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A

Summer Training Project Report

On

Analyzing the Impact of sales promotion activities on Brand Switching of

Laurent & Benon Hotels with special reference to Travel agents in New

Delhi

Submitted to

Kurukshetra University, Kurukshetra

In the partial fulfillment of the Degree of Master of Business Administration

(Session 20011-13)-MBA 3rd Semester

Under the Guidance of: Submitted By:

Ms. Sapna Sanserwal Aman Gupta

Assistant Professor S/O Sh. Sanjeev Gupta

Department of Management ClassRoll No.1122/11

Univ.Reg-. 06-ECR 252

Univ. Roll No.

1

Tilak Raj Chadha Institute of Management & Technology

(Affiliated to Kurukshetra University, Kurukshetra & Approved By AICTE)

M.L.N. College Educational Complex, Yamuna Nagar- 135001 (Haryana)

Ph. 01732-220103, 234010, 234110. Fax: +91-1732-234110

E-mail: [email protected], Web Site: www.timt.ac.in

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DECLARATION

I, Aman Gupta, Roll No # 1122/11, MBA (Semester-III) of the Tilak Raj Chadha Institute of

Management and Technology, Yamuna Nagar hereby declare that the Summer Training

Report entitled Analyzing the Impact of sales promotion activities on Brand Switching of

Laurent & Benon Hotels with special reference to Travel agents in New Delhi - (A Case

Study of Laurent & Benon,Gurgaon) has been an original work and the same has not been

submitted to any other Institute for the award of any other degree.

AMAN GUPTA

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ACKNOWLEDGEMENT

This project involves many helping hands. First of all the researcher would like to thank all

those, who have helped him in completion of the project and bringing out the timely submission

of the report. He is also grateful to the management of Laurent & Benon,Gurgaon for allowing

him to undergo a project in their company providing all sorts of facilities and above all a learning

experience.

He owes his sincere thanks to Mr. Amitabh Mohpatrafor allowing him to work as a trainee in

Laurent & Benon. He will remain indebted to him for the guidance and whole hearted

cooperation.

This summer training has added to his practical knowledge and built his confidence.

He would like to convey thanks to Dr. Vikas Daryal, Director, Mrs. Vandana Madaan, HoD

and Ms. Sapna Sanserval, Faculty, MBA for their ready assistance, keen interest and valuable

suggestions. Last, but not the least, he is extremely thankful to his parents, respondents and

friends for their unconditional support and ready assistance.

TABLE OF CONTENTS

Introduction

Hospitality Industry

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Laurent & Benon Hospitality Solutions

Topic

1. Theoretical Framework

a. Construct

b. Independent and dependent Variables

2. Literature Review

3. Research Objectives

4. Research Methodology

a. Research Design

i. Type of Research Design

ii. Time Horizon

iii. Study Setting

iv. Measurement and scaling

v. Flowchart for selection of statistical tools

1. Hypothesis Development and testing

2. Sample and Sampling Design

3. Data Collection

4. Analytical Tools(if any)

5. Statistical Tools (Minimum 3)

6. Limitations of the Study

5. Data Analysis

6. Results and Findings

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7. Policy Implications

8. Recommendations/Suggestions

9. Bibliography

10. Annexures

Annexure i-Questionnaire

Annexure-ii-T-test

Annexure-iii-Factor analysis

Annexure-iv-Reliability

Annexure-v-Regression

Annexure-vi-Snapshots

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EXECUTIVE SUMMARY

The Research was intended to Analyze the Brand Swiching behaviour of Customers of

Laurent and Benon Hospitality Solutions for the identification of brand switching behaviour

of customers.

The research has been carried out using primary data along with the support of secondary data.

Questionnaires were used in order to unveil the perception of staff regarding recruitment and

selection policy and procedure.

The Analysis is done with the help of statistical tools like t-test, factor analysis, correlation and

reliability after checking the responses filled by the 180 respondents.

The Research has been exploratory in nature as it has been a first time study. The type of

investigation is causal as the effect of recruitment and selection on organizational commitment of

employee has to be studied. It is a cross sectional study as data has been collected at one

particular time.

The data has been collected by researcher from ,Gurgaon through questionnaire comprising 22

closed ended questions. He has drawn a sample of 180 travel agents as respondents using non

sampling probability technique.

Factor Analysis has been used to find out the most significant factors out of all factors which are

developed through extensive literature survey which are used in brand switching.

Reliability tool has been applied to find out the credibility of data regarding the responses filled

by the respondents.

The researcher has made various recommendations to the organization regarding promotional

activities, quality of service and facilities.

Some limitations have been there in the study like time constraint, unwillingness of respondents

and limited scope of study.

At last it has been concluded that the recruitment and selection process play a vital role in

ensuring organizational commitmen

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Hospitality Industry33

Hospitality industry refers to small cottages to star category hotels, either it is hotels in London

or hotels in United States; they all fall under same industry. They are responsible for giving

warm and friendly services for their guests who have left their homes for different purposes. In

broad sense hospitality can be defined as bringing together the accommodation, food and

beverage to the people who are away from home with warm and satisfy approach.

Services that a hotel offers, may differ depending upon the customers. A traveler searching for

five star hotels in London expects the high profile service than a students searching for

economical hotel. Actually hospitality industry is only a part of tourism industry whereas

catering industry is a part of Hospitality industry.

Today tourism industry is growing at a tremendous speed and have becomes worlds top 3

industries next to oil and automobile industries and with the growth in tourism industry the

hospitality industry are also expanding as these two industries are mutually dependent.

A term implies whereby a guest who is away from home is welcomed by a host where basic

necessities are provided such as food, beverages and lodging. The term is derived from the Latin

word hospitaire, which means to receive a guest.

An industry comprises business entity of food, beverages, lodging or a combination of these

businesses to travellers during their stay in a destination.

HOTEL PERSPECTIVES31

When a person is temporarily away from home, the establishment that he/she is staying at may

be defined as a lodging property. This accommodation is normally regarded as a temporary or

permanent home where food and beverages, cleaning services and a whole range of otherservices are normally provided. In return, the lodger will pay a certain amount of fees for the

services offered. In other words, lodging properties may be defined as establishments that charge

fees for providing furnished sleeping accommodations to persons who are temporarily away

from home. In considering a package plan offered by a hotel, the manager should determine the

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number of features, price and time period. The optimum price for a hotel room would be one that

maximizes profits.

Types of Lodging Establishments 34

(a) Commercial Hotel

An establishment that provides overnight accommodation, goods and services to the transient

public or temporary guests needing accommodation for a few nights. Example: Hilton, Kuala

Lumpur.

(b) Residential Hotel

In contrast to transient hotels, some hotels have traditionally provided accommodation for long-

term guests individuals who consider the hotel as their temporary or permanent home. Example:

Ascott, Kuala Lumpur.

