1. TOPIC: EFFECTS ON ADVERTISING METHODS OF SALES
VOLUME IN A THREE STAR HOTEL NAIROBI.A CASE STUDY AT
SPORTSVIEWS HOTEL NAIROBI.
INSTITUTION: NAIROBI TECHNICAL TRAINING INSTITUTE.
PRESENTED BY: CAROLYNE ACHIENG.
INDEX NUMBER: 24863.
CENTER CODE: 403104
SUBJECT CODE: 2802/306
PRESENTED TO: THE KENYA NATIONAL EXAMINATIONS
COUNCIL IN PARTIAL FULFILLMENT FOR THE AWARD OF
SERIES: NOVEMBER 2022.
2. ii
DECLARATION.
.DECLARATION BY STUDENT
I thus affirm that this research is the result of my own efforts, and that all sources of
information, whether printed, electronic, or personal, have been acknowledged. No part of
this or any other university's or higher education institution's research has been presented in
support of any application or qualification.
NAME: CAROLYNE ACHIENG
DATE: ……………………………..
SIGNATURE: ……………………………
DECLARATION BY SUPERVISOR
This research project has been submitted for examination with my approval as college
supervisor
NAME: ………………………………………………………
DATE: ……………………………..
SIGNATURE: ……………………………
3. iii
DEDICATION.
To almighty God, to my brother for the support both physically and financially .In addition
not forgetting my friends and classmates for their support and encouragement they display in
this period. I do appreciate their efforts.
4. iv
ACKNOWLEDGEMENT.
I wish to acknowledge the help and encouragement to various individuals, special thanks to
madam Melesi for her patience and tireless supervisions and guidance offered to see the
success of this project. I deeply appreciate your ideas, recommendations and any form of
assistance. Thank you all.
5. v
TABLE OF CONTENTS
DECLARATION. ......................................................................................................................ii
DEDICATION......................................................................................................................... iii
ACKNOWLEDGEMENT........................................................................................................iv
TABLE OF CONTENTS...........................................................................................................v
CHAPTER ONE........................................................................................................................1
1.0 Introduction.................................................................................................................1
1.1 Background of the study. .................................................................................................1
1.2 Statement of the problem.................................................................................................1
1.3 The purpose of the study..................................................................................................2
1.4 Research Objectives.........................................................................................................2
1.4.1 General objective. .........................................................................................................2
1.4.2 Specific Objectives. ......................................................................................................2
1.5 Research Questions..........................................................................................................3
1.6 Significance of the study..................................................................................................3
1.7 Scope of the study............................................................................................................3
1.8 Assumption of the study ..................................................................................................3
1.9 Limitations of the Study...................................................................................................3
CHAPTER TWO .......................................................................................................................4
LITERATURE REVIEW ..........................................................................................................4
2.0: INTRODUCTION ..........................................................................................................4
2.1: History of the Hotel Industry.........................................................................................4
2.2: Advertising of the Hotel Industry. ..................................................................................5
2.3: Advertising On Sales Volume In Hotel Industry...........................................................6
2.4: Challenges of Advertising in the Hotel Industry. ...........................................................7
2.5 conceptual framework......................................................................................................9
CHAPTER THREE .................................................................................................................10
RESEARCH METHODOLOGY.............................................................................................10
3.1 INTRODUCTION .........................................................................................................10
3.2 RESEARCH DESIGN...................................................................................................10
3.3 TARGET POPULATION..............................................................................................10
3.4 SAMPLING TECHNIQUE AND SAMPLE SIZE .......................................................10
3.4 DATA COLLECTION INSTRUMENTS .....................................................................11
3.5 VALIDITY AND RELIABILITY OF RESEARCH INSTRUMENTS........................11
3.6 DATA COLLECTION ..................................................................................................11
6. vi
3.7 DATA ANALYSIS AND PRESENTATION. ..............................................................11
CHAPTER FOUR....................................................................................................................13
DATA ANALYSIS, PRESENTATION AND DISCUSSION................................................13
4.1 Introduction....................................................................................................................13
4.2 Response Rate................................................................................................................13
4.3 Demographic Characteristic of the Respondents...........................................................13
4.3.1 Ages of the staff..........................................................................................................13
4.3.2 Respondents Level of Education ................................................................................14
4.3.3 Length of service.........................................................................................................15
4.4 Advertising on Sales Volume in Hotel Industry............................................................15
4.4.1 How this advertisement method influences sales volume ..........................................16
4.5 Challenges of Advertising in the Hotel Industry. ..........................................................17
4.5.1 Level of satisfaction....................................................................................................18
4.5.2 Advertising adopted by hotel......................................................................................18
CHAPTER FIVE SUMMARY, CONCLUSIONS AND RECOMMENDATIONS ..............20
5.0 INTRODUCTION .........................................................................................................20
5.1 Summary........................................................................................................................20
5.2 Conclusion .....................................................................................................................20
5.3 Recommendations..........................................................................................................21
5.4 Areas for further study...................................................................................................22
REFERENCES ........................................................................................................................23
APPENDICIES........................................................................................................................25
LETTER OF INTRODUCTION .........................................................................................25
APPENDIX B: QUESTIONNAIRE....................................................................................26
7. 1
CHAPTER ONE
1.0 Introduction
This entails; background of the study, statement of the problem, purpose of the study,
objectives of the study, research questions, scope of the study, limitations of the study
1.1 Background of the study.
The hotel industry has been focusing on advertising methods of sales volume with an aim of
improving sales turnover. This has been through passing messages by
radios,televisions,bronchures and newspapers to increase sales turnover from reliable and
committed customers.
