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