SlideShare a Scribd company logo
International Journal of Business and Social Science Vol. 3 No. 21; November 2012
158
Determinants of Consumer Purchase Decisions in Zero Rated Hotels in Eldoret
Town, Kenya
Jacqueline Korir
School of Tourism, Hospitality and Events Management
Moi University
P.O. Box 3900-30100, Eldoret-Kenya
Kimeli Korir
School of Tourism, Hospitality and Events Management
Moi University
P.O Box 6021 Eldoret 30100 Kenya
Joseph Musyoki
School of Tourism, Hospitality and Events Management
Moi University
P.O. Box 3900-30100, Eldoret-Kenya
Barno William
School of Tourism, Hospitality and Events Management
Moi University
P.o Box 7067 Eldoret 30100 Kenya
Abstract
This paper determined the factors that influence consumer purchase decisions in zero rated hotels in Eldoret
town. The objectives were to find out how tangible and intangible aspects of products influence consumers
purchase decision. Descriptive survey research design was used. Data was collected through administration of
questionnaires to a sample of 176 customers. The data collected was analyzed using statistical package for social
sciences (SPSS) version 17.0 and the results were presented using pie charts, frequency tables and bar graphs.
The findings may be used as a guide by different establishments and organizations that may be facing similar
challenges in meeting the diverse needs and wants of different customers which may help them to understand their
customers’ better and hence satisfy their needs and wants thereof.
Keywords: Consumer, Purchase decisions, intangible aspects, tangible aspects, zero-rated hotels
1. Introduction
Consumers have been changing on the way they purchase, use and dispose different products and services.
Marketers had long noted that consumer market was vast and constantly expanding. Billions of dollars are spent
on goods and services by establishments due to consumer preferences that change and become more diversified.
By this way, it has created immense challenges for organizations to understand what customers really need in
order to satisfy them. Customers appear often to indulge in rationalizations of the past decision to buy some
products. They may tend to feel the need for reasons of self prestige and also, buyers frequently search for
acceptable motivation which would enable them to demonstrate [Brunsik 1985]. Many current organizations are
faced with difficulties in retaining the current consumers and satisfying their diverse needs. Organizations of all
types consume products, services, industrial and technical supplies, banking and professional service and should
therefore develop their marketing skills since they all use their scarce finite resources which should be organized
efficiently in order to provide their customers with acceptable products and services [Chisnal 1995]. However,
fast improved modern technology has brought competitors near to each other and access to market.
© Centre for Promoting Ideas, USA www.ijbssnet.com
159
Technologies are now widely dispersed over many countries thus, to survive against the world’s competitiveness,
establishments must become more aware of needs of different consumers and closely their trading objectives and
relate their resources to the delivery needs of their market [Loudon and Bitta 1993]. There are several factors that
influence consumers while making their purchase decisions. Some of these are cultural factors that comprise
culture, subculture and social class. Culture can be defined as that complex whole that includes, knowledge,
beliefs, heart, morals and any other capabilities and habits acquired by man as a member of society. Culture is a
societies’ personality and the sum total of learned beliefs, values and customs that serve to direct the consumer
behavior of members of a particular society. Every group or society has a culture which influences their buying
behavior hence marketers should try to spot cultural shifts in order to discover new products that might be wanted
for instance the cultural shift towards greater concern about health and fitness has created a huge industry for
health and fitness services such as gyms, saunas and health restaurants.
Marketing researchers have used a wide variety of attribute descriptors to obtain measures of consumers'
perceptions and preferences. A comprehensive summary of eleven different attribute typologies is presented by
Finn (1985). What is common to all these different approaches is that there is a distinction between the concrete,
physical, objective, or tangible attributes of a product and the abstract, beneficial, subjective, or intangible
attributes of a product. For example, a car can be described as large, red and luxurious. Large and red are
fundamentally tangible attributes as they describe physical properties of the car, while luxurious is primarily an
intangible attribute as it describes beneficial and imagery aspects of the car (Myers and Shocker 1981).
Consumers make purchase decisions based on various factors such as psychological, cultural, personal, tangible
and intangible aspects of products and services and stimuli variables which many establishments do not really
understand. This makes establishments experience some difficulties in retaining customers because they do not
understand the consumer’s needs and expectations. Consequently, the establishments end up not satisfying their
customers who require diverse products and services because they do not understand what factors influence
customers to consume various products and services. Purchasing decisions are also difficult for some of the
customers because they may find it hard to make purchase decisions, where to purchase, and also what influences
them to purchase various products and services. When hotel managers do not understand their consumer behavior,
expanding and retaining a large market share becomes difficult to achieve as customer satisfaction becomes
elusive and attracting customers to these hotels can be difficult. The zero rated hotels in Eldoret town could be
faced by this phenomenon as a problem and there is need for the management of these establishments to find out
why this happens in order to retain their customers and deliver the required products that fully satisfy the
customers. The research questions that guided this study were as follows:
1. To find out how tangible aspects of products influence consumer purchase decisions in zero rated hotels
2. To find out how intangible aspects of products influence consumer purchase decisions in zero rated hotels
2. Literature Review
Consumer behavior can be defined as the study of individuals, groups or organizations and the processes they use
to select, secure, use and dispose of products, services, experiences or ideas to satisfy needs and the impacts that
these processes have on the consumer and society (Hawkins, Best, and Coney, 2001). Other definitions emphasize
the mental, emotional, and physical processes and stress needs and wants, as well as the influence of perceived
risk (Arens 1999). Analyzing consumer behaviour is perceived as cornerstone of a successful marketing strategy.
Consumer behaviour is ‘the mental and emotional processes and the observable behaviour of consumers during
searching purchasing and post consumption of a product and service (Batra & Kazmi, 2004). Similarly Engel et
al. (1990) refers consumer behaviour as the action and decision process of people who purchase goods and
services for personal consumption. Consumer purchase decision is the process involved when individuals or
groups select, purchase, use or dispose products, services or experience and ideas to satisfy their needs (Solomon
et al. 1996).
The field of consumer behavior is enormous, and highlights the importance of the customer at the centre of the
marketer's universe. Each consumer is unique with different needs and wants and buying choices and habits
influenced by habit, and choice that are in turn tempered by psychological and social drivers that affect purchase
decision processes (Brassington and Pettit 2000).
International Journal of Business and Social Science Vol. 3 No. 21; November 2012
160
Fox (1993) notes that a purely behavioral approach, which relies on observed results as a means to infer the end
result of human information processing should be supplemented by an evolutionary explanation. He suggests that
evolution is a causal mechanism which accounts for selection or a decision by consequence. The experience of
results of prior and similar behavior (operant conditioning), environmental influences, and cultural changes
should thus be considered in order to explain and predict changes in consumer behavior.
Solomon et al., 1996 state that consumer rationality is mediated by dynamics such as personal paradigms and
perceptual distortion, risk tolerance, and power relations which in turn are subject to cultural and intellectual
prejudices such as gender, age, and ethnicity. This contributes to the notion of marketing as a normative discipline
with elements of art rather than science in its practice. Arguably as research "explains" the complexity of the
dynamics of consumer behavior, it will expand the definition of what constitutes a rational consumer. This
behavioral component allows marketers to identify prospective customers' needs and wants, and influence the
exchange, perception, and satisfaction dynamics of the purchasing.
Personality characteristics impact consumer behavior because they shape the way in which consumers respond to
messages at a given time. This response changes minute by minute based upon the unique characteristics of the
target consumer and their ongoing life experience. The online environment presents a vast opportunity for
companies to interact with consumers on a personal, customized level. Individual differences are an important
aspect of this interaction as they provide insight into how people with varying levels of experience with the online
environment respond to interactive persuasion techniques. Friestad and Wright (1994) posit that the effectiveness
of advertising persuasion techniques depend upon the level of persuasion expertise each individual possesses. In
an online environment, measurement of this effect can be achieved by looking at user experience levels, self-
efficacy, and number of hours spent online. General knowledge dictates that consumers with more experience in
the online environment was better at coping with persuasion techniques therein, such as open, visually rhetorical
advertisements.
2.1 Conceptual Framework for the study
The purchase decision is the dependent variable whereas intangible and tangible products are the independent
variables that influence the consumer purchase decisions. The intervening variable is the process of decision