(c) Resort Hotel

Lodging establishments that feature recreational activities for guests. These activities may be

strictly for enjoyment, health purposes or both. Example: Pelangi Beach Resort Langkawi,

Malaysia.

(d) Airport Hotel

Hotels located near an airport catering to short stopovers or passengers of cancelled flights,

providing limousine with pick-up schedules. Example: Pan Pacific KLIA.

(e) Economy Hotel

Lodging facilities for cost-conscious travellers. Example: Formule 1, France.

(f) Casino Hotel

Transient hotel that house gaming casinos. They also provide lavish entertainment -nationally

known artists and professionally staged shows- as added attractions. Example: Genting Hotels.

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Classification of Lodging Establishment

Hotels in Malaysia can be categorised according to:

(a) Star levels - 1.2.3.4.5 stars

(b) Number of rooms - under 150, 150 to 300, 300 to 600 and over 600 rooms

(c) Location- city, rural

(d) Clientele -business, leisure

(e) Facilities and service - Full service, economy

(f) Price -luxury, upscale, midprice, economy, budget

Meal Service in Lodging Establishment

(a) American Plan - Rates including 3 meals daily: breakfast, lunch and dinner.

(b) Modified American Plan - Rates including breakfast and dinner.

(c) Breakfast Plan -Rates with full breakfast.

(d) Continental Breakfast Plan - Rates with light breakfast.

(e) European plan - Rates without meals.

Departments in a Hotel

(a) Front of the House

Areas in a hotel where guests come into direct contact such as the lobby, front desk, restaurants,

and guests rooms.

(b) Back of the House

Areas in a hotel where guests do not come into contact, such as kitchen, laundry, staff cafeteria.

(c) Revenue Centre

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A centre that generates incomes, such as rooms division and food and beverage department.

(d) Cost Centre

A centre that does not generate income such as maintenance, accounts, marketing and human

resources.

Travel Agent

A professional in the business of selling travel services in a travel agency. Travel agents have the

expertise in advising clients about travel and in making the necessary arrangements to meet their

travel needs. A travel agent is expected to meet requirements of customers by fulfilling the

following travelling needs: air tickets, hotel reservations, transportation, sightseeing, ancillary

services. A travel agent is thus an expert, knowledgeable in schedules, routing, lodging,

currency, prices, regulation, destinations and other aspects of travel. The travel agent is

remunerated from the following sources:

- Commission on the sales it makes of its principal services.

- Commission earned from ancillary related services such as travel insurance and charges made

for services such as travellers cheque.

- Income earned from short-term investment of money received from his customers as deposits

and pre-payments. Profit from the sale of its own tours if it operates as a tour operator.

As for travel agencies, they provide both counseling as well as selling. They are the most

pervasive form of travel distribution. Individual agent in the agencies can be certified just like in

other professions. They also function as middlemen.

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Characteristics of Hospitality Industry33

1) INFLEXIBILITY

The tourism industry is highly inflexible in terms of capacity. The number of beds in a hotel or

seats on a flight is fixed so it is not possible to meet sudden upsurges in demand similarly

restaurants tables, hotels beds and flights seats remain empty and unused in periods of low

demand.

2) PERISHABILITY

It is related to the fact that travel products are intended to be consumed as they are produced. For

example, an airline has seats to sell on each flight; a hotel has rooms to sell for each night. If the

airline is not able to sell all its seats on its flight, or a hotel is not able to sell its rooms for the

night then the opportunity to sell the product is lost forever. Service sector cannot keep inventory

like products. To overcome this problem, the travel industry has come up with various marketing

strategies. One is to overbook. An airline overbooks its seats to a certain extent in anticipation

that even though certain customers do not turn up but the flight will be fully seated. Another

strategy is multiple distributions. For example a customer can buy an airline ticket from an

airline, tour operator or from a travel agent. The chances of perishability are reduced. If the

tourist cannot visit the place, the opportunity is lost. Hence, this becomes one of its important

characteristics.

3) INCONSISTENCY

A general norm is that in Travel and Tourism industry the product or the package of the tourism

can be standardized i.e. for example of 2 days 3 night in so and so hotel, but the actual

experience of consuming this package is highly inconsistent. We hear a lot of travel stories

which becomes a portrayal of a lot of bad experiences for example the tourist guide may not be

good, the hotels lodging and boarding was bad etc. Therefore there is high level of inconsistency

prevailing.

4) INTANGIBILITY

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Travel products cannot be touched as they include flight experience on an airplane, cruise on an

ocean liner, a nights rest in a hotel, view of the mountains, a visit to a museum, a good time in a

night club and much more. These products are experiences. Once they have taken place they can

only be recalled and relished

Impact of Tourism Industry on the Economy

The tourism industry contributed to economy in at least three areas: foreign exchange

earning, employment and creation of jobs, and infrastructure investment stimulation.

The tourism industry is acknowledged as one of the leading sectors in generating income

via foreign exchange earning of the country.

Employment opportunities have grown in tandem with the industry.

Tourism induces better infrastructure development. Among these are the improvement of

the quality of water systems, electricity, telephony networks, and public transportation

networks.

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Introduction to Laurent & Benon Hospitality Solutions37

Incorporated in 2005, Laurent & Benon started its services in Delhi. Today it has its corporate

office in Gurgaon, branch offices in Chandigarh, Mumbai, Bangalore, Pune, Chennai, Hyderabad

& Kolkata. With over 150 Management and Human Resource professionals we serve the best

clients in the industry. Laurent & Benon clientele includes sectors like Telecom, Insurance &

Banking, FMCG, Chemicals & Pharmaceuticals, Construction, Airlines and Education. The

company is managed along professional lines with an emphasis on business planning and growth

through goal directed actions driven by the most prudent forecasting, the right people, systems

and quality.

In hospitality portfolio, the Group has a total room inventory of 2047 with 2 hotels in Gurgaon, 2

Heritage properties in Rajasthan and 1800 serviced apartments across India. The Group is also

coming up with more hotels in Mumbai, Bangalore and Himachal Pradesh.

The Corporate Inn Gurgaon is right in the hub of the corporate world. At this hotel, our

hospitality is limited only by our constant search for excellence. With a choice of beautifully

appointed rooms, the rooms are complete with all amenities such as temperature control and

satellite television.

Hotel facilities include everything a business traveller would look for, including a temperature

controlled swimming pool, spa, banquet facilities, travel desk, room service, laundry and a

specialty restaurant Martin Browns serving World Cuisine.

The Corporate Inn also offers serviced offices complete with projectors, Wi-Fi connectivity,

telephones with global direct dialing and voice mail, staff and stationery.

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The Corporate Residence Hotel is a value for money business hotel. It is a centrally located full

service business hotel in millennium city of Gurgaon, a part of National Capital Region of Delhi.

