Hotel Research Report 2010

PLANETARIUM HOTEL RESEARCH REPORT 2010
INSITITUTE OF BUSINESS AND

TECHNOLOGY BIZTEK
PLANETARIUM HOTEL
Submitted To:
Sir Mansoob Khan

Method of Business Research
MBA (Spring 2010)
Submitted By:
Fahad Abbas BM-25078

Madiha Munawwar BM-25070
Adeel Jabbar BM-25012
Umer Sultan BM-25290
Syed Ali Qasim BM-25048
Haseeb Ahmed BM-25016

LETTER OF ACKNOWLEDGEMENT
Dear Reader,
We would like to thank ALLAH Almighty, for finally making our efforts
worthwhile. We also like to thank Sir Mansob Khan Course instructor,
method of business research, biztek, Karachi for his amiable support and
guidance in completing this report. It is due to him that, we had the
opportunity of learning how to carry out and conduct a research report. This
report about Planetarium Hotel, this will help us in enhancing research and
creative skills in the practical scenario.
Sincerely,
Fahad Abbas
Madiha Munnawar
Adeel Jabbar
Umer Sultan
Syed Ali Qasim
Haseeb Ahmed

LETTER OF TRANSMITTAL
Institute of Business and Technology

(Biztek)Gulshan-e-Iqbal,Karachi, Pakistan
To Whom It May Concern

Dear Sir,
Presented here is the report on PLANETARIUM HOTEL as a part of the

requirement of the course method of business research M.B.A (Spring 2010).
This report follows the guidelines given in the course outline provided by
biztek it has been reviewed and duly approved our course instructor.
Your feedback is vital for the credibility and worthiness of this research
report. Please do not hesitate to contact us for any additional information or
questions.00923452837521
Thank You
Yours Truly
Fahad Abbas
Madiha Munnawar
Adeel Jabbar
Umer Sultan
Syed Ali Qasim
Haseeb Ahmed

Teacher Comments

TABLE OF CONTENTS
1.0 Research Proposal ----------------------------------------------------02

1.1 Problem Statement ---------------------------------------------------------------------------------02
1.2 Research Objective --------------------------------------------------------------------------------02
1.3 Importance/ Benefit of Research -----------------------------------------------------------------02
1.4 Research Design ------------------------------------------------------------------------------------03
1.5 Time Line -------------------------------------------------------------------------------------------03
1.6 Questionnaire Design ------------------------------------------------------------------------------03
1.7 Plans For Research Findings ---------------------------------------------------------------------03
1.8 Hotel Questionnaire ---------------------------------------------------------------------------04-10
2.0 Executive Summary -------------------------------------------------11
3.0 Purpose Of Report----------------------------------------------------12

3.1 Method of Data Collection -----------------------------------------------------------------------12
4.0 Problem Definitions ---------------------------------------------13-14
5.0 Survey Results -------------------------------------------------------15
6.0 Data Analysis and Interpretations -----------------------------16-44
7.0 Recommendation -----------------------------------------------------45
8.0 Conclusion ------------------------------------------------------------46

1.1- Problem Statement
The Riverview Hotel, Newtown USA, is representative of the five star brand with the name & style of
“Planetarium Hotel”, at Karachi airport, Pakistan. However the main concern on following matters:
• To find out the potentials & demand of your products in the target market according to the
classes & age-groups.
• Actually what kind of food, services and facilities standardize system, people of Pakistan prefer,
so that market at a large scale of business.
• Either prices gets less important then the emphasis given to the quality of food and services,
consumer behavior that where they attracts the most.
• Which type of interior decoration customers prefer in Hotels?
• Can security become a major issue?
• Can easily enter in hotel market of Pakistan, earned expected profits and provides jobs
opportunities?
1.2- Research Objective

The research considered few objectives that fueled the entire study. Another objective of this research is
that either Pakistan has the bright future and growth rate for hotel industry or not.
Another consideration is to find out the causes for specializing in servicing business and corporate
clients. It serves the business community, and visiting business traveler, in the Karachi city. Your key
clients are contracted corporate clients originating from both international and domestic markets from
within the travel trade, automotive and IT segments.
1.3- Importance/ Benefit of Research

This research is authentic for customer satisfaction for your hotel and future decision & improving its
image and creates market loyalty & your customer fell proudly and long term relationship.
After this research Planetarium Hotel can offers value and benefits to your clients, over and above the
standard of your facilities and affordable rates. We want to see to provide your guests with an exemplary
personal service, and level of recognition that they have come to rely upon. & provide your guest with a
luxurious, relaxed environment within which to conduct their business. An environment which they
cannot find at our larger, more impersonal competitors and they can develop a relationship with the
hotel that will ensure efficiency, value for their money and reliability in supplying them with the support
they need, when they need it.

1.4- Research Design
Descriptive and case study design will be used for this research. Case survey in a form of statement like
responses dealing with organizational culture change in Pakistan and quality & type of food information
and discussions. A total of 300 Pakistan residents/households and corporate clients belonging to upper
and middle class with the age group between 25 and 45, will be ask to participate in the survey to
determine the impact. A total of about 28 questions will be imparted in research, asking respondents of
such questions such as:
A. What kind of food, services and facilities standardize system they want?
B. What other benefits they want which can meet their perceived performance?
1.5- Time Line

Total time required for this research is four weeks and time line as follows.
1st Week Drafting of the research proposal and the determination of such important
and related studies to support any validity of findings and results
2nd Week Collecting and Gathering of possible data information and appropriate
research evidences. Designing questioners.
3rd Week Approval of questioners and conduct survey to fill up those questioners.
4th Week Finalization, Assessment and Evaluation of research discussions and its
overall contextual process.
1.6- Questionnaire Design

Our Questionnaires are an inexpensive way to gather data from a potentially large number of
respondents. Often they are the only feasible way to reach a number of reviewers large enough to allow
statistically analysis of the results. We are focusing on close ended questions mostly as well as direct
questions.
A well-designed questionnaire that is we used effectively can gather information on both the overall
performance of the test system as well as information on specific components of the system. Every step
needs to be designed carefully because the final results are only as good as the weakest link in the
questionnaire process. The questionnaire may lack a logical flow and thereby cause the participant to
lose interest.
1.7- Plans For Research Findings
Reporting of the research findings will be in hard and soft copies and will be using word documents,
some excel data if necessary, through tables, charts and diagrams. This will be in salient data
summation.

