park plaza hotel consumer perception project
DESCRIPTION
Consumer Perception analysis through observation, statistical tools(SPSS 16) of one of the new 4 Star delux Hotels in Lahore, Pakistan (Park Plaza)TRANSCRIPT
Table of Contents
ACKNOWLEDGEMENT...................................................................................................2Executive summary.............................................................................................................3Consumer perception relation with Park Plaza....................................................................4
Perception........................................................................................................................4Sensation:........................................................................................................................4The absolute threshold:....................................................................................................5Dynamics of Perception:..................................................................................................6Perceptional selection:.....................................................................................................6Expectations:....................................................................................................................7Motives:...........................................................................................................................7Perceptional Organization:..............................................................................................8Figures and ground:.........................................................................................................8Perceptional Interpretation:.............................................................................................8Perceptional Distortion:...................................................................................................8First Impression:..............................................................................................................9Perceived Prices:............................................................................................................10
Problem statement:............................................................................................................11Research question:.........................................................................................................11Research objectives and variables:................................................................................11
Research methodology:.....................................................................................................12Data and data collection:...............................................................................................12Primary data:..................................................................................................................12Secondary data:..............................................................................................................13
Measurement method:.......................................................................................................13Sampling Plan....................................................................................................................13
Population......................................................................................................................13Sampling Unit................................................................................................................13Sample Size...................................................................................................................13Sampling Method...........................................................................................................13
SPSS Analysis:..................................................................................................................14Data analysis:.................................................................................................................14Significance T- Test:......................................................................................................14One-Sample Test...........................................................................................................16Decision:........................................................................................................................16Conclusion:....................................................................................................................16
Factor analysis on customer perception:............................................................................17Component Matrix.........................................................................................................17Mean comparison of purpose of visit and overall rating:..............................................18Reliability Analysis:......................................................................................................19Reliability Statistics.......................................................................................................19Competitor Analysis:.....................................................................................................20Findings.........................................................................................................................20References:....................................................................................................................22
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ACKNOWLEDGEMENT
Praise is to Allah Almighty, the one testing us all at all times and making decisions about
what we don’t know and can’t know. Writing this report appeared to be a great
experience to us. It added a lot to our knowledge while we were working on this project.
If we say that this project is one of our memorable experiences in student life, then it
would not be wrong.
We owe deep appreciation to Mr. Asad Awan for stimulating our creative
abilities by assigning this report to us. Also, we like to thank Mr. Hassan Ali Malik GSO of
Park Plaza who really helped us in gathering data and guide like professionals. We are
immensely grateful to all our fellow students who guided us in making this report,
without whose considerate attention and interest, it would be difficult for us to
complete this project on time. Whatever we have learnt from them and this project
report has put permanent impression on our mind. It is our career. Conviction that this
learning experience will always be a source of help in our practical life and professional
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Executive summary
This project had been assigned by Mr. Asad Awan lecturer of ‘’Consumer Behavior’’
before midterm. The topic was to analyze the “Consumer perception’’ about park plaza
hotel”.
Although, there is a growing volume of research on consumers especially hotels and
restaurants but there are many variables which are still confusing or may be changing
according to the customer perceptions. That’s why in this project we considered hotel
services such as accommodation, food and beverages, health club and SPA. We
collected information with the help of questionnaire and did interview with a
management employee there. We also did observation by sitting in the hotel.
Then we did analysis on the collected data through SPSS and made decisions about
customer perception regarding park plaza services. We also described through quartiles
that our most of the data lies in the first quartile. With the help of T Test we made a
decision that overall perception of customers about park plaza is good by rejecting Ho.
We also did factor analysis which extracted two components like guest services and
health club. Then, we did reliability analysis to check questionnaire performance and we
got 64.2 numbers which determined that our questionnaire is more than above normal
reliability.
At the end we made comparison of all the variables with customer perception theory
concepts and find out that there is link among selected variables of park plaza and
theories concepts like link between Park plaza building and absolute threshold.
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The Park Plaza Introduction
Carlson Hotels has signed a Park Plaza hotel in Lahore, the second most populated city
in Pakistan. Owned by the Rehman Group, the Park Plaza Lahore MM Alam Road will
join a growing number of hotels in the Park Plaza portfolio across the Asia Pacific region.
