The Influence of Promotion Mix Strategies on Brand Equity Among Five Star Hotels in Nairobi

Abstract

Promotion mix strategies are important strategies that businesses need to focus on to ensure that the business thrives to the best of it’s potential. The world economy has become dynamic and diverse, the consumer has become more sophisticated thus businesses need to be on top of their game to ensure profit maximization. Due to the presence of few studies conducted to depict the relationship between promotion mix strategies and brand equity, the study analyzed the influence of promotion mix strategies on brand equity value among five star hotels in Nairobi. The study adopted a descriptive research design. The target population were the walk in and sleep in customers in the eight five star hotels in Nairobi. Twenty respondents were drawn from each five star hotel in Nairobi and questionnaires were administered as a tool for data collection. The questionnaires contained both open and close ended questions. The data was analyzed using descriptive statistics which is the use of mean, frequency, percentage and standard deviation. Out of the 160 respondents targeted, only 124 of the 160 respondents responded correctly to the questionnaire. Pearson correlation was used to show the relationship between promotion mix strategies and brand equity. As much as most hotels were involved in one way or another in promotion, the hotels still needed to up their game in order to build their brand image and to have an upper hand over their competitors. In conclusion, it was established that there is a positive relationship between promotion mix strategies and brand equity value.