The Role of Brand Awareness in Enhancing Customer Loyalty at Hotel 41

This report presents a research project investigating the impact of brand awareness on customer loyalty, specifically focusing on Hotel 41. The study begins with an introduction outlining the research's overview, background, rationale, aims, objectives, and research questions, including a Gantt chart for project management. The literature review explores the concept of brand awareness, its role in enhancing a consumer base, and the techniques Hotel 41 employs to improve brand awareness. The research methodology section details the research philosophy, approach, and time horizon. The report then presents data findings, analysis, and discussion, followed by conclusions, recommendations, and anticipated limitations. The research aims to identify the role of brand awareness in improving customer loyalty, providing insights into the factors affecting brand image and how to maintain it in the competitive market. The report also includes references to support the research.

Research Project

Table of Contents
TITLE:.............................................................................................................................................1
CHAPTER 1: INTRODUCTION....................................................................................................1
Overview of research..................................................................................................................1
Background of research...............................................................................................................1
Rationale of research...................................................................................................................2
Research aim...............................................................................................................................2
Research Objectives....................................................................................................................2
Research questions......................................................................................................................2
Gantt Chart..................................................................................................................................2
CHAPTER 2: LITERATURE REVIEW ........................................................................................5
Concept of brand awareness........................................................................................................5
Role of brand awareness in increasing consumer base of Hotel 41............................................5
Techniques used by Hotel 41. for improving brand awareness among consumers....................6
CHAPTER 3 RESEARCH METHODOLOGY .............................................................................8
Chapter 4: Data Findings, Analysis and Discussion......................................................................11
Chapter 5: Conclusion, Recommendations and anticipated Limitations ......................................21
Conclusion.................................................................................................................................21
Recommendations.....................................................................................................................21
Anticipated limitation................................................................................................................22
REFERENCES..............................................................................................................................23

TITLE:
To identify the role of brand awareness in improving customer loyalty towards
organisation. A study on Hotel 41.
CHAPTER 1: INTRODUCTION
Brand is the the name fame of organisation which is acquired with conducting business
operations in best way and making policies in context of consumer demand. Hence this topic is
significant in current market because there is increment in competition among firms. This
investigation is done on brand awarenesses in order to improve consumer loyalty. Project
specification is the document which is used to have complete and relevant information about
different strategies to be considered for conducting investigation in better and effective manner.
This document contains aims and objective of research and proper setting short term objectives
for team mates (Dunuwille and Pathmini, 2016).
Overview of research
This investigation is based on brand awareness which non monetary benefits for company
as goodwill. Brand awareness is the component which provides information about whether
consumer are ready to avail services or not. This also makes clear that quality of services are up
to the mark. When consumers are aware about brand, then they have complete knowledge about
product and services and are ready to avail services regularly from. This is important aspect
which makes is positive for organisation. This research is based on Hotel 41 situated in London,
UK. This hotel is one of the luxurious services to consumers. This hotel is situated at 5 floor of
the building with ball room. There are 30 rooms, hence counted best in small size hotels.
Background of research
Hotel 41 is small so there are less consumer as compared to large scale hotels. In order to
improve consumer base brand awareness is one of the best aspect. There are some changes in
consumer demand because of change in working style of association. For improving and
maintaining same brand image in industry, it is responsibility of managers to understand
consumer preferences and taking actions as per change in working style of workers. Hotel 41 is
small hotels and these are consumers have different reasons for staying at hotel such as business
purpose, educational trip, etc. hence this research provides information about different ways
through which brand image of Hotel 41 can be maintained (Seo, Li and Kim, 2015).
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Rationale of research
Rationale behind conducting this investigation is acquire knowledge about brand and
factors which affects it. This assist to know how brand image of association can be maintained.
This investigation will assist investigator in future if similar business in future, hence there is
scope of growth and development of business. This topic is new, hence respondents have new
views about it which can assist to collect information and give absolute recommendations and
conclusions. Reader is also aware about impact of brand awareness on consumers and factors
which has to be considered for improving it.
Research aim
“To identify the role of brand awareness in improving customer loyalty towards
organisation.” A study on Hotel 41.
Research Objectives
 To understand the concept of brand awareness.
 To identify the role of brand awareness in increasing consumer base of Hotel 41.
 To ascertain the techniques used by Hotel 41 for improving brand awareness among
consumers.
Research questions
 Do you have knowledge about concept of brand awareness?
 What is the role of brand awareness in increasing consumer base of Hotel 41?
 What are the techniques used by Hotel 41 for improving brand awareness among
consumers?
