A

Project Report
On

“Creating Awareness of Business Hotel Pristine Inn among the

Corporates in Pune”
Master of Business Administration (Marketing)

Submitted in partial fulfillment of the requirements for award of

Master of Business Administration of Tilak Maharashtra
University, Pune
Submitted by
Gaurav Sharma
PRN:07208016687

of
Institute of Business Studies & Research, Pune
Tilak Maharastra University
Gultekdi, Pune 411037

1
2
3
 Acknowledgement

My Special Thanks and gratitude to Mr. Prashant Kainthola (G.M), of Pristine Inn for his
generosity, cooperation and superb guidance that helped me in completion of my project report.

4
I am also thankful to Mr.Inderpal Singh, (Director) IBSAR, PUNE and to my Internal Gudie,
Mr. Sumit Roy, for their encouragement and motivation which was a great source of inspiration.

I am extremely grateful to Mr.Dhermendra (Operation. Manager) and the entire staff of

Pristine Inn for their cooperation and generosity. Their experience helped me a lot in doing my
project.

Gaurav Sharma

MBA III (Marketing)

IBSAR

TABLE OF CONTENT

SERIAL No. TITLE PAGE No.

CHAPTER-1
1.1 RATIONAL STUDY 2

5
 CHAPTER-2
2.1 PROJECT TITLE 4
2.2 OBJECTIVE OF STUDY 4
2.3 SCOPE OF THE STUDY 4
CHAPTER-3
3 PROFILE OF THE 5-17
COMPANY

CHAPTER-4
4. REVIEW OF LITERATURE 18-24
CHAPTER-5
5. RESEARCH 25-31
METHODOLOGY

CHAPTER-6
6. DATA ANALYSIS & 32-41
INTERPRETATION

CHAPTER-7
7. FINDINGS 43
CHAPTER-8
8. LIMITATIONS 45
CHAPTER-9
9. CONCLUSION& 47
RECOMMENDATIONS

10 APPENDIX 48-50
11 BIBLIOGRAPHY 52

LIST OF TABLES

TABLE CUSTOMER’S PREFERENCE TO STAY IN HOTEL 33

6.1

TABLE GETTING THE INFORMATION ABOUT HOTEL 34

6
 6.2

TABLE OCCASION FOR AN ACCOMMODATION 35

6.3

TABLE CATEGORIES OF HOTEL 36

6.4.1

TABLE FREQUENTELY IN A MONTH STAY IN HOTEL 37

6.4.2

TABLE AREA PREFERENCE FOR HOTEL 38

6.5

TABLE REASON FOR CHOOSING A HOTEL 39

6.6

TABLE WHAT RANK YOU WILL GIVE TO YOUR HOTEL AS 40

6.7 FOR THE SATISFACTION LEVEL?
TABLE WHAT TYPE OF REPOT SHARED BETWEEN 41
6.8 CUSTOMER AND HOTEL?

LIST OF FIGURES

FIGURE NO. CUSTOMER’S PREFERENCE TO STAY IN HOTEL 33

6.1

FIGURE NO. GETTING THE INFORMATION ABOUT HOTEL 34

6.2

7
FIGURE NO. OCCASION FOR AN ACCOMMODATION 35
6.3

FIGURE NO. CATEGORIES OF HOTEL 36

6.4.1

FIGURE NO FREQUENTELY IN A MONTH STAY IN HOTEL 37

6.4.2

FIGURE AREA PREFERENCE FOR HOTEL 38

NO.6.5

FIGURE NO. REASON FOR CHOOSING A HOTEL 39

6.6

FIGURE WHAT RANK YOU WILL GIVE TO YOUR HOTEL AS 40

NO.6.7 FOR THE SATISFACTION LEVEL?
FIGUR NO. WHAT TYPE OF REPOT SHARED BETWEEN 41
6.8 CUSTOMER AND HOTEL?

CHAPTER -1

Rationale for the Study

8
In today’s intensely competitive, rapidly changing and highly complex environment characterize
by diminishing customer loyalty, the need to be market –focused and customer centric is more
critical than any other time in past. It is highly imperative for every organization to retain and use
valuable information about their customer to enhance their business strategies and product and
service offerings. Today, the key focus area of much organization is identification of a link
between customer satisfaction and performance. However, satisfaction as the confirmation of
expectation has started to be conceptualizing almost as a threshold for customers. The delivery of
satisfaction is the minimum the customer expects.

The name ‘Hotel’ was derived from a Latin word called “Hospitium’s”. The earlier hospitality
involved accommodation these come to be known as “bins” which booked after by in keeps.
After completing the primary formalities for vocational training, the approach followed for the
project was by .having debatable discussion on various topics with the project guide, and keeping
9
in mind the total time duration 8 weeks, the project title “Creating Awareness of Business
Hotel Pristine Inn Among the Corporates in Pune” was decided. Primarily, the researcher
was given some random idea about this project at Pristine Inn. After having very basic
understanding about it’s objective and it’s importance in the organization, helped in
understanding the project better so as to make platform for analysis. The objective behind
making this project is to have the knowledge of the practices of Hotel Services by the marketing
department. In India, hospitality and tourism are the third largest net earners of foreign exchange
and is expected to be numerous by 2010. Hospitality is a 3.5 trillion dollar service sector within
the global economy.