Good Morning /Good Afternoon Dear Sir/Madam we are conducting survey on planetarium hotel at
Karachi airport, Pakistan. This questionnaire is aimed at capturing the information which helps us to
classify the hotel industry; it will take no more than 15 minutes. If you are not sure of an answer to a
question, please give your best estimate. Please answer all questions because an incomplete
questionnaire creates serious problems in data analysis.
Your participation in this research is greatly appreciated. THANK YOU!
Q1). Which hotel do you like most?
1. Marriott
2. Sheraton
3. Ramada
4. P.C
5. Avari
6. Carlton
7. Regent plaza hotel
8. Mehran hotel
9. Beach luxury hotel
10. Others__________
Q2).What features would you like to see in hotel?
1. Security
2. Reliability
3. Efficiency
4. Taste of Food
5. Wide Networking
6. Entertainment
7. Discount Rate
8. Customization
9. Others__________
Q3). How often do you go to hotels?
1. Once in a year
2. Twice a year
3. 1 to 2 times in 6 month
4. every month
5. With in a week

Now a few questions about your holiday or travel:
Q4).Who is accompanying you on your current visit to hotel? (Mark the

appropriate answer).
1. No one.
2. Partner.
3. Family and /or relatives.
4. Friends.
5. Business partners.
6. Other, what: __________________________________________________
Q5).When did you decide to visit any hotel? (Mark the appropriate answer)
1. Less than a month ago.

2. 1 to 3 months ago.
3. More than 3 months ago.
Q6). How much do you plan to spend during your visit to hotel?
1. Total Expenditure (Approx.____________PKR)
Q7). Do you remember any (Advertisement) promotional campaigns about hotel industry?
1. Yes (If Yes then ask Q8 )

2. No
Q8). Where did you hear about hotels promotional campaigns (Mark the appropriate answer?
More answers possible)?
1. I already knew of it.

2. The Internet.
3. Friends and relatives.
4. Media.
5. Books and guides.
6. Travel agency.
7. Fairs and/or exhibitions.
8. It was part of the travel package.
9. Other, what: ____________________________________

Q9). What are the main reasons for your visit to hotels?
1. Rest and relaxation.

2. Visiting relatives and friends.
3. Business reasons.
4. Attending a conference, congress, seminar, meetings with clients and other forms of educations.
5. Sports, Fun and recreation.
6. It is entertainment places
7. Kid’s preference / Special occasions (Birthdays, Treats)
8. Atmosphere and peace and quiet of your room
9. Others, What: ___________________________________
Q10). Do you expect your expenses under your planned budget (Mark the
appropriate answer):
1. Within planned amount.

2. Higher than planned amount.
3. Lower than planned amount.
Q11). Which Kinds of food you like?
a) Pakistani Food
b) Chinese Food
c) Continental Food
d) Thai Food
e) Indian Food
f) Japanese Food
g) Other ____________
Q12). Elements when you choose a hotel?
1. Clean and tidy hotel (Reception area, Restaurant …)

2. Clean and tidy rooms.
3. Catering offer.
4. Information is clear and accurate.
5. Information is reliable.
6. Staff is willing to help guests.
7. Staff can be trusted.
8. Staff is friendly
9. Staff understands specific needs of the guests.
10. Additional activities offered by the hotel (Sports facilities, Entertainment…)

Q13). Was your trip to hotels organized by a travel agency / another organizer?
(Mark the appropriate answer)
1. Yes.
2. No.
Q14). Have you had any complain since you have been staying at hotel?
1. Yes.
2. No.
Q15). What time of day do you go for hoteling??
1. Before 11am
2. Between 11am and 2pm
3. Between 2pm and 6pm
5. After 10pm
Q16). Do you Have Membership of any hotel?
1. Yes (If yes then which hotel)_______________

2. No
Q17). What facilities you want from hotel memberships?
1. More Entertainment
2. More Business Facilities
3. New Food Offering
4. Less Charges of services
5. Other____________
Q18). Which of is being always an influencer?
1. Parents
2. Family
3. Others___________
Q19). Below are listed some statements which refer to the general image of the hotel.
1. I think most people have a positive opinion about hotel.

2. The staff in hotel is friendly towards the guests
3. Hotel has a unique image.
4. The popularity of the hotel
5. The staff in hotel always put their guest first.

