Research on Customer Taste and Brand Offerings: Shangri-La Hotel

This report presents a research project focusing on the factors that influence customer taste towards the Shangri-La Hotel at The Shard, London. The study aims to investigate customer perceptions, identify ways to enhance customer satisfaction, and determine key features attracting customers. The research includes a literature review on customer perception and satisfaction strategies, along with a detailed methodology employing quantitative research methods. The methodology outlines the choice of data, research philosophy (positivism), research approach (deductive), data collection methods (primary and secondary), sampling techniques (probabilistic), and ethical considerations. The report analyzes factors like product quality, pricing, and promotional activities, and the impact of customer perception on brand image and market share. The findings are based on a quantitative study involving 50 participants, with a focus on understanding customer needs and preferences to improve service offerings and overall business performance. The report concludes with a comprehensive review of the references used throughout the research.

Research Project 4

Table of Contents
INTRODUCTION 400....................................................................................................................1
Research aim...............................................................................................................................1
Research objectives.....................................................................................................................1
Research questions......................................................................................................................1
Scope of the research..................................................................................................................1
Rationale of research...................................................................................................................2
TIME FRAME.................................................................................................................................3
LITERATURE REVIEW ...............................................................................................................4
Concept of customers perception towards the brand..................................................................4
Ways that can be used by hotel to increase customers satisfaction............................................4
Major features that attracts customers towards the Shangri-La Hotel at The Shard, London....5
METHODOLOGY..........................................................................................................................5
REFERENCES................................................................................................................................8

