Factors Affecting the Application of Price Discrimination in the Hospitality Business in Yenagoa, Bayelsa State

Abstract

This research examines the factors influencing the application of price discrimination in the hospitality industry in Yenagoa, Nigeria. To achieve this objective, primary and secondary data were used. The secondary data include books, journals, periodicals, unpublished research materials and the internet and the primary data include interview and a well structured questionnaire administered to one hundred and sixty-five (165) respondents in fifty (50) hotels sampled from the population. The data collected from the questionnaire were analysed using relevant econometric tests such as granger causality, diagnostic, and ordinary least square statistics for the purpose of analysis. The results suggest a positive relationship between the factors influencing the application of price description and the hospitality industry in Yenagoa. On the basis of the findings, the paper concluded that price discrimination is poor in the hospitality industry and recommended that for it to be successful, owners and operators of the industry should invest on credible feasibility study on client classification into political, business, civil servant and social events. Also on daily discounts and commitment from all level of staff, with strong relationship marketing.

Keywords: Price Discrimination, Factors influencing, Application, Hospitality Industry, Yenagoa Nigeria.