The 172-room hotel is scheduled to open in September 2007.
Lahore is one of largest city's in South Asia, and because of its rich history and allure,
has become the most popular tourist spot in Pakistan. The Park Plaza Lahore is centrally
located on MM Alam Road, Gulberg III, surrounded by a range of shopping malls, retail
stores, markets and the city’s top restaurants. The hotel site is just minutes from the
Liberty Market and the Hafeez Center, Lahore’s famous technology bazaar, also known
as the biggest computer market in Pakistan. The old historical city of Lahore is located
just 10km away from the hotel.
The Park Plaza Lahore is designed by architect, M/s Raza & Associates and will feature
172 guestrooms and suites. There will be an all-day dining outlet, two specialty
restaurants, a health club and spa, a swimming pool and a 24-hour business centre with
two meeting rooms. The hotel will also have function rooms to meet banquets and
conference needs.
The Park Plaza Story:
Trendsetting design, with warm engaging service and outstanding customer value, define
the hospitality of Park Plaza Hotels & Resorts as the brand continues to expand into
highly visible locations around the world. Park Plaza hotels are welcoming guests in 35
locations including such key destinations as Bangkok, Beijing, London, Berlin, Amsterdam,
Dublin, Budapest and Sao Paulo.
Park Plaza Hotels & Resorts capture the energy and style of each individual location
whether it is the elegant refinement of Asia or the vibrant sophistication of London. In
Europe, the Middle East and Africa, Park Plaza is introducing the latest concepts of chic
hospitality design.
In Pakistan, the brand is defined by its showcase property the luxurious Park Plaza by
Places of Interest
Royal Fort - Lahore
Shalimar Garden
Minar-e-Pakistan
Badshahi Mosque Golden Mosque
Fortress Stadium
Pace
Qadafi Stadium
Liberty Market
Defence Y Block Market
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The Park Plaza Introduction
Carlson Hotels has signed a Park Plaza hotel in Lahore, the second most populated city
in Pakistan. Owned by the Rehman Group, the Park Plaza Lahore MM Alam Road will
join a growing number of hotels in the Park Plaza portfolio across the Asia Pacific region.
The 172-room hotel is scheduled to open in September 2007.
Lahore is one of largest city's in South Asia, and because of its rich history and allure,
has become the most popular tourist spot in Pakistan. The Park Plaza Lahore is centrally
located on MM Alam Road, Gulberg III, surrounded by a range of shopping malls, retail
stores, markets and the city’s top restaurants. The hotel site is just minutes from the
Liberty Market and the Hafeez Center, Lahore’s famous technology bazaar, also known
as the biggest computer market in Pakistan. The old historical city of Lahore is located
just 10km away from the hotel.
The Park Plaza Lahore is designed by architect, M/s Raza & Associates and will feature
172 guestrooms and suites. There will be an all-day dining outlet, two specialty
restaurants, a health club and spa, a swimming pool and a 24-hour business centre with
two meeting rooms. The hotel will also have function rooms to meet banquets and
conference needs.
The Park Plaza Story:
Trendsetting design, with warm engaging service and outstanding customer value, define
the hospitality of Park Plaza Hotels & Resorts as the brand continues to expand into
highly visible locations around the world. Park Plaza hotels are welcoming guests in 35
locations including such key destinations as Bangkok, Beijing, London, Berlin, Amsterdam,
Dublin, Budapest and Sao Paulo.
Park Plaza Hotels & Resorts capture the energy and style of each individual location
whether it is the elegant refinement of Asia or the vibrant sophistication of London. In
Europe, the Middle East and Africa, Park Plaza is introducing the latest concepts of chic
hospitality design.
In Pakistan, the brand is defined by its showcase property the luxurious Park Plaza by
Consumer perception relation with Park Plaza
Perception
Our perception is an approximation of reality. Our brain attempts to make sense out of
the stimuli to which we are exposed.
If we relate consumer perception and consumer behavior then we will see indirect
relation between them because our perception regarding any good and services which
may be good or bad leads our behavior towards them. Generally speaking, good or
positive perception leads towards good or positive behavior and negative perception
leads towards negative behavior regarding specific goods and services. The importance
of consumer perception can be justified with a classic example that a two different
people presented with a glass poured half with water. Then this all depends upon the
perception of two people, who are exposed with the same stimuli under the same
apparent conditions, but one person finds half empty glass and one finds half filled glass
of water.