It is close to both international and domestic airports of New Delhi. The major business hotspots

of DLF, Cyber City, Udyog Vihar, Sector 32 Industrial Area, Manesar are within 5-15 minutesdrive from the hotel.

The hotel offers self sufficient rooms and all the special features for the business traveler such as

Ergonomic work space, Conference Room, Multi cuisine restaurant, 24*7 coffee shop, Fitness

centre, Audio-Visual Equipment, Travel Services, Valet Parking and Laundry Services. At The

Corporate Residence Gurgaon, all rooms are equipped with amenities such as Wi-Fi, Mini-

fridge, LCD TV, and Self-controlled A/c, Laundry Service etc.

Indra vilas, the largest Haveli in Alsisar is an authentic heritage mansion, restored to provide a

comfortable oasis in the desert. It has been refurnished to give the experience of the bygone era

to the present day connoisseurs to come and savor the life of color and joy in the desert streets of

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this village.

The haveli is a ten-acre compound extending to ancient walls built to grand scale and welcomes

guests to stay in splendor of the past with modern comforts.

Around the village there are mansions and temples to explore the art hidden in every street. Or

one can just sit around the village pond chatting with inquisitive kids, artisans and wizened old

folks. While you are pampered, the village is reinvigorating, blowing off the sand from hidden

frescoes and reviving the rich traditions of the bygone era.

Thar Vilas is an authentic luxury hotel design, to serve as a comfortable oasis for present day

travelers in their quest for charms of Rajasthan. It is located in Kuldhara (Jaisalmer). The hotel

offers visitors a very comfortable accommodation in a vintage ambience, along with a range of

personalized services and modern facilities. The spacious rooms are furnished with fine replicas

of period furniture carved from sheesham wood along with western style fitting to cater the

needs of the elite visitors. The restaurant serves delicious Rajasthan and western creations is a

feast for your taste buds.

Like the glint of silver, partially hidden in sand, Thar Vilas catches the eye of a discerning

visitor, compelling a closer look.

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Introduction to Brand Switching24,25,26

Brand30:

A brand is a product with unique character, for instance in design or image. It is consistent and

well recognised.

The advantages of having a strong brand are:

Inspires customer loyalty leading to repeat sales and word-of mouth recommendation

The brand owner can usually charge higher prices, especially if the brand is the market

leader

Retailers or service sellers want to stock top selling brands. With limited shelf space it is

more likely the top brands will be on the shelf than less well-known brands.

Some retailers use own-label brands, where they use their name of the product rather than the

manufacturers like Tescos Finest range of meals and foodstuffs. These tend to be cheaper

than the normal brands, but will give the retailer more profit than selling a normal brand.

Some brands are so strong that they have become global brands. This means that the product is

sold in many countries and the contents are very similar. Examples of global brands include:

Microsoft, Coca Cola, Disney, Mercedes and Hewlett Packard.

The strength of a brand can be exploited by a business to develop new products. This is known

as brand extension a product with some of the brands s characteristics. Examples include

Dove soap and Dove Shampoo (both contain moisturiser); Mars Bar and Mars Ice Cream

Brand stretching18

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It is defined as the process where the brand is used for a diverse range of products, not

necessarily connected. E.g. Virgin Airlines and Virgin Cola; Marks and Spencer clothes and

food.

Logo

The logo on a product is an important part of the product. A logo is a symbol or picture that

represents the business. It is important because it is easy to recognise, establishes brand loyalty

and can create a favourable image.

The word "brand" is derived from the Old Norsebrandrmeaning "to burn." It refers to the

practice of producers burning their mark (or brand) onto their products.

The oldest generic Brand, which is in continuous use in India, since Vedic period, 900010000

years ago is known as 'Chyawanprash'. It is widely used in India and many other countries and is

a herbal paste of 45 herbs made for revered Rishi named Chyawan. This brand was developed at

Dhosi Hill in North India, on an extinct Volcanic Hill.

Although connected with the history oftrademarks[7] and including earlier examples which could

be deemed "protobrands" (such as the marketing puns of the "Vesuvinum" wine jars found at

Pompeii),[8] brands in the field of mass-marketing originated in the 19th century with the advent

of packaged goods. Industrialization moved the production of many household items, such as

soap, from local communities to centralized factories. When shipping their items, the factories

would literallybrand theirlogo orinsignia on the barrels used, extending the meaning of "brand"

to that of trademark.

Bass & Company, the Britishbrewery, claims their red triangle brand was the world's first

trademark. Lyles Golden Syrup makes a similar claim, having been named as Britain's oldest

brand, with its green and gold packaging having remained almost unchanged since 1885.

Another example comes from Antiche Fornaci Giorgi in Italy, whose bricks are stamped or

carved with the same proto-logo since 1731, as found in Saint Peter's Basilica in Vatican City.

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Cattle were branded long before this. The term "maverick," originally meaning an unbranded

calf, comes from Texas rancherSamuel Augustus Maverickwhose neglected cattle often got

loose and were rounded up by his neighbors. The word spread among cowboys and came to be

applied to unbranded calves found out wandering alone.[9] Even the signatures on paintings of

famous artists like Leonardo da Vinci can be viewed as an early branding tool.

Factories established during the Industrial Revolution introduced mass-produced goods and

needed to sell their products to a wider market, to customers previously familiar only with

locally-produced goods. It quickly became apparent that a generic package of soap had difficulty

competing with familiar, local products. The packaged goods manufacturers needed to convince

the market that the public could place just as much trust in the non-local product. Campbell soup,

Coca-Cola,Juicy Fruit gum,Aunt Jemima, and Quaker Oats were among the first products to be'branded', in an effort to increase the consumer's familiarity with their products. Many brands of

that era, such as Uncle Ben's rice and Kellogg'sbreakfast cereal furnish illustrations of the

problem.

Around 1900, James Walter Thompson published a house ad explaining trademarkadvertising.

This was an early commercial explanation of what we now know as branding. Companies soon

adopted slogans, mascots, andjingles that began to appear on radio and early television. By the

1940s,[10]manufacturers began to recognize the way in which consumers were developing

relationships with their brands in a social/psychological/anthropological sense.

From there, manufacturers quickly learned to build their brand's identity and personality such as

youthfulness, fun or luxury. This began the practice we now know as "branding" today, where

the consumers buy "the brand" instead of the product. This trend continued to the 1980s, and is

now quantified in concepts such as brand value andbrand equity. Naomi Klein has described this

development as "brand equity mania".[11] In 1988, for example, Philip Morris purchased Kraft for

six times what the company was worth on paper; it was felt that what they really purchased was

its brand name.

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Concepts19

Proper branding can result in higher sales of not only one product, but on other products

associated with that brand. For example, if a customer loves Pillsbury biscuits and trust the

brand, he or she is more likely to try other products offered by the company such as chocolate

chip cookies.

