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Deyor Rooms is a budget hotel chain, ensuring customer satisfaction by providing consistent
high quality hotel experience throughout the customers stay. For Deyor, the experience of a
hotel stay starts right from the search for a hotel to painless check-ins, a pleasant stay
experience and finally to a happy We shall definitely come back check-out. Spread across
22 cities pan India, Deyor rooms provides a globally benchmarked quality of rooms to all its
guests thus ensuring a safe and happy experience.
Illumina 2015
Illumina 2015
Executive Summary
The findings of the disguised market research yielded some actionable insights which in
combination
with
the
competitive
benchmarking
laid
the
basis
for
formulating
recommendations at the later stage of this report. Some of the key insights were:
Maximum respondents (31%) listed Room Dcor as their Primary motivation factor
while selecting a room for stay
Tariff turned out to be the most important Secondary motivation factor with about
45% of the respondents selecting it
A significant correlation between Room Dcor and Amenities was observed as many
participants displayed them as complimentary primary motivation factors. Tariff and
Location show a complementary relationship as primary and secondary motivation
factors.
Although both genders display similar trends while choosing among alternatives it
was found that males focussed on Room Dcor and Location where as females were
more interested in Amenities and Room Dcor. Females also happened to be more
On the basis of the research findings, the consumer can be divided into 2 segments based on
their behaviour:
1. Quality oriented customers:
These are those customers who focus on quality of the Hotel while choosing a place of
accommodation. They are ready to pay a premium and traverse greater distance from city
centres to get the best of amenities, room service and dcor. These customers generally stay
for shorter durations and consume up their resources during this period. About 48% of the
participants in the survey showed this type of behaviour. Another important observation
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would be that this type of consumer behaviour was primarily displayed by older age
groupings.
2. Quantity oriented customers:
These are those customers who are price sensitive and prioritize convenience of location.
Their major goal is to economize the entire trip cost (i.e. total accommodation cost as well as
travelling costs). About 42% of the participants displayed this type of behaviour. About 40%
(an overall 17%) of these customers can be deemed to be extremely price sensitive in nature.
A significant section of these customers display a greater affinity to multiple visits in regular
intervals. This behaviour was generally found amongst the younger age groupings.
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Table of Contents
Executive Summary...................................................................................................................ii
Key Actionable Insights.........................................................................................................ii
Table of Figures..........................................................................................................................v
Research Objective.....................................................................................................................1
Research Methodology...............................................................................................................2
GAME SETUP.......................................................................................................................2
GAME PLAY.........................................................................................................................2
Participant Profile.......................................................................................................................4
Analysis......................................................................................................................................5
OVERALL RESPONSE.........................................................................................................5
PRIMARY MOTIVATION FACTORS..................................................................................6
SECONDARY MOTIVATION FACTORS............................................................................6
BREAK-UP OF PRIMARY AND SECONDARY FACTORS IN OVERALL RESPONSE 7
OVERLAP BETWEEN MOTIVATION FACTORS.............................................................8
Segmentation..............................................................................................................................8
DEMOGRAPHIC SEGMENTATION...................................................................................8
GENDER TRENDS...............................................................................................................8
AGE GROUP RELATED TRENDS......................................................................................9
BEHAVIOURAL SEGMENTATION..................................................................................10
Recommendations....................................................................................................................11
Annexure..................................................................................................................................12
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Table of Figures
Figure
Figure
Figure
Figure
Figure
Figure
Figure
Figure
Figure
Figure
Figure
Figure
Figure
1 Table Layout..............................................................................................2
2 Sample form for data collection...............................................................3
3 Age wise break-up.....................................................................................4
4 Gender wise break up...............................................................................4
5 Gender Division in various age groupings (all data in percentages)......5
6 Overall Response for the Market Research.............................................5
7 Primary Motivation Factors......................................................................6
8 Secondary Motivation Factors..................................................................7
9 Break-up of Motivation Factors................................................................7
10 Overlap between motivation factors......................................................8
11 Motivation Factors for Males.................................................................9
12 Motivation Factors for Females..............................................................9
13 Motivation factors: Age Group wise.......................................................9
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Research Objective
Any person travelling either for pleasure or business or even on a just-for-the-weekend trip
looks first and foremost for a place to stay. But, while deciding, there are many criteria that
could be looked upon. While a business traveller could be looking for a hotel with convenient
location, a family on vacation would want good amenities and proximity to tourist spots
whereas on the other hand a group of college students on a weekend trip would look at the
tariff before booking. With this thought in mind, Deyor puts forth the objective of this market
research as:
What is the prevalent factor while selecting a hotel?
