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