Brand is the personality thatidentifies a product, service or company (name, term, sign, symbol,

or design, or combination of them) and how it relates to key constituencies: customers, staff,

partners, investors etc.

Some people distinguish the psychological aspect, brand associations like thoughts, feelings,

perceptions, images, experiences, beliefs, attitudes, and so on that become linked to the brand, of

a brand from the experiential aspect.

The experiential aspect consists of the sum of all points of contact with the brand and is known

as the brandexperience. The brand experience is a brand's action perceived by a person. The

psychological aspect, sometimes referred to as the brandimage, is a symbolic construct created

within the minds of people, consisting of all the information and expectations associated with a

product, service or the company(ies) providing them.

People engaged in branding seek to develop or align the expectations behind the brand

experience, creating the impression that a brand associated with a product or service has certain

qualities or characteristics that make it special or unique. A brand is therefore one of the most

valuable elements in an advertising theme, as it demonstrates what the brand owner is able to

offer in the marketplace. The art of creating and maintaining a brand is calledbrand

management. Orientation of the whole organization towards its brand is calledbrand orientation.

The brand orientation is developed in responsiveness to market intelligence.

Careful brand management seeks to make the product or services relevant to the target audience.

Brands should be seen as more than the difference between the actual cost of a product and its

selling price - they represent the sum of all valuable qualities of a product to the consumer.

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Brand recognition17

A brand which is widely known in the marketplace acquires brand recognition. When brand

recognition builds up to a point where a brand enjoys a critical mass of positive sentiment in the

marketplace, it is said to have achieved brand franchise. Brand recognition is most successful

when people can state a brand without being explicitly exposed to the company's name, but

rather through visual signifiers like logos, slogans, and colors.[12] For example, Disney has been

successful at branding with their particular script font (originally created for Walt Disney's

"signature" logo), which it used in the logo forgo.com.

Consumers may look on branding as an aspect of products or services, as it often serves to

denote a certain attractive quality or characteristic (see also brand promise). From the perspective

of brand owners, branded products or services also command higher prices. Where two products

resemble each other, but one of the products has no associated branding (such as a generic, store-

branded product), people may often select the more expensive branded product on the basis of

the quality of the brand or the reputation of the brand owner.

Brand awareness23

Brand awareness refers to customers' ability to recall and recognize the brand under different

conditions and link to the brand name, logo, jingles and so on to certain associations in memory.

It consists of both brand recognition and brand recall. It helps the customers to understand to

which product or service category the particular brand belongs and what products and services

are sold under the brand name. It also ensures that customers know which of their needs are

satisfied by the brand through its products (Keller). Brand awareness is of critical importance

since customers will not consider your brand if they are not aware of it.

There are various levels of brand awareness that require different levels and combinations ofbrand recognition and recall. Top-of-Mind is the goal of most companies. Top-of-Mind

Awareness occurs when your brand is what pops into a consumers mind when asked to name

brands in a product category. For example, when someone is asked to name a type of facial

tissue, the common answer is Kleenex, which is a top-of-mind brand. Aided Awareness occurs

when a consumer is shown or reads a list of brands, and expresses familiarity with your brand

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only after they hear or see it as a type of memory aide. Strategic Awareness occurs when your

brand is not only top-of-mind to consumers, but also has distinctive qualities that stick out to

consumers as making it better than the other brands in your market. The distinctions that set your

product apart from the competition is also known as the Unique Selling Point or USP.

Brand elements25

Brands typically are made up of various elements, such as:

Name: The word or words used to identify a company, product, service, or concept.

Logo: The visual trademark that identifies the brand.

Tagline or Catchphrase: "The Quicker Picker Upper" is associated with Bounty paper towels.

"Can you hear me now" is an important part of the Verizon brand.

Graphics: The dynamic ribbon is a trademarked part of Coca-Cola's brand.

Shapes: The distinctive shapes of the Coca-Cola bottle and of the Volkswagen Beetle are

trademarked elements of those brands.

Colors: Owens-Corning is the only brand of fiberglass insulation that can be pink.

Sounds: A unique tune or set of notes can denote a brand. NBC's chimes are a famous example.

Scents: The rose-jasmine-musk scent of Chanel No. 5 is trademarked.

Tastes: Kentucky Fried Chicken has trademarked its special recipe of eleven herbs and spices for

fried chicken. Movements: Lamborghini has trademarked the upward motion of its car doors.

Global brand16

A global brand is one which is perceived to reflect the same set of values around the world.

Global brands transcend their origins and create strong enduring relationships with consumers

across countries and cultures. They are brands sold in international markets. Examples of global

brands include Facebook, Apple,Pepsi,McDonald's, Mastercard, Gap, Sony,Nike and Adidas.These brands are used to sell the same product across multiple markets and could be considered

successful to the extent that the associated products are easily recognizable by the diverse set of

consumers.

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Benefits of global branding

In addition to taking advantage of the outstanding growth opportunities, the following drives the

increasing interest in taking brands global:

Economies of scale (production and distribution)

Lower marketing costs

Laying the groundwork for future extensions worldwide

Maintaining consistent brand imagery

Quicker identification, recognition and integration of innovations (discovered worldwide)

Preempting international competitors from entering domestic markets or locking you out of other

geographic markets

Increasing international media reach (especially with the explosion of the Internet) is an enabler

Increases in international business and tourism are also enablers

Possibility to charge premium prices

Internal company benefits such as attracting and retaining good employees, and cohesive

company culture

Global brand variables27

The following elements may differ from country to country:

Corporate slogan

Products and services

Product names

Product features

Positionings

Marketing mixes (including pricing, distribution, media and advertising execution)

These differences will depend upon:

Language differences

Different styles of communication

Other cultural differences

Differences in category and brand development

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Different consumption patterns

Different competitive sets and marketplace conditions

Brand name20,22

The brand name is quite often used interchangeably with "brand", although it is more correctly

used to specifically denote written or spoken linguistic elements of any product. In this context a

"brand name" constitutes a type oftrademark, if the brand name exclusively identifies the brand

owner as the commercial source of products or services. A brand owner may seek to protect

proprietary rights in relation to a brand name through trademark registration and such trademarks

are called "Registered Trademarks". Advertising spokespersons have also become part of some

brands, for example: Mr. Whipple ofCharmin toilet tissue and Tony the TigerofKellogg's

Frosted Flakes.

Types of brand names26

Brand names come in many styles.