making that consumer passes through before arriving at a purchase decision as illustrated in figure 1.
3. Methodology
The study was carried out in Eldoret town in Kenya. The plan structure and the strategy of investigations
conceived to provide answers to this study was through the use of descriptive survey design. The target
population for this study was 380 customers from three zero rated hotels within the central business district of
Eldoret town. The sample size for this study was 190 customers but only 176 were filled. The sampling technique
used in this study was non probability sampling to select a reasonable number of cases that that represent a target
population Purposive and judgmental sampling techniques were used. Purposive sampling was used to select the
three zero rated hotels whereas judgmental sampling in which sample members conform to some criteria was used
to select the specific respondents. Data was analyzed using the statistical package for social sciences (SPSS).
Descriptive statistics was used to analyze and describe data which was presented using line graphs, pie charts,
percentages and frequency tables.
4. Data Analysis and Results
4.1 Sample Description
From the results, a majority of the respondents were male representing 71.9% of the total respondents whereas
28.1% were female. Majority of 49.1% were students, 22.8% were self employed, 21.8% were employed while a
small percent of 7% indicated that they were unemployed. With regards to marital status, majority of 56.14%
were single while 43.86% were married. 45.6% of the respondents visit the hotel weekly, 23.6% visit the hotel
monthly, 22.81% visit daily while 7.89% visit the hotel annually. This could imply that majority of the customers
are residents of Eldoret town. The age bracket of majority of the respondents who visit the hotel was 18-25 years,
while the minority indicated that they were within the age bracket of 46 and above. This shows that teenagers
could form the highest number of customers as they can afford to purchase products and services with attractive
prices.
© Centre for Promoting Ideas, USA www.ijbssnet.com
161
From the results of the study, 34.2% customers purchase breakfast sometimes, 22.8% rarely purchases breakfast,
23.7% of the respondents never purchase breakfast, 13.1% very often purchase and 6.1% represented the number
of customers who often purchase breakfast. The fact that minority of respondents purchase breakfast could be
another indicator that majority of the customers are residents hence take breakfast at their homes. The highest
percentage representing 30.7% of the respondent felt that they never purchase 10”ocloak tea, 28.1% felt that they
rarely purchase 10”ocloack tea, 20.3% sometimes purchase 10”ocloack tea, 15.8% often purchase and 15.3%
representing the smallest percentage very often purchase 10ocloack tea.
A high percentage of 36.8% sometimes purchase lunch from these hotels,28.9% often purchase lunch, 17.5% very
often purchase lunch from these hotels,10.5% rarely purchase and 6.1% representing the smallest percentage
never purchases. The highest percentage representing 28.9% never purchase evening tea, 28.9% sometimes
purchase evening tea, 20.2% rarely purchase, 17.5% often purchase meal while 4.4% very often purchase evening
tea representing the smallest percentage. From the results a high percentage of 36% of the respondents felt that
they never purchase dinner from the zero rated hotels, 31.6% rarely purchase dinner, 18.4% sometimes purchase,
9.6% often purchase dinner while 4.4% very often purchase dinner.
4.2 Tangible aspects of products
Majority of the respondents stated that there was often adequate quantity of food served in the hotel, but none of
the respondent says that there were never adequate amount of food served. The highest percentage representing
49.1% felt that the hotel was always accessible, 24.6% felt that it was often accessible, and only 0.9% felt that it
was never accessible. Most of the clients represented by 71% felt that there was an appealing sitting arrangement,
24.6% were neutral about the appealing of the sitting arrangement, 2.6% indicated that there was rarely appealing
sitting arrangement while 1.8% felt that there was never appealing sitting arrangement.
Majority, 57.9% felt that zero rated establishments had an attractive menu design, 29.8% of the total respondents
were neutral about the menu design, 27.2% indicated that they were often, 7.9% indicated that the menu design
was never attractive, 4.4% indicated that the menu design was rarely attractive. The highest percentage of 41.2%
of the respondent indicated that the price of food and accommodation was always affordable, 24.6% indicated that
the price of food and accommodation was often affordable, 20.2%were neutral about the price, 7.9% indicated
that the price of food and accommodation was rarely affordable, and 6.1% indicated that the prices were never
affordable. Majority of the respondents of 42.1% felt that there was always good lighting, 30.7% felt that there
was often good lighting, 21.1% were neutral about the lighting, 4.4%felt that there was rarely good lighting, and
1.8% of the respondents felt that there was never good lighting. Table 1 presents a summary of the responses on
tangible aspects of products.
4.3 Intangible aspects of products
From the research, most of the respondents strongly agreed that there was good quality of food represented by
84.5% agreed that there was good quality of food offered, 13.2% of the respondents were neutral about the quality
of food and only 2.6% of the respondent disagreed that there was good quality of food offered in the hotel.
Majority of the respondents, 72.8% agreed that there was quick speed of service, 36.0% agreed to the same,
16.7% were neutral about the speed of service while 10.5% disagree that there was quick speed of service. From
the results of the research, 78.9% agree that there was high level of cleanliness in the hotel, 13.2% were neutral
about the level of cleanliness, 7.9% disagreed about the level of cleanliness in the establishments. There was
majority of the respondents of 72.8% who agreed that there was quick responsive of employees, 8.4% were
neutral about the responsiveness of employees, 8.7% disagreed that there was quick responsiveness of employees
Large percentage of 75.1% agreed that there was good hours of operations, 18.4% were neutral about the hours of
operation and 6.2% disagreed. Majority of the respondents comprising of 57.9% of the total respondents agree
that there was good choice of entertainment, 25.4% were neutral about the choice of entertainment, 11.4%
disagree on the choice of entertainment, 5.3% of the respondents strongly agree on the choice of entertainment.
Summary is shown on table 2.
International Journal of Business and Social Science Vol. 3 No. 21; November 2012
162
5. Conclusion
From the findings, it is evident that tangible aspects of products influence consumer purchase decisions with
regard to the quantity of food offered and the accessibility of the hotels which could have been because the hotel
was located within the customer’s place of work therefore the friendly proximity. The sitting arrangement is
appealing and always adequate, the menu design was attractive and displayed a variety of dishes provides
customers with a wide choice, the price of food was affordable and evidence of good lighting which all influenced
consumer purchase decisions. Therefore, management of zero-rated hotels should consider providing products
and services that possess good attributes in terms of pricing, quantity, accessibility attractiveness and any other
tangible in order to satisfy diverse needs and wants of customers.
Intangible aspects of products such as quality of food, level of cleanliness, responsiveness of employees and
choice of entertainment had an influence on purchase decisions of the customers.
Therefore, hotels need to ensure that each intangible aspect of product and service meet the expectations of
different customers. To sum up, hotels need to become proactive and carry out a research to know how different
factors influence consumer purchase decisions.
References
Arens, William. (1999).Contemporary Advertising. Boston: McGraw-Hill.
Batra, S., & Karma, S. ( 2004). Consumer Behaviour - Text and Cases. New Delhi: Excel
Brassington, Frances., & Pettit, Stephen. (2000). Principles of Marketing. 4th
edn. London: Prentice Hall.
Chisnal, Peter. (1995). Consumer Behaviour. 3rd
edn. London: McGraw-Hill.
Engel, J., Blackwell, R., & Miniard, P. (1990), ‘Consumer Behaviour’ London: Dryden Press
Friestad, Marian., & Wright, Peter (1994). The persuasion knowledge model: How people cope with persuasion
attempts.” Journal of consumer research, 21, 1, (June), 131.
Hawkins, Rodger., Best, Kenneth., & Coney, (2001). Consumer Behaviour. New York: McGraw-Hill.
Loudon, D., & Della Bitta, A. (1993). Consumer Behaviour. 4th
edn. NY: McGraw-Hill.
Myers, James., & Shocker, Allan. (1981). The Nature of Product-Related Attributes. Reasearch in Marketing.
Vol 5. Greenwich, CT: JAI Press, Inc., 21 1-36.
Schiff man, L., & Kanuk, L. l. (2004). Consumer Behaviour. New Jersey: Prentice- Hall Inc
Solomon, M., Bamossy, G., & Sren, A. (1996). “Consumer Behaviour”. 2nd
edn. London: Pearson Education Ltd.
© Centre for Promoting Ideas, USA www.ijbssnet.com
163
Figure 1: Conceptual Framework for the study
Table 1: Tangible Aspects of products
Tangible aspects Always Often Neutral Rarely Never
Adequate quantity of food 35.1% 36.8% 22.8% 5.3% 0
Accessibility of hotel 49.1% 24.6% 17.5% 7.9% 0.9%
Appealing seating arrangement 34.2% 36.8% 24.6% 2.6% 1.8%
Attractive Menu design 30.7% 27.2% 29.8% 4.4% 7.9%
Affordable price 41.2% 24.6% 20.2% 7.9% 6.1%
Good lighting 42.1% 30.7% 21.1% 4.4% 1.8%
Source: Survey data
Table 2: Intangible aspects of products
Source: Survey data
Intangible aspects of products Strongly
agree
Agree neutral Disagree Strongly
disagree
Good quality of food 47.7% 36.8% 13.2% 2.6% 0%
Quick speed of service 36.8% 36.0% 16.7% 9.6% 0.9%
High level of cleanliness 42.1% 36.85 13.2% 6.1% 1.8%
Quick responsiveness of employees 35.1% 37.7% 18.2% 6.1% 2.6%
Good hours of operation 3.3% 42.1% 18.4% 5.3% o.9%
Good choice of entertainment 27.2% 30.7% 25.4% 11.4% 5.3%
Intangible products
Quality of products
Speed of service
Level of cleanliness
Responsiveness of employees
Hours of operation
Choice of entertainment
Tangible products
Quantity of food
Accessibility of hotel
Sitting arrangement
Menu design
Price of food
Lighting of the room Process of purchase
decision
Problem recognition
Information search
Evaluation of alternatives
Purchase process
Post purchase decision
Purchase
decision

