Abstract

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.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• 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.

Keywords

Multiple Regression Analysis, Marketing Research, Consumer Preferences, Customer Satisfaction, Dependent Variable, Independent Variables, Pilot Study, Decision Making