Well, if we talk about the perception of people regarding Park Plaza who experience
either room services or restaurants, health club and SPA was really positive and
customers feels really good after getting their services. We interviewed many customers
and we find couple of reasons regarding positive perception of the customers. 1st, the
name its self give rise helps customers to think positive regarding Park Plaza which is a
part of World Wide chain of hotels “Carlson Group” known for his world class service.
2nd, and most important the place (MM alam road) where it is located and the 13 floor
building itself helps customers to perceive positive about Park Plaza.
Sensation:
Sensation is the immediate and direct response of the sensory organs to stimuli. A
stimulus is any unit of input to any of the senses. Here we classified sensation into two
situation 1st for those who never visit but heard the name and 2nd for those who first
time enters Park Plaza.
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First, who first time hear the name of Park Plaza. We interviewed almost 20-25 people
comprises on men and women regarding Park Plaza that what they think and feels for
the very first time. Well, the response was quite interesting majority of people thought
this a hotel, but may be local some guessed right that international hotel. Also, there
were a group of people who thought this is a ‘Park’ or ‘Garden’ in town.
Second, we observed and interviewed more than 50 people by sitting in the main lobby.
Almost every person who entered responded with a smile because what they see is
amazing and exceptional décor, what they feel is pleasant atmosphere and what they
hear is a light music. So, everything leads their guest to feel good from the very first
time.
The absolute threshold:
In case of Park Plaza we find two points at which a person can detect a difference
between “something” and “nothing”. First, the big 13 floor building at the corner of MM
Alam road, linking cantt ,Abid market , people from Kalma Chowk. So, the only building
situated at this point is Park Plaza. Second, the banners of hi-tea they are offering on
their soft launch.
Apart of perception of only those customers who are in form of guests who visits
and experience Park plaza services. We find another form of customers in Park Plaza
who visits and deals with Park Plaza services daily on regular basis. We are talking about
‘Employees’ who work in Park Plaza from the last 3 months because Park Plaza deals
and respect their employees like their first customers. Well, we think we can’t ignore
employee’s perception after observing and interviewing majority of employees from
house keeper to manager.
Well, every employee is very happy from the management, the incentives, the
dealing and the atmosphere.
We observed and came to knew that there is one kitchen in the basement for
employees where house keeper to manager sits together. This creates a sense of
equality among each employee, served with same menu which is new every day. Also,
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the over cooked food in hi-tea served to employees. Also, weekly and monthly bonuses
for most of the employees.
Dynamics of Perception:
Individuals are very selective as to which stimuli they “recognize”; they subconsciously
organize the stimuli they do recognize according to widely held psychological principles
and they interpret such stimuli subjectively in accordance with their personal needs,
expectations, and experiences. The following section examines some aspects of
perception: the selection, organization and interpretation of stimuli.
Perceptional selection:
Consumer subconsciously exercises a great deal of selectivity as to which aspects of the
environment they perceive. Well, this also happened with the Park Plaza guests who
were part of survey, interviews and observation. While interviewing people we put a
question that “what do you think about Park Plaza? Is it 4 or 5-star hotel?” Majority of
the sample replied “5-Star” and a small part of sample replied “4-star” which is correct
because we confirmed from the management that Park Plaza is 4-Star deluxe Hotel.
Also, people think Park Plaza is a part of 5-Star hotel chain “Carlson Hotels, Regent,
Redisson, and Country INNS & Suits”. But, after scratching some more truth from
management we come to know that Park Plaza is not part of 5-star hotel chain but they
only own Park Plaza name in Pakistan.
As we discussed in above paragraph that how and what image Park Plaza creates
in people mind and people subconsciously think that Park Plaza is a 5-star hotel.
Because Park Plaza showed in their web-site and mentioned to be a part of 5-star hotel
that’s why people subconsciously think to be a part of 5-star hotel chain.