More Related Content

What's hot

Dissertation report “Consumer Behavior towards online shopping of Smart Phone...
Dissertation report “Consumer Behavior towards online shopping of Smart Phone...Dissertation report “Consumer Behavior towards online shopping of Smart Phone...
Dissertation report “Consumer Behavior towards online shopping of Smart Phone...
hasnain2
 
D0392032040
D0392032040D0392032040
D0392032040
inventionjournals
 
The Role of Attitude as Relationship Mediation between Products Knowledge an...
	The Role of Attitude as Relationship Mediation between Products Knowledge an...	The Role of Attitude as Relationship Mediation between Products Knowledge an...
The Role of Attitude as Relationship Mediation between Products Knowledge an...
inventionjournals
 
Factors affecting consumer buying behavior of Smartphone Users
Factors affecting consumer buying behavior of Smartphone UsersFactors affecting consumer buying behavior of Smartphone Users
Factors affecting consumer buying behavior of Smartphone Users
Muiz Hassan
 
Perceptions of Market Orientation from a Consumer and Retailer Perspective
Perceptions of Market Orientation from a Consumer and Retailer PerspectivePerceptions of Market Orientation from a Consumer and Retailer Perspective
Perceptions of Market Orientation from a Consumer and Retailer Perspective
Tony Kynes
 
The impact of_age_on_the_customers_buying_behaviour
The impact of_age_on_the_customers_buying_behaviourThe impact of_age_on_the_customers_buying_behaviour
The impact of_age_on_the_customers_buying_behaviour
projectseasy
 
L428087
L428087L428087
L428087
aijbm
 
dissertation report, ppt
dissertation report, pptdissertation report, ppt
dissertation report, ppt
Pinkey Rana
 
I416885
I416885I416885
I416885
aijbm
 
A study on Mobile phone purchase behavior in women segment
A study on Mobile phone purchase behavior in women segmentA study on Mobile phone purchase behavior in women segment
A study on Mobile phone purchase behavior in women segment
Rohit Bhabal
 
HBM Marketing CMD
HBM Marketing CMDHBM Marketing CMD
HBM Marketing CMD
knoxbusiness
 
Effective_Factors_on_Purchasing_Intention_of_Cosmetics_and_Health_Products_in...
Effective_Factors_on_Purchasing_Intention_of_Cosmetics_and_Health_Products_in...Effective_Factors_on_Purchasing_Intention_of_Cosmetics_and_Health_Products_in...
Effective_Factors_on_Purchasing_Intention_of_Cosmetics_and_Health_Products_in...
Reza Azizpour
 
Consumer Buying Behavior for a Smart Phone: A study on young generation in Ko...
Consumer Buying Behavior for a Smart Phone: A study on young generation in Ko...Consumer Buying Behavior for a Smart Phone: A study on young generation in Ko...
Consumer Buying Behavior for a Smart Phone: A study on young generation in Ko...
Sushanka Malakar
 
C3121920
C3121920C3121920
C3121920
aijbm
 
Organizational customers’ retention strategies on customer satisfaction case ...
Organizational customers’ retention strategies on customer satisfaction case ...Organizational customers’ retention strategies on customer satisfaction case ...
Organizational customers’ retention strategies on customer satisfaction case ...
Alexander Decker
 
Consumer Behavior - Information Behavior Group Project - 10 14 2009
Consumer Behavior - Information Behavior Group Project - 10 14 2009Consumer Behavior - Information Behavior Group Project - 10 14 2009
Consumer Behavior - Information Behavior Group Project - 10 14 2009
guestf164ae
 
E423138
E423138E423138
E423138
aijbm
 
An Analysis of Consumer Perceptions and Usage of Mobile Telecommunications Br...
An Analysis of Consumer Perceptions and Usage of Mobile Telecommunications Br...An Analysis of Consumer Perceptions and Usage of Mobile Telecommunications Br...
An Analysis of Consumer Perceptions and Usage of Mobile Telecommunications Br...
IOSR Journals
 
223517209 literature-review-for-consumer-perception
223517209 literature-review-for-consumer-perception223517209 literature-review-for-consumer-perception
223517209 literature-review-for-consumer-perception
SLIMSHADYYY
 

What's hot (19)

Dissertation report “Consumer Behavior towards online shopping of Smart Phone...
Dissertation report “Consumer Behavior towards online shopping of Smart Phone...Dissertation report “Consumer Behavior towards online shopping of Smart Phone...
Dissertation report “Consumer Behavior towards online shopping of Smart Phone...
 
D0392032040
D0392032040D0392032040
D0392032040
 
The Role of Attitude as Relationship Mediation between Products Knowledge an...
	The Role of Attitude as Relationship Mediation between Products Knowledge an...	The Role of Attitude as Relationship Mediation between Products Knowledge an...
The Role of Attitude as Relationship Mediation between Products Knowledge an...
 
Factors affecting consumer buying behavior of Smartphone Users
Factors affecting consumer buying behavior of Smartphone UsersFactors affecting consumer buying behavior of Smartphone Users
Factors affecting consumer buying behavior of Smartphone Users
 
Perceptions of Market Orientation from a Consumer and Retailer Perspective
Perceptions of Market Orientation from a Consumer and Retailer PerspectivePerceptions of Market Orientation from a Consumer and Retailer Perspective
Perceptions of Market Orientation from a Consumer and Retailer Perspective
 
The impact of_age_on_the_customers_buying_behaviour
The impact of_age_on_the_customers_buying_behaviourThe impact of_age_on_the_customers_buying_behaviour
The impact of_age_on_the_customers_buying_behaviour
 
L428087
L428087L428087
L428087
 
dissertation report, ppt
dissertation report, pptdissertation report, ppt
dissertation report, ppt
 
I416885
I416885I416885
I416885
 
A study on Mobile phone purchase behavior in women segment
A study on Mobile phone purchase behavior in women segmentA study on Mobile phone purchase behavior in women segment
A study on Mobile phone purchase behavior in women segment
 
HBM Marketing CMD
HBM Marketing CMDHBM Marketing CMD
HBM Marketing CMD
 
Effective_Factors_on_Purchasing_Intention_of_Cosmetics_and_Health_Products_in...
Effective_Factors_on_Purchasing_Intention_of_Cosmetics_and_Health_Products_in...Effective_Factors_on_Purchasing_Intention_of_Cosmetics_and_Health_Products_in...
Effective_Factors_on_Purchasing_Intention_of_Cosmetics_and_Health_Products_in...
 
Consumer Buying Behavior for a Smart Phone: A study on young generation in Ko...
Consumer Buying Behavior for a Smart Phone: A study on young generation in Ko...Consumer Buying Behavior for a Smart Phone: A study on young generation in Ko...
Consumer Buying Behavior for a Smart Phone: A study on young generation in Ko...
 
C3121920
C3121920C3121920
C3121920
 
Organizational customers’ retention strategies on customer satisfaction case ...
Organizational customers’ retention strategies on customer satisfaction case ...Organizational customers’ retention strategies on customer satisfaction case ...
Organizational customers’ retention strategies on customer satisfaction case ...
 
Consumer Behavior - Information Behavior Group Project - 10 14 2009
Consumer Behavior - Information Behavior Group Project - 10 14 2009Consumer Behavior - Information Behavior Group Project - 10 14 2009
Consumer Behavior - Information Behavior Group Project - 10 14 2009
 
E423138
E423138E423138
E423138
 
An Analysis of Consumer Perceptions and Usage of Mobile Telecommunications Br...
An Analysis of Consumer Perceptions and Usage of Mobile Telecommunications Br...An Analysis of Consumer Perceptions and Usage of Mobile Telecommunications Br...
An Analysis of Consumer Perceptions and Usage of Mobile Telecommunications Br...
 
223517209 literature-review-for-consumer-perception
223517209 literature-review-for-consumer-perception223517209 literature-review-for-consumer-perception
223517209 literature-review-for-consumer-perception
 

Viewers also liked

Influencing In-Store Purchase Decisions In The Era of Daily Deals
Influencing In-Store Purchase Decisions In The Era of Daily DealsInfluencing In-Store Purchase Decisions In The Era of Daily Deals
Influencing In-Store Purchase Decisions In The Era of Daily Deals
G3 Communications
 
Driving purchase decisions in the social media era
Driving purchase decisions in the social media eraDriving purchase decisions in the social media era
Driving purchase decisions in the social media era
Chief Digital Advisors, LLC
 
Purchase Decision (Marketing)
Purchase Decision (Marketing)Purchase Decision (Marketing)
Purchase Decision (Marketing)
Gaurav Taranekar
 
Buying Tickets: Capturing the Dynamic Factors that Drive Consumer Purchase De...
Buying Tickets: Capturing the Dynamic Factors that Drive Consumer Purchase De...Buying Tickets: Capturing the Dynamic Factors that Drive Consumer Purchase De...
Buying Tickets: Capturing the Dynamic Factors that Drive Consumer Purchase De...
Sloan Sports Conference
 
Marketing Environment
Marketing EnvironmentMarketing Environment
Marketing Environment
Prashant Kumar Gupta
 