[15]

A few include:Initialism: A name made of initials such as UPS or IBM

Descriptive: Names that describe a product benefit or function like Whole Foods or Airbus

Alliteration and rhyme: Names that are fun to say and stick in the mind like Reese's Pieces or

Dunkin' Donuts

Evocative: Names that evoke a relevant vivid image like Amazon or Crest

Neologisms: Completely made-up words like Wii or Kodak

Foreign word: Adoption of a word from another language like Volvo or Samsung

Founders' names: Using the names of real people,and founder's name like Hewlett-Packard, Dell

or Disney

Geography: Many brands are named for regions and landmarks like Cisco and Fuji Film

Personification: Many brands take their names from myth like Nike or from the minds of ad

execs like Betty Crocker

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The act of associating a product or service with a brand has become part ofpop culture. Most

products have some kind of brand identity, from common table salt to designer jeans. A

brandnomeris a brand name that has colloquially become a generic term for a product or service,

such as Band-Aid orKleenex, which are often used to describe any brand of adhesive bandage or

any brand of facial tissue respectively.

Brand identity

The outward expression of a brand including its name, trademark, communications, and visual

appearance is brand identity Because the identity is assembled by the brand owner, it reflects

how the ownerwants the consumer to perceive the brand and by extension the branded

company, organization, product or service. This is in contrast to the brand image, which is a

customer's mental picture of a brand. The brand owner will seek to bridge the gap between the

brand image and the brand identity.

Effective brand names build a connection between the brand personality as it is perceived by the

target audience and the actual product/service. The brand name should be conceptually on target

with the product/service (what the company stands for). Furthermore, the brand name should be

on target with the brand demographic. Typically, sustainable brand names are easy to remember,

transcend trends and have positive connotations. Brand identity is fundamental to consumerrecognition and symbolizes the brand's differentiation from competitors.

Brand identity is what the owner wants to communicate to its potential consumers. However,

over time, a product's brand identity may acquire (evolve), gaining new attributes from consumer

perspective but not necessarily from the marketing communications an owner percolates to

targeted consumers. Therefore, brand associations become handy to check the consumer's

perception of the brand.

Brand identity needs to focus on authentic qualities real characteristics of the value and brand

promise being provided and sustained by organizational and/or production characteristics.

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Visual brand identity

The recognition and perception of a brand is highly influenced by its visual presentation. A brands visual

identity is the overall look of its communications. Effective visual brand identity is achieved by the

consistent use of particular visual elements to create distinction, such as specific fonts, colors, and graphic

elements. At the core of every brand identity is a brand mark, orlogo. In the United States, brand identity

and logo design naturally grew out of the Modernist movement in the 1950s and greatly drew on the

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principles of that movement simplicity (Mies van der Rohes principle of "Less is more") and geometric

abstraction. These principles can be observed in the work of the pioneers of the practice of visual brand

identity design, such as Paul Rand, Chermayeff & Geismarand Saul Bass.

Brand trust

Brand trust is the intrinsic 'believability' that any entity evokes. In the commercial world, the

intangible aspect of Brand trust impacts the behavior and performance of its business

stakeholders in many intriguing ways. It creates the foundation of a strong brand connect with all

stakeholders, converting simple awareness to strong commitment. This, in turn, metamorphoses

normal people who have an indirect or direct stake in the organization into devoted ambassadors,

leading to concomitant advantages like easier acceptability of brand extensions, perception of

premium, and acceptance of temporary quality deficiencies.

The Brand Trust Report is a syndicated primary research that has elaborated on this metric of

brand trust. It is a result of action, behavior, communication and attitude of an entity, with the

most Trust results emerging from its action component. Action of the entity is most important in

creating trust in all those audiences who directly engage with the brand, the primary experience

carrying primary audiences. However, the tools of communications play a vital role in

transferring the trust experience to audiences which have never experienced the brand, the all

important secondary audience.

Brand parity29

Brand parity is the perception of the customers that some brands are equivalent.[20] This means

that shoppers will purchase within a group of accepted brands rather than choosing one specific

brand. When brand parity is present, quality is often not a major concern because consumers

believe that only minor quality differences exist.

Expanding role of brand28

It was meant to make identifying and differentiating a product easier. Over time, brands came to

embrace a performance or benefit promise, for the product, certainly, but eventually also for the

company behind the brand. Today, brand plays a much bigger role. Brands have been co-opted

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as powerful symbols in larger debates about economics, social issues, and politics. The power of

brands to communicate a complex message quickly and with emotional impact and the ability of

brands to attract media attention, make them ideal tools in the hands of activists.[21]Cultural

conflict over a brand's meaning have also been shown to influence the diffusion of an innovation.

[22]

Branding approaches15

Company name

Often, especially in the industrial sector, it is just the company's name which is promoted

(leading toone of the most powerful statements of branding: saying just before the company's

downgrading, "No one ever got fired for buying IBM"). This approach has not worked as well

for General Motors, which recently overhauled how its corporate brand relates to the product

brands. Exactly how the company name relates to product and services names is known as brand

architecture. Decisions about company names and product names and their relationship depends

on more than a dozen strategic considerations.

In this case a strong brand name (or company name) is made the vehicle for a range of products

(for example, Mercedes-Benz orBlack & Decker) or a range of subsidiary brands (such as

Cadbury Dairy Milk, Cadbury Flake or Cadbury Fingers in the United States).

Individual branding

Each brand has a separate name (such as Seven-Up, Kool-Aid orNivea Sun (Beiersdorf)), which

may compete against other brands from the same company (for example, Persil, Omo, Surf and

Lynx are all owned by Unilever).

Attitude branding and iconic brands16

Attitude branding is the choice to represent a larger feeling, which is not necessarily connected

with the product orconsumption of the product at all. Marketing labeled as attitude branding

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include that ofNike, Starbucks, The Body Shop, Safeway, and Apple Inc.. In the 2000 bookNo

Logo,[11]Naomi Klein describes attitude branding as a "fetish strategy".

"A great brand raises the bar -- it adds a greater sense of purpose to the experience, whether it's

the challenge to do your best in sports and fitness, or the affirmation that the cup of coffee you're

drinking really matters." - Howard Schultz (president, CEO, and chairman ofStarbucks)

.

Iconic brands are defined as having aspects that contribute to consumer's self-expression and

personal identity. Brands whose value to consumers comes primarily from having identity value

are said to be "identity brands". Some of these brands have such a strong identity that they

become more or less cultural icons which makes them "iconic brands". Examples are: Apple,

Nike and Harley Davidson. Many iconic brands include almost ritual-like behaviour in

purchasing or consuming the products.

There are four key elements to creating iconic brands (Holt 2004):

1. "Necessary conditions" - The performance of the product must at least be acceptable, preferably

with a reputation of having good quality.2. "Myth-making" - A meaningful storytelling fabricated by cultural insiders. These must be seen as

legitimate and respected by consumers for stories to be accepted.

3. "Cultural contradictions" - Some kind of mismatch between prevailing ideology and emergent

undercurrents in society. In other words a difference with the way consumers are and how they

wish they were.

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4. "The cultural brand management process" - Actively engaging in the myth-making process in

making sure the brand maintains its position as an icon.

