Consumer Taste and Organizational Offerings: Citizen M Tower

This report investigates the elements influencing consumer taste towards organizational offerings, specifically focusing on Citizen M Tower of London. The study explores the background of the hotel, its branding, and its approach to consumer satisfaction. The research aims to determine the concepts of consumer taste, identify key features attracting customers, and evaluate customer satisfaction techniques. The literature review examines various perspectives on consumer behavior, brand image, and the importance of customer service in the hospitality industry. The methodology includes primary research with interviews and questionnaires. The analysis focuses on consumer behavior and preferences, while the recommendations offer suggestions for enhancing customer satisfaction and loyalty. The report concludes with a summary of findings and potential future research directions, aiming to provide valuable insights into consumer taste and organizational strategies within the hotel sector.

Elements that influence
consumers taste towards
organizational offerings.” A
case study on citizen M Tower
of London

Executive summary
Consumer behaviour towards their tastes and preferences in organization and that could
make their consumer more attractive and also helps them well more developed. Citizen M tower
London organization is based on hotels and developing their more consumer towards their
influenced changes in taste and more attractive towards new ideas or creation. This report
explains about the background of study and aims, objective of research topic. Furthermore, also
evaluate literature review as per their author views and research methodology that states about
the sampling and various methods used for preparing research topic. Data collection and analysis
states about the consumer behaviours towards the organization.

Acknowledgement
I would like to express my gratitude and thanks to my subject teacher who has provided me the
guidance in the project and also given the opportunity to do this project.

Table of Contents
CHAPTER 1: INTRODUCTION ...................................................................................................5
Overview .....................................................................................................................................5
Background..................................................................................................................................6
Research aim................................................................................................................................6
Research objectives......................................................................................................................6
Research questions.......................................................................................................................6
Scope of research.........................................................................................................................6
Rational of research.....................................................................................................................7
Chapter 2 : LITERATURE REVIEW..............................................................................................8
Concepts of consumers taste towards the brand..........................................................................8
Key features that attracts consumer taste towards citizen Tower of London..............................9
Techniques through which hotel can maximize satisfaction of consumers...............................10
CHAPTER 3: RESEARCH METHODOLOGY...........................................................................10
Research type.............................................................................................................................10
Research approaches..................................................................................................................11
Research philosophy..................................................................................................................11
Data collection...........................................................................................................................12
Sampling....................................................................................................................................12
Research ethics...........................................................................................................................12
Reliability and validity...............................................................................................................13
Chapter 4: ANALYSIS AND FINDINGS.....................................................................................13
Chapter 5: RECOMMENDATION...............................................................................................20
Chapter 6: CONCLUSION............................................................................................................20
REFERENCES................................................................................................................................1
Appendix..........................................................................................................................................2

Title: - Elements that influence consumers taste towards organizational offerings.” A case study
on citizen M Tower of London
CHAPTER 1: INTRODUCTION
Business environment refers to the individual and importance of external and internal
factors that might be had control over the productivity and performance of business (Jalilvand
And et.al., 2017). In having the business the external environment play the important role while
through which the business can effected. But while external factor business come to know about
the political, social, economic and technology impact over their business. The aim of the study
for influences consumer taste towards products that are offered by organization. This projects
also determines about consumer tastes and their preferences in offering products of organization.
In this research report explain about the aims and objectives of research along with their
background and literature review as per their author views. Furthermore, also explain about
research methodology and data analysis, moreover recommendation and suggestion for the
organization. This research report conduct primary research along with their interview and
questionnaire for respondents.
Background
Citizen M tower London is based on the hotel chain, and they have their own brand name
as well logo, which was developed by KesselsKramer. The hotel has a luxury facility for the
customer as furnished with art and furniture from companies such as Vitra and book along with
the artwork. Citizen M tower London has their more branding and logo, they have more invested
in valuing company for more equity future expansion. Citizen M tower London embrace
International style with large glass in black metal exterior and making use off site modular
construction for many components (Geddes, 2019). The company founded by Amsterdam in
2005. hotel have number of location 20 across the country. Taste of consumer most important
things for organization and offering them with having more variety of products that can also
been more attractive and satisfaction for their customer.
Research aim
“To examine the elements that are influencing consumers taste towards organizational
offerings.” A case study on citizen M Tower of London.
Research objectives
 To determine the concept of consumers tastes towards the brand.

 To determine the key features that attracts consumer taste towards citizen M Tower of
London
 To identify hotel customer satisfaction techniques.
Research questions
 What is the concepts of consumers taste towards the brand?
 What are the key features that attracts consumer taste towards citizen M Tower of
London?
 What are the hotel customer satisfaction techniques.
Scope of research
Consumer is king of market and for making them satisfied any organization offered them
better products. The main scope of the study for making consumer main focused on the
organization taste and their preferences while by offering them with having variety number of
products (Browning and Ryan, 2020). The customer have been targeted for making the research
and Citizen M tower customer have been selected while for having the better research. Various
kinds of theme have been made such as hotel customer satisfaction, taste and preferences of the
consumer towards the hotel and different key features that attract the consumer for having
selecting hotel.
Rationale of research
The main reason for selecting this topic scholar thinks that it could develop their
knowledge and skills which might be related to consumer taste and preferences (Agarwala,
Mishra and Singh, 2019). The main motive also for developing customer satisfaction level while
by keeping high and various number of ways through which organization can make their
customer trust more high in making their products being used. The main reason for selecting this
topic was just to examined about the taste and preferences of the customer towards their hotel
products and various other services. Therefore, making this study this might be helpful in having
the better future results and also make sure about the high thinking for some other scholar while
having this research.
Overview
Chapter 1: Introduction

This chapter states about the brief introduction and background to research topic along
with their aims and objective. Also, states about the rational, research questions and scope.
Chapter 2: Literature review
This chapter describes about the various views of author and while by making different
theme for more understandable.
Chapter 3: Researcher methodology
This explains research types. Approaches, philosophy and sampling along with data
collection and ethics consideration through which states about the various respondents.
Chapter 4: Analysis and finding
Clear about the positive theme on idea's behaviour of the theme and used different tools
for more developing research topic.
Chapter 5: Recommendation and suggestion
This chapter explains about the meaning of results and also identifying the design for
better future work.
Chapter 6: Conclusions
Summarize what have been done and what conclusions have been drawn along with their
bringing better opportunities that might be take place in research topic.

Chapter 2: LITERATURE REVIEW
Introduction:
Literature review can be stated as survey of the sources like books, journals, articles which is
related to research objectives.
Concepts of consumers taste towards the brand
According to Ho and et.al., (2019) product packaging attract customer and satisfied them.
consumer taste plays vital role which decides consumer needs and satisfaction. If company serve
consumer according to their taste and preferences, then they can take competitive advantage over
rivalry firm. Company should have proper knowledge about consumer taste because this will
only help them to provide good customer experience. To understand the consumer taste
company, have to do market research and study market trends. As consumer will only help the
company in getting more profits and also helpful into the growth and development. By satisfying
consumer company can get loyal customers. Hermiyenti and Wardi, (2019) said that purchase
decision is affected by brand image and consumer gets attracted towards the brand which taste
they had liked the most, as hospitality industry is based on consumer services only. So those
hotels which provide good customer service will be able to generate more revenue through
increased sales. When talking about customer service in hospitality industry taste plays vital role.
If taste will good, then only customer will visit again and again at the hotel. Customer will also
do promotion of the hotel if they had satisfied with the taste. It is also said that if hotel provide
good service in everything but do not serve good taste food then customer will not prefer such
hotel.
Li and et.al., (2019) argues that it cannot be said that customer only attracted by the taste because
hotel is not only known for taste only but it is also known for the good quality of food. As taste
range from consumer to consumer, co it cannot be said that one consumer who like the taste then
every consumer will like it. The food which is liked by one consumer can be rejected by other
one. Hotels also provide like customer service, ambience of place, comfort etc. so it will be
wrong if hotel will be judged only on the basis of taste of the food. Shin and Mattila, (2020) said
that now customer prefer healthy taste and brand reputation is made by consumer, if company
will treat good to the customer then will get good brand reputation and if customer get bad
experience then bad brand reputation can build. Hotel can work on taste by doing market
research based on consumer taste through this company will come to know that what customer

want to eat and how exactly they want food item to be prepared. Company should also work on
presentation because it is said that if the dish is presented nicely then an individual will make
attempt to consume it. As food is first liked by eyes and then by tongue. Many hotels shut done
because they were not having expert chefs who can present food in such a manner which attract
more consumers.
Key features that attracts consumer taste towards citizenM Tower of London
As per the views of El-Adly, (2019), value and loyalty can be gained by good customer
service and is observed that there are many ways through which company can attract consumers
as compare to the competition. So it is necessary for the company to have special features which
can differentiate them for the competition and will also help in increasing the market share. If
talk about citizenM Tower of London, this company is known for good quality of services to the
customers and also at reasonable price. Organization focus on giving attractive advertisements
which include offers and discounts so that can gather more customer attention in effective
manner.
Rita, Oliveira and Farisa, (2019) stated that nowadays customers are satisfied with good online
services and hospitality industry is also facing massive competition because many companies are
entered this industry. citizenM Tower of London offer innovative service to their customers
which is different from rival firms. So this is the main reason that company will survive in long
run. Company believes that innovation is the key to success because every time consumer needs
something different. If company want to survive and increase their market share, then creativity
and innovation is must. Leninkumar, (2017) analysed that hotel provides reward loyalty to their
guests, it means that customer who has book table in hotel via company's website then to those
customer’s company offer rewards. This is helpful for company and customer both. As company
can do promotion through website and consumer will get discounts if they had made bookings
using website. Hotel also give personalize guest experience and take feedbacks of every
customer before they leave hotel. Feedbacks will help company to know that where they are
lacking. In the future, they improve those things in which they were lacking. Feedbacks will also
make customer feel that their opinions matter for the organization.
Techniques through which hotel can maximize satisfaction of consumers
Zhao, Xu and Wang, (2019) discussed that if organization want to maximize customer
satisfaction then they have to offer different types of services to the consumers by using different

techniques. Company can take benefits from various techniques which will help to increase
satisfaction of the customer and that will facilitate high sales and revenue to the company.
Organization can analyse market trends through which they will come to know about customer
preferences which will help company to serve in effective manner to the customer. Customer
experience is the biggest reason of consumer satisfaction. Good experience will result in
satisfying customer and bad experience will result in unsatisfied customer. Lin, Zhang and
Gursoy (2020) said that if company want to enhance customer satisfaction then they have to
focus on every small issue faced by them. This is the only reason through which company can
gain customer loyalty.
Customer loyalty will help company in retaining existing customers and getting new
customers. Company can provide standardized service to their guests. Effective communication
can also build customer satisfaction. As communication barrier will serve in the bad customer
experience. Communication is the two-way process so if customer is asking anything or have
any query then it should be entertained by the hotel staff. Unattained customer can cause loss to
the company as those customers will never visit and also will suggest their friends and relatives
to not visit your hotel. According to Afthanorhan and et.al., (2019) hotel can offer
complementary services to their guests, providing few extra services for free can help company
in enhancing the customer satisfaction. If company will offer complementary service to the
guests, then they will feel happy and will do word of mouth promotion. Customer can also give
positive review on social media page of the company. This will help company in increasing sales
and revenue Customer Satisfaction: The Ultimate Guide., (2021).

CHAPTER 3: RESEARCH METHODOLOGY
Research methodology means process through which it comes to know about the
techniques which have to used and analysing about the research.
Research type
Research is systemic work for finding the solution to problem in research, concerning
formulation and generalizing theory of research in report. Basically there are two types of
research such as Qualitative and Quantitative Research. . Qualitative research means collecting
information from non-numeric data that helps for understanding the concepts of given data.
Quantitative Research is type of research that involves analysing or gathering information while
by using numeric data (Snyder, 2019). It can be also used for finding patterns, test causal
relationship, make predictions and generalization results to huge population. Hence, this research
report conduct Qualitative research and Quantitative research. while making the proper use of
data which is based on figures and facts along with that also support for having in depth
information along with non-numeric data also assists the data for making research more valuable.
Research philosophy
Research philosophy is the way for belief about data that should be gathered, used or
analysed. This philosophy also deals with sources, development of knowledge and nature. There
are usually two types of research philosophy such as Positivism and Interpretivism philosophy.
Here, positivism means collected data have been highly structured along with their large
sampling, and they make only the use of both qualitative and quantitative data (Cazeaux, 2017).
Interpretivism known for having small sample, and make the use of qualitative research for
developing their research more relevant and investigation more deeply. Therefore, scholar in
present report selected Interpretivism philosophy for setting up their objective and data that have
been required that is not more supported by positivism philosophy.
Research approaches
Research approaches means preparing procedures and plan for research report. The steps
from broad assumption for detailing various methods of analysing, data collection and
interpretation. Therefore, research approaches are of two types such as Deductive and inductive
approaches. Deductive approaches means collecting data which is used for evaluating
propositions and related to hypothesis existing theory. In this facts can be gathered according to