Gantt Chart
Gantt chart is the graphical presentation of research activities with its time through
horizontal and vertical lines. There are different activities which are followed for completing
investigation with achieving aims and objectives. Gantt chart is the effective project management
tool through time required to complete specific activity is clear. There are different bars
representing different activities with their time, so it is easy for investigator and their team mates
to identify time required to complete it. So with the help of this tool, study will completed within
specified time achieving aims and objectives (Nica, 2013).
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CHAPTER 2: LITERATURE REVIEW
A literature review is defined as broad summary of the early research on a particular
topic. The literature review surveys academic articles, books and other relevant to particular area
of a research. Literature review provide a theoretical base for the research and help the author to
determine the nature of research. This part of research play an essential role because it described
how the planned research is related to preceding research in statistics. This literature review
shows originality and the relevance of research problem (Chang, Kim and Jung, 2012).
Concept of brand awareness.
According to Megan Marrs (2019) Brand awareness defined as the marketing term in
which the degree of consumer identification of a product is by its name. Brand awareness
considered as the key step for promoting the product or renewing an older brand. In this
awareness of the brand include the quality that distinguish the product from its competition.
Product and services of an organisation which maintained the high level of brand
awareness are effective in creating more sales. Services which is provided by the hotel 41
should maintained high level of awareness which will work in attracting more customer and also
increasing sales. Usually consumer likely to purchase a name brand product than an unfamiliar
one. Advantage of brand awareness is that it is effective in differentiated the product from the
other in market. This can be possible for organisation by applying different kind of promotional
activities such as advertisement, mouth publicity, sponsorship, event, blogs and print media
(Kumel, 2018).
When the awareness of a product is higher in market than it is effective in increasing in
the more sales. A favourable impression will create an awareness which encourage or motivate
customer to buy. This is the reason organisation are trying it best to spread awareness about
their various products among the customers.
Role of brand awareness in increasing consumer base of Hotel 41.
According to Mark Di Somma brand awareness play large role in the decision of
consumer buying. When the brand awareness of the hotel 14 is good then its encourages repeat
purchases and leads to an increase in market share and incremental sale.
Increased in market share and sales: in an organisation by building the brand
awareness an Hotel 41 can also increase in its market share. When in an market brand
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awareness is increases then its also effective in increase the consumer base of Hotel 41. in
aggressive marketing and advertising are also considered as a key factors in increasing in brand
awareness and converting that brand awarenesses into market share. With this context there are
various way from which Hotel 41 can boost its brand awareness among the customers and build
a brand means something to customers they focus on t just as important as a sales to pitch.
Marketing strategies of an organisation change year to year bust a constant brand message will
help to make Hotel 41 top of mind target market is comparison shopping (Olberding and
Olberding, 2014).
Generate new customer: branding is also known as the word of mouth. This work
effectively to enable business to get more traffic via referral. When the brand-awareness of
Hotel 41 is high then it is effective generating the new customer toward the organisation. Role
brand awareness is to generate the new customer by its effective brand awareness in the market
and this work effectively in term of strong the base of the customer. Hotel 41 can increase is
brand awareness by continue expanding network by expanding customers base is great.
Build trust in market place: The brand awareness also helpful in building the trust in
the mind of its target customers. It develops brand loyalty which will make these customers keep
on back to purchasing the product. The role of brand awareness is also to build trust of
customer toward the services which is provided by Hotel 41. This will also work effectively in
increasing customer base of an organisation. In Hotel 41 the services which provided by them
is work properly in increasing the awareness about the brand and this will also gain the trust of
customer towards the services (Twing-Kwong, Gerald Albaum and Fullgrabe, 2013).
Techniques used by Hotel 41. for improving brand awareness among consumers.
According to Lisa Toner a brand is primarily an image or idea about the particular
product and services from which customer can easily identify and connect is provided by the
an organisation. The brand element can be anything like the logo design, slogan and something
unique which is an organisation is uses across the world. Creating brand awareness also play an
important role in which it is effective in increasing the sales and share of organisation. With this
context there are various kind of techniques which is use by an organisation for increasing in
brand awareness. This brand awareness is mentioned below:
Develop loyalty on social media: Social media considered as the brand awareness
strategy to target decision maker and people who are connected on it. In order to increase brand
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awareness of Hotel 41 social media is considered as the great platform for brands to maintain
customer relationships this will also have the opportunity found by new lead. In this when Hotel
41 upload its picture of hotels and from which customer get attracted. When customer go for
avail the services from that hotel then make sure that is similar to what shown on social media .