Q20). This part of the questionnaire refers to your feelings and comprehension of the value of
your stay at hotel. For each of the following statements, please tell us to what extent you
agree with »1« means you completely disagree and »5« that you completely agree with the
statement.
I completely I completely I
Disagree agree don’t
know
1 2 3 4 5
1. Overall, staying at hotels has been 1 2 3 4 5
very valuable tome.
2. I have gained a lot of new 1 2 3 4 5
knowledge and experience.
3. Staying at hotel is worth every 1 2 3 4 5
Rupees paid.
4. I feel good in hotel. 1 2 3 4 5
5. I am delighted about hotel. 1 2 3 4 5
6. It gives me sense of joy that I have 1 2 3 4 5

decided to come to hotel.
Q21). In this part of the questionnaire we ask you first to rate your overall satisfaction
with your visit to hotel on scale 1- 5. Here »1« means you are completely
dissatisfied and »5« that you are completely satisfied.
Completely Completely I don’t

dissatisfied satisfied know
1 2 3 4 5
What is your overall satisfaction with your 1 2 3 4 5
visit to hotel?
Q22).Are you a member of any loyalty program of the hotel?
1. Yes where_______________________
2. No why__________________________

Q23). What type of entertainment areas do you want to have in the hotel?
1. Music
2. Cinema Hall
3. Casino Area
4. Swimming pool
5. Indoors Games
6. Shopping Mall
7. Concerts
8. Gym
9. Mini Golf Course
10. Exhibition Hall
11. Others_________
Finally, a few Questions about you.
Q24). What is your employment status? (Mark the appropriate answer)
1. Employed.
2. Self-employed.
3. Unemployed.
4. Retired / renter.
5. Student / pupil.
6. Other, what: _____________________
Q25). Personal Information
Name: ___________________
Gender: __________________
Qualification: _____________
Marital status: _____________
Tel: ______________________
Q26).I fall in the age group___________ (Tick one)
O 20 to 25 years
O 26 to 30 years
O 31 to 35 years
O 36 to 40 years
O 41 to 45 years

Q27).What is the monthly expenditure of your family?
a) 40,000 – 50,000
b) 51,000 – 60,000
c) 61,000 – 70,000
d) 71,000 – 80,000
e) 81,000 – Above
Q28)! How Many Family Members do you have?
a) 1 To 4
b) 5 To 6
c) ________
Thank you very much for your time and answers
*HAVE A NICE DAY*
Conduct By: ________________
Location: ________________

Based upon information collected during the fieldwork phase of our study, and subsequent analyses,
following is a summary of our findings and conclusions relating to the Planetarium Hotel to be located
in Karachi Airport Pakistan.
With the help of our surveys and secondary data we find out that planetarium hotel should connecting
with business world hotels through targeting of metropolitan cities of Pakistan, for that you have to
make some improvements in the hotel which we observed during interviews with different people, like
providing more business opportunities, entertainment facilities, increase customer satisfaction level, a
kind of environment whereby consumer may reduce his stress, shopping areas and swimming pool
facilities. Your brand should be purely customer oriented that one can get his or her perceived benefits.
Your target market is all those customers who have been the part of travel industry, I.T industry and
automotive, which includes majority of those who are currently using your competitors
products/services. That’s why having a competitive advantage in your services will lead your business to
the next level. Your services should be based on quality, reliability and affordability. Planetarium hotel
is committed to bring next generation service to your door steps today, which needs a creative and
innovative way of delivering products/services.
The people of Pakistan move towards cultural changes and its now moving towards adoption of new
fashion, western life style, high living standard, and it’s happen due to media, international relationship,
TV dramas, and Indian films. New generation wants to change in life style, living standard; they don’t
want to follow the tradition. In Pakistan hotels mostly promote modernism and activities related to the
same, which leads to benefits for them.
But we are not thoroughly familiar with the background of this project, and we have not performed an
economic impact analysis, our findings lead us to conclude that the potential economic benefits are not
likely to be sufficient to justify the risks involved, including the potential need to raise the hotel tax to
fund operating deficits after several years should the reserves become low. We therefore recommend
that, prior to proceeding further with this project; the parties involved consider exploring a downsizing
of the project or an alternate use for the site.

Our aim is to find out the causes of why hotel organizational cultural is to be change, we found some
results is because of adoption of western cultural, society impact, international relationship. We saw that
Pakistan in future hotel industry and organization sector at a high growth rate after providing some
special services to your customers. Our aim is to find out the reasons which particular class people
prefer hoteling ,and whom go for hoteling mostly male or female and their income group, and find out
the causes of hoteling such as business reasons, entertainment, or habitual and planetarium hotel
is positioned as a five star plus, business traveler's hotel, strategically located and offering
a high level of personal service. Your focus is on offering your guests added value and
differentiating yourselves in our levels of personal service
We collect Primary data by questionnaires by observing human behavior interest. We collect Secondary
data from Internet, Newspaper, and Books.
DATA COLLECTION, ANALYSIS AND INTERPRETATION

We have collected the data relating to the research work of ours from, literature review and
questionnaires.
SECONDARY DATA COLLECTION:
We have collected the secondary data from websites, presentations and speeches given by professionals.
PRIMARY DATA COLLECTION:
We have collected the primary data through Questionnaires.
QUESTIONNAIRES:

We have made Questionnaires having the combination of open ended and close ended questions. The
questionnaire constitutes 28 questions, about their traveling program and some personal questions A
well-designed questionnaire that is we used effectively can gather information on both the overall
performance of the test system as well as information on specific components of the system. Every step
needs to be designed carefully because the final results are only as good as the weakest link in the
questionnaire process. The questionnaire may lack a logical flow and thereby cause the participant to
lose interest.
To find out the potentials & demand of your products in the target
market according to the classes & age-groups
According to our surveys; hotel demand in large cities like Karachi, fluctuates more in response to
personal income than to changes in hotel prices that's why cutting prices during recessions rarely brings
in more revenue and raising room rates in good times doesn't seem to diminish demand and price
discounts will not increase demand enough to increase revenues.
Therefore it is totally depending upon the classes or income groups. While according to survey, age-
group is one of the important variables for selecting the target market. During our survey we observed
that age group between 31 and 45 is more likely to visit the hotels regularly because of business reason,
rest and relaxation, attending a conference, congress, seminar, meetings with clients and other forms of
educations and it will be the beneficial for the hotel industry because of about 60% population of
Pakistan based upon youngsters.
Actually what kind of food, services and facilities standardize system,