According to a survey by HVS, Federation of Hotel & Restaurant Association of India (FHRAI),
25-30 hotels are expected to be launched in Pune in next 3 years and these hotels will require
10,000 trained professionals by 2011.

10
CHAPTER -2

Objective of the Study

Project Title:
“Creating Awareness of Business Hotel Pristine Inn Among the Corporates in Pune ”

Objective of project:

Primary objective:

 To study the customer awareness about Hotel Pristine Inn.

 To enhance the sale of Pristine Inn.

 To know the reason for the loss of inventory.

11
Secondary objectives

 To analyze the customer buying behavior.

 To find out the satisfaction level of the customers at Pristine Inn.

 To study the effect of event and promotion.

 To make various suggestion on the improvement of Pristine Inn.

Scopes:

 Study is restricted to various parts of Pune which include: Baner, Aundh, Balewadi,
ShivaJi Nagar,S.B Road,Bhandarkar Road,Prabhat Road, Gadeshkhind,D.P Road.

 Time frame-there is limited time of two months June to August 2009.

 Analyze the consumer buying behavior at Pristine Inn

12
CHAPTER -3

Profile of the Company

Company Profile
Pristine Inn is strategically located in Pune with easy access to city’s travel destination,
recreational facilities, business center, airport and railway station. Pristine Inn is a Premium
Business Hotel with 4 Star amenities and combines functionality, elegant décor and
contemporary design with host of modern amenities to make your stay memorable.
We offer elegant boutique style accommodation at affordable rate in luxury environment, multi-
cuisine food, state-of-the-art business facilities, recreational facilities, and flexible banquet
facilities.

13
Impeccable personalized service is the hallmark of a uniquely attractive, centrally located hotel
in an exciting city which offers endlessly varied experiences to the business traveller.

A luxury business hotel in Pune, Pristine Inn is a trend setting concept, set up in the heart of
Pune's City.Designed for the needs of today's style-savvy traveller, our Business Hotel is
perfectly suited for hosting guests on business or those in search of leisure time.

We offer a unique variety from our well appointed Hotel Rooms promising the ultimate in style
and world class comfort. Our staff and facilities are designed to suit your needs and ensure a
comfortable stay for you and your associates.

We will be delighted to have you as our guests.

Advantage pristine inn

 Ideal Location

 Finest Accommodation

 Exotic Vegetarian food

 State-of-the-art Conference Hall ...and Banquet Hall

14
Pristine Inn enhances our guest's experience and captures Pristine Inn's reputation as one of the
Pune's best business hotel.

Facilities

Discover a definitive hospitality experience with impeccable service and the latest in modern
conveniences and amenities. While staying with us you will find all the facilities and services
you need to make your stay an enjoyable one.

 Business Services & Facilities

 Well appointed Luxury room

 Conference & Banquet facility

 Wi-fi complimentary Internet access( Wi - Fi enabled )

 24/7 front desk, Housekeeping, Room Service

 Foreign Currency Exchange facility

 Car rental service

 Centrally air conditioned

 Same day laundry service

 All major credit/ Debitcards accepted

 Complimentary buffet breakfast

 Travel & sight seeing assistance

 Adequate parking area

Amenities

 Same day laundry service

15
  LCD color television with multi channel cable connection

 Laptop size electronic safe in each room

 Tea / Coffee maker in each room

 Iron & ironing board on request

 Hair dryer on request

 Large wardrobe

 Complimentary News paper

 All rooms have well appointed bathrooms with Deluxe & Premium having -bath tub in
each.

Our Philosophy

It is our philosophy to give our customers exceptional experiences.

We offer friendly and professional service that is characterized by warm and unique, high
quality, cohesive and consistent, spontaneous with natural human touches and value for money.
Our management is visible, accessible, supportive, attentive and consistent.

Staff Integrity

 Customer First

 Teamwork

 Continuous Improvement

 Preparedness

 Sense of Urgency

Management Team

From the top members of our management team on down, Pristine Inn has skilled professionals
who are committed to our vision and are extremely responsible, professional, committed,
customer driven, positive, innovative, respectful of others and ready for change.

Directors
16
  Ishwarchand Goyal
--CMD

 Sachin Goyal
Director

 Pritam Goyal
--Director

Our Alliances

Pristine Group has been working in the Pune market for a number of years and has been
constantly growing as well as diversifying in varied business interests. We look forward to start
new business ventures and excel at what we already do. Currently, we have opened 4 different
divisions of the business.

 Residential

 Commercial

 Hospitality

 Warehousing

We are serving people from all the different economic groups and are thus reaching out to the
varied societies from all over Pune. We as a group have a reputation for being one of the most
serviceable groups in this industry.

Company Product

Pristine Inn takes you back to a simpler, more elegant time.