Mckintyrye (2012) noted that Hotel’s recording poor sales have been attributed to
insufficient information concerning products, making people to know what their business
offer. Lack of information to potential customers on what they can offer has led to poor sales.
Hotels are mostly infectively to remind customers on what they offer that can benefit them
with memorable experience and value. Hotels register fluctuating customers depending on the
products and service promotion. Customer like to be taken care of ,they want to believe the
business are looking after them and truly want to give them what they want and need.
Mckintyrye (2012) also noted that The idea of advertising becomes more accessible to
many people when they realise that advertising add relating value to a product in the
customer’s mind. It has been found that a product image inherent feature of the product
itself. The information contained in an advert may say nothing verbally about quality ,make
the desirable to the customer between the service provider and the customer. According to
William Sigmund 2007,states that, communication is the process of exchanging information
with and conveying meaning to other. The goal of communication is to make products and
services more desirable or interesting to customers.
1.2 Statement of the problem.
According to Holmes (2012), advertising has become central to efficient operation of
most industrialized nations in the past few years. He further asserts that the tourism industry
cannot function efficiently without appropriate implementation of advertising , due to the
changing internal and external threats and opportunities facing the tourism industry.
Computer technologies have drastically changed society and business in recent years (Baer
8. 2
and Brown, 2007). Individuals use the Internet for several reasons including social
interaction, obtaining information, and purchasing goods and services. Currently, seventy-
eight percent of Internet users utilize the Internet to get information on products or services,
and over fifty-four percent purchased products or services online (Day et al , 2005).
As the Internet‟s technologies have advanced, businesses have also adopted it as a sales
and marketing medium.
Successful advertising means that, making customer come back for more and getting them
recommend on your product to others. Methods of sales volume is factor to advertisement
offered to customers in different hotels. The negative image can be observed in political
violence affecting the hotel industry, hotels was inaccessible ,loyal customers turned away to
others making the hotel to lose their market share.
The upcoming hotel with luxurious hotels within the industry with similar products and
services may lead to a business threat if customers are not given hospitable
image,information,insufficient service and product awarness with no need to remind so often
a bout the future changes that add up to customers benefits and value.This study
therefore,looks on effect of advertising to methods of sales volume with focus on hotels in
Nairobi, focusing on sports view hotel Nairobi.
1.3 The purpose of the study.
The main purpose of the study was to find out the effect of advertising on methods of sales
volume in hotels in Nairobi. A case study at sports view hotel.
1.4 Research Objectives.
1.4.1 General objective.
To determine effect of advertising on sales volume in three star hotel.
1.4.2 Specific Objectives.
The study was guided by the following objectives;
1. To identify the influence of advertising methods on sales volume in three star hotel.
2. To establish the different of advertising methods on sales in three star hotel.
3. To determine ways of improving on advertising methods on sales volume in three star
hotel.
9. 3
1.5 Research Questions.
1. What different advertising methods are employed in hotel industry?
2. How to identify the influence of advertising methods of sales volume?
3. How to determine ways of improving on advertising methods on sales volume to the
hotel industry?
1.6 Significance of the study
This study was enriched with skills on which advert to use when to do it and its relevance to
hotel business .To the researcher through information which was used to identify and define
advertising opportunity, problems, marketing hotels and monitor the sales volume of the
hotel.
The study will specify the information required to address the sales volume trends,
effectiveness of the current advertising and offers insights into necessary changes for
exploring new opportunity in the industry.
1.7 Scope of the study.
This study was carried out in Nairobi County at sports view hotel. It majorly focused on the
effects of advertising methods on sales volume, the geographical location is in sports view
hotel kasarani in Nairobi, 5 minutes drive from Moi International Sports Centre. The study
took 4months between Augusts to November 2022.
1.8 Assumption of the study
The project will assume that the responded will provide sincere information according to
their point of view, and they will positively cooperate during the collection of data.
1.9 Limitations of the Study
The researcher ran into a number of issues when researching this topic, which are the study's
limits. Among the challenges faced was financial constraints, in which the researcher lacked
sufficient resources to support the project. Limiting research materials was difficult due to a
paucity of reference material for the subject. Respondents who was antagonistic and refused
to cooperate with the researchers' demands and requests, and ultimately, a shortage of study
time due to the researcher's limited time to complete the assignment. The researcher will
ensure to fix the budget so as to avoid a lot of expenses. The research will start the study
earlier so as to avoid time limitation and also incorporate sweets to motivate those who are
going to answer the questionnaires so as they cooperate smoothly.
