Determinants of consumer purchase decisions in Zero Rated Hotels in Eldoret Town, Kenya

Abstract

his paper determined the factors that influence consumer purchase decisions in zero rated hotels in Eldoret town. The objectives were to find out how tangible and intangible aspects of products influence consumers purchase decision. Descriptive survey research design was used. Data was collected through administration of questionnaires to a sample of 176 customers. The data collected was analyzed using statistical package for social sciences (SPSS) version 17.0 and the results were presented using pie charts, frequency tables and bar graphs. The findings may be used as a guide by different establishments and organizations that may be facing similar challenges in meeting the diverse needs and wants of different customers which may help them to understand their customers’ better and hence satisfy their needs and wants thereof.