17
Pristine Inn offers elegantly furnished hotel rooms, including Executive Rooms, Deluxe Rooms,
Premium Rooms, all designed for the ease and enjoyment of guests. Luxurious facilities,
contemporary design and superior service are the hallmark of the hotel.

You may enjoy various exclusive facilities and services, including access to a spacious Executive
Lounge with express check-in and check-out service.
Each reflects Pristine Inn’s comfort and luxury

All rooms are furnished with high levels of comfort and elegance. Our hotel rooms provide you
with spectacular views and luxurious ambience.

All our rooms have been beautifully transformed to offer achingly stylish décor and are provided
with top of the line amenities like laptop size safes, air-conditioning, high speed wireless internet
access, LCD TV , direct dailing, mini bar, 24 hour room service and most importantly, seriously
comfy bed and a range of amenities.

The Executive Rooms

The Executive Rooms are generous, elegant in decor : A rare luxury

18
Pristine Inn offers Executive rooms each with its own decor and color scheme. Complete in all
respects, with more to offer than usual. The layout of an Executive room is incomparable.

Comforts & Facilities

All Executive hotel rooms are furnished with twin, and double bads offer Wi-fi and wired
broadband connectivity, In room Electronic Laptop Safe, Tea and Coffee Maker, Refrigerator,
Iron & Board on request, Refrigerator, 32" LCD TV and DVD Player, Satellite Television, Hair
drier, Mini-bar, Newspaper, 24 hour pantry service, same day laundry service, intercom, and
direct dialing telephone, work desk, Doctor on call.

The Deluxe Rooms

The Deluxe Rooms - Even Greater Comfort and Convenience

19
Pristine Inn offers Deluxe Rooms with more space and tasteful furnishings. The Deluxe rooms
offer added comfort and space. It has the facilites to meet everyone's needs. The Rooms proide
an extremely spacious and airy interior.

Comforts & Facilities

All Deluxe hotel rooms are furnished with twin, queen or king sized beds size offer Wi-fi and
wired broadband connectivity, In room Electronic Laptop Safe, Tea and Coffee Maker,
Refrigerator, Iron & Board on request, Refrigerator, 32" LCD TV Satellite Television, Hair drier,
Mini-bar, Newspaper, 24 hour room service, same day laundry service, intercom, and direct
dialing telephone, work desk, Doctor on call, well appointed bath rooms with bath tub.

The Premium Rooms

The Premium Rooms - Pinnacle of Luxury

Pristine Inn's premium rooms are superbly decorated and furnished, offer space, comfort,
tranquility, and an environment equally suitable for work or rest. It offers a spacious working
area with broadband internet service available, to suit with business travelers' needs. All the

20
rooms enjoy a wide choice of television channels, and a range of exclusive amenities which
contribute to an enjoyable stay.

Comforts & Facilities

All Deluxe hotel rooms are furnished with twin, queen or king sized beds and offer Wi-fi and
wired broadband connectivity, In room Electronic Laptop Safe, Tea and Coffee Maker,
Refrigerator, Iron & Board on request, Refrigerator, 32" LCD TV and DVD Player, Satellite
Television, Hair drier, Mini-bar, complimentary daily Newspaper and mineral water, 24 hour
room service, same day laundry service, intercom, and direct dialing telephone, work desk,
Doctor on call, well appointed bath rooms with bath tub.

Conferences & Meetings

21
Because of Pristine Inn's central location and the high quality of its catering, Pristine Inn is a
popular venues for board and committee meetings, and for other business gatherings, particularly
those involving a relatively small number of participants requiring the personal service for which
the hotel is well known....

Meeting, debating, interacting...everything turns in to a joyous experience with the ultra modern,
technically aided, spacious & pleasant conference hall.

Business Amenities

 Top-of-the-line

 Wi - Fi enabled / Broadband net access

 Fully automated, controlling lights / sound / projector & other electronic devices.

 Built in LCD projector with screen

 DVD Player

 White board

Banquet

Pristine Inn banqueting team are experienced in catering events ranging from snacks for private
meetings in Pristine Inn, to full scale seated lunches or dinners for large groups in either a
Indian or a Western style.

22
Pristine Inn is a popular venue for the celebration of important occasions, and offers a range of
special banquet packages for private social functions as well as for business and professional
gatherings. A strong team of planners, chefs and service personnel is committed to ensuring the
success of your function in every respect.

We offer variety of amenities and menus that comprise the finest selection of authentic
Vegetarian Multicusine delicacies, and extensive selection of soups hot and cold dishes, salads
and desserts ... and various banquet menus which can accommodate your every celebration.

Restaurants

What’s life without delicious food?

At Pristine Inn, our Vegetarian multicuisine restaurant, manners have been known to drop...
Crafted just for your palate and taste. Perfect for a family’s lunch out or a quiet discreet business
dinner.

Tariff

A stay in Pristine Inn is a combination of utmost luxury, comfort and courteous services. Choose
from among our elegantly appointed Hotel Rooms - Executive, Deluxe & Premium.