Lecture 3 consumer decision making
Lecture 3 consumer decision makingLecture 3 consumer decision making
Lecture 3 consumer decision making
Judith Ruga
 
A Study on Consumer Behaviour and Purchase Decisions with respect to Feminine...
A Study on Consumer Behaviour and Purchase Decisions with respect to Feminine...A Study on Consumer Behaviour and Purchase Decisions with respect to Feminine...
A Study on Consumer Behaviour and Purchase Decisions with respect to Feminine...
Niviya Vas
 
Factors affecting the consumer purchase for Private Label Apparel Brands in I...
Factors affecting the consumer purchase for Private Label Apparel Brands in I...Factors affecting the consumer purchase for Private Label Apparel Brands in I...
Factors affecting the consumer purchase for Private Label Apparel Brands in I...
Kashyap Shah
 
Major and minor details
Major and minor detailsMajor and minor details
Major and minor details
Nichole Keith
 
Purchasing Decision
Purchasing DecisionPurchasing Decision
Purchasing Decision
Steve Raybould
 
Buying Decision Making Process
Buying Decision Making ProcessBuying Decision Making Process
Buying Decision Making Process
Nagendra Babu
 
Consumer Behaviour In Travel&Torism
Consumer Behaviour In Travel&TorismConsumer Behaviour In Travel&Torism
Consumer Behaviour In Travel&Torism
guest585f83
 
Tourist Behavior
Tourist BehaviorTourist Behavior
Tourist Behavior
Somyot Ongkhluap
 
Types of Consumer Buying Decision
Types of Consumer Buying DecisionTypes of Consumer Buying Decision
Types of Consumer Buying Decision
Prashant Kumar Gupta
 
Rural Marketing Strategies, Consumer Buying Behavior.
Rural Marketing Strategies, Consumer Buying Behavior. Rural Marketing Strategies, Consumer Buying Behavior.
Rural Marketing Strategies, Consumer Buying Behavior.
Rajendran Ananda Krishnan
 
tourism consumer behavior
tourism consumer behaviortourism consumer behavior
tourism consumer behavior
epy
 
Consumer Decision Making
Consumer Decision MakingConsumer Decision Making
Consumer Decision Making
ajithsrc
 
Consumer decision making process
Consumer decision making process Consumer decision making process
Consumer decision making process
KHALIL AHMAD
 
Chapter 16 Consumer Buying Decision
Chapter 16  Consumer Buying DecisionChapter 16  Consumer Buying Decision
Chapter 16 Consumer Buying Decision
Avinash Kumar
 
Tourist behaviour, unit 2
Tourist behaviour, unit 2Tourist behaviour, unit 2
Tourist behaviour, unit 2
Jamia Millia Islamia
 

Viewers also liked (20)

Influencing In-Store Purchase Decisions In The Era of Daily Deals
Influencing In-Store Purchase Decisions In The Era of Daily DealsInfluencing In-Store Purchase Decisions In The Era of Daily Deals
Influencing In-Store Purchase Decisions In The Era of Daily Deals
 
Driving purchase decisions in the social media era
Driving purchase decisions in the social media eraDriving purchase decisions in the social media era
Driving purchase decisions in the social media era
 
Purchase Decision (Marketing)
Purchase Decision (Marketing)Purchase Decision (Marketing)
Purchase Decision (Marketing)
 
Buying Tickets: Capturing the Dynamic Factors that Drive Consumer Purchase De...
Buying Tickets: Capturing the Dynamic Factors that Drive Consumer Purchase De...Buying Tickets: Capturing the Dynamic Factors that Drive Consumer Purchase De...
Buying Tickets: Capturing the Dynamic Factors that Drive Consumer Purchase De...
 
Marketing Environment
Marketing EnvironmentMarketing Environment
Marketing Environment
 
Lecture 3 consumer decision making
Lecture 3 consumer decision makingLecture 3 consumer decision making
Lecture 3 consumer decision making
 
A Study on Consumer Behaviour and Purchase Decisions with respect to Feminine...
A Study on Consumer Behaviour and Purchase Decisions with respect to Feminine...A Study on Consumer Behaviour and Purchase Decisions with respect to Feminine...
A Study on Consumer Behaviour and Purchase Decisions with respect to Feminine...
 
Factors affecting the consumer purchase for Private Label Apparel Brands in I...
Factors affecting the consumer purchase for Private Label Apparel Brands in I...Factors affecting the consumer purchase for Private Label Apparel Brands in I...
Factors affecting the consumer purchase for Private Label Apparel Brands in I...
 
Major and minor details
Major and minor detailsMajor and minor details
Major and minor details
 
Purchasing Decision
Purchasing DecisionPurchasing Decision
Purchasing Decision
 
Buying Decision Making Process
Buying Decision Making ProcessBuying Decision Making Process
Buying Decision Making Process
 
Consumer Behaviour In Travel&Torism
Consumer Behaviour In Travel&TorismConsumer Behaviour In Travel&Torism
Consumer Behaviour In Travel&Torism
 
Tourist Behavior
Tourist BehaviorTourist Behavior
Tourist Behavior
 
Types of Consumer Buying Decision
Types of Consumer Buying DecisionTypes of Consumer Buying Decision
Types of Consumer Buying Decision
 
Rural Marketing Strategies, Consumer Buying Behavior.
Rural Marketing Strategies, Consumer Buying Behavior. Rural Marketing Strategies, Consumer Buying Behavior.
Rural Marketing Strategies, Consumer Buying Behavior.
 
tourism consumer behavior
tourism consumer behaviortourism consumer behavior
tourism consumer behavior
 
Consumer Decision Making
Consumer Decision MakingConsumer Decision Making
Consumer Decision Making
 
Consumer decision making process
Consumer decision making process Consumer decision making process
Consumer decision making process
 
Chapter 16 Consumer Buying Decision
Chapter 16  Consumer Buying DecisionChapter 16  Consumer Buying Decision
Chapter 16 Consumer Buying Decision
 
Tourist behaviour, unit 2
Tourist behaviour, unit 2Tourist behaviour, unit 2
Tourist behaviour, unit 2
 

Similar to Determinants of consumer purchase decisions in zero rated hotels in eldoret

Unit 1
Unit 1Unit 1
International Journal of Business and Management Invention (IJBMI)
International Journal of Business and Management Invention (IJBMI)International Journal of Business and Management Invention (IJBMI)
International Journal of Business and Management Invention (IJBMI)
inventionjournals
 
A Study on Students Buying Behavior towards Laptops
A Study on Students Buying Behavior towards LaptopsA Study on Students Buying Behavior towards Laptops
A Study on Students Buying Behavior towards Laptops
Shashank Tripathi
 
Shashankgprollno112 130507091013-phpapp01
Shashankgprollno112 130507091013-phpapp01Shashankgprollno112 130507091013-phpapp01
Shashankgprollno112 130507091013-phpapp01
Soumil Sahni
 
Scope and Application of Consumer Behaviour.ppt
Scope and Application of Consumer Behaviour.pptScope and Application of Consumer Behaviour.ppt
Scope and Application of Consumer Behaviour.ppt
RohitPawar477072
 
Scope and Application of Consumer Behaviour.ppt
Scope and Application of Consumer Behaviour.pptScope and Application of Consumer Behaviour.ppt
Scope and Application of Consumer Behaviour.ppt
RohitPawar477072
 
A STUDY OF CONSUMER PURCHASE DECISION ON HOUSEHOLD ELECTRIC APPLIANCES IN KOL...
A STUDY OF CONSUMER PURCHASE DECISION ON HOUSEHOLD ELECTRIC APPLIANCES IN KOL...A STUDY OF CONSUMER PURCHASE DECISION ON HOUSEHOLD ELECTRIC APPLIANCES IN KOL...
A STUDY OF CONSUMER PURCHASE DECISION ON HOUSEHOLD ELECTRIC APPLIANCES IN KOL...
Cedric Toppo
 
Consumer behavior
Consumer behaviorConsumer behavior
Consumer behavior
Vaibhavi Dalvi
 
Article consumer behavior
Article consumer behaviorArticle consumer behavior
Article consumer behavior
crazyforgamesjodhpur
 
5 consumer behaviour research paper hari masterpiece
5 consumer behaviour  research paper hari masterpiece 5 consumer behaviour  research paper hari masterpiece
5 consumer behaviour research paper hari masterpiece
HariMasterpiece
 
Microeconomics lecture.2
Microeconomics lecture.2Microeconomics lecture.2
Microeconomics lecture.2
hasnain Qaudri
 
Consumer behavior.pptx
 Consumer behavior.pptx Consumer behavior.pptx
Consumer behavior.pptx
Akanksha349803
 
Marketing Strategy and Consumer Behaviour.pdf
Marketing Strategy and Consumer Behaviour.pdfMarketing Strategy and Consumer Behaviour.pdf
Marketing Strategy and Consumer Behaviour.pdf
Abo Bakr El Omda
 
Research on tablet pc adoption model
Research on tablet pc adoption modelResearch on tablet pc adoption model
Research on tablet pc adoption model
arun savukar
 
