Objectives of the study:

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.

Research Design and Methodology

1 T h e m e t h o d o l o g y r e c o m m e n d e d w o u l d b e q u a l i t a t i v e a n d quantitative
in nature.
2The first phase would be a qualitative phase. The aim of the
q u a l i t a t i v e phase would be to obtain a consumer's perspective to this market,
thea s s o c i a t e d b e n e f i t s a n d f u l f i l l m e n t o f t h e n e e d - G A P b y t h e c u r r e n t l y available
players and their offerings.
3 T h i s w o u l d b e f o l l o w e d b y a q u a n t i t a t i v e p h a s e , w h i
c h w o u l d a i m a t quantifying and validating issues that emerge in qualitative phase. In addition wewould
also attempt to arrive at specific service feedback from different segmentsthat are of immediate importance to
us, namely.

Business class including females

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

How is the category, defined by the consumer?

What are the consumer-desired satisfaction levels?

What are the current penetration levels?

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

What is the level of awareness of various neighborhood attractiveplaces?

What should be the current salience for new hotel?

What are the associations with the key services?

What is the strength of the service?

How price sensitive is this segment?

What are the opportunities available for new hotel to exploit?

What are the likes/dislikes associated with Leading Group of hotels?

BUSINESS CLASS

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 reasons for visit to pune?

What are the satisfaction levels with the hotel on accommodation andother services?

What are the opportunities for the new hotel to exploit?

LEISURE CLASS

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 reasons for visit to pune?

What are the satisfaction levels with the hotel on accommodation andother services?

What are the opportunities for the new hotel to exploit?

STUDENTS

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 reasons for visit to pune?

What are the satisfaction levels with the hotel on accommodation andother services?

What are the opportunities for the new hotel to exploit?

MEDICAL TOURISTS

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 reasons for visit to pune?

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

Were there adequate Supplies of towels and soap

Was all the equipment working

3) Was the service of our staff satisfactory?
Bell boy
Receptionist
Roomboy
Telephone operator
Room services
Room attendant
Healthclub
4)W ere you happy with our restaurants?
Poolside
Kiddies Corner
4)How can we make your next stay
c o m f o r t a b l e ? ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------5)Are you here on a vacation,
--------------, conference ---------------------,medication____________,education___________
6) Name of Company
Address

Sampling and Study centers

1.
Qualitative Phase

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