people of Pakistan prefer, so that market at a large scale of business.
We analyze that the Pakistani people prefer Pakistani food, Continental, and Indian food due to hot and
spiciness. People also prefer music facilities, shopping area, as well as swimming pool facilities. Market
consists of buyers, and buyers differ in one or more ways. They may differ in their wants, resources, and
locations, buying attitudes and buying practices. Because buyers have unique needs and wants, each
buyer is potentially a separate market. Market can be segmented on the basis of geographic,
demographic, psycho graphic and behavioral trends. Your emphasis on the demographic trends, which
involves age, gender, income, occupation and family life cycle.
Either prices gets less important then the emphasis given to the quality
of food and services, consumer behavior that where they attracts the
most.
We find out that people prefer discount rats on food offering because the budget that they plan for
hostelling is always higher than planned budget, they needs new food offering plus Less Charges of

services. Planetarium hotel can be offers value and benefits to your clients, over and above the standard
of your facilities and affordable rates. You can provide your guests with an exemplary personal service,
and level of recognition that they have come to rely upon. You can provide your guest with a luxurious,
relaxed environment within which to conduct their business. An environment which they cannot find at
our larger, more impersonal competitors. Your guests need to know that they can develop a relationship
with the hotel that will ensure efficiency, value for their money and reliability in supplying them with
the support they need, when they need it.
Which type of interior decoration customers prefer in Hotels?
The most of people prefer Clean and tidy rooms as well as complete environment of the hotel. Staff can
be trusted and additional activities offered by the hotel. Your marketing strategy's objective is to
communicate the unique set of services that you offer to discern hotel guests. You attempt to direct the
focus of your guests to the issues of quality and value for the money as opposed to simply the bottom
line costs associated with their stay. Your marketing strategy will allow to you to communicate your
brand values, develop close working relationships with your customers and suppliers and to identify the
needs of your guests in an effective manner. Continued differentiation and growth are two goals. Growth
will be take place by targeting new areas of business within both local and national communities.
Can security become a major issue?
Most of people want see high security level in hotels. Due to worst condition of law & order situation of
Pakistan, people want to be staying safe in hotel. Well it is the major issue which the hotels should
counter it.
Can easily enter in hotel market of Pakistan, earned expected profits and
provides jobs opportunities
Your project is meeting the requirements and is matching the market requirements so that you can enter
into the market at a larger level of upper class and middle class targeting, the future of hotling services is
bright in Pakistan. Differentiating the type of business service offered, from that of the competition, will
assist not only in building planetarium hotel brand as a whole, but will attract frequent business
travelers, who require a higher level of personal service and recognition than they can receive at
competitive five star properties in AIRPORT AREA This will provide planetarium hotel with an
opportunity to leverage its core. Planetarium Hotel is representative of the five star brands within the
'Exclusive Business Hotels of the World' group. Planetarium hotel offering between 25 and 35 exclusive
rooms. Planetarium hotel properties are renowned for their convenient and strategic locations within
major cities throughout the country. Also synonymous with the brand are the high level of personal
service guests receive, and the extensive range of comprehensive business facilities available in
luxurious settings.

We conduct a survey to get or find the market position & demand of a product & customer orientation &
our survey based on belonging class of our customer & their age. We extracted from hotel survey is that
the majority of people enjoy low rate services, and facilities but standardize; you can market at a large
scale of business technology.
We find that price gets less important and the emphasis given to the quality of food and services, our
purpose is to find consumer behavior, and consumer needs and wants where our consumer attracts most.
Our survey result shows that you can easily enter in hotel market and earned maximum profit & provide
job facilities. We used research instrument observational and behavioral.
High-quality facilities accompanied by exemplary personal service, differentiated from competition in

line with the overall brand strategy has proven to be a successful approach generating high levels of
repeat business.
Planetarium Hotel is positioned as a five star plus, business traveler's hotel, strategically located and
offering a high level of personal service. Your focus will be on offering your guests added value and
differentiating yourselves in your levels of personal service.
Customers can be the heart of your success. They have placed their trust and confidence on you. In
return, you strive to anticipate their needs and deliver service, quality and value beyond their
expectations.
You can strive for excellence in all that you do. You can aspire to the highest standards and raise the bar
for yourselves everyday. This commitment to delivering world-class quality translates into unmatched
service and value for your customers and all stakeholders.
You need to develop a relationship with the companies listed in your Sales Account Plan, as well as
actively generate new accounts by soliciting first time corporate visitors. It will be important to remain
competitive on price, as well as amenities. The corporate accounting department wants to make sure
they limit the amount of money spent per night per employee on a business trip, but the business traveler
will be able to express preference.

Q1). Which hotel do you like most?
11. Marriott
12. Sheraton
13. Ramada
14. P.C
15. Avari
16. Carlton
17. Regent plaza hotel
18. Mehran hotel
19. Beach luxury hotel
20. Others__________
1% Marriott
Hotel do u like most
3%
Sheraton
1%
5% 21% Ramada
6%
9% P.C
Avari
15%
5% 34% Carlton
Regent plaza hotel
Mehran hotel
INTERPRETATION:
A total of 100 respondents were selected out of which 21% people like Marriott hotel,
34% people like Sheraton, 5% people like Ramada, 15% like PC, 9% like Avari. 6% like
Carlton, 5% like regent plaza. So the average of the hotel which is most liked by the
people is Sheraton.

Q2).What features would you like to see in hotel?
10. Security
11. Reliability
12. Efficiency
13. Taste of Food
14. Wide Networking
15. Entertainment
16. Discount Rate
17. Customization
18. Others__________
Security
Features
Reliability
5% 2% Efficiency
7% 24%
19% Taste of Food
Wide Networking
6%
4% 10% Entertainment
23%
Discount Rate
Customization
INTERPRETATION:
A total of 100 respondents were selected out of which 24% people wants security, 6%
people wants reliability, 10% people wants Efficiency, 23% wants taste of food, 4% wide
networking, 19% people wants Entertainment and 7% people wants discount offers. So
the average of the feature of hotel wants security.

