EFFECT OF CULTURE ON MARKETING HOTEL PRODUCTS IN EDO STATE

ABSTRACT
This research work examined the effect of culture on marketing hotel product in Edo State, a study of selected hotel in Auchi. The objective of this research work is to investigate if culture have significant influence in the demand for hospitality product, to bring time light to some negative effect of culture in the marketing of hotel, to investigate and suggest the method of addressing this problem. The sampling unit used for the research work include registered hotels selected through simple random sampling. The study recommend Caterers and all hospitality industries should concentrate on marketing more of different indigenous menu if the objective of sale maximization is to be achieved within given business environment. It is also recommended that management should ensure that meals provided for customer are of standard and meet the consumption demand of the people.

BACKGROUND OF THE STUDY
Culture totally depicts the way of life style and attributes of specific group of people. It also includes the way we speak, dressing style, attitude, learning, believes, values and norms. There are many factors which affects the marketing of hotel product, for a product promotion like target market, budget, economy and competition but culture also has a great impact on consumer preferences (Reisinger 2009). Marketing strategies are related with product promotion, planning to cope with competition, quality maintains and cost control. Culture has a great effect on marketing hotel product. The hospitality industries cannot ignore to analyse the importance of local culture before advertising or selling the product in the market. Marketing plans are totally based on product promotion; marketer’s main purpose is to aware customers regarding product features and influences them to purchase the products.

Consumers can be attracted only when product will fit better according to their customs, traditions, norms and cultural requirements. Whenever hotels do not convey their thinking to people, they fail to attain attention of local people and have to suffer huge losses. Even choice of local people is important for local trader but for hospitality industry it is must to have deep study cultural effects on product promotion, (Mohsin, 2006).

Due to globalization of business environment, the hospitality industries have to face increasing haste, occurrence and magnitude of competitors. It is not easy for any corporation to start and expand their business for a long duration without implementing marketing strategies. International market has also resulted to change in consumers taste and preferences (Okoroafo, 2010). For example, customers do not wait for a single product because there are many alternatives available in the market and they can easily shift to another product without compromising with their taste. This is the main reason that today’s hospitality industry is consumer oriented. Marketers always consider it that how they can satisfy consumers. The most important factors that a marketer keeps in mind are to offer best quality, less prices and easily excess to consumers but all these concepts are considered by almost all the marketing managers. Only those companies stay for a long duration which implements new strategies and they do not ignore the importance of culture in product promotion. Hotel industries are facing many problems regarding marketing and culture, the most important challenge is culture. To achieve continuous growth and competitive success, it is necessary for companies to understand the diversity and complexity of marketing activities.

Consumers have different choices in different countries. These differences are result of diversified culture, attitude, values and norms. Culture has a deep influence on product choice, motivation and life style of customers. Cultural influence is shown by how many customers prefer to purchase same product. Due to the increase in international trade there is a need to redesign the hospitality industry (Okoroafo, 2010).

Culture plays a major role in any kind of business that exists in the market. Especially when it comes to the international hospitality business, culture is a serious fact to consider in order to survive in the market. Culture exists and differs from place to place and time to time. And some cultures already spread way beyond their boundaries and reached their new destinations. Cultures rage battles among themselves to survive. So the key factor in order to run a successful hospitality business or any kind of business is to understand the different cultures.

In the hospitality industry diverse cultures infuse on a daily basis. There are several contrasts between employees or between a customer and an employee in the hospitality organization. Cultural diversity management is necessary in order to understand the variability of cultures that initially appear inside the organization. It is important to recognize cross-cultural behavior if the company wants to have a competitive edge in the hospitality industry.

Cultural variability involves both recognizing differences and accepting them. Acceptance is a respect of culture and appreciation of differences in culture, such as values, norms, styles, behavior. The three layers of culture should be valued and respected in a correct manner. (Rosinski 2003, 35.)