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INFLUENCE OF CULTURAL NUANCES IN BUYING DECISION FOR SELECTED LEISURE HOTELS IN UMUAHIA, ABIA STATE

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Product Code: 00009538

No of Pages: 65

No of Chapters: 1-5

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ABSTRACTS


The study was carried out to know the influence of Cultural Nuances in Buying decisions for Leisure Hotels. The main objective of the study were to examine the influence of Cultural Nuances in buying decisions for leisure Hotels, identify the reason why consumers chose a particular Hotel than the other and what attracts them to a particular Hotel than the other, benefits in creating the differences in Leisure Hotels. identify the problem associated in meeting Cultural Nuances, determine the best strategy that could be adopted in meeting the needs, The methodology was survey design, including questionnaire were used to collect data. The population for the study consist of 6,000 population, sample for the study consist of  375 respondents made up of guests, staff, and management of the selected Hotels, data for this research was generated using quantitative techniques, simple frequency, percentage were used to analyze the data generated for the research. The finding of the study reveal that the best strategy to buy consumers decision is by using cultural nuances to create differences in products and services of Leisure Hotels to solve the problems of conventional system in Leisure Hotels. Hence, that is done, it will enhance patronage, customer satisfactions, variety of product and services and innovations. For Leisure Hotels to be sustained, they should be innovative. It was recommended that Leisure Hotels product and services should be packaged according to the Cultural Nuances of the location of the Leisure Hotel, to promote Cultural products and services









TABLE OF CONTENTS


Title Page                                                                                                                    i

Declaration                                                                                                                 ii

Certification                                                                                                                iii

Dedication                                                                                                                   iv

Acknowledgement                                                                                                      v

Table of Contents                                                                                                       vi

List of Tables                                                                                                              viii

Abstract                                                                                                                       ix

CHAPTER ONE

1.0       INTRODUCTION                                                               

1.1       Background of the Study                                                                                1

1.2       Statement of the Problem                                                                               3

1.3       Objective of Study                                                                                          4

1.4       Research Question                                                                                          4        1.5         Significance of Study                                                                                     5

1.6       Scope of the Study                                                                                          6


CHAPTER TWO

2.0       LITERATURE REVIEW                                                                            7

2.1       Introduction                                                                                                    7

2.1       Conceptual Framework                                                                                  7

2.1.1    Cultural Nuances                                                                                            7

2.1.2    Concept of Consumer Buying Behavior                                                        10

2.1.3    Concept of Decision Making                                                                          11

2.1.4.   Concept of Leisure                                                                                       32

2.2.0    Theoretical Framework                                                                                  33

2.2.1    Servqual Theory                                                                                             33

2.2.1.1  Consumer Behavior Theory                                                                           34

2.2.2    Self Concept Theory                                                                                       35

2.3.0    Related Empirical Works                                                                               36

2.3.1    How Guest Choose A Hotel                                                                               36


CHAPTER THREE

3.0.      MATERIALS AND METHODS                                                                 38

3.1.      Research Design                                                                                             38

3.2.      Area of Study                                                                                                  38

3.3.      Population for the Study                                                                                 38

3.4.      Sample and Sampling Technique                                                                   38

3.5.      Instrument for Data Collection                                                                       39

3.6.      Validation of Instrument                                                                                39

3.7.      Data Collection Techniques                                                                           39

3.8.      Data analysis Techniques                                                                               39


CHAPTER FOUR                                                                                       

4.1       PRESENTATION OF ANALYSIS                                                             40

4.2       Analysis of the Research Question which are Relevant to the            

Research Objectives                                                                                       42

4.3.      Discussion of Findings                                                                                   45


CHAPTER FIVE

5.0       SUMMARY, CONCLUSION AND RECOMMENDATION                        47

5.1       Summary                                                                                                         47

5.1.1    Restatement of the Problem                                                                           47

5.1.2    Description of Procedures Used                                                                     47

5.1.3    Major Findings                                                                                               48

5.2       Conclusion                                                                                                      48