Q3). How often do you go to hotels?
6. Once in a year
7. Twice a year
8. 1 to 2 times in 6 month
9. every month
10. With in a week
How often do go to hotels
3%
17% 26%
Once in a year
Twice a year
1 to 2 times in 6 month
every month
With in a week
35% 19%
INTERPRETATION:
A total of 100 respondents were selected out of which 26% people go hotel once in a
year, 19% people go twice in a year, 35% people go 1-2 times in 6months, and 17%
people go every month and 3% people g0 with in a week. So the average of the people
who often go to hotel is 1-2 times in 6months.

Now a few questions about your holiday or travel:
Q4).Who is accompanying you on your current visit to hotel? (Mark the

appropriate answer).
7. No one.
8. Partner.
9. Family and /or relatives.
10. Friends.
11. Business partners.
12. Other, what: __________________________________________________
How often do go to hotels
3%
17% 26%
Once in a year
Twice a year
1 to 2 times in 6 month
every month
With in a week
35% 19%
INTERPRETATION:
A total of 100 respondents were selected out of which 9% people go with their partners,
35% people go with their family, 35% people go with their friends, 18% people go with
their business partners. So the average of accompanying on visit to hotel is family and
friends.

Q5).When did you decide to visit any hotel? (Mark the appropriate answer)
1. Less than a month ago.

2. 1 to 3 months ago.
3. More than 3 months ago.
When did you deside to visit hotel?
34% 34%
Less than a month ago.
1 to 3 months ago.
More than 3 months ago
32%
INTERPRETATION:
A total of 100 respondents were selected out of which 34% people visit hotel less than a month ago,
32% people visit hotel 1-3 months and 34% people visits more than 3 months. So the average of visiting
hotel is 34% in both less than month and more than 3 month cases.

Q6). How much do you plan to spend during your visit to hotel?
1. Total Expenditure (Approx.____________PKR)
Spending during visit to hotel
24% 19% 1000-5000

5000-10000
0% 10000-15000
15000-20000
20000-25000
7%
24% 25000-30000
15% 30000-50000
11%
INTERPRETATION:
A total of 100 respondents were selected out of which 19% people spend During visiting to hotel is
1000-5000, 24% people spends 5000-10000, 11% people spends 10000-15000, 15% people spends
15000-20000, 7% people spends 20000-25000 and 24% people spends 30000-500000. so the average of
spending during visiting to hotel is 24% in both 5000-10000 and 30000-50000 cases as per consumer
needs/requirements.

Q7). Do you remember any (Advertisement) promotional campaigns about hotel industry?
1. Yes (If Yes then ask Q8)

2. No
Do you remember any advertisement
40%
Yes
No
60%
INTERPRETATION:
A total of 100 respondents were selected out of which 60% people remember Advertisement regarding
hotel and 40% people doesn't. so the average of remember any advertisement is 60% which is (yes)

Q8). Where did you hear about hotels promotional campaigns (Mark the appropriate answer?
More answers possible)?
1. I already knew of it.

2. The Internet.
3. Friends and relatives.
4. Media.
5. Books and guides.
6. Travel agency.
7. Fairs and/or exhibitions.
8. It was part of the travel package.
9. Other, what: ____________________________________
Where did you here about promotional campaigns
5% 1% I already knew of it.

9% 17%
1% The Internet.
Friends and relatives.
15%
Media.
Books and guides.
16%
Travel agency.
Fairs and/or exhibitions.
36% It was part of the travel package.
INTERPRETATION:
A total of 100 respondents were selected out of which 17% people already Know about it, 16% people
through internet, 36% people here it from friends and relatives mouth, 15% people through media, 1%
through books and guides, 9% people from travel agency, 5% people through fairs and exhibition and
1% from travel package. so the average of promotional campaign is 36% which is from friends and
relatives.

Q9). What are the main reasons for your visit to hotels?
1. Rest and relaxation.

2. Visiting relatives and friends.
3. Business reasons.
4. Attending a conference, congress, seminar, meetings with clients and other forms of educations.
5. Sports, Fun and recreation.
6. It is entertainment places
7. Kid’s preference / Special occasions (Birthdays, Treats)
8. Atmosphere and peace and quiet of your room
9. Others, What: ___________________________________

Rest and relaxation.
Reason for visiting hotel
Visiting relatives and

friends.
Business reasons.
Attending a conference,
4% 4% congress, seminar,
10% 29% meetings with clients and
3% other forms of educations.
Sports, Fun and recreation.
17%
11%
22%
It is entertainment places
Kid’s preference / Special

occasions (Birthdays,
Treats)
Atmosphere and peace and

quiet of your room
INTERPRETATION:
A total of 100 respondents were selected out of which 29% of people visit hotel for rest
and relaxation, 11% of people visits relatives and friends, 22% of people visit hotel for
business reason, 17% of people visits for attending conferences, seminar etc, 3% for
sports fun and recreation, 10% visits as considered entertainment place, 4% visits because
of kids preferences and 4% visits because of pleasant atmosphere. So the average is 29%
which is for rest and relaxation.

Q10). Do you expect your expenses under your planned budget (Mark the
appropriate answer):
1. Within planned amount.

2. Higher than planned amount.
3. Lower than planned amount.
Expenses under the planned budget
12%
Within planned amount.

