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

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