A study on the effectiveness of promotional tools used by the Katerina Hotel / Norhidayah Mohd Sehat

The research of "A Study on the Effectiveness of Promotional Tools Used by the Katerina Hotel" was conducted with three objectives which are first to determine the effectiveness of the existing promotional tools used by the Katerina Hotel, second to study the level of customer awareness to...

Full description

Bibliographic Details
Format:	Student Project
Language:	English
Published:	Faculty of Business and Management 2007
Subjects:	Customer services. Customer relations
Online Access:	http://ir.uitm.edu.my/id/eprint/19317/ http://ir.uitm.edu.my/id/eprint/19317/1/PPb_NORHIDAYAH%20MOHD%20SEHAT%20BM%2007_5.pdf

id	uitm-19317
recordtype	eprints
spelling	uitm-193172018-02-27T06:51:02Z http://ir.uitm.edu.my/id/eprint/19317/ A study on the effectiveness of promotional tools used by the Katerina Hotel / Norhidayah Mohd Sehat Customer services. Customer relations The research of "A Study on the Effectiveness of Promotional Tools Used by the Katerina Hotel" was conducted with three objectives which are first to determine the effectiveness of the existing promotional tools used by the Katerina Hotel, second to study the level of customer awareness towards the promotional activities done by the Katerina Hotel, and third to recommend the aspects that need to be improved to make the promotion strategies used become more effective. According to the Operation Manager of the Katerina Hotel, Mr. Rosli Bin Selamin in the year 2006, although the Katerina Hotel had implemented several promotion tools to increase the sales, the hotel was still unable to reach its target sales at RM 7 million per year (Figure 1.1) as it is suppose to be. This might be due to the promotional tools, which is not being implemented effectively besides the management does not utilize 100% all the promotional tools that they have (Figure 1.2). For the purpose of the study, descriptive research design had been adopted. The respondents of this study were customers that staying at the Katerina Hotel. 50 questionnaires had been distributed to those customers who recently stay at the hotel. The researcher had used stratified convenience sampling as the sampling technique. In this study, descriptive statistics had been used to interpret the data such as reliability testing, frequency tables. From the findings, the most effective promotional tools that the Katerina hotel should implement are sales promotions and advertising. For advertising, most of the respondents choose that advertising must be creative and attractive to attract the readers to try meanwhile for sales promotion, it is effective if the price being charged reasonable. Respondents also agreed it is effective that information and message can be easily reached target customer by having two-way communication and felt that internet is more effective for direct marketing. Results also showed most of the respondents are aware of the Katerina Hotel, but still the management not able reached target sales. This might due to other reasons besides promotion being done. This research also recommend some aspects that needs to be improved in order to make the promotional tools more effective and able to reach target sales in the future which are choose the right media, frequent doing the promotional activities, continuous promoting, reached target customers and able to make the readers to purchase. Faculty of Business and Management 2007 Student Project NonPeerReviewed text en http://ir.uitm.edu.my/id/eprint/19317/1/PPb_NORHIDAYAH%20MOHD%20SEHAT%20BM%2007_5.pdf UNSPECIFIED (2007) A study on the effectiveness of promotional tools used by the Katerina Hotel / Norhidayah Mohd Sehat. [Student Project] (Unpublished)
repository_type	Digital Repository
institution_category	Local University
institution	Universiti Teknologi MARA
building	UiTM Institutional Repository
collection	Online Access
language	English
topic	Customer services. Customer relations
spellingShingle	Customer services. Customer relations A study on the effectiveness of promotional tools used by the Katerina Hotel / Norhidayah Mohd Sehat
description	The research of "A Study on the Effectiveness of Promotional Tools Used by the Katerina Hotel" was conducted with three objectives which are first to determine the effectiveness of the existing promotional tools used by the Katerina Hotel, second to study the level of customer awareness towards the promotional activities done by the Katerina Hotel, and third to recommend the aspects that need to be improved to make the promotion strategies used become more effective. According to the Operation Manager of the Katerina Hotel, Mr. Rosli Bin Selamin in the year 2006, although the Katerina Hotel had implemented several promotion tools to increase the sales, the hotel was still unable to reach its target sales at RM 7 million per year (Figure 1.1) as it is suppose to be. This might be due to the promotional tools, which is not being implemented effectively besides the management does not utilize 100% all the promotional tools that they have (Figure 1.2). For the purpose of the study, descriptive research design had been adopted. The respondents of this study were customers that staying at the Katerina Hotel. 50 questionnaires had been distributed to those customers who recently stay at the hotel. The researcher had used stratified convenience sampling as the sampling technique. In this study, descriptive statistics had been used to interpret the data such as reliability testing, frequency tables. From the findings, the most effective promotional tools that the Katerina hotel should implement are sales promotions and advertising. For advertising, most of the respondents choose that advertising must be creative and attractive to attract the readers to try meanwhile for sales promotion, it is effective if the price being charged reasonable. Respondents also agreed it is effective that information and message can be easily reached target customer by having two-way communication and felt that internet is more effective for direct marketing. Results also showed most of the respondents are aware of the Katerina Hotel, but still the management not able reached target sales. This might due to other reasons besides promotion being done. This research also recommend some aspects that needs to be improved in order to make the promotional tools more effective and able to reach target sales in the future which are choose the right media, frequent doing the promotional activities, continuous promoting, reached target customers and able to make the readers to purchase.
format	Student Project
title	A study on the effectiveness of promotional tools used by the Katerina Hotel / Norhidayah Mohd Sehat
title_short	A study on the effectiveness of promotional tools used by the Katerina Hotel / Norhidayah Mohd Sehat
title_full	A study on the effectiveness of promotional tools used by the Katerina Hotel / Norhidayah Mohd Sehat
title_fullStr	A study on the effectiveness of promotional tools used by the Katerina Hotel / Norhidayah Mohd Sehat
title_full_unstemmed	A study on the effectiveness of promotional tools used by the Katerina Hotel / Norhidayah Mohd Sehat
title_sort	study on the effectiveness of promotional tools used by the katerina hotel / norhidayah mohd sehat
publisher	Faculty of Business and Management
publishDate	2007
url	http://ir.uitm.edu.my/id/eprint/19317/ http://ir.uitm.edu.my/id/eprint/19317/1/PPb_NORHIDAYAH%20MOHD%20SEHAT%20BM%2007_5.pdf
first_indexed	2023-09-18T23:02:18Z
last_indexed	2023-09-18T23:02:18Z
_version_	1777418254216593408

A study on the effectiveness of promotional tools used by the Katerina Hotel / Norhidayah Mohd Sehat

Similar Items