Higher than planned amount.
Lower than planned amount.
31% 57%
INTERPRETATION:
A total of 100 respondents were selected out of which 57% people budget expenses with
in a planned amount, 31% people have expenses higher than planned amount, and 12%
people have expenses lower than planned amount. So the average of the expenses is with
in a planned amount which is 57%.
Q11). Which Kinds of food you like?
h) Pakistani Food
i) Chinese Food
j) Continental Food
k) Thai Food
l) Indian Food
m) Japanese Food
n) Other ____________

2%
Food you like
0%
2% 5%
Pakistani Food
Chinese Food
23% 46%
Continental Food
Thai Food
Indian Food
Japanese Food
22% Other ITALIAN/BBQ
INTERPRETATION:
A total of 100 respondents were selected out of which 46% people like Pakistani f
ood,22% people like Chinese food, 23% people like continental food, 2% people like
Thai food, 5% people like Indian food, 0% for Japanese food and 2% people like Italian
or BBQ. So the average is 46% which is Pakistani food.
Q12). Elements when you choose a hotel?
1. Clean and tidy hotel (Reception area, Restaurant …)

2. Clean and tidy rooms.
3. Catering offer.
4. Information is clear and accurate.
5. Information is reliable.
6. Staff is willing to help guests.
7. Staff can be trusted.
8. Staff is friendly

9. Staff understands specific needs of the guests.
10. Additional activities offered by the hotel (Sports facilities, Entertainment…)
Clean and tidy hotel

(Reception area,
Elements when you choose a hotel Restaurant …)
Clean and tidy rooms.
Catering offer.
Information is clear and

accurate.
Information is reliable.
12%
4% 25%
8% Staff is willing to help
guests.
Staff can be trusted.

13%
16%
10% 4% 6% 2%
Staff is friendly
Staff understands
specific needs of the
guests.
Additional activities
offered by the hotel
(Sports facilities,
Entertainment…)
INTERPRETATION:
A total of 100 respondents were selected out of which 25% people choose clean n tidy hotel, 16%
people choose clean and tidy rooms, 2% people choose catering offer, 6% people wants clear and
accurate information, 4% wants reliable information, 10% wants helping staff, 13% wants staff should
be trust worthy, 8% wants friendly staff, 4% wants staff understands specific needs of guest and 12%
wants additional activities. So the average of an element for choosing a hotel is 25% which is clean n
tidy hotel.

Q13). Was your trip to hotels organized by a travel agency / another organizer?
1. Yes.
2. No.
Trip organised by travel agency
27%
Yes.
No.
73%
INTERPRETATION:
A total of 100 respondents were selected out of which 27% people travel through travel
agency, while 73% people’s trip does not organized by any travel agency. So the average
is 73% which is (no)
Q14). Have you had any complain since you have been staying at hotel?
1. Yes.
2. No.

Any complaint regarding hotel
21%
Yes.
No.
79%
INTERPRETATION:
A total of 100 respondents were selected out of which 21% people have some complaints regarding
hotel but 79% people does not have any complaints. So the average is 79% which is (no)
Q15). What time of day do you go for hoteling??
6. Before 11am
7. Between 11am and 2pm

10. After 10pm
At what time of day you go for hoteling
18% 10%
11%
Before 11am
Between 11am and 2pm
Between 2pm and 6pm
Between 6pm and 10pm
13%
After 10pm
48%
INTERPRETATION:
A total of 100 respondents were selected out of which 10% people visit hotel before
11am, 11% people visit between 11am to 2pm, 13% people visit between 2pm to 6pm
48% people visit hotel between 6pm to 10pm, and 18% people visit after 10pm. So the
average is 48% which is between 6pm to 10pm.
Q16). Do you Have Membership of any hotel?
3. Yes (If yes then which hotel)_______________

4. No

Membership of any hotel
12%
Yes
No
88%
INTERPRETATION:
A total of 100 respondents were selected out of which 12% has membership in hotels and
rest of 88% does not have any membership in any hotel. So the average is 88% which is
(no).
Q17). What facilities you want from hotel memberships?
6. More Entertainment
7. More Business Facilities
8. New Food Offering

9. Less Charges of services
10. Other____________
facilities you want from hotel membership
2%
26%
40% More Entertainment
More Business Facilities
New Food Offering
Less Charges of services
Other
16%
16%
INTERPRETATION:
A total of 100 respondents were selected out of which 40% people wants more
entertainment facilities, 16% people likes more business facilities, 16% people wants
new food offering facilities, 26% people wants less charges for services and 2% wants
other. So the average is 40% which is more entertainment facilities.
Q18). Which of is being always an influencer?
4. Parents
5. Family

6. Others___________
Which of is being always an influencer
19%
Parents
43%
Family
Other: FRIENDS/BUSINESS
PARTNERS
38%
INTERPRETATION:
A total of 100 respondents were selected out of which 19% parents are influencer, 38% families are
influencer and 43% people have friends and business partner are influencer. So the average is 43%
which is friends and business partners.
Q19). Below are listed some statements which refer to the general image of the hotel.
1. I think most people have a positive opinion about hotel.

2. The staff in hotel is friendly towards the guests

3. Hotel has a unique image.
4. The popularity of the hotel
5. The staff in hotel always put their guest first.
General image of a hotel
I think most people have a

9% positive opinion about hotel.
24%
The staff in hotel is friendly
23% towards the guests
Hotel has a unique image.
9% The popularity of the hotel
35% The staff in hotel always put

their guest first.
INTERPRETATION:
A total of 100 respondents were selected out of which 24% have positive image about hotel, 9% have
image of friendly staff, 35% have unique image ,23% have image of popularity of the hotel, and 9%
have an image that customer is king. so the average is 35% which is hotel has an unique image.

