Econ1203

Executive Summary

An analysis on random sample of 200 customer who came to CCResort has showed that

CCResort has successfully attract:

 Families with income higher than $100,000

 Group of friends or families including at least 3 people

 Large number of middle-aged customers.

Moreover, the key performance indicators (KPIs) can be evaluated by hypothesis testing.

The test indicates that:

 Over 40% of customers stayed for full week

 The average expenditure was likely to below $255 per day

Introduction

The aim of this report is used to answer what type of customer has been attracted to

CCResorts, how their daily expenditure is distributed and has CCResorts been successful in

satisfying their key performance indicators (KPIs) stated in the business plan. Those KPIs

are firstly more than 40% of their customers stay for a full week and secondly the average

customer spends more than $255 per day in excess of accommodation costs.

In order to answer these questions, descriptive statistics, histogram, and hypothesis testing

will be used.

1. What type of customer has been attracted to CCResort?

Income:

In order to determine what type of customers had been attracted to CCResorts, customer

wealth should be analyzed by grouping family whose income is over $100,000 represented

by 1 and those whose income is less than $100,000 represented by 0.

Figure 1: Pie chart of customer income

Income

31%

Y < $100,000

Y > $100,000

69%

The pie chart in figure 1 and table 1 show that 69% of bookings came from customers

whose income is exceed $100,000. This suggests that the majority of customers who came

to resort are wealthy family if it is classified that families with income exceed $100,000 are

high-income families. Meanwhile, only 31% of consumers had income less than $100,000.

Therefore, it can be concluded that the marketing of CCResort was successful in creating

the image of upmarket resort where attract large number of wealthy...