Hilton Hotel: A Research Project on Brand Awareness and Impact

This research project delves into the critical aspect of brand awareness within the context of Hilton Hotel, a prominent player in the hospitality industry. The project commences with an introduction that outlines the aims, objectives, and research questions, laying the groundwork for an in-depth investigation into consumer perception and brand recognition. It explores the factors contributing to the research project's progression, highlighting the researcher's knowledge, interest, and future scope. The research employs an interpretive research philosophy and a descriptive research design, utilizing a combination of qualitative and quantitative research strategies. Data collection involves questionnaires administered to a sample of customers, followed by thematic analysis to interpret the findings. The project examines various themes, including customer familiarity with the Hilton brand, loyalty, service usage, price sensitivity, and the impact of branding on buying decisions. The analysis reveals insights into customer perceptions and behaviors, leading to recommendations for Hilton Hotel to maintain and enhance its brand awareness. The conclusion emphasizes the significance of brand awareness in fostering customer relationships and achieving organizational goals, supported by a comprehensive literature review and detailed methodology.

RESEARCH PROJECT ON BRAND
AWARENESS IN HILTON HOTEL

Table of Contents
CHAPTER 1....................................................................................................................................1
1.1. Aim and Objectives..............................................................................................................1
1.2. Factors contribute to the progress of research project.........................................................2
1.4. Produce a research project specification..............................................................................3
1.5. Providing an appropriate and effective approach applied for gaining proper solution........4
CHAPTER 2....................................................................................................................................6
Literature Review........................................................................................................................6
CHAPTER 3....................................................................................................................................7
2.1.& 2.2. Research Methodology.............................................................................................7
CHAPTER 4....................................................................................................................................8
2.3. Record and collate relevant data..........................................................................................8
3.1. Appropriate research evaluation techniques........................................................................9
3.2. Interpretation and Analysis................................................................................................14
CHAPTER 5..................................................................................................................................14
3.3. Recommendation and Justification....................................................................................14
CONCLUSION.........................................................................................................................15
REFERENCES..............................................................................................................................16

CHAPTER 1
1.1. Aim and Objectives.
Introduction
Brand awareness refers to the extent to which customers are able to recall or recognise a
brand. Brand awareness is a key consideration in consumer behaviour, advertising management,
brand management and development of strategy. Brand awareness is the degree of consumer
awareness of brand and its related services as well as products. Brand awareness is the
profitability that customers are familiar about the availability and existence of services and
goods. Brand recognition and brand recall; both are the parts of brand recognition. It is very
important that customers are aware of the brand of company as if consumers are not aware than
it is not possible that company will grow more. The customers of Hilton Hotel are very much
aware of its brand (Min and Wood, 2017). This research project is based on brand awareness of
Hilton Hotel. The project will make understand aims and objectives of Research project.
Researcher is conducting research on brand awareness of Hilton Hotel. Primary and secondary;
both the researches will be conducted in research project. Literature review and research
methodologies are also conducted in this research.
Background of the study
Brand is the most essential asserts of the company. Brand is the name which recognized
by people or consumers. Brand is the unique design, symbols, logos or a mixture of all of these
in creating an image which the product or services t is identified. A branded product or services
is distinguished from others products and services. Branding is the procedure of creating and
spreading the name of brand (Pike and et.al., 2018). In order to win over the competitors in the
global as well as local market, it is very important to have brand equity. Brand not only builds
image but also helps to secure the trademark from an approved agency.
Rational of Study
The fundamental purpose for conducting research is to determine brand awareness of
Hilton Hotel. There are lots of problems arise when company is gaining a huge amount of profit
but they did not have brand awareness. So, it is very essential to have brand awareness in the
customers to have loyal customers towards the brand of an organisation. It is the most essential
to mention dimensions of brand. Hilton Hotel is facing the issue of rebranding. People are not
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aware of the brand of hotel. So, management of Hilton is planning to enhance the brand and
make people aware of branding (Levin, Chiliya and Musara, 2018).
