Assessment of Consumer Preferences
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(Case Code: MKTG278) click on the button below, and select the case from the list of available cases:
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Please note:
This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
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Case Details: |
Price: |
| Case Code |
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MKTG278 |
For delivery in electronic format: Rs. 200;
For delivery through courier (within India): Rs. 200 + Shipping & Handling Charges extraThemesMarketing Research
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| Case Length |
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4 Pages |
| Period |
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2011 |
| Pub Date |
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2011 |
| Teaching Note |
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Available |
| Organization |
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- |
| Industry |
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Services |
| Countries
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India |
Abstract:
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The founder of a popular regional chain of hotels and resorts in southern India wanted to find out about customer preferences where his group's hotels were concerned and about the factors that influence customer preference for a particular hotel.
Toward this end, he had a meeting with this senior management team.
The marketing team conducted a pilot study and came back with its recommendations.
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Issues:
» To identify the significant variables in customer preferences
» To understand the steps in Multi Regression Analysis
» To understand how Bivariate Regression Analysis is conducted to assess the relationship between dependent and independent variables.
Contents:
Keywords:
Multiple Regression Analysis, Marketing Research, Consumer Preferences, Customer Satisfaction, Dependent Variable, Independent Variables, Pilot Study, Decision Making
Assessment of Consumer Preferences
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