Title: Factors that influence customers taste towards the brand and its offerings." A study
on Shangri-La Hotel at The Shard, London
INTRODUCTION 400
In a competitive business environment, each organisation wants to sustain in market for
longer period of time. For this, providing better satisfaction to its customers is crucial because it
it contributes in maximising the profitability level (Moreira, Fortes and Santiago, 2017). In this,
company is responsible for understanding the customers taste and factors that may change their
buying behaviour. This can be beneficial in analysing the actual requirement in market place.
Present research is based on Shangri-La Hotel at The Shard, is famous hotel that provide
accommodation services in over the world. The main focus of this hotel is to provide quality
services to it customers in order to gain their satisfaction.
Research aim
"To investigate the factors that influence customers taste towards the brand and its
offerings." A study on Shangri-La Hotel at The Shard, London.
Research objectives
 To identify the concept of customers perception towards the brand.
 To explore the ways that can be used by hotel to increase customers satisfaction.
 To determine the major features that attracts customers towards the Shangri-La Hotel at
The Shard, London.
Research questions
 What is the concept of customers perception towards the brand?
 What are the ways that can be used by hotel to increase customers satisfaction?
 What are the major features that attracts customers towards the Shangri-La Hotel at The
Shard, London?
Scope of the research
Customers are the important asset for business organisation because the overall success
of company is highly based over the consumers. This research provide wider scope of company
by analysing the factors that influence customers taste and behaviour towards the brand. In this,
organisation tries to keep their customers satisfy by providing them values as per their needs and
wants (Rousta and Jamshidi, 2020). With the help of this, organisation can easily enhance their
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brand image and at the same time also established its competitive image. By analysing the
factors, company easily understand actual needs of people in market and provide them services
accordingly.
Rationale of research
Current investigation is based on the determining the factors that directly influence
customers taste and behaviour towards the company and its offerings. This topic provide vast
information to the investigator about the specific area that help in developing their experience.
This is the reason that current study is undertakes as it help in enhancing skills and knowledge of
investigator that contributes in attaining growth in their career. Along with this, research also
provide analysis to the company that help them in enhancing their performance at market place.
TIME FRAME
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LITERATURE REVIEW
Concept of customers perception towards the brand
According to Keiningham and et. al., (2020), customers perception is one of the major
consideration for company as it provide assistance to business in attaining competitive advantage
from its competitors. Mainly, customers perception is also consider as an marketing concept that
includes awareness and impression about the company and its services. In addition of this,
perception of customers is change as per company offerings so that it is important for business to
analysis market trends and customers perception. This can be beneficial in providing quality
services to its customers as per their needs and wants. With the help of this, company can attain
competitive advantage and also established it famous brand image. In addition of this, the overall
process of customer perception starts when a customers sees or acquire information towards the
specified products and services. Customers perception is change as per the company products
and services.
Ways that can be used by hotel to increase customers satisfaction
According to Ghosh, Ghosh and Ghosh, (2016), It is crucial for company to provide
better satisfaction to its customers because it may increase the possibilities of attaining success at
market place. For this, company is use various effective ways with the aim of keeping customers
satisfied with its offerings. All these can be understood by following points:
 In this, it is important for company to listen to customers and understand what they
actually wants from the firm.
 Keep measuring customers satisfaction as per prior in which company focus on providing
quality products and values to its customers as per their demand.
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 Treat every customer as VIP and also provide excellent services to them so that they can
improve their positive experience towards the company and its offerings as well.
Major features that attracts customers towards the Shangri-La Hotel at The Shard, London
According to Vukadin, Lemoine and Badot, (2016), every business organisation wants to
invite or attract customers towards its offering because it can be increase the sales and
profitability level of company at market place. In relation to this, it is important for business to
analyse market area that help them in improving their their understanding about the customers
and their demand as well. Mainly, customers are influences and attracted towards the products
quality, product price and promotional activities that company is use. This can be effective in
influencing customers to make decision to buy products and services. Product quality play a
significant role in influencing customers so that it is significant for business to make their
product quality high so that large number of customer get attracted. It may contributes in
increasing profitability level of company and at the same time also capture larger market share
from its competitors.
METHODOLOGY
Methodology play a significant role in undertaking research activities because it provide
a framework to investigator in collecting as well as analysing the information on the basis of
specified research topic and area. It includes different methods which can used by investigator
for collecting accurate information about the research topic so that end outcomes can be easily
attained.
Choice of data: Qualitative and quantitative are the two type of choices in front of
investigator to carry out an investigation. As per current research, researcher will use quantitative
research because it provide data in numerical and statistical form that is measurable in nature.
Mainly, it is also based on the facts and figures that contributes in taking right and meaningful
judgement within the study.
Research philosophy: It is based on the belief in which data should be collected,
analysed and implement on the basis of particular phenomenon. It divided into two philosophies
such as positivism and interpretivism research philosophy (Groeger, Moroko and Hollebeek,
2016). In order to carry out current research activities, researcher will apply positivism
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philosophy because it is based on the facts that is gathered from the observation of specified
people on the basis of specified research topic and area.
Research approach: In research activities it is related with the effective process that
used by researcher at the time of undertaking the research activities. In this regard, inductive and
deductive are two type of research approach that can be implement by researcher to draw a valid
conclusion at the end of the investigation (Audrezet, De Kerviler and Moulard, 2018). As
deductive research approach is one of the effective method for current investigation because it is
associated with scientific study that provide accurate judgement to make whole study effective.
Data collection: In order to collect information, various sources and method of data
collection that provide assistance in gathering reliable information towards the particular
research topic. As primary and secondary are the two different method that help researcher in
collecting reliable and in-depth analysis that help in attaining valid outcomes. For undertaking
current investigation, both method will be implement by the investigator to acquire reliable data.
By using primary method, data is collected directly from selected participants to understand their
view points by prepared a structured questionnaire. Apart from this, secondary method is also
effective in which investigator carry out literature review that provide detailed information on
the basis of research area. For this, books, journals, articles, magazines and so on are used to
gather data. With the help of these researcher attain authentic outcomes that make whole
investigation more effective.
Sampling: Selection of sample size play a crucial role in research because it is an
effective process in which researcher select sample size from the large number of population to
acquire valid information. For selecting sample size, there are two type of techniques including
probabilistic and non-probabilistic sampling technique. Under this research, probabilistic method
will be applied to select sample size. By using this, 50 participants will be selected as per random
basis as they get equal chances to be selected to share their views and opinion with researcher on
the basis of particular research topic. In addition to this, selected respondents are customers of
company.
Research ethics: It it important for researcher to undertake research activities in ethical
manner so that overall study can be easily completed (Priilaid and et. al., 2017). Thus,
investigator is responsible for following or implementing all the ethical principles such as
confidentiality, consent form, minimise the risk of harm to participants, protect their anonymity
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and many more. These can be effective in reducing the chances of arising any kind of issues at
the time of carry out the investigation.
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REFERENCES
Books and journals
Moreira, A.C., Fortes, N. and Santiago, R., 2017. Influence of sensory stimuli on brand
experience, brand equity and purchase intention. Journal of Business Economics and
Management. 18(1). pp.68-83.
Rousta, A. and Jamshidi, D., 2020. Food tourism value: Investigating the factors that influence
tourists to revisit. Journal of Vacation Marketing, 26(1), pp.73-95.
Keiningham, T. and et. al., 2020. Customer experience driven business model
innovation. Journal of Business Research. 116. pp.431-440.
Ghosh, M., Ghosh, A. and Ghosh, M., 2016. Impact and Influence of Culture on Brands in
Indian Market. IOSR Journal of Business and Management (IOSR-JBM). 18(7). pp.54-
60.
Vukadin, A., Lemoine, J. F. and Badot, O., 2016. Opportunities and risks of combining shopping
experience and artistic elements in the same store: A contribution to the magical
functions of the point of sale. Journal of Marketing Management. 32(9-10). pp.944-964.
Groeger, L., Moroko, L. and Hollebeek, L.D., 2016. Capturing value from non-paying
consumers’ engagement behaviours: field evidence and development of a theoretical
model. Journal of Strategic Marketing. 24(3-4). pp.190-209.
Audrezet, A., De Kerviler, G. and Moulard, J. G., 2018. Authenticity under threat: When social
media influencers need to go beyond self-presentation. Journal of Business Research.
Priilaid, D. and et. al., 2017. Are consumers’ quality perceptions influenced by brand familiarity,
brand exposure and brand knowledge? Results from a wine tasting experiment. South
African Journal of Business Management.48(2). pp.45-54.
Hoyer, W.D. And et. al., 2020. Consumer behaviour. Cengage AU.
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