10. 4
CHAPTER TWO
LITERATURE REVIEW
2.0: INTRODUCTION
A decisive review of literature on related topics Was done in this chapter .Objectives Was
focused one after the another from the history of the hotel industry, advertising of the hotel
and advertising on sales volume in hotel in Nairobi.
2.1: History of the Hotel Industry.
Hotel concept originated in 2017 in the form of inns, As sports view hotel offers a luxury
hotel in Nairobi Was established in 2017 with international standards with personalized
service and its strategically located a long ultra Thika super highway approximately 30mins
drive from Jomo Kenyatta International Airport. The tranquillity of the spacious rooms both
standard and deluxe, stunning swimming pool and world class Spa creates an ideal and
unwind .Our excellent cuisine and choice of dining areas are carefully designed for the
comfort of the guest.
We have seven main unique and modern conference halls complemented by six meeting
rooms that can hold 500-800 people. Amenities and attractive packages related to customer’s
need with capabilities for 5000-1000 delegates are offered by our marketing department.
There are also private and double rooms was available which offered not only privacy but
also security. Itmarked the beginning of the modern commercial hotel era. Many services
now considered as standard was introduced including eg amenities as light switch next to the
door, private bathe, ice water and morning newspapers. They set standard of the day by
being clean, comfortable and affordable.
The hotel industry is a mature industry marked by intense competition hence has been
fundamentally altered by the logic of marketing .The word hotel is a collective term fir
motels, inns and other lodgingproperties. According toMedlik (2017),shows that, hotels can
be classified according to locatione.g. coastal resorts or city resorts. Relationship with a
particular means of transport, purposeof visit and main reasons for guest to stay. He further
agrees that, hotels can be classified according to range of facilities and services. This may
range from provision of overnights accommodation with breakfast only or full board
accommodation. Hotels and establishments offering food , drinks and accommodation to any
11. 5
traveller presenting himself/herself who appears able and willing to pay a reasonable sum of
money for the service and facilities offered and should be in a fit state to be received.
2.2: Advertising of the Hotel Industry.
According to smith(2013),stated that, Hotel shall find ways of informing the public of their
existence and how customers can buy something they do not exist. Furthermore, closing the
communication gap is one of the great problem facing hotel industry, particularly after
developing new methods of advertising on sales volume to hotel industry.
The Hierarchy of Effects Model was created in 1961 by Lavidge and Gary. This
marketing communication model, suggests that there are six steps from viewing a product
advertisement (advert) to product purchase. The job of the advertiser is to encourage the
customer to go through the six steps and purchase the product which include; awareness,
knowledge, liking, preference and purchase. Customers see many adverts each day but will
only remember the brand of a tiny fraction of products. Knowledge of the customer begins
when the product is advertised using various communication channels which include; the
internet, retail advisors and product packaging. In today's digital world this step has become
more important as consumers expect to gather product knowledge at the click of a button.
Consumers will quickly move to competitor brands if they do not get the information they
want. The advertiser's job is to ensure product information is easily available (Belch and
Belch, 2018).
Liking of the product involves customer willingness to buy a product after information
search in the market concerning the product on offer. Preference involves consumers
being loyal to a particular brand compared to competitor brands. At this stage
advertisers will want the consumer to disconnect from rival products and focus on their
particular product. Advertisers will want to highlight their brand's benefits and unique
selling points so that the consumer can differentiate it from competitor brands.
Conviction to a product is a stage of creating the customer's desire to purchase
the product in the market. Advertisers may encourage conviction by allowing
consumers to test or sample the product (Buzzell, 2014). Purchase involves is the final
stage that consumers experience in the buying process. The advertiser may want the
customer to purchase their product by emphasizing on the benefits of the product to the
consumer (Belch and Belch, 2019). This stage needs to be simple and easy, otherwise
the customer will get fed up and walk away without a purchase. For example a variety
12. 6
of payment options encourages purchase whilst a complicated and slow website
discourages purchases. Companies should identify new ways of increasing purchase
habits among consumers. Modern technologies like online purchase and mobile phone
technologies should drive competitive companies thus minimizing costs of operation
(Alexander and Schouten, 2012).
Advertising together with other elements of promotion could beameans of communicating
with hotel in various public .For effectiveness, hotel need to adapt on integrated consumer
communication strategy backed by innovative advertising. This can be evidenced by the
already presence of hotels in the media. The best time commercial breakshave undergone
quite transformation from traditional fast-moving companies to now days advertising
breaks let it be on Tvs and radios have a rather healthy sprinkling hotels services and other
hospitality messages.
However, the industry is at stage where the survive buyer’s level of ease with products is still
immature. Hotels can not yet be recognized by their products and services Theyoffer, simply
because most industry does not communicate this through the advertisements, instead they
choose to connect with potential buyers on the emotional level of trust and confidence
(Alexander and Schouten, 2012).
