AN INVESTIGATION INTO THE EFFECTIVENESS OF MARKETING MIX ON THE SUCCESS OF HOSPITALITY ESTABLISHMENTS: A CASE STUDY OF SEASONS AND CHAMBAI HOTELS, NAROK COUNTY, KENYA

MUTUKU, JOSEPHINE NDINDA

dc.contributor.author	MUTUKU, JOSEPHINE NDINDA
dc.date.accessioned	2025-01-18T09:42:13Z
dc.date.available	2025-01-18T09:42:13Z
dc.date.issued	2024
dc.identifier.uri	https://ir.gretsauniversity.ac.ke/xmlui/handle/20.500.12736/4164
dc.description.abstract	This paper seeks to establish the impact of promotional, marketing communication and pricing factors in the operations of tourism and hospitality venture in Narok Town. In many firms in this sector, growth has stagnated, due to poor marketing strategies in the implementation of marketing strategies. This issue will in turn be addressed in the study through an assessment of how these strategies affect business performance. In particular, it aims at investigating how promotion can contribute toward customer awareness, the place in the marketing mix as a determinant of competitive business positioning, and the effects that prices can have on the customers In order to carry out an investigation that would provide intensive, yet non-intrusive data, a descriptive research design was used. The target population was management and employees of important organizations in Narok Town. The sampling method used was purposive sampling, focusing only the key people who have profound understanding of the current marketing strategies, this kind of information is controlled by the senior staff and the marketing departments of the firms Data collection was through the questionnaires that were administrated to the participants and the data collected were analyzed by the use of means, frequencies, standard deviations and Pearson’s correlation to test for the relationship between the variables. Multiple regression analysis was used to estimate the integrated role of promotion, marketing mix and price on business success. The analysis of the data was done using both the statistical software SPSS and the Microsoft Excel and all tabular and graphical results presented were easy to comprehend. Most importantly, this research will advance knowledge concerning how the right form of marketing strategy leads to business performance enhancement within a highly competitive tourism & hospitality sector Key terms: Marketing mix, hospitality establishments	en_US
dc.publisher	Gretsa university	en_US
dc.subject	Research project	en_US
dc.title	AN INVESTIGATION INTO THE EFFECTIVENESS OF MARKETING MIX ON THE SUCCESS OF HOSPITALITY ESTABLISHMENTS: A CASE STUDY OF SEASONS AND CHAMBAI HOTELS, NAROK COUNTY, KENYA	en_US