting this project.
The first one is researcher is engaged in conducting research related to this topic. Also, by this
researcher wants to identify the role brand awareness in hospitality sector and what impact it has
on minds of people (Payne, 2016) Second is how people are influence by brand image while
selection of product or service. This two factors were taken into consideration.
1.4 Produce a research project specification
Research methodology helps in defining the framework through which research will be
conducted. It is important for researcher to define research methodology. It benefits in
identifying what methods are been used. For present study research methodologies is described
as below :
Research philosophy – It is a framework that helps in conducting research. There are two
philosophies used positivism and interpretivism. In this researcher will use positivism philosophy
that will focus on aims and objectives (Hair and Page, 2015)
Research approach – there are two approaches used that is inductive and deductive. In this
researcher will use inductive approach. With this it will be easy to collect data that is based on
aims and objectives.
Research design – It refers to qualitative and quantitative. For present study researcher will use
qualitative design. This will help in analysing data effectively and precisely. Therefore,
outcomes generated will be specific.
Data collection- The outcomes of research are based on data collection. Basically, data is
collected by using primary and secondary method (Marshall and Rossman, 2014). For present
research primary method is chosen. In this data will be collected by using questionnaire method.

Sampling of data- It refers to selection of sample that will help in conducting research. In
present study random sampling method will be used. For this 20 customers will be selected.
1.5Provide an appropriate plan and procedures

LITERATURE REVIEW
1.3 Undertake a critical review on the Literature Review
Hospitality sector includes vast number of services that helps in good rise in the
satisfaction and contentment level of the customers or tourists within an organisation. On the
core, the Hospitality sector is majorly dependent on the brand image and awareness of the
customers that will help in good rise in the effectiveness of the firm to meet the tourists needs
and requirements that will help in better selling of the products and services of the cited
hospitality organisation. As per the views of OZKAVAF, 2014.), the effective management of
the brand image and spreading effective awareness or knowledge among the customers or
tourists about it, will help the cited hospitality enterprise to improve its core compatibility and
effectiveness to perform the business operations in a better way. This will help in good rise in
the operations and meeting of the targeted aims and objectives by the business entity.
Other than this, as per the views of Ruffolo, 2015., brand awareness also help in
improving the market presence of the organisation in a better way. A good and positive
developing of brand will help the firm to attract more number of tourist towards it ad thus will
help in effective increase in profitability of cited business enterprise. Other than this, the
hospitality industry will be highly dependent on the positive branding of its product and services
that will support a good rise in the efficiency of the organisation. On the other hand, Lee,
Namkung and Yoon, 2018 states that, improper and negative brand image will lay a deep
influence on the operations of the organisation. Other than this, it will help in better rise in
meeting of targeted operations and handling of business activities which will lead to the positive
generation of revenue and provide company with a good market position.
In contradiction to this, Wilcox, 2014,stated that the positive brand image and awareness
about it is not enough for the firm. To gain a good sustainability in market, the hospitality
enterprise has to ensure the effective and positive delivery of the product and services that will
help in improving the operations of the organisation and thus will support a good rise in the
compatibility and meeting of targeted aims and objectives of the organisation. Other than this, it
will help in better meeting of the targeted operations and thus will help in good rise in the

customers or tourist satisfaction level. This will help in improving the effectiveness and meeting
of the targeted operations in a better way. Besides this, (Taylor, 2017) stated that the good rise in
the brand equity and positive execution of the operations will help in development of the
business operations that will support good rise in the effectiveness of the firm.
Besides this, as per the research and findings of Sekaran and Bougie, 2016., adoption of
high quality services will help in better rise in the customer satisfaction level that will increase
the profitability of the organisation and thus will support a sustainability of the firm in the
market. The effective providing and management of brand awareness will help the organisation
to have a good competitive advantage over its rivals and have a leading and prominent market
position. The rise in the brand value will also satisfy the stake holders of the firm and thus help
in better rise in core compatibility and operational handling of the organisation. This will help in
good management of wide range of business operations that are been followed by the cited
hospitality enterprise and thus will help in rise in customer satisfaction level. Besides this, in
accordance with the findings of Payne, 2016, this is been stated that a good rise in business
operations and handling of the targeted business enterprise will support a good performance of
the business organisation to handle the activities of the enterprise in a better way. The increase in
the efficiency and handling of the business activities in a much effective way will help the Hilton
group to meet the needs and requirements of their customers in much effective and efficient
manner. This will also help in suitable rise in the planning of the business operations and execute
them in a very effective manner. This will help in superior rise in the operational capability and
handling of the business activities related to hospitality organisation that will help in improving
the brand awareness of the organisation among the customers and enable them to connect
effectively with the firm.
RESEARCH METHODOLOGY:
2.1Match resources efficiently to the research question
In order to conduct research, researcher require various resources. It will help in
conducting research effectively and getting specific outcomes. For present research human
resource is required that will help in collecting data from questionnaire. Also, it will help in