2.3: Advertising On Sales Volume In Hotel Industry.
In order to improve in sales volume in hotel business, they shall respond to top way
customers normally think and behave when buying in order to get their wallets out.
According to smith(2019),stated that, essential part of improving sales volume performance
as seen like ,show them the pain you undergo to make them satisfied ,they to understand
what product will do to them indifferent. Advertising makes consumers feel like they are
informed and tell them real products hence they can personalized the use of product or
service offered by the hotel industry, understanding this will bring more sales. Advertising
also shows customers the value of the product and service offered, the place in which it is
offered and price at which the offer is made. This soften potential customers that there is no
risk by taking any doubt in mind and making effort to them they are making right decision
and risk free by taking upon their products and service.
According to Mammi(2019),explains how strongly to make customers attentive to
advertisement directed to them. Manycustomers do not listen to advertising messages
beamed to them because of ignorance,therefore you need to het customers attention before
13. 7
you say anything to them that they will able to buy product The most successful hotels place
great value on developing life-time relationship with their customers in todays competitive
market places ,business people should be aware that customers are aggressively prospected
and their loyalty cannot be taken for granted. Customers focusedhotels recognized that
relationship om service as a critical component for promoting the customer retention and
sales marketing. Some of the advertisement is aimed at neutralizing the effects of competitors
while much advertising are undertaken in order to convince non users of product or service
to use it.
Advertising also trigger customer’s imagination by converting the benefits delivered by the
service or product into vivid pictures .It facilitate others hotels marketing activates
through communication in which make expectation more knowledgeable about hotel products
advertisement and therefore reduce the time men must spent with prospect informing them
about the product features and benefits. In effect, it helps support the hotel personal selling
programme through opening the customer’s door for salesman. Advertising a knock up
customer’s interest to a particular product when hotel marketers use dramatizing pictures that
let consumers feels enjoying those particular product benefits.
The primarily goal of advertising in hotel business entities is to encourage their customers to
rind ways to trust them again and again, trust is probably the most basic human value of the
business. According to Obarski (2019),use the following principles of building and
maintaining trust in business in order to improve sales volume and sales volume in hotel
industry; telling the truth in business builds a solid relationship between businessman and
customers. He encourages the business people to use the principles while serving both
internal and external customers. Many hotels failed sue to poor business advertising letting
competitors to get away current and potential customers which really negatively affects the
sales.
2.4: Challenges of Advertising in the Hotel Industry.
According to smith(2013),stated that, we are living in the information where knowledge is
power, because advertising is in its most basic forms, advertising is so visible, it receives a
great of attention from people and government .Advertising relies on imagery and messages
themes that emphasize the benefits satisfying characteristics of sales volume offered in hotel
industry, rather than trying to stimulate an immediate action from an audience eg delayed
respond from advertised attempts to create sales volume brand awareness ,reinforce the
14. 8
benefit product, develop a general liking for the brand and create an image for the brand
.Consumers can become more aware of their own tendencies towards being relying on certain
types of product or serviceinformation. Here better educated consumers enhance their
lifestyle and economic power through market place and decision making.
According to Obarski (2019), Advertising also can be waste of resources and only raises high
standard of living for some people. It presents and inefficient wasteful process that channel
monetary and human resource in a society because it does stimulate demand rather it only
shift demand from one brand to another ,which creates confusion and frustration of the
consumers. However ,targetpotential audience who receives and interpret messages sent
from advertisers through media cannot be communicated because it may be surety that the
messages will actually get through them
15. 9
2.5 conceptual framework
Different methods of advertising
Newspapers advertisement
Video advertisement
Display advertisement
Different methods of advertising
Newspapers advertisement
Video advertisement
Display advertisement
Sales Volume
Profit margin
Customer satisfaction
Revenue growth
Influence of advertising methods on sales
volume.
The competitors
Outside factor of economy
Promotion and rewards
Advertising methods on sales volume
16. 10
CHAPTER THREE
RESEARCH METHODOLOGY
3.1 INTRODUCTION
This chapter presents the procedures and the methods the researcher employed to carry out
the study. The section comprises of the research design, target population, sample and
sampling procedures, data collecting instruments and procedures and methods of data
analysis.
3.2 RESEARCH DESIGN
According to Mugenda (2019), research design is the plan or roadmap, structure and strategy
of investigation conceived so as to obtain answers to research questions. Based on the
research problem of this study, descriptive survey design was adopted. The reason for
selecting this design is that the respondents was required to give information that was to help
analyze effect of advertising on sales volume.
3.3 TARGET POPULATION
The total population of staffs at sport view hotel within Nairobi town. The researchers only
focused on staffs that are in the Hotel. The total target population was 40 staffs. Due to time
factor the number of responded was reduced to half of the target population to make the
sample size.
3.4 SAMPLING TECHNIQUE AND SAMPLE SIZE
3.4.1 Sampling technique
Census sampling technique was used to obtain sample size for the hotels in the study within
Nairobi town which are classified as conventional hotels. Conventional hotels are the hotels
that are fully serviced with dining, accommodation, conference and recreational facilities
without necessarily being rated/ classified.