We have 3 types of rooms. Our per day charges are as :-

Tariff Rates in INR

Room category Single Double

Executive Room 4500/- 5000/-

23
 Deluxe Room 5000/- 5500/-

Premium Room 5500/- 6000/-

Extra person :- Rs. 1000/- maximum 3 in a room we can allow

Taxes as applicable

Arrival and Departure

 Check-in - 1200 Noon-All arrivals prior to 8 a.m. are held from the previous evening and
billed for, from the previous evening

 Check-out - 1200 Noon-The Guest shall vacate the room allotted to him on expiry of the
period.

Guarantee Policy

 All bookings must be guaranteed at time of reservation by credit card or advance

payment. In case of no show, accommodation will be kept reserved for 24 hours ( if
advance received as full), otherwise room will be released after 3 p.m. ( if no intimation
received same day).

 Request for change in dates or type of accommodation will be treated as fresh booking.

 We do not accept cheques at check out time.

All major credit/ Debit cards are accepted.

Cancellation Policy

Reservation must be cancelled 48 hours prior to the planned arrival time. One night's room
charge will be levied in case of non arrival or for cancellation received less than 48 hours before
the scheduled arrival time.

Terms & Conditions

 Bookings are Non-Transferable

24
 In case of cancellation 48 hours from Check-in-date, one night room tariff & aapplicable
taxes will be charged. Cancellations made within 24 hrs of Check-in date, full cost of
reservation will be charged.

 Request for change in dates or type of accommodation will be treated as fresh booking.

 In case of no show, accommodation will be kept reserved for 24 hours ( if advance

received as full), otherwise room will be released after 3:00 p.m. ( if no intimation
received same day.)

 All arrivals prior to 8 a.m. are held from the previous evening and billed for, from the
previous evening.

 We serve vegetarian world cosine. *

 Charges according to sale tariff in force.

25
CHAPTER -4

REVIEW OF
LITERATURE

C.R.M

Customer Relationship Management (CRM) consists of the processes a company uses to track
and organize its contacts with its current and prospective customers. CRM software is used to
support these processes; information about customers and customer interactions can be entered,
stored and accessed by employees in different company departments. Typical CRM goals are to
improve services provided to customers, and to use customer contact information for targeted
marketing.
26
While the term CRM generally refers to a software-based approach to handling customer
relationships, most CRM software vendors stress that a successful CRM effort requires a holistic
approach. CRM initiatives often fail because implementation was limited to software installation,
without providing the context, support and understanding for employees to learn, and take full
advantage of the information systems. CRM tools should be implemented "only after a well-
devised strategy and operational plan are put in place". CRM can be implemented without major
investments in software, but software is often necessary to explore the full benefits of a CRM
strategy. Other problems occur when failing to think of sales as the output of a process that itself
needs to be studied and taken into account when planning automation. From the outside,
customers interacting with a company perceive the business as a single entity, despite often
interacting with a number of employees in different roles and departments. CRM is a
combination of policies, processes, and strategies implemented by an organization to unify its
customer interactions and provide a means to track customer information. It involves the use of
technology in attracting new and profitable customers, while forming tighter bonds with existing
ones.

CRM includes many aspects which relate directly to one another:

Front office operations — Direct interaction with customers, e.g. face to face meetings, phone
calls, e-mail, online services etc.

Back office operations — Operations that ultimately affect the activities of the front office (e.g.,
billing, maintenance, planning, marketing, advertising, finance, manufacturing, etc.)

Business relationships — Interaction with other companies and partners, such as

suppliers/vendors and retail outlets/distributors, industry networks (lobbying groups, trade
associations). This external network supports front and back office activities.

Analysis — Key CRM data can be analyzed in order to plan target-marketing campaigns,
conceive business strategies, and judge the success of CRM activities (e.g., market share, number
and types of customers, revenue, profitability).

Proponents of CRM software claim that it doesn't only allow more effective ways of managing
customer relationships, but also more customer-centric ways of doing business. Executives often

27
cite the need for the proper tools as a barrier to delivering the experience their customers expect.
A 2009 study of over 860 corporate executives revealed only 39% believe that their employees
have tools and authority to solve customer problems.

Types/variations of CRM

There are several different approaches to CRM, with different software packages focusing on
different aspects. In general, Customer Service, Campaign Management and Sales Force
Automation (SFA) form the core of the system (with SFA being the most popular).

Operational CRM

Operational CRM provides support to "front office" business processes, e.g. to sales, marketing
and service staff. Interactions with customers are generally stored in customers' contact histories,
and staff can retrieve customer information as necessary.

The contact history provides staff members with immediate access to important information on
the customer (products owned, prior support calls etc.), eliminating the need to individually
obtain this information directly from the customer. Reaching to the customer at right time at right
place is preferable.

Operational CRM processes customer data for a variety of purposes:

 Managing campaigns

 Enterprise Marketing Automation

 Sales Force Automation

 Sales Management System

 Analytical CRM

Analytical CRM analyzes customer data for a variety of purposes:

 Designing and executing targeted marketing campaigns

 Designing and executing campaigns, e.g. customer acquisition, cross-selling, up-selling,

add-on-selling

28
  Analyzing customer behavior in order to make decisions relating to products and services
(e.g. pricing, product development)

 Management information system (e.g. financial forecasting and customer profitability

analysis)

Analytical CRM generally makes heavy use of data mining and other techniques to produce
useful results for decision-making. It is at the analytical stage that the importance of fully
integrated CRM software becomes most apparent. Logically speaking, the more information that
the analytical software has available for analysis, the better its predictions and recommendations
will be.