5.3       Recommendation                                                                                            49

5.4.      Contribution to Knowledge                                                                            49

            References                                                                                                      50

Appendices

 

 

 

 



LIST OF TABLES

 

Table 4.1:        Nationality of Respondent                                                                  40

Table 4.2:        Distribution of Respondent According to Sex                                   40

Table 4.3:        Distribution of Respondents According to Age                                 40

Table 4.4:        Distribution of Respondents According to their Marital Status  41

Table 4.5:        Distribution of Respondents According to Religion                         41

Table 4.6:        Distribution of Respondent According to Designation/Post                          42

Table 4.7:        Reason Why Consumers Choose a Particular Hotel than                        

the Other and What Attracts those Most                                            42

Table 4.8:        Response to Question Two                                                                 43

Table 4.9:        Problems Associated in Creating Differences in Hotels?                        44

Table 4.10:      Best Strategy That Could Be Adopted In Creating Differences

in Hotels                                                                                              44

 

 

 

 

 

 

 

CHAPTER ONE


1.0       INTRODUCTION

1.1       Background of the Study

Cultural nuances are slight degree of different shared pattern of behavior and interaction, cognitive constructs, and effective understanding that are learned through a process of socialization. These shared patterns identify the member of a culture group while also distinguishing those of another group. Factors intervening consumer behavior consist of cultural and economical factors, but also industry related factors; what the destination has to offer (Lomine and Edmunds 32-33; McCabe 101).

People also connect to their cultural or ethnic group through similar food pattern. Immigrants often use food as a means of retaining their cultural identity. People from different cultural background eat different foods, the ingredients, methods of preparation, preservation techniques and types of food eaten at different meals vary among cultures. The areas which families live and where their ancestors originated influences food, like and dislikes. These food preferences results in pattern of food choice within a cultural or regional group.

Many countries nowadays are using their cultural nuances to attract customers to their leisure hotels. For example, the Asians have for lay adopted chopping stick in their eating habit, the Italian have Italianized their cuisine etc customers are attracted to the Chinese cuisine because of their cultural differences, customers also mention Italian cuisine often because of their cultural menu and so on.

In Africa, the South African and Kenyans are today making waves because of their traditional based cuisines and leisure facilities. Nigeria as giant of Africa seems to be lagging behind since she has padded herself with foreign culture in most of her leisure facilities. This attitude is not following the trend, as a result is making the leisure facilities stagnant without any clear innovation in the areas of building a cultural innovations. After all what attracts a customer to leisure is, the cultural difference between what he knows and the areas he is visiting.

In addition to imparting food choices, culture, also plays, a role in food related Etiquette as table of eating food or meals at a table, some people eats with fork and spoon; more people use fingers or chop sticks. Decision-making is a mental activity, which is an integral part of planning and action taking his variety of contexts and at a vast range of levels including, but not limited to Budgets, education planning and policy making climbing the career ladder. (Mathew, Marvin R. (2011) explaining cultural difference in decision making using decision theory C.R.C press pp.17-33. people all over the world engaged in these activities. It is vital to be aware of the underlying cross-cultural differences in buying decision making for leisure hotels.

Buying decision for leisure Hotels is based on different kinds of products and services being used, while buying decisions for leisure hotels consumers use memories and previous experiences from similar purchase to the new one. Nevertheless, consumers often need to find some new products and services from different leisure hotels. Certain products and services are well known that no outside information is needed. (Solomon, 2002, 241).