3.4.2 Sample size
The sample size for the study there for is 40 staffs from sport view hotel within Nairobi town.
This done where by the researcher chose randomly on the number of responded to give the
questionnaires. Therefore the sample size was calculated by the formula
S=N/2
Where;
17. 11
S is the sample size
N is target population
S = 40/2
S = 20
3.4 DATA COLLECTION INSTRUMENTS
Questionnaires were used to collect primary data. This is because they can easily be
administered. The questionnaires were delivered to the respondents and collected after two
days. The questions questionnaires were explained to the respondents so as to be able to
answer the questions in the questionnaires without problems. The researcher also ensured that
the questions were simple to answer, avoided personal and direct questions which are free
from biasness. This enabled respondents to exhaust all the factors about the study.
3.5 VALIDITY AND RELIABILITY OF RESEARCH INSTRUMENTS
Reliability was ensured through a pilot study /Test -Retest technique that was carried out in
the same institution a month before the second administration. According to Mugenda and
Mugenda (2009) the validity of research is concerned with the extent to which that data
measures what they are supported to measure, while the rest of reliability is concerned with
the extent to which the researcher can depend confidently on the information gathered
through various sources of data, adopted to obtain the study. In planning of this research
study, appropriate research instruments were chosen. Research instruments were selected or
developed carefully to fit the research design and the plan of data analysis so that the data
collected could have facilitated the answering of research questions.
3.6 DATA COLLECTION
The researchers used questionnaires to collect primary data from the respondents using closed
ended questions which gave the researchers a chance to get specific answers towards their
research. The questionnaire was be administered to the respondents through the hotel’s
Human Resource Department and collected after two days using the drop – and – pick
method.
3.7 DATA ANALYSIS AND PRESENTATION.
3.7.1 DATA ANALYSIS
18. 12
Descriptive statistics was used to analyse objective 1, giving Percentages and frequencies to
the data. Data presented helped to explain the degree of existence of various methods of
advertisement, which was presented using frequency tables and charts.
Data analysis methods used in the study include both qualitative and quantitative techniques
(Mugenda & Mugenda, 2019). Data was coded according to different variables of the study
for ease of data entry and interpretation.
3.7.2 DATA PRESENTATION
The data collected was coded for completeness and accuracy of information at the end of
every field data collection day. Data then was analyzed using descriptive statistics which
include frequency tables, bar graph, pie chart and percentages. The response from the
questionnaires was tabulate and analyzes using frequency tables.
19. 13
CHAPTER FOUR
DATA ANALYSIS, PRESENTATION AND DISCUSSION
4.1 Introduction
This chapter presents the research findings of the study carried out to relating to customer
satisfaction is reviewed. Finally, data relating to the relationship between service quality and
customer satisfaction is reviewed and the study developed.
4.2 Response Rate
The study targeted a total of 20 employees in Hotel. Out of the 20 questionnaires that were
distributed to the respondents, all were returned duly completed. This contributed to 100%
response rate. This response rate was adequate for data analysis and conforms to Mugenda
and Mugenda (2013) stipulation that a response rate of 70% and over is excellent.
4.3 Demographic Characteristic of the Respondents
This section presents demographic information of the respondents. The information presented
here includes education level of the respondents and the duration of service in the work place.
4.3.1 Ages of the staff
Data on the ages of the respondents are shown in the Table 4.1 below. It can be observed that
7 of them representing 31.4% fell within the ages of 20-30, 9 fell within the ages of 31- 40
representing 48.6%, 3 fell within the ages of 41-50 representing 14.3% and 1 within the ages
of 51- 60 representing 5.7%. This is illustrated in the table below Table 4.1.
Table 4.1 Ages of the staff
Ages Frequency Percentage
20-30 7 31.4%
31-40 9 48.6%
41-50 3 14.3%
51-60 1 5.7%
Total 20 100%
20. 14
Pie chart 4.3.1
4.3.2 Respondents Level of Education
The study required that the respondents indicate their highest level of education qualification.
This is because, the level of education impacted on the respondents’ ability to respond to
questions put through by the study as it determines their level of understanding the subject
matter of the study.
Table 4.3.2: Highest level of education
Frequency Percentage
Secondary Level 1 3.4%
Certificate/Diploma Level 7 33.3 %
Degree level 8 42.5 %
Postgraduate Level 4 20.7 %
Total 20 100
According to Table 4.1, most of the respondents (42.5%) were university degree holders and
33.3% had certificate/diploma as their highest level of education qualification. Further,
20.7% had postgraduate qualification while 3.4% had secondary school education as their
highest level of education qualification. This depicts that Employees at The Comfy Hotel
21-30
31%
31-40
49%
41-50
14%
51-60
6%
age of the staff
0
0.1
0.2
0.3
0.4
0.5
secondary cert/dip degree postgraduate
21. 15
have high level of education. This implies that the respondents were in a position to give
reliable information as sought by the study owing to the high levels of education
qualification.