International Journal of Business and Management Invention (IJBMI)
International Journal of Business and Management Invention (IJBMI)International Journal of Business and Management Invention (IJBMI)
International Journal of Business and Management Invention (IJBMI)
inventionjournals
 
Maggie.
Maggie.Maggie.
Maggie.
Tamanna Raju
 
Magggieee
MagggieeeMagggieee
Magggieee
Tamanna Raju
 
Prediction of Consumer Purchase Decision using Demographic Variables: A Study...
Prediction of Consumer Purchase Decision using Demographic Variables: A Study...Prediction of Consumer Purchase Decision using Demographic Variables: A Study...
Prediction of Consumer Purchase Decision using Demographic Variables: A Study...
IOSR Journals
 
J1(1)4(1)
J1(1)4(1)J1(1)4(1)
J1(1)4(1)
Sachin Gupta
 
Impact of Consumer innovativeness on shopping styles; A Case of Pakistan
Impact of Consumer innovativeness on shopping styles; A Case of PakistanImpact of Consumer innovativeness on shopping styles; A Case of Pakistan
Impact of Consumer innovativeness on shopping styles; A Case of Pakistan
inventionjournals
 

Similar to Determinants of consumer purchase decisions in zero rated hotels in eldoret (20)

Unit 1
Unit 1Unit 1
Unit 1
 
International Journal of Business and Management Invention (IJBMI)
International Journal of Business and Management Invention (IJBMI)International Journal of Business and Management Invention (IJBMI)
International Journal of Business and Management Invention (IJBMI)
 
A Study on Students Buying Behavior towards Laptops
A Study on Students Buying Behavior towards LaptopsA Study on Students Buying Behavior towards Laptops
A Study on Students Buying Behavior towards Laptops
 
Shashankgprollno112 130507091013-phpapp01
Shashankgprollno112 130507091013-phpapp01Shashankgprollno112 130507091013-phpapp01
Shashankgprollno112 130507091013-phpapp01
 
Scope and Application of Consumer Behaviour.ppt
Scope and Application of Consumer Behaviour.pptScope and Application of Consumer Behaviour.ppt
Scope and Application of Consumer Behaviour.ppt
 
Scope and Application of Consumer Behaviour.ppt
Scope and Application of Consumer Behaviour.pptScope and Application of Consumer Behaviour.ppt
Scope and Application of Consumer Behaviour.ppt
 
A STUDY OF CONSUMER PURCHASE DECISION ON HOUSEHOLD ELECTRIC APPLIANCES IN KOL...
A STUDY OF CONSUMER PURCHASE DECISION ON HOUSEHOLD ELECTRIC APPLIANCES IN KOL...A STUDY OF CONSUMER PURCHASE DECISION ON HOUSEHOLD ELECTRIC APPLIANCES IN KOL...
A STUDY OF CONSUMER PURCHASE DECISION ON HOUSEHOLD ELECTRIC APPLIANCES IN KOL...
 
Consumer behavior
Consumer behaviorConsumer behavior
Consumer behavior
 
Article consumer behavior
Article consumer behaviorArticle consumer behavior
Article consumer behavior
 
5 consumer behaviour research paper hari masterpiece
5 consumer behaviour  research paper hari masterpiece 5 consumer behaviour  research paper hari masterpiece
5 consumer behaviour research paper hari masterpiece
 
Microeconomics lecture.2
Microeconomics lecture.2Microeconomics lecture.2
Microeconomics lecture.2
 
Consumer behavior.pptx
 Consumer behavior.pptx Consumer behavior.pptx
Consumer behavior.pptx
 
Marketing Strategy and Consumer Behaviour.pdf
Marketing Strategy and Consumer Behaviour.pdfMarketing Strategy and Consumer Behaviour.pdf
Marketing Strategy and Consumer Behaviour.pdf
 
Research on tablet pc adoption model
Research on tablet pc adoption modelResearch on tablet pc adoption model
Research on tablet pc adoption model
 
International Journal of Business and Management Invention (IJBMI)
International Journal of Business and Management Invention (IJBMI)International Journal of Business and Management Invention (IJBMI)
International Journal of Business and Management Invention (IJBMI)
 
Maggie.
Maggie.Maggie.
Maggie.
 
Magggieee
MagggieeeMagggieee
Magggieee
 
Prediction of Consumer Purchase Decision using Demographic Variables: A Study...
Prediction of Consumer Purchase Decision using Demographic Variables: A Study...Prediction of Consumer Purchase Decision using Demographic Variables: A Study...
Prediction of Consumer Purchase Decision using Demographic Variables: A Study...
 
J1(1)4(1)
J1(1)4(1)J1(1)4(1)
J1(1)4(1)
 
Impact of Consumer innovativeness on shopping styles; A Case of Pakistan
Impact of Consumer innovativeness on shopping styles; A Case of PakistanImpact of Consumer innovativeness on shopping styles; A Case of Pakistan
Impact of Consumer innovativeness on shopping styles; A Case of Pakistan
 

Recently uploaded

Natural birth techniques - Mrs.Akanksha Trivedi Rama University
Natural birth techniques - Mrs.Akanksha Trivedi Rama UniversityNatural birth techniques - Mrs.Akanksha Trivedi Rama University
Natural birth techniques - Mrs.Akanksha Trivedi Rama University
Akanksha trivedi rama nursing college kanpur.
 
How to Manage Your Lost Opportunities in Odoo 17 CRM
How to Manage Your Lost Opportunities in Odoo 17 CRMHow to Manage Your Lost Opportunities in Odoo 17 CRM
How to Manage Your Lost Opportunities in Odoo 17 CRM
Celine George
 
BÀI TẬP BỔ TRỢ TIẾNG ANH 8 CẢ NĂM - GLOBAL SUCCESS - NĂM HỌC 2023-2024 (CÓ FI...
BÀI TẬP BỔ TRỢ TIẾNG ANH 8 CẢ NĂM - GLOBAL SUCCESS - NĂM HỌC 2023-2024 (CÓ FI...BÀI TẬP BỔ TRỢ TIẾNG ANH 8 CẢ NĂM - GLOBAL SUCCESS - NĂM HỌC 2023-2024 (CÓ FI...
BÀI TẬP BỔ TRỢ TIẾNG ANH 8 CẢ NĂM - GLOBAL SUCCESS - NĂM HỌC 2023-2024 (CÓ FI...
Nguyen Thanh Tu Collection
 
Chapter wise All Notes of First year Basic Civil Engineering.pptx
Chapter wise All Notes of First year Basic Civil Engineering.pptxChapter wise All Notes of First year Basic Civil Engineering.pptx
Chapter wise All Notes of First year Basic Civil Engineering.pptx
Denish Jangid
 
LAND USE LAND COVER AND NDVI OF MIRZAPUR DISTRICT, UP
LAND USE LAND COVER AND NDVI OF MIRZAPUR DISTRICT, UPLAND USE LAND COVER AND NDVI OF MIRZAPUR DISTRICT, UP
LAND USE LAND COVER AND NDVI OF MIRZAPUR DISTRICT, UP
RAHUL
 
How to Fix the Import Error in the Odoo 17
How to Fix the Import Error in the Odoo 17How to Fix the Import Error in the Odoo 17
How to Fix the Import Error in the Odoo 17
Celine George
 
How to Setup Warehouse & Location in Odoo 17 Inventory
How to Setup Warehouse & Location in Odoo 17 InventoryHow to Setup Warehouse & Location in Odoo 17 Inventory
How to Setup Warehouse & Location in Odoo 17 Inventory
Celine George
 
Hindi varnamala | hindi alphabet PPT.pdf
Hindi varnamala | hindi alphabet PPT.pdfHindi varnamala | hindi alphabet PPT.pdf
Hindi varnamala | hindi alphabet PPT.pdf
Dr. Mulla Adam Ali
 
BÀI TẬP BỔ TRỢ TIẾNG ANH LỚP 9 CẢ NĂM - GLOBAL SUCCESS - NĂM HỌC 2024-2025 - ...
BÀI TẬP BỔ TRỢ TIẾNG ANH LỚP 9 CẢ NĂM - GLOBAL SUCCESS - NĂM HỌC 2024-2025 - ...BÀI TẬP BỔ TRỢ TIẾNG ANH LỚP 9 CẢ NĂM - GLOBAL SUCCESS - NĂM HỌC 2024-2025 - ...
BÀI TẬP BỔ TRỢ TIẾNG ANH LỚP 9 CẢ NĂM - GLOBAL SUCCESS - NĂM HỌC 2024-2025 - ...
Nguyen Thanh Tu Collection
 
Digital Artefact 1 - Tiny Home Environmental Design
Digital Artefact 1 - Tiny Home Environmental DesignDigital Artefact 1 - Tiny Home Environmental Design
Digital Artefact 1 - Tiny Home Environmental Design
amberjdewit93
 
NEWSPAPERS - QUESTION 1 - REVISION POWERPOINT.pptx
NEWSPAPERS - QUESTION 1 - REVISION POWERPOINT.pptxNEWSPAPERS - QUESTION 1 - REVISION POWERPOINT.pptx
NEWSPAPERS - QUESTION 1 - REVISION POWERPOINT.pptx
iammrhaywood
 
