THE SIGNIFICANCE OF UNIQUE SELLING PROPOSITION ON CONSUMER PURCHASING DECISIONS IN HOTELS
Ng'Ang'A, Diana (2017)
Jyväskylän ammattikorkeakoulu
2017
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2017060813035
https://urn.fi/URN:NBN:fi:amk-2017060813035
Tiivistelmä
The hospitality Industry is comprised of individual hotels in which each one of them differs in the way that they position their products and services with the intention of catering for the advancing present day consumer needs. It is hence important for hospitality businesses to possess a unique selling proposition.
The objective of this study is to determine the importance of the 4 P’s of marketing mix in consumer purchasing decision. The 4 P’s concept is a tool used in modern marketing to influence the consumers to buy and use services and products marketed.
The study adopted a quantitative research method which consisted of a survey questionnaire whereby questionnaires were distributed out to twenty-five respondents with feedback from eighteen of the respondents after which quantitative data was obtained.
The results of this study concluded that the aspects of marketing in the marketing mix are viewed differently among different people but still some of the elements carry more weight in terms of what consumers may be willing to overlook during a hotel visit. In conclusion of this study, the main elements that marketing teams should put emphasis to are price and location . Although the product image and promotion are also important in marketing, they do not carry as much weight in a consumer purchase decision to a hotel.
The objective of this study is to determine the importance of the 4 P’s of marketing mix in consumer purchasing decision. The 4 P’s concept is a tool used in modern marketing to influence the consumers to buy and use services and products marketed.
The study adopted a quantitative research method which consisted of a survey questionnaire whereby questionnaires were distributed out to twenty-five respondents with feedback from eighteen of the respondents after which quantitative data was obtained.
The results of this study concluded that the aspects of marketing in the marketing mix are viewed differently among different people but still some of the elements carry more weight in terms of what consumers may be willing to overlook during a hotel visit. In conclusion of this study, the main elements that marketing teams should put emphasis to are price and location . Although the product image and promotion are also important in marketing, they do not carry as much weight in a consumer purchase decision to a hotel.