4.3.3 Length of service
The study also sought to establish from the respondents the duration of time they had served
in the organization. Duration of service in an organization determines the respondents’ level
of understanding of internal information pertinent to the organization.
Table 4.3.3 length of service.
Frequency Percentage
Less than 1 year 1 3.4%
1-3 years 7 33.3 %
3-5 years 8 42.5 %
5-7 years 4 20.7 %
Total 20 100
Figure 4.1 below presents the findings.
Figure 4.1: Length of service
The figure 4.1 indicates that most of the respondents, 39% had worked
4.4 Advertising on Sales Volume in Hotel Industry
Most of the respondent 53.4% said that the common advertisement method used in the hotel
were posters, others 33.3% said that they used billboards while some 15.5% said that the
hotel used broadcasting like television to advertise their products and services.
Table 4.4 method of advertisement
22. 16
Frequency Percentage
posters 11 53.4%
Bill boards 6 33.3 %
Broadcasting 3 15.5 %
Total 20 100
4.4.1 How this advertisement method influences sales volume
Table 4.5: Advertising is providing important information about goods and services to
consumers.
Details Frequency Percentage
Strongly agree 13 65.00
Agree 7 35.00
Not sure 0 0.00
Disagree 0 0.00
Strongly disagree 0 0.00
Total 20 100.0
Data from the field indicate that 65 per cent of the respondents strongly agreed and reported
that advertising play big role in providing important information about goods and services to
consumers, 35 per cent of the respondents reported that advertising is providing important
information about goods and services. This implies that Consumers generally use
advertisement as a means of obtaining information about the products and services, or
0%
10%
20%
30%
40%
50%
60%
method of advertisement
posters
billboads
broadcasting
23. 17
brand or the industries. They cannot be informed unless they comprehend the message
(grasp the messagementally and understand it fully). Which means advertisement is like a
channel that should beused by Hotel industries to communicate to the customers and let
them to know the newsubscribers, and the marketer must inform consumers of the
existence of the new item andconvince them of the benefits flowing from its use.
Nowadays, people have access to the endlesssupply of advertisements. However, they fancy
something new, entertaining and something thatcan grab their attention. Boring advertising
will not sustain in consumers’ minds long enough.Therefore, entertainment has been
termed as a significant advertising strategy for increasingadvertising effectiveness and
imploring them to make a purchase (Madden & Weinberger, 2012).
4.5 Challenges of Advertising in the Hotel Industry.
CONTRIBUTING FACTORS
Not applicable 10% Carelessness 45%Ignorance 33%Accidental 12% responses received
after asking if there was a procedure for handling such cases, the observation checklist,
showed that 26% of the hotels had a general register book for the reporting of poor
advertisement process and methods.
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
CONTRIBUTING FACTORS
NOT APPLICABLE
CARELESSNESS
IGNORANCE
ACCIDENTAL
24. 18
4.5.1 Level of satisfaction
Table 4.6: Are you satisfied with the means used by Hotel management in
communicating its products to you?
Details Frequency Percentage
Yes 8 40.00
No 12 60.00
Total 20 100.0
The table above indicates that 60 per cent of the respondents reported that they were not
satisfied with communication to their Hotel products and services to their clients and 40 per
cent of the respondents reported that hotel industry management communicate to the clients
effectively. This indicates that there is not effective communication used by hotel industries
to let customers to know their products and services. Included language barrier Using foreign
languagelike English as channel communication which can help hotel industry to link with
customers, and to let them know what the new on the market. even using television as the
channel of communication but they forget that more peoples in Rwanda don’t have television
even others don’t have time for watching it.
4.5.2 Advertising adopted by hotel
Table 4. 8. What influences you the most to try Hotel Industry products and services?
Items Very high High Modera
te
Low Very
Low
Total
Percentage
Recommendations
from friends
6.00 5.4 6.7 54.00 27.9 100.0
Advertisement 39.00 31.00 20.00 10.00 0.00 100.0
Personal experience 5.00 14.00 17.00 51.00 13.00 100.0
Expert advice 1.00 4.00 3.00 31.7 60.3 100.0
The table above indicate that 39% of the respondents were very highly influenced by
advertising and this made customers to try Hotel industry products and services, 6 per cent of
the respondents were very high interested by recommendations from friends. 5 per cent of the
25. 19
respondents prefer personal experience. And1.00 per cent of the respondents prefer expert
advice. This implies that the Advertising made the products and services of Hotel to be
recognized and made the people to be interested in their products and services.
26. 20
CHAPTER FIVE SUMMARY, CONCLUSIONS AND
RECOMMENDATIONS
5.0 INTRODUCTION
This chapter looked at summary, conclusions and recommendations of findings that can be
adopted and implemented to overcome the problems highlighted
5.1 Summary
The research findings showed that there are numbers of factors that affect advertising that
have been examined from the different numbers of respondents. The findings revealed that
large number of respondents was 30 who got 40% suggested that effective professional
advertising as one of the factors that affect customers towards sales volume, whereas other
respondents number of the total sample size who were 15 respondents who got 30%
suggested effective communication and other suggested advertising is based on non-product
in which represent 30%. The research findings examined that professional customer
awareness are opportunities to increase sales because customers will already have a degree of
trust in any recommendation.