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Expectations:
People usually see what they expect to see, and what they expect to see is usually based
on familiarity, previous experience, or preconditioned set. Well, Park Plaza guests are
delighted because they are getting more value for money either they are visiting for hi-
tea in “Endless Summer” or visiting for luxury experience to stay in deluxe rooms. What
we get from observation and interviews that people expecting to experience world class
services from entrance to exit and they are truly getting it. Let us clear one thing that
Park Plaza has a soft launch through hi-tea and they started their operations and
services since February 2010 and they schedule their hard launch on 15 th June, 2010 and
management wants to satisfy customer needs by bringing luxury experience in
accommodation (twin-sharing rooms, executive rooms etc). Also, in food and beverages
(uptown pool bar, outdoor Jacuzzi etc) for Park Plaza guests.
Motives:
People tend to perceive the things they need or want; the stronger the need, the
greater the tendency to ignore unrelated stimuli in the environment. Marketing
managers recognize the efficiency of targeting their products to the perceived needs of
consumers. That exactly Park Plaza management and engineers did and designed hotel
in such a way to target customers according to their needs and wants. For example:
Guests only for hi-tea and nothing to do with rooms and other restaurants can directly
approach to “Endless Summer” on the right side of the entrance. Also, for executives
who visits for the meeting can approach to one of the two meeting halls but for those
who want food and meeting together can approach “executive dinning” in “The Spot”.
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Perceptional Organization:
People do not experience the numerous stimuli they select from the environment as
separate and discrete sensations; rather, they tend to organize them into groups and
perceive them as unified wholes.
Figures and ground:
People have a tendency to organize their perceptions into figure-and-ground
relationship. This figure-ground pattern is perceived can be influenced by prior pleasant
or painful associations with one or the other element in isolation.
In Park Plaza we observed that they do use figure-ground pattern in their hotel. They
use stimulus of soft music in entrance, front desk, lobbies, ground wash room and in
main escalator, it appears to be well-defined.
Perceptional Interpretation:
The previous discussion has emphasized that perception is a personal phenomenon.
People exercise selectivity as to which stimuli they perceive, and they organize these
stimuli is also uniquely individual, because it is based on what individuals expect to see
in light of their past experience, motives and interests at the time of perception.
The survey result of Park Plaza guest shows for them majority of stimuli are highly
ambiguous, they interpret them in such a way that they serve o fulfill personal needs,
wishes, interests, and so on.
Perceptional Distortion:
Physical appearance:
People tend to attribute quality with the
physical appearance of goods and
services. In case of Park Plaza the décor,
cleanliness, ambience etc are key
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physical factors through which guests interacts. This includes from building to every
physical thing in rooms, lobby, reception, halls, lightning etc. That’s the reason by
knowing how much they are important for consumer perception Park Plaza
management keenly focus for their guests. For example: Park Plaza rooms are fully
furnished with imported furniture, LCD, DVD player, mini bar, 3-inch sound and heat
proof glass, coffee maker, bathroom sanitary and fixtures etc. for good room
experience. \\\
First Impression:
First impressions tend to be lasting; yet, in forming such impression the perceiver does
not yet know which stimuli are relevant, important, or predictive of later behavior.
If we talk about Park Plaza first impression on those who visit Park Plaza for food
or for accommodation then both have some similarities and difference as well. For
example: First, the tall 13 floor building gives a good impression about the hotel.
Secondly, when you enter with your car and stop in front of main entrance than two
people approach to you. One is to park your car, second to take your luggage (if
available). Third, when you enter then GSO approach to help you greet you. If you are
for food then you may move to restaurant but if you looking for a room then you will
see front desk manager (FDM) for check-in. The reason of telling and describing the
whole process is to get familiar to the actual first impression of Park Plaza and their
caring management. Also, along with management the décor, atmosphere which
includes soft music, fragrance of fresh flower in the main lobby, cool temperature etc.
all these things adds a very good and lasting impression in consumer or guests mind.
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Perceived Prices:
Consumers do perceive prices as high, low and average and this has a strong influence
on both purchase intention and purchase satisfaction.
During interview and questionnaire we came to know that customers do pay
attention to the prices. For example: For food (hi-tea) majority of the people said that
the price of HI-tea is very nominal i.e; Rs. 250+tax as compared to other restaurants like
Ziafat i.e; Rs.290+tax.
While for rooms many said that prices are high or average i.e; Rs.
