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PRICING STRATEGIES OF HOTELS AND CUSTOMERS LODGING BEHAVIOUR IN CALABAR METROPOLIS
ABSTRACT
The study on pricing strategies of hotels and customers lodging behaviour in Calabar metropolis was aimed at determine the influence of pricing strategies such as Competitors oriented pricing strategy, Value based pricing strategy, Prestige pricing strategy and Dynamic pricing strategy on customers lodging behaviour in Calabar metropolis. The study adopted a survey research design which enabled die administration of a structured questionnaire on 246 hotel customers in Calabar, Cross River state that were drawn using purposive sampling technique. The responses obtained through the questionnaire were subjected to statistical analysis using multiple regression analysis, which in turn revealed that Competitors oriented pricing strategy, Value based pricing strategy, Prestige pricing strategy and Dynamic pricing strategy have an influence on customers lodging behaviour in Calabar metropolis. Based on the above result, it was concluded that pricing strategies have an influence on customers lodging behaviour in Calabar metropolis, and the various pricing strategies such as Competitors oriented pricing, Value based pricing, Prestige pricing and dynamic pricing strategy all influences customers lodging behaviour in Calabar metropolis. Hence, it was recommended that Due to the intense competition within the hotel industry in Calabar metropolis, hotel managers should endeavour to strive to understand competitors pricing techniques in order to imbibe or advance on such strategy to gain competitive advantage.
TABLE OF CONTENTS
TITLE PAGE i
DECLARATION ii
APPROVAL PAGE iii
DEDICATION iv
ACKNOWLEDGEMENTS v
ABSTRACT vii
TABLE OF CONTENTS viii
LIST OF TABLES xiii
CHAPTER ONE: INTRODUCTION
Background of the study 1
Statement of the problem 3
Objectives of the study 5
Research questions 5
Research hypotheses 6
Significance of the study 7
Scope of the study 7
Operational Definition of terms 8
CHAPTER TWO:THEORETICAL FRAMEWORK AND REVIEWLITERATURE
2.1.1 Adaptation-level theory 11
Theory of reasoned action 13
2.1.3 Signalling theory 15
2.2 An Overview of price and pricing strategy 17
Objectives of pricing strategies 19
Types of pricing strategies 22
Factors affecting the choice of a pricing strategy 26
Lodging behaviour of consumers 29
Conceptual framework and model 32
Competitors oriented pricing strategy and the lodging
behaviour of consumers 33
Value base pricing and strategy and lodging behaviour of
consumers 35
Prestige pricing strategy and the lodging behaviour of
Consumers 37
Dynamic pricing strategy and the lodging behaviour of
Consumers 38
Empirical review 40
Summary of literature review 42
CHAPTER THREE: RESEARCH METHODOLOGY
Study area 44
Research Design 46
Population of the study 47
Sample procedure and sample size determination 47
Sources and methods of data collection method 49
Research Instrument 49
Validity and reliability of instrument 50
Data analysis technique 50
Limitation of the study 50
CHAPTER FOUR: DATA PRESENTATION, ANALYSISAND DISCUSSION OF FINDINGS
Data presentation 51
Test of hypothesis 78
Discussion of finding 84
CHAPTER FIVE: SUMMARY OF FINDINGS, CONCLUSION AND RECOMMENDATION
Summary of findings 86
Conclusion 87
Recommendation 87
References
Appendix
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