Sales Intelligence CRM

Sales Intelligence CRM is similar to Analytical CRM, but is intended as a more direct sales tool.
Features include alerts sent to sales staff regarding:

 Cross-selling/Up-selling/Switch-selling opportunities

 Customer drift

 Sales performance

 Customer trends

 Customer margins

 Customer alignment

 Campaign Management

Campaign management combines elements of Operational and Analytical CRM.

Campaign management functions include:

 Target groups formed from the client base according to selected criteria

 Sending campaign-related material (e.g. on special offers) to selected recipients using

various channels (e.g. e-mail, telephone, SMS, post)

 Tracking, storing, and analyzing campaign statistics, including tracking responses and
analyzing trends

29
Collaborative CRM

Collaborative CRM covers aspects of a company's dealings with customers that are handled by
various departments within a company, such as sales, technical support and marketing. Staff
members from different departments can share information collected when interacting with
customers. For example, feedback received by customer support agents can provide other staff
members with information on the services and features requested by customers. Collaborative
CRM's ultimate goal is to use information collected by all departments to improve the quality of
services provided by the company. CRM also plays a role of data distributor within customers,
producers and partners. Producers can use CRM information to develop products or find new
market. CRM facilitates communication between customers, suppliers and partner by using new
information system such email, link and data bank.

Consumer Relationship CRM

Consumer Relationship System (CRS) covers aspects of a company's dealing with customers
handled by the Consumer Affairs and Customer Relations contact centers within a company.
Representatives handle in-bound contact from anonymous consumers and customers. Early
warnings can be issued regarding product issues (e.g. item recalls) and current consumer
sentiment can be tracked (voice of the customer).

Strategy

Several CRM software packages are available, and they vary in their approach to CRM.
However, as mentioned above, CRM is not just a technology but rather a comprehensive,
customer-centric approach to an organization's philosophy of dealing with its customers. This
includes policies and processes, front-of-house customer service, employee training, marketing,
systems and information management. Hence, it is important that any CRM implementation
considerations stretch beyond technology toward the broader organizational requirements.

30
The objectives of a CRM strategy must consider a company’s specific situation and its
customers' needs and expectations. Information gained through CRM initiatives can support the
development of marketing strategy by developing the organization's knowledge in areas such as
identifying customer segments, improving customer retention, improving product offerings (by
better understanding customer needs), and by identifying the organization's most profitable
customers.

CRM strategies can vary in size, complexity, and scope. Some companies consider a CRM
strategy only to focus on the management of a team of salespeople. However, other CRM
strategies can cover customer interaction across the entire organization. Many commercial CRM
software packages provide features that serve the sales, marketing, event management, project
management, and finance industries.

From this perspective, CRM has for some time been seen to play an important role in many sales
process engineering efforts.

Implementation issues

Many CRM project "failures" are also related to data quality and availability. Data cleaning is a
major issue. If a company's CRM strategy is to track life-cycle revenues, costs, margins, and
interactions between individual customers, this must be reflected in all business processes. Data
must be extracted from multiple sources (e.g., departmental/divisional databases such as sales,
manufacturing, supply chain, logistics, finance, service etc.), which requires an integrated,
comprehensive system in place with well-defined structures and high data quality. Data from
other systems can be transferred to CRM systems using appropriate interfaces.

Because of the company-wide size and scope of many CRM implementations, significant pre-
planning is essential for smooth roll-out. This pre-planning involves a technical evaluation of the
data available and the technology employed in existing systems. This evaluation is critical to
determine the level of effort needed to integrate this data.

Equally critical is the human aspect of the implementation. A successful implementation requires
an understanding of the expectations and needs of the stakeholders involved. An executive

31
sponsor should also be obtained to provide high-level management representation of the CRM
project.

An effective tool for identifying technical and human factors before beginning a CRM project is
a pre-implementation checklist. A checklist can help ensure any potential problems are identified
early in the process.

Privacy and data security System

One of the primary functions of CRM software is to collect information about customers. When
gathering data as part of a CRM solution, a company must consider the desire for customer
privacy and data security, as well as the legislative and cultural norms. Some customers prefer
assurances that their data will not be shared with third parties without their prior consent and that
safeguards are in place to prevent illegal access by third parties.

CRM of Pristine Inn

One of the most important factors is the achievement of customer satisfaction and excellence in
service. The target customer of pristine Inn is the Corporates of Pune. Pristine Inn is making the
relationship with the companies of Pune, it is offering good discount to Corporates and making
the tie-up with the Corporates of Pune like Persistent, Bank of Baroda and many more.The
trend is the industry in classification closely under the basis of advancement in technology,
marketing and sales, financial and the development is food and cuisine trends. The Pristine Inn is
now concentrating as a segmentation as the market by contain certain types as customers which
focuses as settle that enter exclusively for them, the concept as budget have is an upcoming one
in India. The hotelier would like to offer a reasonable amount of good facilities after condition
price and attention is a home away from home situation.