Creating hotels awareness helps to legitimize a company, its products/ services and
representatives to its customers instead of customers saying, "I have never heard of them"
their response might be they are quite well known. In this way, advertising may improve the
acceptance of products and sales people. According to the current political turmoil hat
adversely affected hotel business in Nairobi, the hotel because it offers leisure activities
should position themselves in consumer's minds through advertising copy and visuals
creative positioning which involves the development of reinforcement of an hotel image or
set of associations for a brand.
5.2 Conclusion
To improve on sales volume as a factor of advertising, hotels should establish systems to
persuade their customer’s perception on the quality and quantity of the customer products /
services provided to them and to find out solutions incase of negativity in order to ensure
stable continuous sales increases and customer satisfaction.
In advertising terms, it has been said it is impossible to know too much about your customer,
however, much you know, you can always learn more. Customer relationship building means
it is an activity involved in getting and keeping customers that are developed. The amount of
27. 21
money spent on customer's research and market research certainly undermines the thirst for
such knowledge, particularly as customers themselves change.
Just as you think that you understand what they like and that interest them they pick up on a
different interest and have to start all over again from a market point of views, hotels should
always remember that the products and services offered are solutions to the customers
problems. In a very real sense, customers want to be told about themselves and their needs
avoiding either confusing or patronizing with similar products.
It has been observed from the field that majority of respondents agree that advertising
involves presenting striking messages to a mass audience to maximize your customers'
satisfaction with your business. It should be a prime consideration for every hotel business -
your sales and profitability depends on keeping your customers happy.
5.3 Recommendations
Basing on the research findings, the following are recommendations both to business hotels,
stakeholders, producers and service providers such as Hotel, there is need to skillfully fit
advertising activities with the business environment. This is because advertising has effect on
sales volume. Basing on the objective of examining the factors that affects advertising
towards sales volume is recommended. When asked how could a hotel get new products off
the ground and win consumer choice. The result of response was "professional advertising"
needs to be figured to the most actual users and to also create total influence on purchase
decision. In the service sector, the need to provide a tangible and differentiating element to
the marketing of the services. This is because of the recent spoil in Kenya tourism sector by
post election crisis. Customers need to be informed, educated, persuaded, reminded and given
an actual change of image to make innocent customers who had already changed their minds
to other places.
The customer is of paramount impo1iance whether the demands are unreasonable or punitive
in terms of cost. The customer in his or her customer segment represents potential future
business. Such business must be wooed by enforcing the customers degree of information
search that depends on: -
• The consumer's strength of the drive
28. 22
• The amount of information initially available
• The ease of obtaining additional information
• The value of customers place on additional information
• The satisfaction one gets from the information
Relationship building contribute to hotel sales success once an exchange has been made,
effective advertising relationship building will bring about additional exchanges making a
sales not as the end of the process but as the start of organizational relationship with the
customer. Satisfied customers will return to hotels that keep them best, if they need to
repurchase the same product in the future, know the first place to visit. Moreover, it will
reduce the cost of customer's search; therefore customers will pass the idea through the word
of mouth to other potential customers leading to create in sales volume. Successful hotels
have to focus on understanding customers and how customers behave, why and how they buy
and are even able to stimulate them to buy. Focusing on the customer's needs, thus gives the
purpose of the business.
5.4 Areas for further study
• Further study be made on customer information technology. Hotel owners see customer
information system contributing relatively across the business. This includes advantages in
quality image branding, faster at reduced cost of informing customers.
• Consumer information sources. There is no simple information process used by consumers
in buying situation. Some basic concepts however need further search on sales be made on
the following:
• The consumer consideration on various products/services attributes.
• Consumer developed set of beliefs about particular brands.
• Sales trend and sales fluctuations.
29. 23
REFERENCES
Allan.w.and Sally.B.(2001) Customer service.Heinemann.Britain Buzzel.
R. and Gale.B. (1987). The aims principles linking strategy to performance: New York.
Carol.C.and Mike. N.(2004).Business. Heinemann Education, Oxford Charles. F. (1993).
Fundamentals of selling. USA: Irwin Inc
Charles. W.R. and Carl M. (2003). Essentials of Marketing. Canada: Thomson Learning.
David.J.(2001).
Principles and practise of marketing. Uk: Mc Graw-Hill. George.
E. and Michael .A. (1995). Introduction to Advertising and promotion an integrated
Marketing communications perspective,
London: Irwin Inc History of Hospitality (2007). Htt.//schonwalder.org/historyHotelhtm.
Jeanettes .S. (1996). Entrepreneur magazine guide to integrated Marketing. USA: John Wiley
and sons, Inc Jefkins.F.(1984).
Advertising Today. Britain: International Textbook co. John.M.(1995).