"No-brand" branding23

Recently a number of companies have successfully pursued "no-brand" strategies by creating

packaging that imitates generic brand simplicity. Examples include the Japanese company Muji,

which means "No label" in English (from "Mujirushi Ryohin" literally, "No brand

quality goods"), and the Florida company No-Ad Sunscreen. Although there is a distinct Muji

brand, Muji products are not branded. This no-brand strategy means that little is spent on

advertisement or classical marketing and Muji's success is attributed to the word-of-mouth, a

simple shopping experience and the anti-brand movement.[25][26][27] "No brand" branding may be

construed as a type of branding as the product is made conspicuous through the absence of a

brand name. "Tapa Amarilla" or "Yellow Cap" in Venezuela during the 1980s is another good

example of no-brand strategy. It was simply recognized by the color of the cap of this cleaning

products company.

Derived brands

In this case the supplier of a key component, used by a number of suppliers of the end-product,

may wish to guarantee its own position by promoting that component as a brand in its own right.

The most frequently quoted example is Intel, which positions itself in the PC market with the

slogan (and sticker) "Intel Inside".

Brand extension and brand dilution21

The existing strong brand name can be used as a vehicle for new or modified products; for

example, many fashion and designer companies extended brands into fragrances, shoes and

accessories, home textile, home decor, luggage, (sun-) glasses, furniture, hotels, etc.

Mars extended its brand to ice cream, Caterpillarto shoes and watches, Michelin to a restaurant

guide, Adidas and Puma to personal hygiene. Dunlop extended its brand from tires to other

rubber products such as shoes, golf balls, tennis racquets and adhesives.

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There is a difference between brand extension and line extension. A line extension is when a

current brand name is used to enter a new market segment in the existing product class, with new

varieties or flavors or sizes. When Coca-Cola launched "Diet Coke" and "Cherry Coke" they

stayed within the originating product category: non-alcoholic carbonated beverages. Procter &

Gamble (P&G) did likewise extending its strong lines (such as Fairy Soap) into neighboring

products (Fairy Liquid and Fairy Automatic) within the same category, dish washing detergents.

The risk of over-extension is brand dilution where the brand loses its brand associations with a

market segment, product area, or quality, price or cachet.

Multi-brands

Alternatively, in a market that is fragmented amongst a number of brands a supplier can choose

deliberately to launch totally new brands in apparent competition with its own existing strong

brand (and often with identical product characteristics); simply to soak up some of the share of

the market which will in any case go to minor brands. The rationale is that having 3 out of 12

brands in such a market will give a greater overall share than having 1 out of 10 (even if much of

the share of these new brands is taken from the existing one). In its most extreme manifestation,

a supplier pioneering a new market which it believes will be particularly attractive may choose

immediately to launch a second brand in competition with its first, in order to pre-empt othersentering the market.

Individual brand names naturally allow greater flexibility by permitting a variety of different

products, of differing quality, to be sold without confusing the consumer's perception of what

business the company is in or diluting higher quality products.

Once again, Procter & Gamble is a leading exponent of this philosophy, running as many as ten

detergent brands in the US market. This also increases the total number of "facings" it receiveson supermarket shelves. Sara Lee, on the other hand, uses it to keep the very different parts of

the business separate from Sara Lee cakes through Kiwi polishes to L'Eggs pantyhose. In the

hotel business, Marriott uses the name Fairfield Inns for its budget chain (and Ramada uses

Rodeway for its own cheaper hotels).

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Cannibalization is a particular problem of a "multibrand" approach, in which the new brand takes

business away from an established one which the organization also owns. This may be

acceptable (indeed to be expected) if there is a net gain overall. Alternatively, it may be the price

the organization is willing to pay for shifting its position in the market; the new product being

one stage in this process.

Private labels

Private labelbrands, also called own brands, orstore brands have become popular. Where the

retailer has a particularly strong identity (such as Marks & Spencerin the UKclothing sector)

this "own brand" may be able to compete against even the strongest brand leaders, and may

outperform those products that are not otherwise strongly branded.

Individual and organizational brands

There are kinds of branding that treat individuals and organizations as the products to be

branded. Personal branding treats persons and their careers as brands. The term is thought to

have been first used in a 1997 article by Tom Peters.[28]Faith branding treats religious figures and

organizations as brands. Religious media expert Phil Cooke has written that faith branding

handles the question of how to express faith in a media-dominated culture. [29] Nation branding

works with the perception and reputation of countries as brands.

Crowd sourcing branding

These are brands that are created by the people for the business, which is opposite to the

traditional method where the business create a brand. This type of method minimizes the risk of

brand failure, since the people that might reject the brand in the traditional method are the ones

who are participating in the branding process.

Nation branding (place branding and public diplomacy)

Nation branding is a field of theory and practice which aims to measure, build and manage the

reputation of countries (closely related to place branding). Some approaches applied, such as an

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increasing importance on the symbolic value of products, have led countries to emphasise their

distinctive characteristics. The branding and image of a nation-state "and the successful

transference of this image to its exports - is just as important as what they actually produce and

sell."

Brand Switching,23,39

Sometimes known as brand jumping, brand switching is the process of choosing to switch from

routine use of one product or brand to steady usage of a different but similar product. Much of

the advertising process is aimed at encouraging brand switching among consumers, thus helping

to grow market share for a given brand or set of brands.

Convincing consumers to switch brands is sometimes a difficult task. It is not unusual for

customers to build up a great deal of brand loyalty due to such factors as quality, price, and

availability. To encourage switching brands, advertisers will often target these three areas as part

of the strategy of encouraging brand switching.

Price is often an important factor to consumers who are tight budgets. For this reason, advertisers

will often use a price comparison model to entice long time users of one brand to try a new one.

The idea is to convince the end user that it is possible to purchase the same amount of product

while spending less money. Ideally, this means that the consumer can use the savings for other

purchases, possibly even a luxury item of some sort. The idea of more discretionary resources in

the monthlybudget can be an effective in the encouragement of jumping brands.

However, price is not always enough to encourage brand switching. When this is the case,

comparing the quality of one brand to another is a common approach. With this model, the

motivation is that the new Brand B will work just as well as the more established Brand A. When

coupled with a cost savings, the comparison of quality can often sway long time consumers at

least long enough to give the newer product a try.

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There are consumers who are less concerned with cost. For these users, the approach is to present

the new brand as being of superior quality to the established brand. Essentially, this means

demonstrating that the new brand can do everything the older brand can do, plus a little more.

For example, a product that can be used to dust wood, glass, and plastic surfaces may be more

attractive than a product that is formulated for glass only. The implication is that the one product

can take the place of three products, and may motivate brand switching.

Factors37

Morgan and Dev (1994, p.267) examined three types of variables which influence brand-

switching behavior, namely changes in usage context or situation, marketing

mix variables which are directly controllable by the firm, and customer background variables.