32
CHAPTER -5

RESEARCH
METHODOLOGY

Research Methodology
Research methodology is away to systematically solve research problem. In it we study the
various step that are generally adopted by researcher in studying his research problem along with
logic behind them. It is necessary for a researcher to know not only the research
method/techniques but also the methodology. It may be noted, in the context of planning &
development that the significance of research lines in its quality and not in quantity. Researcher
should know how to apply particular research techniques, but they also need to know which of
33
these methods or techniques, are relevant and which are not, and what would they mean and
indicate and why?

Meaning of Research

“Research is common parlance refers to a search for knowledge. In fact research is an act of
scientific investigation.”

The project was divided in to the following steps.

To decide objective of the study

To decide research design

& application

To decide source of data collection

To decide from of data

collection

To organize & collect data

To process & analyze report

To prepare the research report

1. To decide objective
of the Study:-

This step is also research problem. Problem definition is the most critical part of the research
process. Research problem definition involves specifying the information needed by
management. The main objectives of the study are:

 To Creating the Awareness of Hotel Pristine Inn in among Corporates in Pune.

34
  To find out the level of customer satisfaction with the offers, discount and services
offered by Pristine Inn.

2. To decide research design & application:-

Research design involves defining the research problem, determining how to collect the data and
from whom, establishing the way the data will be analyzed estimating costs and the preparation
of the research approach. For this study, descriptive research was selected.

3. To decide Source of data there are two source of data

 Primary Data

 Secondary Data

Primary data:-

Primary data is the original data collected specifically for the problem.

Reason for selecting primary data:-

In terms of primary data a questionnaire has been used to interview desire sample units that give
accurate and up to data information as well better to research problem.

Research approaches: - Primary data can be collected in five main ways: through Observation,
focus groups, surveys, behavioral data, and experiments.

Research instruments:- Marketing researchers have a choice of three main research

Instruments in collecting primary data:

 Questionnaires: - A questionnaire consists of questions presented to respondents for

their answers. Because of its flexibility, the questionnaire is by far the most common
Instrument used to collect primary data. Questions can be open-ended or closed-Ended.

 Qualitative measures: - Some marketers prefer more qualitative methods for gauging
consumer opinion because consumer actions do not always match their answers to survey
questions. Qualitative research techniques are relatively unstructured measurement

35
 approaches that permit a range of possible responses, and they are a creative means of
ascertaining consumer perceptions that may other-Wise be difficult to uncover.

 Mechanical devices: -Mechanical devices are occasionally used in marketing

research .Mechanical devices like galvanometers measure the respondent’s interest or
emotions aroused by exposure to a specific ad or picture.

Secondary data:-

Data potentially useful in solving a current problem but that were collected for a different
purpose.

Reason for selecting secondary data:-

Secondary data can be gathered quickly and inexpensively, compared to primary data, it is clear
useful to study analyzing the recent development in the telecom industry.

Contact methods:- Once the sampling plan has been determined, the marketing researcher must
decide how the subject should be contact:

 Mail questionnaire: - The mail questionnaire is the best way to reach people who would
not give personal interviews or whose responses might be biased or distorted by the
interviewers. Mail questionnaires require simple and clearly worded questions.

 Telephone interview: - Telephone interviewing is the best method for gathering

information quickly; the interviewer is also able to clarify questions if respondents do not
understand them. The response rate is typically higher than in the case of mailed
questionnaires.

 Personal interview: - Personal interviewing is the most versatile method. The

interviewer can ask more questions and record additional observations about the
respondent, such as dress and body language. Personal interviewing takes two forms. In
arranged interviews, respondents are contacted for an appointment, and often a small
payment or incentive is offered. Intercept interviews involve stopping people at a
shopping mall or busy street corner and requesting an interview.

36
  Online interviews: - There is increased use of online methods. There are so many ways
to use the Net to do research. In this method, researcher can include a questionnaire on its
Web site and offer a people to answer the questionnaire.

4.To decide from of data collection:-

For this project survey method was selected which was carried through person interview.
Because information from different customers was required.

5. To organize & collect data:-

Once the researcher has formulated and development a research design including questionnaire
second thing he has to decide whether he has to collect the information. From all the targeted
customers. There can be two types of survey are possible.

 Sample Survey

 Census Survey

“For this project sample Survey was chosen”

Characteristics of the sample survey are:-

 It is cheaper than census survey

 It requires less time

 It is economical

 More detail information can be collected

 Deciding the sample plan requires following decisions

 Sample unit “Who is to be surveyed”

Sample

Sample is the true representation of the population by studying of the sample we can predict the
behavior of the population.
37
Sample Size: 250 (in this case)

Method of Sampling:-

In this project, the survey was done within the market that means probabilistic convenience
Sampling was carried out.

6. To process & analyze data:-

After the data was collected it was tabulated, analyzed and interpreted to the conclusion reach.