There are different buying processes but the most current models see the process as cognitively oriented. This means that the customer makes choices of hotel based on conscious and rational basis for leisure hotels with a different. the main thing to understand is that the consumers is trying to satisfy a need (Kotler, 1977, 193).when buying the final decisions, the process may vary from complicated strategies to quick and easy decisions. It has been studied that consumers are more eager to choose products with many different features. For example, leisure hotels with cultural facilities, traditional dishes/cuisines, cultural dances and music and other cultural difference will serve as a pull factors for customers or consumer. In buying decision for leisure hotels which will leads to high patronage because leisure hotels that were built based on the culture of the location of the hotels makes it different from other leisure hotels. This is because consumers wants or needs something different or new from the already known or old. Consumers needs brands and innovation that is something different. No consumer wants to spent his/her vacation on already existing experience. After making a purchase, the consumer tends to compared the final outcome of the purchase to the expectation he had beforehand. For example after a vacation, the consumer usually comes up with an outcome on how the hotel choice matches his expectations. The outcome of the purchase can be seen as an experience that influences future consuming (Schiffman, 2012, 84-85).


1.2       Statement of the Problem

Over the years, hotel industry has been operating on a conventional system that is a system of rendering the same product and services to consumers of leisure hotels (no difference nor innovation in product and services), without knowing that consumers nowadays make decision for leisure hotels based on cognitive oriented; i.e consumers take decision for leisure hotels based on conscious and rational bases for leisure hotels with different features. What sustain a hotel is the ability to innovate/Brand in their product and services and the development and success of any hotel lies on the level of customer patronage. This study was designed to bring to limelight some of the inadequacies that are facing the leisure hotel industry and the hindrance in meeting the needs of the guests. Because of the high level of competiveness in the hotel industry, the researcher pointed out the following as the problem facing the hotel industry: Conventional system of operation in product and services or homogenous system, Inability of the hotels to ascertain and meet the relative needs of the guests from different cultural background. The inability of the hotel to know why customers choose to be in a particular establishment, and the inability of the hotel industry to know the right promotional tools to use.

As the result of this, many hotels may find it difficult to retain their clients. They also find it difficult to face competition in the face of the present volatile economic situation.

 

1.3       Objectives of Study

The main objectives of this study is generally to examine the influence of cultural nuances in buying decision for leisure hotels. Specifically, the study has the following objectives:

1.              To identify reasons for consumer’s choice of a particular hotel and what attract them most.

2.              To identify the reasons/benefits in creating those differences in product and servicesin of leisure hotels.

3.              To identify the problems associated in creating differences in leisure hotels.

4.              To determine the best strategy that could be adopted in creating differencesin leisure hotels.


  1.4         Research Question

1.              What are the reasons for consumer’s choice of a particular hotels and what attract them most?

2.              What are the reasons/benefit for creating differences in leisure Hotels?

3.              What are the problems associated in creating differences in leisure hotels?

4.              What are the best strategy that could be adopted in creating differences among leisure hotels?

 


1.5       Significance of Study

The following organizations/people will benefit from this research work:

Customers

Staff

Establishment

Host Community

Government

Customers: The customers of the various Establishment will benefits a lots if the findings of this study will be fully implemented such as: Gaining new experience, buy decisions for the best product and services, to satisfy their various needs, Hence the product and services of hotels are distinguished with cultural nuances, it will now create variety and new experience from different hotels for customers, because all their product and services has different feature. It will also help the customers to make a wise decisions in choosing hotels with a different features

Staff: The staff of the various Establishment will benefits: regular payment of salaries, promotion, appraisal and other job benefits and entitlements because the establishment is maximizing profit.

Establishment: since the establishment is flourishing, the progenitors will benefit his/her return on investment from the establishment; which enable him to solve other problems; the establishment will also get enough resources to pay staff salaries and other problems.

Host Community: The host community will benefit all their entitlements from the establishment as agreed. Such as free electricity, free medical care and free bore water because the  establishment is maximizing profit.

Government: the government will benefit: by receiving their annual tax and rate from the establishment which will be paid to the ministry of internal revenue by the establishment.


1.7.      Scope of the Study

This study is restricted to the selected hotels in Umuahia, Abia State, on The Influence of cultural nuances in buying decision for Leisure Hotels. Because of the homogenous system of operation in Nigerian Leisure Hotels.

 

 

 

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