Moreover he will give some recommendations from the results and the analysis, which will help the hotels to be improved.
The purpose of this chapter is to provide a summary as well as an interpretation from research findings of the secondary data, by books, journal articles, reports, electronic databases and websites in order to drown the literature. In addition, an in-depth analysis of the roles and purpose of the HR in organizations in general will be included, how HR assists in the organization and how HR helps the organization strategy. Moreover, the research is concentrated on the HRM in companies. Finally, some information about the HRM in hotels will be given.
This chapter is very helpful in increasing the knowledge relative to the studying area since the results and the findings of the primary data will be related with the literature review. Therefore, the knowledge from literature review is going to provide a more professional research that will focus on the purpose of this research. Also, the purpose of this is to offer an overview of significant information published on the topic in order to narrow down the research questions to a specific, suitable form.
'The study of consumer behaviour is at this time seen as a 'behavioural or social science.' There are many that would challenge that this is a misnomer although it is not strictly a 'science', in it purest form when compared with the 'Natural' and 'Mathematical sciences'. Watson states, "Behavioural Science is a purely objective experimental branch of Natural Science."
To understand the real reasons people purchase one brand over the other, it is necessary to understand their underlying needs and concerns. In the past the theory of consumer behaviour has come from psychology; however, with further study sociology, anthropology and economics also contribute.
'Social class membership serves consumers as a border of reference for the growth of attitude and behaviour.' The hierarchical aspect of social class is significant to marketers. Consumers purchase products based on, either their own or a senior class, or their wanting to have an improved role and status in life (Andreassen, Paul B. 2002, 371-389).
Interest have to be paid to social class, as it is a natural form of segmentation, which determines buyer behaviour. Due to this, Geodemographic clusters were developed to locate concentrates of consumers with particular characteristics. Many companies design products or services for specific social classes. Consumers from the lower classes may only dream of owning a BMW or Jewellery from Harry Winston, therefore marketers would not target them (Arkes, Hal R., 2003,