Advanced Java[Extra Concepts, Not Difficult].docx
Advanced Java[Extra Concepts, Not Difficult].docxAdvanced Java[Extra Concepts, Not Difficult].docx
Advanced Java[Extra Concepts, Not Difficult].docx
adhitya5119
 
What is Digital Literacy? A guest blog from Andy McLaughlin, University of Ab...
What is Digital Literacy? A guest blog from Andy McLaughlin, University of Ab...What is Digital Literacy? A guest blog from Andy McLaughlin, University of Ab...
What is Digital Literacy? A guest blog from Andy McLaughlin, University of Ab...
GeorgeMilliken2
 
বাংলাদেশ অর্থনৈতিক সমীক্ষা (Economic Review) ২০২৪ UJS App.pdf
বাংলাদেশ অর্থনৈতিক সমীক্ষা (Economic Review) ২০২৪ UJS App.pdfবাংলাদেশ অর্থনৈতিক সমীক্ষা (Economic Review) ২০২৪ UJS App.pdf
বাংলাদেশ অর্থনৈতিক সমীক্ষা (Economic Review) ২০২৪ UJS App.pdf
eBook.com.bd (প্রয়োজনীয় বাংলা বই)
 
RHEOLOGY Physical pharmaceutics-II notes for B.pharm 4th sem students
RHEOLOGY Physical pharmaceutics-II notes for B.pharm 4th sem studentsRHEOLOGY Physical pharmaceutics-II notes for B.pharm 4th sem students
RHEOLOGY Physical pharmaceutics-II notes for B.pharm 4th sem students
Himanshu Rai
 
C1 Rubenstein AP HuG xxxxxxxxxxxxxx.pptx
C1 Rubenstein AP HuG xxxxxxxxxxxxxx.pptxC1 Rubenstein AP HuG xxxxxxxxxxxxxx.pptx
C1 Rubenstein AP HuG xxxxxxxxxxxxxx.pptx
mulvey2
 
Your Skill Boost Masterclass: Strategies for Effective Upskilling
Your Skill Boost Masterclass: Strategies for Effective UpskillingYour Skill Boost Masterclass: Strategies for Effective Upskilling
Your Skill Boost Masterclass: Strategies for Effective Upskilling
Excellence Foundation for South Sudan
 
Wound healing PPT
Wound healing PPTWound healing PPT
Wound healing PPT
Jyoti Chand
 
South African Journal of Science: Writing with integrity workshop (2024)
South African Journal of Science: Writing with integrity workshop (2024)South African Journal of Science: Writing with integrity workshop (2024)
South African Journal of Science: Writing with integrity workshop (2024)
Academy of Science of South Africa
 
Pengantar Penggunaan Flutter - Dart programming language1.pptx
Pengantar Penggunaan Flutter - Dart programming language1.pptxPengantar Penggunaan Flutter - Dart programming language1.pptx
Pengantar Penggunaan Flutter - Dart programming language1.pptx
Fajar Baskoro
 

Recently uploaded (20)

Natural birth techniques - Mrs.Akanksha Trivedi Rama University
Natural birth techniques - Mrs.Akanksha Trivedi Rama UniversityNatural birth techniques - Mrs.Akanksha Trivedi Rama University
Natural birth techniques - Mrs.Akanksha Trivedi Rama University
 
How to Manage Your Lost Opportunities in Odoo 17 CRM
How to Manage Your Lost Opportunities in Odoo 17 CRMHow to Manage Your Lost Opportunities in Odoo 17 CRM
How to Manage Your Lost Opportunities in Odoo 17 CRM
 
BÀI TẬP BỔ TRỢ TIẾNG ANH 8 CẢ NĂM - GLOBAL SUCCESS - NĂM HỌC 2023-2024 (CÓ FI...
BÀI TẬP BỔ TRỢ TIẾNG ANH 8 CẢ NĂM - GLOBAL SUCCESS - NĂM HỌC 2023-2024 (CÓ FI...BÀI TẬP BỔ TRỢ TIẾNG ANH 8 CẢ NĂM - GLOBAL SUCCESS - NĂM HỌC 2023-2024 (CÓ FI...
BÀI TẬP BỔ TRỢ TIẾNG ANH 8 CẢ NĂM - GLOBAL SUCCESS - NĂM HỌC 2023-2024 (CÓ FI...
 
Chapter wise All Notes of First year Basic Civil Engineering.pptx
Chapter wise All Notes of First year Basic Civil Engineering.pptxChapter wise All Notes of First year Basic Civil Engineering.pptx
Chapter wise All Notes of First year Basic Civil Engineering.pptx
 
LAND USE LAND COVER AND NDVI OF MIRZAPUR DISTRICT, UP
LAND USE LAND COVER AND NDVI OF MIRZAPUR DISTRICT, UPLAND USE LAND COVER AND NDVI OF MIRZAPUR DISTRICT, UP
LAND USE LAND COVER AND NDVI OF MIRZAPUR DISTRICT, UP
 
How to Fix the Import Error in the Odoo 17
How to Fix the Import Error in the Odoo 17How to Fix the Import Error in the Odoo 17
How to Fix the Import Error in the Odoo 17
 
How to Setup Warehouse & Location in Odoo 17 Inventory
How to Setup Warehouse & Location in Odoo 17 InventoryHow to Setup Warehouse & Location in Odoo 17 Inventory
How to Setup Warehouse & Location in Odoo 17 Inventory
 
Hindi varnamala | hindi alphabet PPT.pdf
Hindi varnamala | hindi alphabet PPT.pdfHindi varnamala | hindi alphabet PPT.pdf
Hindi varnamala | hindi alphabet PPT.pdf
 
BÀI TẬP BỔ TRỢ TIẾNG ANH LỚP 9 CẢ NĂM - GLOBAL SUCCESS - NĂM HỌC 2024-2025 - ...
BÀI TẬP BỔ TRỢ TIẾNG ANH LỚP 9 CẢ NĂM - GLOBAL SUCCESS - NĂM HỌC 2024-2025 - ...BÀI TẬP BỔ TRỢ TIẾNG ANH LỚP 9 CẢ NĂM - GLOBAL SUCCESS - NĂM HỌC 2024-2025 - ...
BÀI TẬP BỔ TRỢ TIẾNG ANH LỚP 9 CẢ NĂM - GLOBAL SUCCESS - NĂM HỌC 2024-2025 - ...
 
Digital Artefact 1 - Tiny Home Environmental Design
Digital Artefact 1 - Tiny Home Environmental DesignDigital Artefact 1 - Tiny Home Environmental Design
Digital Artefact 1 - Tiny Home Environmental Design
 
NEWSPAPERS - QUESTION 1 - REVISION POWERPOINT.pptx
NEWSPAPERS - QUESTION 1 - REVISION POWERPOINT.pptxNEWSPAPERS - QUESTION 1 - REVISION POWERPOINT.pptx
NEWSPAPERS - QUESTION 1 - REVISION POWERPOINT.pptx
 
Advanced Java[Extra Concepts, Not Difficult].docx
Advanced Java[Extra Concepts, Not Difficult].docxAdvanced Java[Extra Concepts, Not Difficult].docx
Advanced Java[Extra Concepts, Not Difficult].docx
 
What is Digital Literacy? A guest blog from Andy McLaughlin, University of Ab...
What is Digital Literacy? A guest blog from Andy McLaughlin, University of Ab...What is Digital Literacy? A guest blog from Andy McLaughlin, University of Ab...
What is Digital Literacy? A guest blog from Andy McLaughlin, University of Ab...
 
বাংলাদেশ অর্থনৈতিক সমীক্ষা (Economic Review) ২০২৪ UJS App.pdf
বাংলাদেশ অর্থনৈতিক সমীক্ষা (Economic Review) ২০২৪ UJS App.pdfবাংলাদেশ অর্থনৈতিক সমীক্ষা (Economic Review) ২০২৪ UJS App.pdf
বাংলাদেশ অর্থনৈতিক সমীক্ষা (Economic Review) ২০২৪ UJS App.pdf
 
RHEOLOGY Physical pharmaceutics-II notes for B.pharm 4th sem students
RHEOLOGY Physical pharmaceutics-II notes for B.pharm 4th sem studentsRHEOLOGY Physical pharmaceutics-II notes for B.pharm 4th sem students
RHEOLOGY Physical pharmaceutics-II notes for B.pharm 4th sem students
 
C1 Rubenstein AP HuG xxxxxxxxxxxxxx.pptx
C1 Rubenstein AP HuG xxxxxxxxxxxxxx.pptxC1 Rubenstein AP HuG xxxxxxxxxxxxxx.pptx
C1 Rubenstein AP HuG xxxxxxxxxxxxxx.pptx
 
Your Skill Boost Masterclass: Strategies for Effective Upskilling
Your Skill Boost Masterclass: Strategies for Effective UpskillingYour Skill Boost Masterclass: Strategies for Effective Upskilling
Your Skill Boost Masterclass: Strategies for Effective Upskilling
 