Tariff
Location (Proximity to tourist and shopping spots, airport, railway station, etc.)
Amenities
Room dcor
The team was required to target different segments of the society, age groups and various
working classes for the market research to identify the room selection behaviour of an
individual and provide a statistical interpretation of the data.
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Research Methodology
The method chosen for the market research was a modified version of the game of hoopla.
The research was done in a disguised mode (i.e. participants were unaware of the parameters)
and various parameters for evaluation were assigned to different positions on the board.
GAME SETUP
There were 4 kinds of options given to a customer while choosing a product. It included a
combination of 1 and 2 chocolates with or without wrapping. Thus total of 4 combinations
were generated:
1)
2)
3)
4)
Two rows were setup to place the products. Each product was places in a front and a back
row. Appropriate costs were given to each product in a fashion stated in figure 1.
The location signifies convenience of reaching a product, points represents the tariff a
customer is ready to pay, and wrapping signifies dcor i.e. if a customer goes with a simple
product or if he/she prefers to go for a nicely presented product.
GAME PLAY
1) Each player was given maximum of 10 points to use during the game in which he/she had
to throw the ring in his/her preferred choice
2) Each choice had a different cost and location. For every choice stated points were
deducted from his account and rest of the points could be used to play for next choice.
3) For subsequent turn player was asked to choose a different preference.
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Legend:
s: Single product without wrapping
sw: Single Product with wrapping
d: Double product without wrapping
dw: Double product with wrapping
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Participant Profile
To ensure success of the research it was ensured that diversity among the participants was
taken. An age cut-off of 14 years was maintained while conducting the research. Observations
which were below this limit were discarded for all calculations and analysis. The maximum
age of a participant was 63 years. Participants would be categorized into various age
grouping in order to act as segments relevant to industry. The age groupings and gender
division of participants are shown in Figures 3 & 4.
Participant Profile:
Age Groups
40+; 6%
14-17; 19%
32-40; 25%
18-24; 26%
25-31; 25%
Female; 35%
Male; 65%
While it was possible to get data for a wide range of age groups during the market research,
the gender division was only 13:7 in favour of males. None the less a substantial mixture
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relevant to the current market could be generated. The gender division in each age group is
given in Figure 5. It can be seen that the gender division is consistent throughout all age
groups.
72
68
62
38
32
67
60
40
28
14-17
18-24
25-31
32-40
33
Male
Female
40+
Analysis
OVERALL RESPONSE
From the data collected it could be observed that maximum participants displayed Location
(about 32%) as their motivational factor while choosing an option. This was followed by
Tariff (25%) and Amenities (24%). Figure 6 gives a break-up of the overall response
collected during the research.
35
30
25
Percentage
20
15
10
5
0
Tarif
Location
Amenities
Room Dcor
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During the research almost all of the participants showed a propensity for using multiple
motivation factors to evaluate choices. Some of these factors had a major influence on
decision making whereas other had limited bearing on choices. Hence, the motivation factors
were categorized into two types:
1. Primary Motivation Factors
2. Secondary Motivation Factors
Details of these factors are given in subsequent sections.
31%
Tarif
29%
29%
Location
Amenities
Room Dcor
It can be observed that Room Dcor which happened to have the least number of overall
responses (about 20%) was found out to be the Primary Motivation Factor for the majority of
the participants (31%). In contrast Tariff happens to be the lowest on the list which indicates
that consumer tend to look quality and value for money while making choices.