The research has been conducted within service industry because of the higher

importance of maintaining existing customers for service retailing. The advantage of this

research is the consideration of both controllable and uncontrolled factors influencing brand-

switching. The influence of controllable variables (marketing mix variables) has been examined

under a variety of contexts, and varied from different groups of customers who have different

characteristics. Moreover, the researchers believed that context, control, and customer variables

could influence the level of involvement, variety seeking, cognitive processing

(Morgan and Dev, 1994, p.270), and it is meaningful and necessary to test the

relationship between customer involvement and brand choice behavior. The result showed the

strong impact of the special deal offer on brand-switching, and the important impact

of usage context. The reason for the importance of context, according to Morgan

and Dev (1994), would be because customers could not evaluate their purchase

without considering the product experience context. Therefore, Morgan and Dev

believe that contextual analysis is crucial for investigating brand choice behavior in

service retail industry. Another research conducted by Miller and Ginter (1979) tested theimportance of situational variables and studied if customers attitudes will vary in a

different situation.

At the heart of brand switching is non-fulfillment of promise, lack of expected satisfaction or

attitude of brand ambassadors towards a potential or actual brands customers. Brand experience

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counts so much. By over communicating brand promise, most brands set themselves up for

failure. Instead of checking the capacity to deliver, most brands do not consider this but go ahead

to make tall promises which will be difficulty to fulfill. Some of such factors include may be due

to the quality of inter brands or technology that can deliver fast. Interestingly, perception,

interaction is an ongoing thing. Nothing is rehearsal; all is live play in branding. Mistakes here

and there are leading to wrong perceptions which eventually become the persons real perception

of such brands. And in most cases such are normally negative. Always ensure that the

expectation people have about your brands before a direct contact is not diminished when they

actually have a contact with the brand. If it is possible make sure that the actual experience at

contact is greater than what they already thought of the brand. We can not rule out that some

potential clients may be hard to please but at the same time, brand contact persons must work

hard on finding out the real issue they do have.

Jean claude Saade says experience is the reality check that sets the limit between what the brand

is saying and who the brand is and what the brand is really delivering. Let us examine some of

the major reasons for brand switching.

1. Promise delivery: This has to do with what is promised and what is real. Lack of consistency

in this area is a major factor that determines continuous loyalty of the client.

2. Brand ambassadors behavior: Attitude of brands contact persons are important to in

determining the kind of opinion. The challenge we have noticed is that many brand drivers often

leave this job to the lower cadre of staff who do not know anything about customer care, delight.

They assume these positions are for the staff member without any serious thing to do.

3. Brands culture: The cultural behavior of the brands executive often reflects on the general

attitudinal culture of the organization. This often repels than attract people.

4. Lack of emotional connection: many brands only contact their customers when they want to

sell. They know nothing about their clients birthdays, anniversaries or challenges. If such find

another brand that can be there for them aside from patronizing the brands, they are likely to

switch.

5. Brands corporate value: How do you see your customers, those who buy our products or those

who pay our bills?

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THE REAL REASON FOR BRAND-SWITCHING40

The fortunes of established brands are driven by consumers' fluctuating desires, not by changed

perceptions. When a consumer switches around within a set of brands, it's because her

fluctuating desires temporarily alter how important it is that she receive the benefits of one brand

vs. another. Once a product has been used, a consumer's perception of it rarely changes, but

desires for the perceived benefits of competing brands often fluctuate and it's this that creates

brand switching.

Conventional wisdom presents a very different view. Ever since the valid concept emerged that

brands are positioned perceptually, marketers have taken it for granted that brand switching

occurs because advertising has changed perceptions-or because of promotion or lack of product

availability. They assume for advertising to succeed it can and must move consumers'

perceptions closer to their ideal.

However, when consumer brand perceptions are tracked for an established brand, one finds they

are rarely any different during or after a campaign that increased market share than they were

before. Because the share went up, these tracking results are usually dismissed as meaning only

that perceptual changes were too subtle to measure or that some critical attribute was missed.

Had this research been taken at face value, marketers would now be looking at their brands very

differently, and established brands would be managed more profitably.

Here we present a general theory of consumer purchase behavior that has important implications

to the management of established brands.

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The process theory of brand choice

1. The experience a consumer receives from using a brand solidifies her perceptions of it. These

fixed perceptions can rarely be changed through advertising alone.

2. How a consumer perceives each of the different brands in a category determines which ones

are used and which ones are not. The consumer may perceive different brands to be superior on

different desirable attributes and this results in her switching around within a set of brands rather

than using a single brand.

3. When a consumer uses a set of brands, the consumer's fluctuating wants and desires are what

cause her to switch from one brand to another.

4. In many categories, brand use itself is what causes a consumer's desires to fluctuate. The

consumer may temporarily satisfy certain desires by using one brand but deprive herself of other

satisfactions she could have received from a competing brand.

5. As consumers' desires fluctuate relative to their fixed perceptions of brands, a consistent

process of brand choice (brand switching) results over time.

6. Advertising and promotion intervene in the process of brand choice by temporarily changingthe probability of a user purchasing the brand the next time the category is shopped.

A. Advertising intervenes by temporarily intensifying the consumer's desire for some benefit the

brand is already perceived to provide.

B. Price promotion intervenes by temporarily changing the perception of price/value.

7. New brands, line extensions, product improvements, disequilibrium price changes and

restages of existing brands change consumers' perceptions and permanently alter the process of

brand choice (the probabilities of brands being selected) for some category users.

8. It is the fate of most brands that their own advertising will never improve users' perceptions,

but instead that new competitors will diminish these perceptions over time.

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Currently, an advertising strategy that has successfully positioned a new brand is then expected

to improve that position over time. Since this is rarely possible, most advertising for established

brands produces relatively low persuasion scores, and the advertising on behalf of one brand

tends to be offset by its competitors'.

New brands quickly settle into a market share pecking order with the competition and rarely

move up as advertising is asked to accomplish the irrelevant goal of improving perceptions. Not

only do established brands rarely improve their market share-unless the product is reformulated-

the average brand actually loses about a third of a share point each year to new entries.

Advertising for an established brand, particularly a well-differentiated one, will be much more

effective if it exploits the brand's positioning. Specifically, advertising should exploit the

important elements of positioning that differentiate the brand from competing brands in a set. For

example, if consumers use a brand of toothpaste to prevent decay, and some of these consumers

also use other brands for other reasons, advertising alone will not improve perceptions of the

brand's decay-fighting ability, but it can and should make decay prevention more important.

The key to more effective advertising is to understand exactly what it is about your brand that is

both differentiating and important to current users. Often the driving elements of a brand's

positioning are not what marketers assume. However, there is a research technique that revealswhat these elements are and if segments are using the brand for different reasons.

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THEORETICAL FRAMEWORK1,2

CONSTRUCT1,2

To Study the impact of sales promotion activities on brand switching behavior for Laurent and

benon hotels.