Aim:
To analyse the effectiveness of brand awareness in raising sales and profitability of
Hotel: A study on Hilton
Research Objectives:
 To understand the concept of brand awareness
 To determine the relationship between brand awareness and company’s sales and
profitability
 To evaluate the effectiveness of brand awareness in raising sales and profitability of
Hilton Hotel
 To recommend the ways to raise sales and profitability through brand awareness at Hilton
Hotel
Research Questions:
1. What is the concept of brand awareness?
2. What is the relationship between brand awareness and company’s sales and profitability?
3. What is the effectiveness of brand awareness in raising sales and profitability of
Hilton Hotel?
1.2. Factors contribute to the progress of research project.
There are various factors that contribute to the progress of research project are as follows-
 Knowledge and experience of research- I will able to grow as well as develop
my understanding towards various kinds of issues and difficulties which Hilton is facing
in creating and managing brand awareness by conducting research.
 Area of interest- In this topic of research, I have gain high level of interest. Hilton
hotel is familiar and one of the biggest hotel in the world. This research project would
allow me to find out the various sets of strategy and plans which Hotel is constructing to
accomplish the awareness brand among its consumers.
 Future Scope- In this study of research, I will be able to grow and develop more
and more because this research is for the world famous hotel so my knowledge will also
upgrade and it will also very beneficial for my performance in future job.
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1.4 Produce a research project specification
To prepare the research project in an effective way, researcher will take help of research
methodology. Research methodology includes publication research, surveys, interviews and
other techniques of research. Both past and present information are included in research
methodology. It is the structure which depicts that researcher completed the research in an
effective way. In order to achieve the aim and objectives of research, it is difficult for researcher
to select research methodology.
Research Philosophy- Research philosophy is the belief about the way in which data
about a process is collected, analysed and utilized. There are four types of research philosophies.
In this present research study, investigator will use interpretive research philosophy. Elements of
study by social status such as languages, tools, equipment etc. In order to achieve aims and
objectives, this philosophy will be very useful.
Research Design- Research design is a plan of actions by which researcher will answer
all the questions of research. Descriptive design of research is used by the researcher in this
current study. Compilation of the whole matter of research is done by the help of research design
(Pappu and Christodoulides, 2017.
Research Strategy- Research strategy is used by researcher on the entire completion of
research as well as analysis the data. Qualitative and quantitative; both research strategies are
used by the researcher in this research.
Research Approach- Research approach will be helpful in attempt of assumption and
applicable hypothesis of research project. Researcher will utilize deductive research approach to
test the validity of assumptions in this present study.
Data Collection- Questionnaire method will be used to collect data from customers to
reach at the set aim and objectives of research project.
Sampling- Random sampling will be used by the researcher to take sample of 30
customers and furnish Questionnaire to them by to be filled by their hand.
Data Analysis- Thematic analysis will be used for the purpose of analysis. Various
themes will be produced to make the data understood in an effective manner.
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1.5. Providing an appropriate and effective approach applied for gaining proper solution.
Activi
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CHAPTER 2
Literature Review.
Brand is the most essential asserts of the company. Brand is the name which recognized
by people or consumers. Brand is the unique design, symbols, logos or a mixture of all of these
in creating an image which the product or services of product is identified. A branded product or
services is distinguished from others products and services. Branding is the procedure of creating
and spreading the name of brand. In order to win over the competitors in the global as well as
local market, it is very important to have brand equity. Brand not only build image but is also
helps to secure the trademark from an approved agency. There are some common ways to create
awareness of brand among people by conducting effective and efficient promotional and
advertisement activities. As per Chekalina, Fuchs and Lexhagen, 2017- Brand awareness is the
most essential for marketing. Brand makes the products and services of totally distinguish from
the others in the market. Brand awareness is the ability to recall as well recognize the brand.
Brand awareness is the degree consumer awareness of brand and its related services as well as
products. Brand awareness is the profitability that customers are familiar about the availability
and existence of services and goods. Brand recognition and brand recall both are the parts of
brand recognition. Brand awareness refers to the extent to which customers are able to recall or
recognise a brand. Brand awareness is a key consideration in consumer behaviour, advertising
management, brand management and development of strategy.
Schophuizen and et.al., 2017 stated that- In brand awareness and profitability of hotel,
there is direct relationship in between them. If the brand of organisation is good it will surely
enhance the profit of company in the highest manner. Branding is the way to build emotional
relationship with customers. Every company or organisation makes the efforts on the success as
well as awareness of the brand. The perception of brand is totally differ in the mind of people.