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16%
5%
Tarif
46%
34%
Location
Amenities
Room Dcor
Tariff (45%) and Location (34%) were the major secondary factors displayed by people. This
indicates that consumers are either price sensitive or location sensitive at a sub-conscious
level.
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90
73
72
44
56
28
27
10
Tarif
Location
Amenities
Room Dcor
Primary
Reading Figure 9: 72% of the respondents who displayed tariff as a motivation factor during
the research displayed it as a secondary motivation factor.
It was observed that there was a great correlation between Room Dcor and Amenities as
many participants displayed them as complimentary primary motivation factors. Tariff and
Location show a complementary relationship as primary and secondary motivation factors.
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Segmentation
Most of the participants in the research were residents of urban areas, mostly in and around
Gurgaon. Only those participants who were above the age of 14 were considered as a part of
the research. Both Demographic and Behavioural segmentation of the participants was done.
DEMOGRAPHIC SEGMENTATION
The two key demographic segmentation parameters, as mentioned previously, were gender
and age. The variation in motivation factors for choosing a room is as mentioned below:
GENDER TRENDS
Although both genders display similar trends while choosing among alternatives it was found
that males focussed on Room Dcor and Location where as females were more interested in
Amenities and Room Dcor. Females also happened to be more tariff sensitive than males.
11%
27%
31%
Am en ities
Location
30%
Room Dcor
Tar if
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14%
31%
Am en ities
29%
Location
25%
Room Dcor
Tar if
40
Location
30
In Perceentage Points
Room Dcor
20
Tarif
10
0
14-17
18-24
25-31
32-40
40+
The 14-17 age grouping considers Location (about 42%) the most important factor while
booking a room for stay. Other groups like those between 18-24 and 25-31 display a bit more
complex behaviour while making a decision. They use various combinations to cater to their
requirements. The 40+ age groupings focus is solely on Amenities and Room Dcor (a
combines 91%). One important observation is that gradual decline of Tariff and Location as a
motivation factor with increasing age. Similarly Amenities and Room Dcor become
governing factors for choosing a hotel as age increases.
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BEHAVIOURAL SEGMENTATION
While analysing the collected data set, it was found that majority of the participants could be
categorized into 2 distinct segments: Quality oriented and Quantity oriented customers.
1. Quality oriented customers:
These are those customers who focus on quality of the Hotel while choosing a place of
accommodation. They are ready to pay a premium and traverse greater distance from city
centres to get the best of amenities, room service and dcor. These customers generally stay
for shorter durations and consume up their resources during this period. About 48% of the
participants in the survey showed this type of behaviour. Another important observation
would be that this type of consumer behaviour was primarily displayed by older age
groupings.
2. Quantity oriented customers:
These are those customers who are price sensitive and prioritize convenience of location.
Their major goal is to economize the entire trip cost (i.e. total accommodation cost as well as
travelling costs). About 42% of the participants displayed this type of behaviour. About 40%
(an overall 17%) of these customers can be deemed to extremely price sensitive in nature. A
significant section of these customers display a greater affinity to multiple visits in regular
intervals. This behaviour was generally found amongst the younger age groupings.
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Recommendations
On the basis of the above mentioned insights the following recommendations were made:
Separate branding of facilities can be done to differentiate between products for both sets
of identified customers or at least separate category of offerings must be created under a
single brand umbrella.
Secondary motivation factors and their respective synergies with primary ones should be
studied further. Improving on these factors will help in differentiating the Deyors
offerings from a competitor with similar offerings.
Advertisements and promotions can be made age specific to attract the target customers
in an efficient way. For example, facilities with better dcor and amenities ought to be
made to attract the relatively older segment of audience.
The frequency of customer visits and duration of stay are important parameters which can
be used to predict consumer behaviour in a more accurate manner.
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Annexure
13
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