Marketing activities expenditure and performance of selected hotels in Kiambu County, Kenya
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Date
2017
Authors
Mugambi, Eunice
Journal Title
Journal ISSN
Volume Title
Publisher
Kenyatta University
Abstract
The study investigated the effects of expenditure on marketing activities on performance of
hotels in Kiambu County. The general objective was to investigate the effect of investment
in marketing activities and performance of hotels in Kiambu County. The study specific
objectives were: to determine the effects of expenditure on promotions on performance of
hotels in Kiambu County, to assess the effects of expenditure on market research on
performance of hotels in Kiambu County, to examine the effects of expenditure on
customer management on performance of hotels in Kiambu County and to evaluate the
effects of expenditure on marketing consultancies on performance of hotels in Kiambu
County. Performance of hotels was measured using the indicators of financial
performance, holding capacity and number of customers. The study was guided by the
theories of Research Resource Based View Theory, Relationship Marketing Theory and
Market Orientation Theory. The study adopted descriptive research design. The target
population for this study was 3star, 4 star and 5 star hotels in Kiambu County. Sampling
was done using stratified random sampling technique to come up with a size of
45respondents. Data was collected using questionnaires deployed using drop and pick
method. Data was analyzed using the descriptive techniques and inferential techniques
using multiple regression analysis. The analyzed data was presented in the form of
frequency tables and graphs. Multiple regression analysis was used to establish the exact
strength and influence of each of the independent variables on the dependent variable and
inform the recommendations of the report. The findings of the study revealed that
expenditure on marketing activities. How a significant positive effect on the performance
of hotels. Expenditure on promotional activities had the greatest effect on the performance
of hotels (30.9%). followed by expenditure in market research (28.6%) and then
investment in customer relationship management was third (26.3%) expenditure on
consultants in marketing had the least effects on performance of hotel at (14.2%). The
study recommended that hotels should fund marketing activities proportionate to the
effects on performance after evaluating them
Description
Research project submitted to the school of business in partial fulfillment of the requirements for the award of the degree of masters of business administration (marketing option) of Kenyatta University November, 2017