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1.To estimate the current annual demand for the following Services in Pune:
Accommodation
Amenities
Conferences
Other Services2.To study the service delivery scene and understand the characteristics of themarket3.To
carry out a total price sensitivity analysis amongst the potential consumers of the services under study and
segment the market accordingly4.Understand the prevailing attitudes to this category.5.Determine the
current salience of Hotel industry and competing players in therelevant
market.6 . U n d e r s t a n d t h e k e y s e r v i c e s a s s o c i a t e d w i t h d i f f e r e n t t y p e s o f h
o s p i t a l i t y services.
Leisure tourists
Medical tourists
StudentsT h e a i m o f t h e s t u d y w o u l d b e t o o b t a i n a n s w e r s t o t h e f o l l o w i n g
questions:
CATEGORY
What are the services/brands that make up this category, as perceivedby the target?
What is the current behavior associated with this category? What arethe prevailing attitudes to this category?
What is the service decision-making process? And, who are the keyinfluencers to the same?
What are the factors considered during the decision making process?
BRANDS
Which are the hotels that were ever tried, used most often and the hotels used currently? Frequency
of visit and no. of people per visit?
What are the satisfaction levels with the hotel on accommodation andother services?
Which are the hotels that were ever tried, used most often and the hotels used currently? Frequency
of visit and no. of people per visit?
What are the satisfaction levels with the hotel on accommodation andother services?
Which are the hotels that were ever tried, used most often and the hotels used currently? Frequency
of visit and no. of people per visit?
What are the satisfaction levels with the hotel on accommodation andother services?
Which are the hotels that were ever tried, used most often and the hotels used currently? Frequency
of visit and no. of people per visit?
What are the satisfaction levels with the hotel on accommodation andother services?
What are the opportunities for the new hotel to exploi
QUESTIONNAIRE DESIGN
Dear Guest,We at the ABC try and do all we can to make your stay with us thoroughly enjoyable.
However though wesucceed most of the times, there are times when we have faltered. Probably the best
measure of how weare doing comes from you. Could you therefore spare a few moments to fill in the
following and giving usyour comments. We would like to put your suggestions to work and see if we can
make your stay moreenjoyable.(Please put a cross wherever appropriate)
1)Were your reservation and check in handled smoothly and efficiently? Y
N
O
If NO, what was missing?
2 ) H o w
w a s
y o u r
R o o m ?
Clean
Comfortable
Will consist of in-depth interviews with the target audience, usingfree flowing discussion guideline.
Quantitative Phase
Detailed interview
Business Class
30
Leisure
30
Students
40