Number 4- Buying influences
There are several buying influences that impact the buying behaviors of consumers. These can be categorized into internal, external and marketing factors of marketing. Proximity addresses each of these factors through well-developed marketing strategies.
External Factors
External factors include social influences such as family relations, social class and reference groups. Proximity recognizes that individuals of a certain social classes desire the prestige and notoriety associated with staying in an award winning hotel. The President of the United States, national and state leaders, celebrities and diplomats have stayed at the Proximity hotel when needing accommodations in the Greensboro, NC area. Individuals who are identified in similar social class as these individuals may choose to stay at the Proximity also. Family relationships and group structures may influence consumers’ buying behavior as well. Members of immediate and extended family select Proximity Hotel when securing accommodations if invited to a family member’s special day, whether celebrating a wedding, a birthday, a graduation, family …show more content…
While noted, the economy of purchase for luxury and upscale hotels involve a segment of the industry that price level has little impact. Proximity Hotel seeks to “full engage” is customers through high quality customer service, high quality amenities and aesthetic offerings in the facility environment. Timmerman and Yu offer, “Luxury customers spent an average of $910 at the hotel they visited most frequently over the past 12 months.” (Timmerman, 2014) These customers are loyal to brand and price level rarely influences their buying decisions. Furthermore, Timmerman and Yu note, “Luxury and upper upscale customers consider the look and feel of the hotel as one of the most important factors for first and repeat visits.” (Timmerman,
There are several buying influences that impact the buying behaviors of consumers. These can be categorized into internal, external and marketing factors of marketing. Proximity addresses each of these factors through well-developed marketing strategies.
External Factors
External factors include social influences such as family relations, social class and reference groups. Proximity recognizes that individuals of a certain social classes desire the prestige and notoriety associated with staying in an award winning hotel. The President of the United States, national and state leaders, celebrities and diplomats have stayed at the Proximity hotel when needing accommodations in the Greensboro, NC area. Individuals who are identified in similar social class as these individuals may choose to stay at the Proximity also. Family relationships and group structures may influence consumers’ buying behavior as well. Members of immediate and extended family select Proximity Hotel when securing accommodations if invited to a family member’s special day, whether celebrating a wedding, a birthday, a graduation, family …show more content…
While noted, the economy of purchase for luxury and upscale hotels involve a segment of the industry that price level has little impact. Proximity Hotel seeks to “full engage” is customers through high quality customer service, high quality amenities and aesthetic offerings in the facility environment. Timmerman and Yu offer, “Luxury customers spent an average of $910 at the hotel they visited most frequently over the past 12 months.” (Timmerman, 2014) These customers are loyal to brand and price level rarely influences their buying decisions. