Analyzing Consumer Preferences: CitizenM Tower of London Case Study

This project is a comprehensive analysis of the factors influencing consumer taste towards the offerings of CitizenM Tower of London, a hotel in the hospitality sector. The research aims to examine these elements, focusing on consumer preferences and satisfaction. The study begins with an introduction outlining the research aim, objectives, and questions, along with the scope and rationale. A literature review explores the concept of consumer taste and the key features attracting consumers to CitizenM. The methodology section details the research approach, data collection methods (including quantitative and qualitative data), research philosophy (interpretivism), and sampling techniques. The project also addresses ethical considerations, ensuring participant anonymity. The findings are expected to provide insights into how the hotel can maximize consumer satisfaction through various techniques, ultimately leading to improved sales and productivity. The project concludes with a summary of the key findings and recommendations for the hotel.

Research Project 12

Table of Contents
INTRODUCTION...........................................................................................................................1
Research aim...............................................................................................................................1
Research objectives.....................................................................................................................1
Research questions......................................................................................................................1
Scope of the research..................................................................................................................1
Rationale of research...................................................................................................................2
TIME FRAME.................................................................................................................................2
LITERATURE REVIEW................................................................................................................5
METHODOLOGY..........................................................................................................................6
Conclusion.......................................................................................................................................8
REFERENCES................................................................................................................................9

Title:- Elements that influence consumers taste towards organisational offerings.” A case
study on citizenM Tower of London
INTRODUCTION
Business environment is inclusive of many organisations those who are offering their
services with an aim to assure maximum consumer satisfaction. Customers are primary source of
revenue generation for an entity, that makes entities to satisfy consumers with high quality
services in affordable price base (Thompson, 2020). For this it is essential for organisations to
evaluate needs and demands of customers in effective manner. Present report has been conducted
on citizenM Tower of London, this is a hotel that provide wide range of facilities and services to
customers in hospitality sector. The proposal includes discussions upon research aim, objectives
of research, literature review and methodology.
Research aim
“To examine the elements that are influencing consumers taste towards organisational
offerings.” A case study on citizenM Tower of London.
Research objectives
 To determine the concept of consumers taste towards the brand.
 To determine the key features that attracts consumer taste towards citizenM Tower of
London
 To identify the techniques through which hotel can maximise satisfaction of consumers.
Research questions
 What is the concepts of consumers taste towards the brand?
 What are the key features that attracts consumer taste towards citizenM Tower of
London?
 What are the techniques through which hotel can maximise satisfaction of consumers?
Scope of the research
Consumers are known as king of market, they are having significant tendency to increase
organisational growth and profitability in many ways (Saeed and et. al., 2020). Customers plays
key essential role in ensuring high success of an organisation. It has been evaluated that present
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research is having wide scope as it allows entity to evaluate those elements and factors through
which satisfaction of consumers can be increases as per according to their need and demand. The
main purpose of current investigation is to evaluate the concepts of consumers taste towards the
brand along with analysing about the techniques through which hotel can maximise the
satisfaction of consumers.
Rationale of research
Present research has been conducted on evaluation of the elements that are having direct
influence upon behaviour and taste of consumers towards offerings of organisation. This
research investigation offers wide area of knowledge to investigator that will allow researcher in
enhancing their skills for future growth and development. Present research also offers number of
ways through which organisation can assure high competitive advancements and satisfaction of
customers.
TIME FRAME
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LITERATURE REVIEW
Concepts of consumers taste towards the brand
As per the view point of Ismael and Ploeger, 2020, consumer taste acts as a key essential
element that facilitate an entity towards satisfying needs and preferences of customers in more
effective manner. By serving consumers according to their taste entity can assure more
competitive advancements as compared to other rivals in industry. It is essential for an
organisation to have proper understanding of current trending taste of customers as this process
will allow them to increase satisfaction among customers in best effective manner. This will
further lead company towards assuring more growth and development. It has been evaluated that
by determining consumers needs organisation can satisfy customers in more effective manner
through which long term loyalty among consumer towards company can be generated.
Key features that attracts consumer taste towards citizenM Tower of London
According to the view point of Wendin, Ortman and Gerhardt, 2020, it has been
determined that that there are number of ways that allows an entity to grab attention of customers
compared to other rivals in market. It is essential for company to have certain of features as it
will allow them to enhance visibility of company in market segment. It has been evaluated in
terms with citizenM Tower of London, that this organisation offer customers high quality of
services and facilities in affordable price range. In addition to this hotel also conduct attractive
advertising as well as promotional activities that effectively grab attention of customers in a well
define and effective manner. This is being underlined that hospitality industry is facing
aggressive competition thus, citizenM Tower of London serve customers with innovative and
unique products and services that allows them to capture maximum attention of consumers
competitively to other rivals within industry.
Techniques through which hotel can maximise satisfaction of consumers
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As per the view point of Wendin and Undeland, 2020, It is essential for an organisation to offer
different types of services and facilities to customers with distinct techniques in order to increase
their satisfaction in an effective manner. It has been evaluated that by undertaking advantage of
various effective techniques entity can ensure maximum satisfaction of customers that will
further facilitate entity towards assuring high productivity and profitability in respective market
segment. Mentioned below there are some certain points that are required to be consider by
organisation:
 Organisation is required to effectively analyse perception and needs of customers, as this
will facilitate company to serve them in more better manner.
 It is essential for an entity to continuously measure satisfaction level of customers
towards company offerings in order to innovate and enhance efficiency of company
facilities.
 Company must ensure that they resolve issues and problems of customers in time
effective manner as to ensure their loyalty and satisfaction towards organisation.
METHODOLOGY
Research methodology is an essential aspect that allows in undertaking activities of
research with the use of different frameworks. In this, investigator can use various methods in
order to collect data in more effective manner as to accomplish research objectives with more
efficiency.
Choice of data:
In terms with present research, investigator will undertake advantage of quantitative as
well as qualitative data collection method through making use of multi stage method of research
(Stanco, Lerro and Marotta, 2020). This method will facilitate researcher to conduct research
with the use of data that are based on facts and figures along with support from detailed and in-
depth information.
Research philosophy:
This concept mainly stages that data must be acquired, evaluated and implemented on the
basis of particular phenomenon. Research philosophy is being divided into two different segment
that are positivism and interpretivism. For current investigation, the researcher would apply and
make use of interpretivism form of research philosophy as to meet the set objectives, a detailed
and theoretical form of data is required that is not supported by positivity philosophy. Therefore,
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use and implication of interpretivism approach is suitable and appropriate for current
investigation as it support collection of in-depth and detailed information on set research topic
and objective.
Research approach:
Research approach mainly include those activities that are will be undertaken by
researcher during the time period of research execution. In addition to this, it has been evaluated
that there are mainly two types of research approach namely inductive and deductive through
which researcher can draw effective and valid conclusion. In order to conduct present research
investigator will undertake use of inductive research approach as it is mainly it lead to accurate
decision making through analysis of detailed information in a more effective manner.
Data collection:
A researcher can undertake use of primary as well as secondary source of data collection
method in order to acquire accurate and authenticated outcomes (Stanco and Lerro, 2020). It has
been determined that in term with primary method ,investigator will identify and evaluate
perception and views of respondents in order to acquire fresh and raw data to execute research
objectives. While on the other hand, in terms with secondary method investigator will acquire
necessary information from magazines, books, articles, journals and more. Both the form of data
collection method is being undertaken by researcher in order to conduct research while assuring
accurate end outcomes. Further, for collection of data implication of case study strategy would
also be made. Beside this, use of both structured interview and questionnaire is seemed suitable
and appropriate for collection of data.
Sampling:
In order to conduct present research investigation 50 respondents has been selected with
the use of non- probabilistic method which will allow researcher to effectively evaluate opinion
and views of selected respondents in order to conduct research in more effective manner. It has
been evaluate that respondents that are being selected are consumers of entity.
Research ethics:
Ethics is an essential concepts that offer formative set of guidelines to conduct research in
a responsible manner (Abitbol and Sternadori, 2020). In order to conduct present research in
effective manner investigator will implement and adhere all the essential ethical principles and
also assure security of participants. In addition to this, researcher will also make sure that
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anonymity of participants is protected. All these measures will facilitate researcher to avoid any
unnecessary ethical issues while executing research.
Conclusion
On the basis of above proposal, a conclusion can be made that the main purpose of
current investigation is to determine the concept of consumers tastes towards the brand along
with identifying the techniques through which the hotel can maximise the satisfaction of
consumers. Thus, the current investigation is significant for a firm and hotel industry as it leads
to enhanced level of customer satisfaction which result in form of improved sales and
productivity.
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REFERENCES
Books and Journals
Saeed, T.U and et. al., 2020. An empirical discourse on forecasting the use of autonomous
vehicles using consumers’ preferences. Technological Forecasting and Social
Change, 158, p.120130.
Ismael, D. and Ploeger, A., 2020. Consumers’ Emotion Attitudes towards Organic and
Conventional Food: A Comparison Study of Emotional Profiling and Self-Reported
Method. Foods, 9(1), p.79.
Wendin, K., Mustafa, A., Ortman, T. and Gerhardt, K., 2020. Consumer Awareness, Attitudes
and Preferences Towards Heritage Cereals. Foods, 9(6), p.742.
Wendin, K. and Undeland, I., 2020. Seaweed as Food–Attitudes and Preferences among Swedish
Consumers. International Journal of Gastronomy and Food Science, p.100265.
Thompson, M.C., 2020. Inherent contradictions in the Saudi rentier state: distributive capacity,
youth employment preferences, and attitudes to education. British Journal of Middle
Eastern Studies, 47(1), pp.77-95.
Abitbol, A. and Sternadori, M.M., 2020. Consumer location and ad type preferences as
predictors of attitude toward femvertising. Journal of Social Marketing.
Stanco, M. and Lerro, M., 2020. Consumers’ Preferences for and Perception of CSR Initiatives
in the Wine Sector. Sustainability, 12(13), p.5230.
Stanco, M., Lerro, M. and Marotta, G., 2020. Consumers’ Preferences for Wine Attributes: A
Best-Worst Scaling Analysis. Sustainability, 12(7), p.2819.
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