INDEPENDENT VARIABLES :

Quality of Service

Promotion Activities

Response of Staff

Facilities Provided

DEPENDENT VARIABLE

Brand Switching

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LITERATURE SURVEY

Books

Sekran Uma1 (4th Edition),Business Research Methodology

(Research methodology which has used by researcher do design proper research

framework. Researcher has studied data analysis and interpretation from this which can

be used by her in analyzing the responses of the individuals.)

Malhotra K Naresh2 (5th Edition),Marketing Research: An Applied Orientation

(Types of research design and researcher has used this knowledge in determining the purpose

of the study, time horizon, study setting and type of investigation for this study.)

Kothari C.R.3(2nd Revised Edition),Research Methodology Methods and Techniques.

(Research methods which have been used by researcher. Researcher has used the

knowledge while designing sampling design which helped in determining sample area,

sample unit etc. of the present study.)

Coakes J Sheridan, Steed Lyndall & Dzidic Peta4, SPSS Version 17.0 for Windows

(Information regarding the important tool used in the study and defines where it is applied and

why. It explains the relevance of different tools to be used.)

Jain T.R. 5,Statistics for MBA

(The importance of hypothesis formulation and also understanding the null and alternate

hypothesis which helps in the development of hypothesis in the study.)

Bagdan . J Paul6Guest Service in the Hospitality Industry

( Information regarding the impact of response of staff members on the customers)

Siguaw Judy, Smith Arthur Russell7 Strategic Hospitality Leadership: The Asian Initiative

(Information regarding the entire hospitality industry at a global level)

Drummond E. Karen, Miller E. Jack8 Your Hospitality Field Experience: A Student

Workbook

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(The researcher has used the knowledge regarding the actual field job experience for studying the

industry as a whole)

Dupr Denise, Lane.E Harold9Hospitality World!: An Introduction

( Knowledge regarding the determinants of hospitality industry)

Var Turgut, Olsen D. Michael, Khan A. Mahmood10 VNR'sEncyclopedia of Hospitality and

Tourism

( Information regarding the contact information of various hotels available in india at outside)

Andreasen, A.R.(1977)11.Consumer Dissatisfaction as a Measure of Market Performance.

Vol.1, pp.311-322.

(The researcher has used the knowledge for studying the impact on customer satisfaction on

market performance)

Beerli, A. & Martin Santana, J.D. (1999)12. Design and Validation of an

Instrument for Measuring Advertising Effectiveness in the Printed Media. Vol.21, No.2,

pp.11-30.

( The researcher got the help in designing of questionnaire)

Bell, D.R., Chiang, J., and Padmanabhan, V. (1999)13. The Decomposition of Promotional

Response: an Empirical Generalization. Marketing Science, Vol.18, pp.504-526.

Biel, A.L & Bridgwater, C.A. (1990)14. Attributes of Likable Television

Commercials. Journal of Advertising Research, June-July, pp.38-44.

Blattberg, R., Buesing, T., Peacock, P., and Sen, S. (1978) 15. Identifying the

Deal Prone Segment. Journal of Marketing Research, Vol.15, August, pp.369-377.

Aaker DA16. Managing brand equity: capitalizing on the value of a brand name. New York,

N.Y.: The Free Press; 1991

Ailawadi KL, Lehmann DR, Neslin SA17 Revenue premium as an outcome measure of

brand equity. J Mark 2003;67(4):117

Batra R, Lehmann DR, Burke J, Pae J18. When does advertising have an impacta study

of tracking data. J Advert Res 1995;35(5):1932.

Bello DC, Holbrook MB19. Does an absence of brand equity generalize across product

classes. J Bus Res 1995;34(2):12531.

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Darke PR, Chung CMY20 Effects of pricing and promotion on consumer perceptions: it

depends on how you frame it. J Retailing 2005;81(1):3547.

Ehrenberg ASC21 Repetitive advertising and the consumer. J Advert Res 1974;14(2):2534.

Farnum NR, Stanton LW22. Quantitative forecasting methods. Boston: PWS-KENT

Publishing Co.; 1989.

Journals

Christian Homburg , Martin Klarmann 1, Jens Schmitt23 (2010). Intern. J.

of Research in Marketing: (Consulted to know the relationship between brandawareness and firms performance)

S. L. Rao24(1998). Economic and Political Weekly, Vol. 33, No. 40 (Oct. 3-9,

1998), pp. 2566-2568 : (Was used to know the fundamentals of brand building

in Indian industry)

Susan P. Douglas, C. Samuel Craig, Edwin J. Nijssen25(2001). Journal of

International Marketing, Vol. 9, No. 2 (2001), pp. 97-114: ( Was consulted to

gain the information regarding the architecture of brand building)

Vithala R. Rao, Manoj K. Agarwal and Denise Dahlhoff26(2004). Journal of

Marketing, Vol. 68, No. 4 (Oct., 2004), pp. 126-141: ( The researcher used the

journal to gain information regarding the contribution of brand to intangible

value of firm)

Kevin Lane Keller27(1993). Journal of Marketing, Vol. 57, No. 1 (Jan., 1993),

pp. 1-22 : ( Knowledge regarding how to measure brand equity of a firm

through appropriate scale)

Mary Tschirhart, Robert K. Christensen James L. Perry28(2005) Public

Performance & Management Review, Vol. 29, No. 1 (Sep., 2005), pp. 67-84 (To

make a contrast between branding and collaboration)

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Sanjay Sood 29(2012) Journal of Marketing Research electronicVol. XLIX

(June 2012), 373382 : ( Helped in studying the Effects of Brand name on the

companys performance)

Hong-bumm Kima, Woo Gon Kimb30

(2004) Elsevier : (Helped in studying

the relationship brand equity and performance of luxury hotels)

Websites

http://www.viterbo.edu/analytic/Vol.%2023%20no.%201/intro.%20to

%20hospitality.pdf31(Basic introduction about hotel industry)

http://askmesolution.com/2011/08/introduction-hospitality-industry.html32(Contribution

of hotel industry to indian economy)

http://as.wiley.com/WileyCDA/WileyTitle/productCd-EHEP001785.html33(Information

regarding what is a product and its attributes)

www.slideshare.net/rbyars/ introduction-to-hospitality - industry34(Introduction to

hospitality industry and future growth in the industry)

http://www.laurentandbenon.co.in35(Introduction to Laurent and Benon hospitality

solutions)

http://www.laurentandbenongroup.com/hotelsdetails.asp36(Details regarding the various

hotels of Laurent and Benon)

http://tutor2u.net/business/marketing/brands_introduction.asp37(How to market the brands

)

http://www.wisegeek.com/what-is-brand-switching.htm38(Basic details regarding brand

switching behavior of the customers)

http://yinkaolaito.com/2009/06/brand-switching39/(Factors influencing brand switching)

42