Techniques Applied

Bar Chart:- A chart in which the length of the bar represents the amount of the item associated
with the bar.

Pie Chart:- A circle divided in to sections, such that each section represent the percentage of the
total area of a circle associates with one variable.

Types of Research

Along with this there may be 3 type of research methodology these are :-

They are –

Exploratory Research
Descriptive Research
Casual Research

38
“Our research is based on the exploratory research.”

Exploratory Research

“The objective of this research is to gather preliminary information that will help us to define
the problem and to suggest any hypothesis.”

Which means first we have to define the problem and research objective? Then we have to
develop the research plan for collecting information. Now after collection data we have to
interpret those data for any suggestion,

39
CHAPTER-6

DATA ANALYSIS &

INTERPRETATION

40
 Customer’s preference to stay in Hotel

Table No.6.1

Customer’s Value Percentage

of responded
Response

Yes 200 80%

No 50 20%

Figure No.6.1

Data Analysis

From the analysis we can conclude that 80% customers are prefer to stay in hotel and 20% are
not preferred to stay in a hotel.

Data Interpretation

There is large no. of customers those prefer to stay in hotel. But there is also customers those do
not like to stay in a hotel they want to stay in company guest house or friends home.

Getting the Information about Hotel

41
Table No.6.2

Customer’s Value Percentage of

Opinion Responded

Internet Search 60 24%

Word of Mouth 75 30%

Paper Dictionary 45 18%

Travel Agent 70 28%

Figure No.6.2

Data Analysis

By the analysis we found that there is 24% customer getting the information about hotel by the
internet and 30% by word of mouth, 18% by paper dictionary, and 28% by the travel agent.

Data Interpretation

There is many way to get information about the hotel like-internet search, word of mouth, paper
dictionary and by the travel agent, generally word of mouth is most popular.

Occasion for an Accommodation

Table No.6.3

42
 Types of Value Percentage of
Occasion Responded

Business Travel 162.5 65%

Leisure Travels 50 20%

Rest & Relaxation 25 10%

Pilgrimage 12.5 5%

Figure No.6.3

Data Analysis

There is 65% customers use accommodation for Business travel, 20% for leisure travel, 10% for
taking rest & relaxation and 5% for the pilgrimage.

Data interpretation

We found that mostly customers come for an accommodation because of business travel, there is
less no. of customers for leisure travel and rest and also for Pilgrimage.

Categories of Hotel
Table No.6.4.1

43
 Categories of Hotel Value Percentage of Responded

Five Star 37.5 15%

Four star 112.5 45%

Three star 87.5 35%

Two Star 12.5 5%

Figure No.6.4.1

Data Analysis

From the analysis we can conclude that is 15% response for five star hotel, and large no 45%
response for four star hotel and also 35% for three star hotel and less no. 5% for two star hotel.

Data interpretation

Mostly companies prefer the four stars and three star hotels for conferences or meeting and also
for guest stay in hotels.

Frequentely in a month stay in hotel

Table No.6.4.2

44
 Periods Value Percentage of Responded

Rare 37.5 15%

1 to 5 times 112.5 45%

5 to10 times 87.5 35%

Regular 12.5 5%

Figure No.6.4.2

Data Analysis

There is 15% response for rare stay in hotel in a month and 45% response for 1 to 5 time stay in
hotel and 35% for 5 to 10 times stay in a month and also 15% those are regular guest of hotel.

Data Interpretation

There is large no. of customers who stay in hotels 1 to 5 times in a month and also for 5 to 10
time in a month.

Area preference for Hotel

Table No.6.5

45
 Area Value Percentage of Responded

ShivaJi Nagar 25 10%

Deccan 75 30%

Bhandarkar Road 100 40%

Koregaon Park 37.5 15%

Other 12.5 5%

Figure No.6.5

Data Analysis

There is 10% response for the ShivaJi Nagar and 30% for Deccan 40% for Bhandarkar road 15%
for the Koregaon Park and also 5% for other locations.

Data Interpretation

There is mostly preferred area Deccan and Bhandarkar Road, because it is convenient location
for companies.

Reason for choosing a Hotel

Table No.6.6

Reasons to choice Value Percentage of Responded

46
 Additional Services 25 10%

Convenient Location 112.5 45%

Consistent Standards 75 30%

Price 25 15%

Figure No.6.6

Data Analysis

By the analysis we found that 45% response for convenient locations for choice of a hotel, and
30% for consistent standards and 15% response for price and also 10 % for additional services.

Data Interpretation

There is mostly companies prefer hotel in convenient locations and for consistent standards, and
there is small no. of companies which choose hotel because of price or additional services.

What rank you will give to your Hotel as for the satisfaction level?

TABLE No.6.7

Rank for the Value Percentage of

satisfaction level Responded

47
 1 82 33%

2 67.5 27%

3 50 20%

4 32.5 13%

5 17.5 7%
Figure No.6.7

Data Analysis

The analysis shows the rank for the customer satisfaction level 1 is highest and 5 is the
lowest,there is 33% response for the rank 1,27% for the rank 2,20%for the rank 3,13% for the
rank 4,7% for the rank 5.