Advertising and Promotion. London. Joseph, F. and Robert, P. (2003).
Marketing Research with in a changing information environment. Boston, McGraw-Hill
Irwin. Kenneth.E.and Donald. B.(2007).
Integrated Advertising, Promotion and Marketing Communications. Pearson
Education,Inc.Upper Saddle River, New Jersey.
Kibera.F. and Chege.B.(1999).Fundamentals of Marketing an African perspective.
Kotler.P.(1991).
Marketing Management. New Jersey: Pearson Education Inc. Neil, M; A, (2003).
Advertising in everyday life. New Jersey: Loyola College. 32 Ronald, L. and Thomas, R.
(2000) Advertising a frame work.
New Jersey: Library ofCofiress Sinha, R.K. (1999) Travel and Tourism Management. India:
Assiani. Thomas, et al. (2001 ).
Advertising Cincinnati: Southwestern College. Strafford.J. and Grant.C.(1987).
30. 24
Effective Sales Management. London. Heinemann. William, F. and Courtland. (1994).
Contemporary Advertisement. USA: Irwin Inc William, G. and Michael, D. (1998).
Effective marketing creating and keeping customers. Ohio: South - Western college.
William et al (1989) Advertising principles and practice. USA: prentice-Hal, Inc William.
W.(1981).
How Sales managers Get Things Done. India Parker Inc.
31. 25
APPENDICIES
LETTER OF INTRODUCTION
To Whom It May Concern,
RE: LETTER OF INTRODUCTION
I am Carolyne Achieng; I am undertaking a research entitled “Effects on Advertising
Methods of Sales Volume in a Three Star Hotel Nairobi. I am therefore requesting
for permission to be allowed to conduct this research in your establishment. I promise to
ensure confidentiality of the hotel and the participants. Participation is voluntary and anyone
is free to withdraw at any time, no obligation to answer questions.
Yours sincerely,
CAROLYNE ACHIENG.
32. 26
APPENDIX B: QUESTIONNAIRE
Kindly answer the questions below to the best of your knowledge. Please put a tick against
the answer that best fits your response.
SECTION A: DEMOGRAPHIC PROFILE
1. What is your Age?
Below 20 [ ]
21 to 30 [ ]
31 to 40 [ ]
41 to 50 [ ]
Over 50 [ ]
2. Please indicate your Gender?
Male [ ]
Female [ ]
3. What is your level of education?
Certificate [ ]
Diploma [ ]
Higher diploma [ ]
Degree [ ]
Any other ……………………..
4. Job title/position in the hotel?
Managers [ ]
Waiter/waitress [ ]
Chef [ ]
Accountant [ ]
Sales person [ ]
Other (Specify) ________________________________
5. length of service in the hotel/foodservice industry:
33. 27
Less than one year [ ]
Between 1-2 years [ ]
Between 2-5 years [ ]
More than 5 years [ ]
SECTION B: INFLUENCE OF ADVERTISING METHODS ON SALES VOLUME.
6. What is the common advertisement methods used in your hotel?
a) Posters [ ]
b) Bill boards [ ]
c) Broadcasting [ ]
d) Any other.....................................................................
7. Briefly explain how this advertisement method influences sales volume in your hotel.
......................................................................................................................................................
......................................................................................................................................................
.....................................................................................................................................................
SECTION C: ADVERTISING METHODS ON SALES
8. Who is in charge of advertisement in your hotel?
a) Management [ ]
b) Procurement office [ ]
c) Not sure [ ]
d) Any other………………………………….
9. This section aims at establishing the advertising adopted by the hotels. Kindly use a
scale of 1 to 5 where 1 is to very small extent, 2 to small extent, 3 to moderate extent, 4 to
large extent and 5 to very large extent to rate the following statements.
Statement 1 2 3 4 5
Making hotel brand visible to our niche market
Having employees develop the mind sets and capabilities
behind the niche customer-centric agenda
Establishing an organizational structure in place that
34. 28
enables niche customer centricity in business decisions
Establishing new market segments based on
psychological/prestige
10. This section aims at establishing the pricing strategies adopted by the hotels.
Kindly use a scale of 1 to 5 where 1 is to very small extent, 2 to small extent, 3 to moderate
extent, 4 to large extent and 5 to very large extent to rate the following statements.
Statement 1 2 3 4 5
Extensive introductory sales promotions
Extensive sales force efforts
Penetration pricing on services
Extended credit terms on services given
Direct marketing on services and products
SECTION D: WAYS OF IMPROVING ON ADVERTISING METHODS ON SALES
VOLUME
11. Are there any challenges facing advertisement in your hotel?
Yes [ ]
No [ ]
If yes, briefly state the challenges.
......................................................................................................................................................
......................................................................................................................................................
......................................
12. How does the hotel overcome these challenges?
......................................................................................................................................................
...............................................................................................................................................
13. What can you recommend to the hotel about improving advertisement methods?
......................................................................................................................................................
...............................................................................................................................................
THANK YOU FOR PARTICIPATING.