Q20). This part of the questionnaire refers to your feelings and comprehension of the value of
your stay at hotel. For each of the following statements, please tell us to what extent you agree
with »1« means you completely disagree and »5« that you completely agree with the statement.
I completely I completely I
Disagree agree don’t
know
1 2 3 4 5
1. Overall, staying at hotels has been 1 2 3 4 5
very valuable tome.
2. I have gained a lot of new 1 2 3 4 5
3. Staying at hotel is worth every 1 2 3 4 5
Rupees paid.
4. I feel good in hotel. 1 2 3 4 5
5. I am delighted about hotel. 1 2 3 4 5
6. It gives me sense of joy that I have 1 2 3 4 5

Agrees with Values and Feeling

Overall, staying at hotels has
been very valuable to me.
I have gained a lot of new
19% 20% knowledge and experience.
Staying at hotel is worth every
Rupees paid.
I feel good in hotel.
15% 14%
I am delighted about hotel.
19% 13%
It gives me sense of joy that I have
INTERPRETATION:
A total of 100 respondents were selected out of which 20% people feels stay in hotel is very valuable,
14% people feels that they gained a lot of new knowledge and experiences, 13% people feels that
staying at hotel is worth every rupees paid, 19% feel good in hotel, 15% delighted about hotel and 19%
people feels that staying in hotel gives sense of joy. So the average is 20% which is stay in hotel is very
valuable.

Disagrees with values and Feelings
Overall, staying at hotels has

been very valuable to me.
14% 14% I have gained a lot of new
18% 19% Staying at hotel is worth every
Rupees paid.
I feel good in hotel.
I am delighted about hotel.

15% 20%
It gives me sense of joy that I
have decided to come to hotel.
INTERPRETATION:
A total of 100 respondents were selected out of which 14% people feels stay in hotel is very valuable,
19% people feels that they gained a lot of new knowledge and experiences, 20% people feels that
staying at hotel is worth every rupees paid, 15% feel good in hotel, 18% delighted about hotel and 14%
people feels that staying in hotel gives sense of joy. So the average is 20% which is staying at hotel is
worth every rupee paid.
Q21). In this part of the questionnaire we ask you first to rate your overall satisfaction

with your visit to hotel on scale 1- 5. Here »1« means you are completely
dissatisfied and »5« that you are completely satisfied.
Completely Completely I don’t
dissatisfied satisfied know
1 2 3 4 5
What is your overall satisfaction with your 1 2 3 4 5
visit to hotel?
Satisfaction with your visit to hotel
37% Completely dissatisfied
Completely satisfied
63%
INTERPRETATION:
A total of 100 respondents were selected out of which 37% people completely dissatisfied by visiting
hotel and 63% are completely satisfied so the average is 63% which is completely satisfied.

Q22).Are you a member of any loyalty program of the hotel?
3. Yes where_______________________
4. No why__________________________
Are you a member of any loyalty program
8%
Yes
No
92%
INTERPRETATION:
A total of 100 respondents were selected out of which 8% people are member of any loyalty program
and the rest of 92% are not. So the average is 92% which are not a member of any loyalty program.

Q23). What type of entertainment areas do you want to have in the hotel?
12. Music
13. Cinema Hall
14. Casino Area
15. Swimming pool
16. Indoors Games
17. Shopping Mall
18. Concerts
19. Gym
20. Mini Golf Course
21. Exhibition Hall
22. Others_________
Entertainment areas you want to have in hotel

Music
Cinema Hall
10% 0% 12% Casino Area
3%
12% Swimming pool
13%
Indoors Games
Shopping Mall
Concerts
5%
7% Gym
13% Mini Golf Course
15%
10% Exhibition Hall
Others
INTERPRETATION:
A total of 100 respondents were selected out of which 12% people wants music, 12%
people wants cinema hall, 5% wants casino area, 13% wants swimming pool, 10% wants
indoor games, 15% wants shopping mall,7% wants concerts in hotel, 13% people wants
gym, 3% people wants mini golf course, 10% people wants exhibition hall. For an
entertainment areas. So the average is 15% which is shopping mall.

Finally, a few Questions about you.
Q24). What is your employment status? (Mark the appropriate answer)
1. Employed.
2. Self-employed.
3. Unemployed.
4. Retired / renter.
5. Student / pupil.
6. Other, what: _____________________
Employment status
15% 0%
0%
Employed.
5%
Self-employed.
Unemployed.
Retired / renter.
16% Student / pupil.
64%
Other
INTERPRETATION:
A total of 100 respondents were selected out of which 64% were employed, 16% were self –
employed, 5% were unemployed, and 15% were students. So the average of employment status is
employed.

Q25). Personal Information
Name: ___________________
Gender: __________________
Qualification: _____________
Marital status: _____________
Tel: ______________________
Gender
40%
Gender: MALE
FEMALE
60%
INTERPRETATION:
A total of 100 respondents were selected out of which 60% were Male and 40% were Female. So
the average of Gender is Male.
Marital status
9%
21% 40% SINGLE MALE

SINGLE FEMALE
MARRIED MALE
MARRIED FEMALE
30%

INTERPRETATION:
A total of 100 respondents were selected out of which 40% were single Male and 30% were
single Female, 21% were married male and 9% were married female .so the average of marital
status is Single male.
Q26).I fall in the age group___________ (Tick one)
O 20 to 25 years
O 26 to 30 years
O 31 to 35 years
O 36 to 40 years
O 41 to 45 years
Age group
13%
2%
35% 20 to 25 years
15%
26 to 30 years
31 to 35 years
36 to 40 years
41 to 45 years
35%
INTERPRETATION:
A total of 100 respondents were selected out of which 35% were in age of 20-25 and 35% were in age of
26-30, 15% were in age of 31-35 2% were in age of 34-40 and 13% were in age of 41-45 .so the average
of age group is 20-30

Q27).What is the monthly expenditure of your family?
f) 40,000 – 50,000
g) 51,000 – 60,000
h) 61,000 – 70,000
i) 71,000 – 80,000
j) 81,000 – Above
Monthly expenditure
13%
10% 37% 40,000 – 50,000

51,000 – 60,000
61,000 – 70,000
71,000 – 80,000
19% 81,000 – Above
21%
INTERPRETATION:
A total of 100 respondents were selected out of which 37% has monthly expense of 40000-50000, 21%
has monthly expense of 51000-60000, 19% has monthly expense of 61000-71000, 10% monthly
expense of 71000-80000 and 13% monthly expense of. 81000 above so the average of monthly expense
of 40000-50000.