This will work effectively in developing the trust of consumers.
Use visual advertising: visual marketing is considered as the strategy in which various
online and offline toll is use that is logos, photos, chart , graphs, icons etc. when Hotel 41 use
this element is its hotel then it will grap the attention of customer and generating the interest of
the customer. When proper visual advertising is using by Hotel 41 then it will create high
awareness of the brand in market place. This will work effectively in promoting the Hotel 41
(ABABA, 2015).
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CHAPTER 3 RESEARCH METHODOLOGY
Research methodology is the section which defines different strategies and techniques
used to conduct investigation. Research is the process to conduct in- depth study of raes4rch
problem and providing conclusion and proper recommendations. In order to study research
methodology proper and all the aspects, research onion frame work is used. Some research
techniques are discussed as under-
Research philosophy: Research philosophy are the set of some belief and ideas through
which information is used and effective for communicating about important points related to
research topic. There are three types of research philosophy i.e. pragmatist, interpretivist and
positivist. In this investigation, there is use of positivist philosophy provides the basis through
which beliefs and ideas depend on scientific methods (MADLANI, 2018).
Research Approach: Approach are the techniques which covers less and most important
aspects. This assist in covering all the information which ca affect decision making of researcher.
There are two types of research approach i.e. inductive and deductive approach. Deductive
approach is used in this investigation because this focuses on collecting small information to
analyse impact on brand awareness on consumers.
Time Horizon: Time horizon is the frame work through which estimated time to
complete study can be analysed. There are two types of time horizon i.e. longitudinal and cross-
sectional technique. In this investigation, cross sectional time horizon is used under which
different time are allotted for different activities.
Research design: There are some specific design through which investigation can be
done and provides complete information to reader. There are three types of research design i.e.
exploratory, experimental and descriptive. In this investigation, descriptive research design is
used because this method describes complete phenomenon through which study is conducted
(Tehria, 2016).
Research methods: There are two methods i.e. qualitative and quantitative through which
research can be done and objectives are achieved. Qualitative method communicates information
with considering human behaviour and beliefs, so this gives relevant information. Presentation of
this investigation can be through graphs and charts, so reader can easily interprete it. This
method is used because under this information is collected through non- numerical data and
hence understood by reader easily.
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Sources of data: While conducting this investigation, there is requirement of data on the
basis of which recommendations and conclusion are given. Hence while conducting
investigation, information is collected through different sources. There are two types of data
sources i.e. primary and secondary. Primary information is fresh because collected by candidate
itself through questionnaire, personal interview, etc. This method is more reliable and authentic
as compared to secondary information but time and cost consuming. For this investigation,
questionnaire is used. Questionnaire is set of some questions related to brand awareness and its
impact on consumer base. While secondary information is collected through online sources,
books, journals, etc. While collect information through online sources, these must be up to date
and authentic. In this research, both the methods are used as literature review and data analysis
(Park, Shin and Kim, 2014).
Research sampling: In this process, researcher have to make focuses on selecting
appropriate sampling method so that accurate or effective results will be received at the end of
research programme. Mainly two kind of methods are used by researcher such as probability and
non probability in order to completing the investigation. In this project, investigator have
selected probable random sampling method which will prove beneficial for researcher in
analysing and interpreting views of respondents. For completing the research easily investigator
have selected 20 respondents who are the employees of hotel and whose views will be
considered as the whole views of population.
Research ethics: This term restricts the investigator to not to done any kind of unethical
practices during the research. By using ethics during the research, investigator will be able in
providing authentic, ethical and true outcomes at the end of research to the managers of hotel
which will be beneficial for them in raising brand awareness about their offerings within the
marketplace.
Research reliability and validity: Reliability and validity of gathered data is very
important because without it valid conclusion can't be framed effectively. Reliability is based on
framed questionnaire which leads the validity in framing conclusion at the end of research
(Nikdavoodi, 2013).
Research budget: Concept of budget is related with proper estimation of funds which is
required by researcher for completing the researcher without facing any difficulty. For carrying
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out the research programme in effective manner, Researcher have estimated an amount of £7000
for completing the research which is based on brand awareness.
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Chapter 4: Data Findings, Analysis and Discussion
Data analysis is the procedure to collect and represent collect information in better and
appropriate manner. Thematic analysis is used for data analysis under which different themes are
provided for different questions. This provides brief information about questions. Questionnaire
is used to collect primary information and it is filled by 20 employees who have knowledge
about brand management and impact of consumers (JURČIĆ and JURČIĆ, 2016).
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