7500+tax for single bed, Rs. 8500+tax double bed etc.
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Problem statement:What is customer perception about park plaza hotel?
Research question:
What is the purpose of visit in Park Plaza?
How they hear about Park Plaza?
How and through which channel they make booking in Park Plaza?
What is perception of Park Plaza regarding efficiency in guest services?
What is perception of Park Plaza regarding room service?
What is perception of Park Plaza regarding food?
What is perception of Park Plaza regarding health club facilities?
What is perception of Park Plaza regarding SPA?
Research objectives and variables:
1. To know about efficiency in guest services
Variables:
o Check in process
o Check out process
o Bell desk
o Guest relations
o Business center
o Telephone operator
o Housekeeping
o Laundry
2. To know about food and beverages part
Variables:13
o The spot
o Endless summer
o Uptown pool bar
o Zen gori
o Room service
3. To know about customers perception about SPA facilities.
Variables:
o Cleanliness
o Quality of service
o Staff friendless
4. To know about customers perception about health club facilities
Variables:
o Facilities and equipment
o Quality of services
o Staff friendliness
5. To know about customer perception about accommodation
Variables:
o Room cleanliness
o Bathroom cleanliness
o In room facilities
o Bedroom furnishing
o Tv channels
o Lightening
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Research methodology:
Data and data collection:
Primary data:
To collect primary data we did following method;
o Questionnaire
o interviews
o observation
Secondary data:
We collected secondary data from;
o Website of parkplaza
Measurement method:The two methods which we will be using for the analysis of our data to get the output
are:
Manually
SPSS
Sampling PlanA sampling plan is a detailed outline of which measurements will be taken at what
times, on which material, in what manner, and by whom. The criteria of our sampling
plan will be as follows:
Population
People who likes and visit Park plaza hotel.
Sampling Unit
Individuals who have used the services (accommodation, health club,
restaurants) of park plaza.
Sample Size
Our total sampling size is 68.
Questionnaire= 16
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Interview= 9
Observation=43
Sampling Method
We used convenience sampling method.
SPSS Analysis:
Data analysis:
OVERALL PERCEPTION LEVEL OF CUSTOMER ABOUT PARK PLAZA
Statistics
OVER ALL PERCEPTION PARK
PLAZA
N Valid 16
Missing 0
Mean 18.81
Percentiles 25 13.25
50 19.00
75 24.75
We have calculated Quartiles in order to define the overall perception of customers
about park plaza. As, quartile ranges are
1. 1st Quartile = 13.25-19.00
2. 2nd Quartile = 19-24.75
3. 3rd Quartile = above 24.75
We have computed the mean in order to find overall perception of customers about
park plaza and the mean in 18.81 which falls in the 1st quartile range i.e. 13.25-19.00 this
shows that our mean lies in the 1st Quartile, but we are not sure that the overall
perception of customers. We are not sure about the decision only based on mean so we
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have done hypothesis testing below in order to be sure about the significance of the
whole data.
Significance T- Test:
One-Sample Test
Test Value = 0
t df
Sig. (2-
tailed)
Mean
Difference
95% Confidence Interval of
the Difference
Lower Upper
OVER ALL
PERCEPTION PARK
PLAZA
11.796 15 .000 18.813 15.41 22.21
H0; µ=0 (customers perception about park plaza is not good)
H1; µ≠0 (customers perception about park plaza is good)
We did hypothesis on overall perception of customers about park plaza, One sample T-
test is performed in order to reject or do not reject the null hypothesis. Here we will
reject Ho because our p value(0.000) is less than alpha (0.05) which shows that
customers like the offerings of park plaza and feel satisfied while going there.
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Significance T-test of gender towards overall perception about park plaza:
One-Sample Test
GENDER
Test Value = 0
t dfSig. (2-
tailed)
Mean
Difference
95% Confidence Interval
of the Difference
Lower Upper
MALE
OVERALL
PERCEPTION
GUE.SER
18.287 8 .000 1.134 .99 1.28
FEMAL
E
OVERALL
PERCEPTION
GUE.SER
7.140 3 .006 1.271 .70 1.84
H0; µ=0 (customers perception about guest services not good)
H1; µ≠0 (customers perception about guest services is good)
Decision:
We will reject Ho in both male and female cases as P value is low than significance level
which is 0.05.