Q28)! How Many Family Members do you have?
a) 1 To 4
b) 5 To 6
c) ________
Family members
13%
37%
1 To 4
5 To 6
OTHER 7 TO 12
50%
INTERPRETATION:
A total of 100 respondents were selected out of which 37% have 1-4 members in their
family, 50 % have 5-6 members in their family and 13% have 7-12 members in their
family. So the average family member is 5-6.

 Hotel Industries in Pakistan now should move to improving the top priority of
market.
 Hotel Industries in Pakistan should work on improving its image and create market
loyalty.
 Hotel Industries can create a mental association with people.
 Hotel Industries in Pakistan, The quality and service providing of the fast delivery
process and reliability should be improved.
 Pricing strategy has been consistent with the differentiation objective, to provide
added value for a reasonable rate as opposed to discounting and de valuing your
products and services Room rates
 Continue to develop ongoing relationships with frequent and new guests.
 Continue to develop and implement a strong communications plan in both

national and international markets.
 Continue ongoing staff training and skill development to ensure the highest
Standards of service.

We would like to conclude on a special note regarding very keen and sharp completive environment in
which Hotel Industries is placed in Pakistan. While the competitive pressure is likely to accentuate and,
determined to convert this into a challenge and seek out opportunities for growth through customer
focus and aggressive marketing of their products and services by Hotel Industries and we also conclude
the future of Hotel Industries in Pakistan is become wide, vital and source of earning in the business
world.
This research study provided us an environment that hotel industry needs. Through our questionnaire we
conclude that the future or hotel industry in Pakistan is bright; we came across some very important
facts which should be given very much importance while thinking of a solution to this problem. The
question in our survey report providing us the fact about the hotel industry and new generation
movement trend to change the hoteling system. In our survey people most of people need entertainment
facilities, business facilities as well as new food offering with discount rates.
As a result of various security issues, as regards travelling in both domestic and

international markets, there has been a significant drop in corporate guests visiting the
city. Although the level of corporate room business appears to be increasing again, it has
had a significant affect on result and consequent projections for the future.

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PLANETARIUM HOTEL RESEARCH REPORT 2010

INSITITUTE OF BUSINESS AND

Sir Mansoob Khan

Fahad Abbas BM-25078

PLANETARIUM HOTEL RESEARCH REPORT 2010

PLANETARIUM HOTEL RESEARCH REPORT 2010

Institute of Business and Technology

To Whom It May Concern

Presented here is the report on PLANETARIUM HOTEL as a part of the

PLANETARIUM HOTEL RESEARCH REPORT 2010

PLANETARIUM HOTEL RESEARCH REPORT 2010

1.0 Research Proposal ----------------------------------------------------02

2.0 Executive Summary -------------------------------------------------11

3.0 Purpose Of Report----------------------------------------------------12

4.0 Problem Definitions ---------------------------------------------13-14

5.0 Survey Results -------------------------------------------------------15

6.0 Data Analysis and Interpretations -----------------------------16-44

7.0 Recommendation -----------------------------------------------------45

8.0 Conclusion ------------------------------------------------------------46

PLANETARIUM HOTEL RESEARCH REPORT 2010

1.2- Research Objective

1.3- Importance/ Benefit of Research

PLANETARIUM HOTEL RESEARCH REPORT 2010

1.5- Time Line

1.6- Questionnaire Design

1.7- Plans For Research Findings

PLANETARIUM HOTEL RESEARCH REPORT 2010

Your participation in this research is greatly appreciated. THANK YOU!

Q1). Which hotel do you like most?

Q2).What features would you like to see in hotel?

Q3). How often do you go to hotels?

PLANETARIUM HOTEL RESEARCH REPORT 2010

Q4).Who is accompanying you on your current visit to hotel? (Mark the

1. Less than a month ago.

1. Total Expenditure (Approx.____________PKR)

1. Yes (If Yes then ask Q8 )

1. I already knew of it.

PLANETARIUM HOTEL RESEARCH REPORT 2010

1. Rest and relaxation.

1. Within planned amount.

Q11). Which Kinds of food you like?

Q12). Elements when you choose a hotel?

1. Clean and tidy hotel (Reception area, Restaurant …)

PLANETARIUM HOTEL RESEARCH REPORT 2010

Q15). What time of day do you go for hoteling??

Q16). Do you Have Membership of any hotel?

1. Yes (If yes then which hotel)_______________

Q17). What facilities you want from hotel memberships?

Q18). Which of is being always an influencer?

1. I think most people have a positive opinion about hotel.

PLANETARIUM HOTEL RESEARCH REPORT 2010

6. It gives me sense of joy that I have 1 2 3 4 5

Completely Completely I don’t

Q22).Are you a member of any loyalty program of the hotel?

PLANETARIUM HOTEL RESEARCH REPORT 2010

Finally, a few Questions about you.

Q24). What is your employment status? (Mark the appropriate answer)

Q25). Personal Information

Q26).I fall in the age group___________ (Tick one)

PLANETARIUM HOTEL RESEARCH REPORT 2010

Q28)! How Many Family Members do you have?

Thank you very much for your time and answers

*HAVE A NICE DAY*

HAVE A NICE DAY