Healthy and happy relationship is only build if company is able to build brand image or create
awareness of brand among customers. Awareness of brand is also helpful for company in
reducing as well as controlling the cost of switching to others. The process of building the brand
is not a very tough task but the most critical condition is that it to retain and maintain the name
for long time. It is a non stop task as company has to make efforts to maintain the name of brand.
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Hilton Hotel is contributing huge amount of fund in enhancing the name of brand and in building
brand equity in global as well as in local market. Hilton is using the tool of social media to
improve the relationship in between themselves and customers.
According to Zhang and Li, 2018, it is also very essential to measure the brand of
organisation as well its success in the market. It should be ensure by the management of
company that the cost of promotion and advertisement should not exceed. In order to find out the
effectiveness of brand, it is very essential that company should conduct internal as well as
external analysis. The position of company or brand can be identified by preparing questioner
and ask question form customers about the brand. By conducting questioner, company can know
what is the perception of customers about there image of company. By the views of customers,
organisation can identify the effectiveness of brand.
CHAPTER 3
2.1.& 2.2. Research Methodology.
Research methodology is one of the essential section of research study. The entire
methodologies are described by the researcher which is used by him/her to reach the goals and
objectives of company. Research methodology are as follows-
Research Philosophy- Research philosophy is the belief about the way in which data
about a process is collected, analysed and utilized. There are four types of research philosophies
such as positivism, realism, pragmatism and interpretivism. In this present research study,
investigator will use interpretivism research philosophy. Elements of study by social status such
as languages, tools, equipments etc. In order to achieve aims and objectives, this philosophy as it
sort out the issues and difficulties (Gordon and Glenn, 2018).
Research Design- Research design is a plan of action by which researcher will answer all
the question of research. Descriptive design of research is used by the researcher in this current
study. This type of research design help researcher in describing the research theme more
thoroughly and deeply.
Research Approach- Research Approach is a plan that help researcher to answer the
questions of research. There are two types of approaches in research that are deductive and
inductive research approach. Inductive approach includes all the question which are that are
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prepared in the research project and it is very helpful in obtaining goals and objectives. Inductive
research approach is being used by the researcher in the research study (Kachele, 2018).
Research Strategy- Research Strategy is the action of plan that assist researcher in
reaching aims and objectives of research study. Strategies are classified in four types. In this
present research study, quantitative strategy of research. Quantitative research study is a
technique that is used to get numerical data.
Data Collection- Data collection is the method to collect the essential information or
data for research study. Various tools are there for collecting data in effective way like
questioner, group discussion, observation, interview, etc. Researcher will collect data by
preparing questioner which will provided to customers of Hilton Hotel (Clark and Morriss,
2017).
Sampling- Sampling is the procedure that is used to analysis the statical data which is
predetermines number of observation are taken form large population. It is the technique which
is used by researcher in order to reduce the size of population. In this present research study,
simple random sampling method and collection data form 30 customers of Hilton Hotel.
Data Analysis- Data Analysis is the procedure that researcher used to concert the raw
data in meaningful data. Thematic analysis is used in the present research study. Tables,
illustrations, graphs will be used by the researcher to increase the effectiveness in data analysis.
Researcher will make his/her highest efforts to make the collected data reliable and factual
(Springgay and Truman, 2018).
CHAPTER 4
2.3. Record and collate relevant data.
QUESTIONER
Name:
Age:
Gender:
1. Have you heard the name of Hilton?
Yes
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No
Not sure
2. Are you a loyal customer for the services or product you intake?
Yes
No.
Not sure
3. Did you ever use the services of Hilton Hotel?
Yes
No
Not sure
4. Are you price sensitive?
Yes
No
Not sure
5. Did you ever though that brand affect the decision of buyers?
Yes
No
Not sure
3.1. Appropriate research evaluation techniques.
Theme 1. Heard the name of Hilton.
Particulars Frequency
 Yes 21
 No 7
 Not sure 2
 Total 30
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Theme 2. Loyal customer for the services or product you intake.
Particulars Frequency
 Yes 17
 No 7
 Not sure 3
 Total 30
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Yes No Not sure
0
5
10
15
20
25
21
7
2
Frequency