Examining the Market Segm Hotels: A Survey of Consumers with Chinese Nationality (Research Paper Sample)

Examining the Market Segmentation of Hotels industry. A Survey of Consumers with Chinese Nationality
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Examining the Market Segmentation of Hotels industry. A Survey of Consumers with Chinese
Abstract
Market segmentation has been used by firms to assess the individual needs of customers. It refers to the entire process of division of a broad market to a particular target market into consumers who may be having similar interests, common needs, and priorities. After conducting the marketing segmentation, the next step is coming up with strategies aimed that target the particular consumers. The discussion focuses on an analysis of consumers who have a Chinese nationality. The hotel industry can be described as one that has many customers seeking their services. However, the many clients that come in have variations when it comes to the individual needs. For purposes of this discussion a survey of the Chinese nationals who are potential customers for the hotel industry would be conducted. The survey aims at identifying the individual needs and the priorities of consumers of Chinese origin who seek services from the hotel industry. The study is pertinent to determining the individual consumer needs of all of the customers of Chinese nationality. The information from the same would be helpful when it comes to coming up with a strategy that is directed towards addressing the needs of the consumers in the hotel industry. Data would be collected about the Chinese nationals through various means including use of questionnaires, a pilot study and time horizons. The information derived would be analyzed, and results obtained used to guide when it comes to making the decisions. Recommendations would be given based on the findings of the survey, and the same may serve as a guide to promote service delivery for Chinese nationals within the hotel industry.
Introduction
The ability of a particular industry to attract customers is heavily dependent on how it meets the individual needs of the customers. Different customers have a variation when it comes to how they would prefer to be served. In light of the same, it becomes mandatory for the hotel industry to come up with a framework with which they can understand the individual needs of the customers and provide services in alignment with the same. Marketing segmentation has been determined to be the most appropriate way through which knowledge about particular customers can be derived. Notably, the hotel industry is providing a broad range of services to a wide clientele base. Focus of the research is to consumers who are of Chinese nationality. The fact that they come from a different country means that they practice a different culture regarding the nature of foods consumed to how they would like to be served. The variation in needs of the Chinese nationals can only be ascertained by carrying out a survey that was to help in ensuring much information about them is gathered. Further, because of the dynamic aspect of customers seeking services from the hotel industry, there is need to come up with a proper way through which the individual wants of the customers is addressed. Through marketing segmentation, it would be possible to gain much knowledge on various aspects of the Chinese nationals and utilize the same providing the services to them. The hoteliers would then be in a better position to provide services that are unique to the individual needs of the Chinese nationals hence increasing their clientele base.
Aims and Objective
The objective of the research is to understand the individual needs of the Chinese consumers regarding what and how they would love to be served at the hotels. The survey conducted was to help the hotel industries focus on delivering the services to the Chinese nationals by their particular wants.
Objectives
1 To understand the demographic characteristic of consumers with Chinese nationality
2 To understand the psychographic, geographic and behavioral aspects of consumers with Chinese nationality.
3 To utilize the marketing segmentation strategy to come up with services aimed at providing the best services to the customers with Chinese nationality.
Introduction of literature review
Marketing segmentation is an area that has been explored by various researchers in a bid to help understand the effect that it has on facilitating the customer satisfaction (Wedel and Kamakura, 2012). For purposes of this discussion, the focus is on exploring research that has been done on marketing segmentation. Aspects that would be covered include papers that have focused on how marketing segmentation has been done as a way of helping understand the individual needs of the customers. Further, the literature review explored methods of marketing segmentation such as demographic, geographic, behavioral and psychographic characteristics as a way of trying to identify the individual needs of the consumers. Further, the literature review would look at how to target the individual needs of the customers based on the information gathered regarding the demographics. Ways through which hotels have targeted their clients would be explored based on preexisting literature.
Conclusion
Hotel marketing segmentation remains to be a fundamental aspect when there is a need to realize the highest sales in the industry. Hoteliers need to have a broad understanding of the type of consumers that they are dealing with so that they customize the nature of services that they are offering to them (Morrison, 2013). The individual differences that exist between the customers serve as a foundation upon which the hotel industry can offer its products to the customers. The pillars of marketing segmentation such as demographics, geographic, psychographic and behavioral aspects of the consumers are vital towards ensuring that information about the particular customers is utilized (Lantos, 2015). By employing market segmentation, it would be possible for the industry to realize high sales because customers would be satisfied with the nature of services that they are being offered. Knowledge of how marketing segmentation is conducted is mandatory as a first step towards understanding how to target the particular consumers (Kailani, Stăncioiu and Teodorescu, 2013).
Methodology
Introduction
In carrying out the marketing segmentation, there is a need to employ different methods all of which are meant at ensuring that as much information about the Chinese nationals is gathered as possible. Various approaches can be applied to facilitate the gathering of information. Because this is a dissertation, the most appropriate method that can be applied is the use of quantitative research. The method would entail generation of data to try and understand the dynamics of the consumers of Chinese nationals. It is appropriate to apply the method since it can be possible to quantify the attitudes of the consumers, their opinions, behavior and other defined variables about the market segmentation. The research is appropriate since data that is measurable is applied to formulate the facts and reveal patterns of the research. The survey takes different approaches as a way of ensuring that as much information as possible about the Chinese consumers is understood.
Research philosophy
The research philosophy does reflect on the strategies that would be employed in carrying out the dissertation (Bryman and Bell, 2015). The most appropriate approach that would be employed is the positive paradigm. The research would focus on facts that would have been collected through the survey. Next there is the independent aspect of the observer where they are not coerced into carrying out of the research. In applying the positive paradigm as a ground for research philosophy, the samples that would be required for data have to be large (Gray, 2013). In explaining the same, there is a need to have a broad understanding of the dynamics of the consumers and the same can be achieved through the application of facts. The facts were derived from the data that would have been collected. Next there is the aspect of independence of the observer is mandatory as a way of ensuring that there is objectivity in how the research is carried. There is a need to formulate a hypothesis since it would serve as a reference point when conducting the research. Finally, because it is a survey, any information findings derived have to be reliable, and the same is achieved by application of a large sample base.
Research Approach
The research approach that would be applied for the dissertation is the inductive method. The division that is made is dependent on how relevant the hypotheses of the study is. The inductive method serves to contribute to new theories and generalizations into the subject area. For example, a survey of the marketing segmentation is carried out where aspects of demographics, geographic, psychographics would be analyzed. Evidently, the qualitative approach would be applied since it does support the use of the data that is being used when getting information about the consumers with Chinese nationality. Also, there is the aspect that the researcher is perceived as being part of the research process. In carrying out the survey, it is mandatory to utilize other methods such as questionnaires when gathering information. Through the same, it becomes evident that the researcher took part in the process of the research making the approach qualify to be inductive. Further, the findings of the study were not to be generalized. The data needs to be used to gain information on the demographics of the customer.
Research strategy
In conducting the research, it is mandatory to come up with a plan that would facilitate efficient collection of data that would be analyzed and used to make conclusions and recommendations. A qualitative approach...