Wound healing PPT
Wound healing PPTWound healing PPT
Wound healing PPT
 
South African Journal of Science: Writing with integrity workshop (2024)
South African Journal of Science: Writing with integrity workshop (2024)South African Journal of Science: Writing with integrity workshop (2024)
South African Journal of Science: Writing with integrity workshop (2024)
 
Pengantar Penggunaan Flutter - Dart programming language1.pptx
Pengantar Penggunaan Flutter - Dart programming language1.pptxPengantar Penggunaan Flutter - Dart programming language1.pptx
Pengantar Penggunaan Flutter - Dart programming language1.pptx
 

Determinants of consumer purchase decisions in zero rated hotels in eldoret

  • 1. International Journal of Business and Social Science Vol. 3 No. 21; November 2012 158 Determinants of Consumer Purchase Decisions in Zero Rated Hotels in Eldoret Town, Kenya Jacqueline Korir School of Tourism, Hospitality and Events Management Moi University P.O. Box 3900-30100, Eldoret-Kenya Kimeli Korir School of Tourism, Hospitality and Events Management Moi University P.O Box 6021 Eldoret 30100 Kenya Joseph Musyoki School of Tourism, Hospitality and Events Management Moi University P.O. Box 3900-30100, Eldoret-Kenya Barno William School of Tourism, Hospitality and Events Management Moi University P.o Box 7067 Eldoret 30100 Kenya Abstract This paper determined the factors that influence consumer purchase decisions in zero rated hotels in Eldoret town. The objectives were to find out how tangible and intangible aspects of products influence consumers purchase decision. Descriptive survey research design was used. Data was collected through administration of questionnaires to a sample of 176 customers. The data collected was analyzed using statistical package for social sciences (SPSS) version 17.0 and the results were presented using pie charts, frequency tables and bar graphs. The findings may be used as a guide by different establishments and organizations that may be facing similar challenges in meeting the diverse needs and wants of different customers which may help them to understand their customers’ better and hence satisfy their needs and wants thereof. Keywords: Consumer, Purchase decisions, intangible aspects, tangible aspects, zero-rated hotels 1. Introduction Consumers have been changing on the way they purchase, use and dispose different products and services. Marketers had long noted that consumer market was vast and constantly expanding. Billions of dollars are spent on goods and services by establishments due to consumer preferences that change and become more diversified. By this way, it has created immense challenges for organizations to understand what customers really need in order to satisfy them. Customers appear often to indulge in rationalizations of the past decision to buy some products. They may tend to feel the need for reasons of self prestige and also, buyers frequently search for acceptable motivation which would enable them to demonstrate [Brunsik 1985]. Many current organizations are faced with difficulties in retaining the current consumers and satisfying their diverse needs. Organizations of all types consume products, services, industrial and technical supplies, banking and professional service and should therefore develop their marketing skills since they all use their scarce finite resources which should be organized efficiently in order to provide their customers with acceptable products and services [Chisnal 1995]. However, fast improved modern technology has brought competitors near to each other and access to market.
  • 2. © Centre for Promoting Ideas, USA www.ijbssnet.com 159 Technologies are now widely dispersed over many countries thus, to survive against the world’s competitiveness, establishments must become more aware of needs of different consumers and closely their trading objectives and relate their resources to the delivery needs of their market [Loudon and Bitta 1993]. There are several factors that influence consumers while making their purchase decisions. Some of these are cultural factors that comprise culture, subculture and social class. Culture can be defined as that complex whole that includes, knowledge, beliefs, heart, morals and any other capabilities and habits acquired by man as a member of society. Culture is a societies’ personality and the sum total of learned beliefs, values and customs that serve to direct the consumer behavior of members of a particular society. Every group or society has a culture which influences their buying behavior hence marketers should try to spot cultural shifts in order to discover new products that might be wanted for instance the cultural shift towards greater concern about health and fitness has created a huge industry for health and fitness services such as gyms, saunas and health restaurants. Marketing researchers have used a wide variety of attribute descriptors to obtain measures of consumers' perceptions and preferences. A comprehensive summary of eleven different attribute typologies is presented by Finn (1985). What is common to all these different approaches is that there is a distinction between the concrete, physical, objective, or tangible attributes of a product and the abstract, beneficial, subjective, or intangible attributes of a product. For example, a car can be described as large, red and luxurious. Large and red are fundamentally tangible attributes as they describe physical properties of the car, while luxurious is primarily an intangible attribute as it describes beneficial and imagery aspects of the car (Myers and Shocker 1981). Consumers make purchase decisions based on various factors such as psychological, cultural, personal, tangible and intangible aspects of products and services and stimuli variables which many establishments do not really understand. This makes establishments experience some difficulties in retaining customers because they do not understand the consumer’s needs and expectations. Consequently, the establishments end up not satisfying their customers who require diverse products and services because they do not understand what factors influence customers to consume various products and services. Purchasing decisions are also difficult for some of the customers because they may find it hard to make purchase decisions, where to purchase, and also what influences them to purchase various products and services. When hotel managers do not understand their consumer behavior, expanding and retaining a large market share becomes difficult to achieve as customer satisfaction becomes elusive and attracting customers to these hotels can be difficult. The zero rated hotels in Eldoret town could be faced by this phenomenon as a problem and there is need for the management of these establishments to find out why this happens in order to retain their customers and deliver the required products that fully satisfy the customers. The research questions that guided this study were as follows: 1. To find out how tangible aspects of products influence consumer purchase decisions in zero rated hotels 2. To find out how intangible aspects of products influence consumer purchase decisions in zero rated hotels 2. Literature Review Consumer behavior can be defined as the study of individuals, groups or organizations and the processes they use to select, secure, use and dispose of products, services, experiences or ideas to satisfy needs and the impacts that these processes have on the consumer and society (Hawkins, Best, and Coney, 2001). Other definitions emphasize the mental, emotional, and physical processes and stress needs and wants, as well as the influence of perceived risk (Arens 1999). Analyzing consumer behaviour is perceived as cornerstone of a successful marketing strategy. Consumer behaviour is ‘the mental and emotional processes and the observable behaviour of consumers during searching purchasing and post consumption of a product and service (Batra & Kazmi, 2004). Similarly Engel et al. (1990) refers consumer behaviour as the action and decision process of people who purchase goods and services for personal consumption. Consumer purchase decision is the process involved when individuals or groups select, purchase, use or dispose products, services or experience and ideas to satisfy their needs (Solomon et al. 1996). The field of consumer behavior is enormous, and highlights the importance of the customer at the centre of the marketer's universe. Each consumer is unique with different needs and wants and buying choices and habits influenced by habit, and choice that are in turn tempered by psychological and social drivers that affect purchase decision processes (Brassington and Pettit 2000).
  • 3. International Journal of Business and Social Science Vol. 3 No. 21; November 2012 160 Fox (1993) notes that a purely behavioral approach, which relies on observed results as a means to infer the end result of human information processing should be supplemented by an evolutionary explanation. He suggests that evolution is a causal mechanism which accounts for selection or a decision by consequence. The experience of results of prior and similar behavior (operant conditioning), environmental influences, and cultural changes should thus be considered in order to explain and predict changes in consumer behavior. Solomon et al., 1996 state that consumer rationality is mediated by dynamics such as personal paradigms and perceptual distortion, risk tolerance, and power relations which in turn are subject to cultural and intellectual prejudices such as gender, age, and ethnicity. This contributes to the notion of marketing as a normative discipline with elements of art rather than science in its practice. Arguably as research "explains" the complexity of the dynamics of consumer behavior, it will expand the definition of what constitutes a rational consumer. This behavioral component allows marketers to identify prospective customers' needs and wants, and influence the exchange, perception, and satisfaction dynamics of the purchasing. Personality characteristics impact consumer behavior because they shape the way in which consumers respond to messages at a given time. This response changes minute by minute based upon the unique characteristics of the target consumer and their ongoing life experience. The online environment presents a vast opportunity for companies to interact with consumers on a personal, customized level. Individual differences are an important aspect of this interaction as they provide insight into how people with varying levels of experience with the online environment respond to interactive persuasion techniques. Friestad and Wright (1994) posit that the effectiveness of advertising persuasion techniques depend upon the level of persuasion expertise each individual possesses. In an online environment, measurement of this effect can be achieved by looking at user experience levels, self- efficacy, and number of hours spent online. General knowledge dictates that consumers with more experience in the online environment was better at coping with persuasion techniques therein, such as open, visually rhetorical advertisements. 