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Attributes Contributing in the Positioning: Multidimensional Analysis

International Journal of Applied Marketing and Management

Volume 2 Issue 1

Published: 2017
Author(s) Name: Rahul Pratap Singh Kaurav, J. P. Verma | Author(s) Affiliation: Assistant Professor, Prestige Institute of Management, Gwalior, Madhya Pradesh, India.
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Abstract

The present study was undertaken to know the positioning of hotels in Gwalior. The basic idea was to investigate the parameters on the basis of which the customers categorise hotels. 139 subjects/respondents who were the frequent visitors of hotels served as a sample for the study. The age of the subjects was in the category of 25 to 50. Each subject was shown 36 pairs of the hotel for comparison and was asked to give their preference of the hotel over other. The data obtained from 139 subjects were analysed using multidimensional scaling (MDS) procedure. This research paper finds out the dimensionality that groups the items of service quality for hotels. It has got two dimensions for the study. Customers have perceived price and quality of services as important aspects. This paper is almost first attempt in the settings of South Asia, and it will lead in the development of offerings aspects of hotels.

Keywords: Hotels, Positioning, MDS, Consumer Behaviour, India

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