analysing data (Wilcox, 2017) Other than this, financial resource is required that will help in
conducting research. There must be proper funds available that will help is required to purchase
materials such as stationery, printing questionnaire, etc.
2.2 Undertake the proposed research investigation in accordance with the procedures
The researcher is has investigated the response of people without any bianess. For this
researcher has collected some personal data of customers in order to fill questionnaire. After
gathering information researcher has analysed the results.
Theme 1: Familiarity with Hilton hotel
How familiar are you with Hilton hotel? Frequency
Not familiar 5
Very familiar 13
Somewhat familiar 2
Total 20
Theme 2: Last heard about Hilton hotel
When did you last hear about Hilton hotel? Frequency
In last month 10
In last 3 months 5
In last 6 months 5
Total 20
Theme 3: Source of getting aware about Hilton hotel
From where have you heard about Hilton hotel? Frequency
Friends 3

Advertisement 10
Social media 5
Website 2
Total 20
Theme 4: Opinion about Hilton hotel
What is your opinion about Hilton hotel? Frequency
Favorable 10
Somewhat favorable 5
Not favorable 5
Total 20
Theme 5: Recommend Hilton hotel to others
Would you recommend Hilton hotel to others or not ? Frequency
Yes 8
No 6
Not sure 6
Total 20
Theme 6: Perception regarding hotel brand image
Has your perception about hotel brand image changed or not ? Frequency

Yes 14
No 6
Total 20
DATA FINDINGS, ANALYSIS AND DISCUSSION
3.1Record and collate relevant data
The evaluation of research can be done by taking the help of two techniques that are
formative and summative. Formative is used when research is carried out on regular basis that is
from staring to end. Whereas summative is used to generate final results. This method is less
used as compared to formative. In present research, researcher has used formative evaluation
method. This is done to ensure validity and reliability of primary data.
Theme 1: Familiarity with Hilton hotel
Not familiar Very familiar Somewhat familiar
0
2
4
6
8
10
12
14
Frequency

Findings and analysis- The researcher conducted research in order to find out the brand
awareness of Hilton among customers. Thus , from analysing the questionnaire it was identified
that out of 20 customers 13 was very familiar about Hilton, 5 was not familiar and 2 was
somewhat familiar. Thus, from this it is concluded that brand awareness of Hilton is very
effective. Customers are very familiar about hotel in the market. They are able to recognise
brand.
Theme 2: Last heard about Hilton hotel
Findings and analysis- A research was conducted in the market to find out brand awareness of
Hilton for this questionnaire was used by researcher to collect data. By analysing data it was
found that 10 people have heard about Hilton in last month, 5 have heard in 3 months and 5 in 6
months. Therefore, from this it can be interpreted that hotel needs to increase awareness among
customers. This can be done by organising events, seminars, etc. Also, increasing brand
awareness will help in attracting more people.
In last month
In last 3 months
In last 6 months
0 2 4 6 8 10 12
Frequency

Theme 3: Source of getting aware about Hilton hotel
Findings and analysis- In order to achieve aims and objectives, the researcher was involved in
conducting research about brand awareness of hilton hotel. For this 20 customers were selected
as sample. A question was asked to them regarding source through which they have heard about
hotel. It was analysed that 3 people have heard from friends, 10 from advertisement, 5 from
social media and 2 from website. Thus, it is concluded that hotel needs to enhance promotion
activities on social media. They must increase awareness through digital marketing. Also, hotel
needs to improve website so that people are attracted.
Theme 4: Opinion about Hilton hotel
Friends
Advertisement
Social media
Website