Data Interpretation

By the analysis this is found that there is some customers or companies which are satisfied from
their hotels.

What type of repot shared between Customer and Hotel?

TABLE No.6.8

Customer Opinion Value Percentage of Responded

48
 Excellent 62.5 25%

Very good 125 50%

Good 50 20%

Poor 12.5 5%

Figure No.6.8

Data Analysis

The table shows that there is 25% opinion for the excellent and 50% response for good,

20% for good and also there is 5% opinion for poor relationship with the Hotel.

Data Interpretation

There should be good relation between customer and Hotel because it helps to increase the sales
of Hotel and also helpful for making the customer relationship management.

49
CHAPTER-7

FINDINGS

Findings

 There is 80% customers those prefer to stay in hotel. But there is also customers those do
not like to stay in a hotel they want to stay in company guest house or friends home.
50
 There is many way to get information about the hotel like-internet search, word of mouth,
paper dictionary and by the travel agent, generally word of mouth is most popular.

 We found that mostly customers come for an accommodation because of business travel,
there is less no. of customers for leisure travel and rest and also for Pilgrimage.

 Mostly companies prefer the four stars and three star hotels for conferences or meeting
and also for guest stay in hotels.

 There is large no. of customers who stay in hotels 1 to 5 times in a month and also for 5
to 10 time in a month.

 There is mostly preferred area Deccan and Bhandarkar Road, because it is convenient
location for companies.

 There is mostly companies prefer hotel in convenient locations and for consistent
standards, and there is small no. of companies which choose hotel because of price or
additional services.

 By the analysis this is found that there is some customers or companies which are
satisfied from their hotels.

 There should be good relation between customer and Hotel because it helps to increase
the sales of Hotel and also helpful for making the customer relationship management.

51
CHAPTER-8

LIMITATION

Limitation

 It was assumed that the information given by the respondents is authentic and best
of their knowledge.

52
 Some of the view given was completely views by customers as they were in a
hurry and were not considered in the data analysis.

 The result of the study is applicable to the survey area only.

 Time and Money is also one of the important limitations.

 Dull process and unwilling respondent also affect the result of the study.

53
CHAPTER-9

Conclusion & Recommendation

Conclusion of the Study

 It can be said that Pristine Inn has created its image in a very short period in Pune.
Pristine Inn is the Best Hotel of pune.

 It is attracting the customers with its good services. Most of the customer satisfied by
Pristine Inn services and facilities.
54
  This satisfaction can be concluded by the response of customer in the questionnaires. Day
by day Pristine Inn is improving his reputation to other Hotel.

Recommendation

 There should be more staff having experience of hospitality sector.

 There should be more efficient planning for satisfying customer needs.

 Attractive offers should be given time to time, to increase customer’s interests.

 Three should be good discount for the regular customers.

55
 Appendix

Questionnaires

Company Name:

Address:

Contact Person:

Ph.No./mb.No.:
56
E-mail id:

Q.No.1- Do you like to stay in hotels?

Ans: a) Yes b) No

Q.No.2- How do you get the information about the hotel?

Ans : a) Internet search b) Word of mouth c) Paper dictionary d) Travel agents

Q.No.3:-What is your principal usage occasion for an accommodation?

a) Business travel b) Leisure travels c) Rest & relaxation d) Pilgrimage

Q.No.4:- Which star categories hotel do you prefer to stay in and how many frequently in a
month?

Rare 1 to5 times 5 to 10 times Regular

Five Star

Four Star

Three Star

Two Star

Ans:-

Q.No.5:- In which area do you prefer the hotel? if any other area so kindly specify the name?

Ans:- a) ShivaJi Nagar b) Deccan c) Bhandarkar Road

57
 d) Koregaon Park e) other………………………

Q.No.6- What is the main reason for your choice?

a) Additional Services b) Convenient Locations c) Consistent standards d) Price

Q.No.7:- What Tariff do you prefer at the time of booking hotel?

Ans: a) 6000-5000 b) 5000-40000 c) 4000-3000 d) Below 3000

Q.No.8:- what rank do you give to your hotel in satisfaction matter? 1 is the highest rank and 5th
is lowest rank?

Ans. a) 1 b) 2 c) 3 d) 4 e) 5

Q.No.9:- What is relationship between you and your hotel?

Ans:- a) Excellent b) very good c) good d) fair e) poor .

Q.No.10:- What do you look for at the time of booking hotel? Tariff, Distance, Services, or any
other thing kindly specify?

Ans………………………………………………………………………………………………..

……………………………………………………………………………………………………
……………………………………………………………………………………………………
…..

58
BIBLIOGRAPHY

59
Name Of Book Name Of Author Edition & year

Marketing Management Paramhans Foundation First Edition, 1992

Research Methodology C.R.Kothari Second Edition, 1993

Marketing Management Philip Kotler Tenth Edition, 1999

Fundamentals of Statistics D.N.Elhance Present Edition, 1992

REFRENCES

1. Website of www. pristineinn.com

2. sWebsite of www.google.com

60