Conclusion:So, we will say that both male and female likes the guest services of park plaza.
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Factor analysis on customer perception:
Communalities
Initial Extraction
OVERALL PERCEPTION
GUE.SER
1.000 .961
OVERALL PERCEPTION
ACCD
1.000 .729
OVERALL
PER.FOOD&BEV
1.000 .743
OVERALL
PER.HEALTH.CLUB
1.000 .759
OVERALL PER. SPA 1.000 .658
Extraction Method: Principal Component
Analysis.
We have done factor analysis of all the overall perception variables to determine which
is more preferable for customers. As, we did analysis on overall guest services, food and
beverages, health club, overall perception about SPA to find out what factors are more
preferable. So, it is explained below with the help of the component matrix.
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Component Matrix
Component
1 2
OVERALL PERCEPTION
GUE.SER
.969 -.149
OVERALL PERCEPTION
ACCD
.801 .296
OVERALL
PER.FOOD&BEV
.573 -.644
OVERALL
PER.HEALTH.CLUB
-.049 .870
OVERALL PER. SPA .497 .641
Extraction Method: Principal Component
Analysis.
a. 2 components extracted.
As, two factors are extracted from all other factors that are guest services efficiency and
health club which shows that these two factors are preferable in customers point of
view.
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Mean comparison of purpose of visit and overall rating:
OVERALL RATING
PURPOSE OF
VISIT AT
PARKPLAZA Mean N Std. Deviation
business trip 1.20 10 .422
family
holiday
2.00 1 .
Total 1.27 11 .467
Above mention report describes that customers who come in park plaza for family
holiday their perception is more significant as compare to customers who come for
business trip.
Reliability Analysis:
Case Processing Summary
N %
Cases Valid 8 50.0
Excluded 8 50.0
Total 16 100.0
We had a sample size of 16 and out of which 8 are valid and 8 are excluded may be they
do not like to give opinion but still there is good result of reliability analysis.
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Reliability Statistics
Cronbach's
AlphaN of Items
.642 5
We have done reliability analysis to find out that how much our analysis is reliable.
The value of Cronbach’s Alpha when comes approximately to 0.5 or 0.6 it is normal but
is very good if it is 1 or near to 1. Here our Cronbach’s value is 0.642 i.e. 64.2% which
depicts that our analysis is above than normal.
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Competitor Analysis: As in the market there are other hotels are operating like pearl continental and awari.
They are using latest software tools for MIS of their management but park plaza is
dealing with it. According to park plaza management at Lahore they do not consider
competitors as they are new in the market as Pearl Continental and Awari, Royal palm
have captured a big market. So, park plaza need to do his services more appealing
towards customers by launching different marketing campaigns as they offered a high
tea.
Findings
The purpose of this investigative study was to measure perception of Park plaza hotel.
Five factors and each factor had different variables we calculated the quartiles in order
to set the scale to prioritize the data. There are many findings which are listed below:
Among five factors that are most significant are: guest services efficiency and
health club which are considered the most preferable by the customers.
Analyzing the reliability of our analysis the Cronbach’s Alpha shows that our
analysis is 64.2% appropriate in order to make decisions.
Park plaza management is also focusing on employees as they believe that if
employees are not satisfied than how customers could be satisfied with our
services.
Through observing overall perception of customers we found that customers are
enjoyed while staying at park plaza.
Decisions:
o In order to be competitive in the market park plaza has to go through with
different marketing campaigns as they introduced a high tea to attract
customers, because our research describes that customers still not aware with
this brand.
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o Our analysis report that customers are very much interested towards health club
and guest services but we directly observed that their health club segment is not
fully functional and also require a space to manage it properly.
o We did interview two employees of park plaza and they told us that they are
using an old MIS system to manage its services while other hotels and
restaurants are using latest versions like oracle. So, in order to increase efficiency
in the services they should use these latest tools within the MIS system.
o There is no proper space for motorbike parking. They should also consider it if
they want to target middle class families as they are offering high tea with 250
plus tax charges.
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References:
o www.parkplazalahore.com
o Hassan Ali malik (GSO)
o Mr.Khuram (FDM)
o http://www.parkplazalahore.com/fnb.php
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