2.1 Conceptual Framework for the study The purchase decision is the dependent variable whereas intangible and tangible products are the independent variables that influence the consumer purchase decisions. The intervening variable is the process of decision making that consumer passes through before arriving at a purchase decision as illustrated in figure 1. 3. Methodology The study was carried out in Eldoret town in Kenya. The plan structure and the strategy of investigations conceived to provide answers to this study was through the use of descriptive survey design. The target population for this study was 380 customers from three zero rated hotels within the central business district of Eldoret town. The sample size for this study was 190 customers but only 176 were filled. The sampling technique used in this study was non probability sampling to select a reasonable number of cases that that represent a target population Purposive and judgmental sampling techniques were used. Purposive sampling was used to select the three zero rated hotels whereas judgmental sampling in which sample members conform to some criteria was used to select the specific respondents. Data was analyzed using the statistical package for social sciences (SPSS). Descriptive statistics was used to analyze and describe data which was presented using line graphs, pie charts, percentages and frequency tables. 4. Data Analysis and Results 4.1 Sample Description From the results, a majority of the respondents were male representing 71.9% of the total respondents whereas 28.1% were female. Majority of 49.1% were students, 22.8% were self employed, 21.8% were employed while a small percent of 7% indicated that they were unemployed. With regards to marital status, majority of 56.14% were single while 43.86% were married. 45.6% of the respondents visit the hotel weekly, 23.6% visit the hotel monthly, 22.81% visit daily while 7.89% visit the hotel annually. This could imply that majority of the customers are residents of Eldoret town. The age bracket of majority of the respondents who visit the hotel was 18-25 years, while the minority indicated that they were within the age bracket of 46 and above. This shows that teenagers could form the highest number of customers as they can afford to purchase products and services with attractive prices.
  • 4. © Centre for Promoting Ideas, USA www.ijbssnet.com 161 From the results of the study, 34.2% customers purchase breakfast sometimes, 22.8% rarely purchases breakfast, 23.7% of the respondents never purchase breakfast, 13.1% very often purchase and 6.1% represented the number of customers who often purchase breakfast. The fact that minority of respondents purchase breakfast could be another indicator that majority of the customers are residents hence take breakfast at their homes. The highest percentage representing 30.7% of the respondent felt that they never purchase 10”ocloak tea, 28.1% felt that they rarely purchase 10”ocloack tea, 20.3% sometimes purchase 10”ocloack tea, 15.8% often purchase and 15.3% representing the smallest percentage very often purchase 10ocloack tea. A high percentage of 36.8% sometimes purchase lunch from these hotels,28.9% often purchase lunch, 17.5% very often purchase lunch from these hotels,10.5% rarely purchase and 6.1% representing the smallest percentage never purchases. The highest percentage representing 28.9% never purchase evening tea, 28.9% sometimes purchase evening tea, 20.2% rarely purchase, 17.5% often purchase meal while 4.4% very often purchase evening tea representing the smallest percentage. From the results a high percentage of 36% of the respondents felt that they never purchase dinner from the zero rated hotels, 31.6% rarely purchase dinner, 18.4% sometimes purchase, 9.6% often purchase dinner while 4.4% very often purchase dinner. 4.2 Tangible aspects of products Majority of the respondents stated that there was often adequate quantity of food served in the hotel, but none of the respondent says that there were never adequate amount of food served. The highest percentage representing 49.1% felt that the hotel was always accessible, 24.6% felt that it was often accessible, and only 0.9% felt that it was never accessible. Most of the clients represented by 71% felt that there was an appealing sitting arrangement, 24.6% were neutral about the appealing of the sitting arrangement, 2.6% indicated that there was rarely appealing sitting arrangement while 1.8% felt that there was never appealing sitting arrangement. Majority, 57.9% felt that zero rated establishments had an attractive menu design, 29.8% of the total respondents were neutral about the menu design, 27.2% indicated that they were often, 7.9% indicated that the menu design was never attractive, 4.4% indicated that the menu design was rarely attractive. The highest percentage of 41.2% of the respondent indicated that the price of food and accommodation was always affordable, 24.6% indicated that the price of food and accommodation was often affordable, 20.2%were neutral about the price, 7.9% indicated that the price of food and accommodation was rarely affordable, and 6.1% indicated that the prices were never affordable. Majority of the respondents of 42.1% felt that there was always good lighting, 30.7% felt that there was often good lighting, 21.1% were neutral about the lighting, 4.4%felt that there was rarely good lighting, and 1.8% of the respondents felt that there was never good lighting. Table 1 presents a summary of the responses on tangible aspects of products. 4.3 Intangible aspects of products From the research, most of the respondents strongly agreed that there was good quality of food represented by 84.5% agreed that there was good quality of food offered, 13.2% of the respondents were neutral about the quality of food and only 2.6% of the respondent disagreed that there was good quality of food offered in the hotel. Majority of the respondents, 72.8% agreed that there was quick speed of service, 36.0% agreed to the same, 16.7% were neutral about the speed of service while 10.5% disagree that there was quick speed of service. From the results of the research, 78.9% agree that there was high level of cleanliness in the hotel, 13.2% were neutral about the level of cleanliness, 7.9% disagreed about the level of cleanliness in the establishments. There was majority of the respondents of 72.8% who agreed that there was quick responsive of employees, 8.4% were neutral about the responsiveness of employees, 8.7% disagreed that there was quick responsiveness of employees Large percentage of 75.1% agreed that there was good hours of operations, 18.4% were neutral about the hours of operation and 6.2% disagreed. Majority of the respondents comprising of 57.9% of the total respondents agree that there was good choice of entertainment, 25.4% were neutral about the choice of entertainment, 11.4% disagree on the choice of entertainment, 5.3% of the respondents strongly agree on the choice of entertainment. Summary is shown on table 2.
  • 5. International Journal of Business and Social Science Vol. 3 No. 21; November 2012 162 5. Conclusion From the findings, it is evident that tangible aspects of products influence consumer purchase decisions with regard to the quantity of food offered and the accessibility of the hotels which could have been because the hotel was located within the customer’s place of work therefore the friendly proximity. The sitting arrangement is appealing and always adequate, the menu design was attractive and displayed a variety of dishes provides customers with a wide choice, the price of food was affordable and evidence of good lighting which all influenced consumer purchase decisions. Therefore, management of zero-rated hotels should consider providing products and services that possess good attributes in terms of pricing, quantity, accessibility attractiveness and any other tangible in order to satisfy diverse needs and wants of customers. Intangible aspects of products such as quality of food, level of cleanliness, responsiveness of employees and choice of entertainment had an influence on purchase decisions of the customers. Therefore, hotels need to ensure that each intangible aspect of product and service meet the expectations of different customers. To sum up, hotels need to become proactive and carry out a research to know how different factors influence consumer purchase decisions. References Arens, William. (1999).Contemporary Advertising. Boston: McGraw-Hill. Batra, S., & Karma, S. ( 2004). Consumer Behaviour - Text and Cases. New Delhi: Excel Brassington, Frances., & Pettit, Stephen. (2000). Principles of Marketing. 4th edn. London: Prentice Hall. Chisnal, Peter. (1995). Consumer Behaviour. 3rd edn. London: McGraw-Hill. Engel, J., Blackwell, R., & Miniard, P. (1990), ‘Consumer Behaviour’ London: Dryden Press Friestad, Marian., & Wright, Peter (1994). The persuasion knowledge model: How people cope with persuasion attempts.” Journal of consumer research, 21, 1, (June), 131. Hawkins, Rodger., Best, Kenneth., & Coney, (2001). Consumer Behaviour. New York: McGraw-Hill. Loudon, D., & Della Bitta, A. (1993). Consumer Behaviour. 4th edn. NY: McGraw-Hill. Myers, James., & Shocker, Allan. (1981). The Nature of Product-Related Attributes. Reasearch in Marketing. Vol 5. Greenwich, CT: JAI Press, Inc., 21 1-36. Schiff man, L., & Kanuk, L. l. (2004). Consumer Behaviour. New Jersey: Prentice- Hall Inc Solomon, M., Bamossy, G., & Sren, A. (1996). “Consumer Behaviour”. 2nd edn. London: Pearson Education Ltd.
  • 6. © Centre for Promoting Ideas, USA www.ijbssnet.com 163 Figure 1: Conceptual Framework for the study Table 1: Tangible Aspects of products Tangible aspects Always Often Neutral Rarely Never Adequate quantity of food 35.1% 36.8% 22.8% 5.3% 0 Accessibility of hotel 49.1% 24.6% 17.5% 7.9% 0.9% Appealing seating arrangement 34.2% 36.8% 24.6% 2.6% 1.8% Attractive Menu design 30.7% 27.2% 29.8% 4.4% 7.9% Affordable price 41.2% 24.6% 20.2% 7.9% 6.1% Good lighting 42.1% 30.7% 21.1% 4.4% 1.8% Source: Survey data Table 2: Intangible aspects of products Source: Survey data Intangible aspects of products Strongly agree Agree neutral Disagree Strongly disagree Good quality of food 47.7% 36.8% 13.2% 2.6% 0% Quick speed of service 36.8% 36.0% 16.7% 9.6% 0.9% High level of cleanliness 42.1% 36.85 13.2% 6.1% 1.8% Quick responsiveness of employees 35.1% 37.7% 18.2% 6.1% 2.6% Good hours of operation 3.3% 42.1% 18.4% 5.3% o.9% Good choice of entertainment 27.2% 30.7% 25.4% 11.4% 5.3% Intangible products Quality of products Speed of service Level of cleanliness Responsiveness of employees Hours of operation Choice of entertainment Tangible products Quantity of food Accessibility of hotel Sitting arrangement Menu design Price of food Lighting of the room Process of purchase decision Problem recognition Information search Evaluation of alternatives Purchase process Post purchase decision Purchase decision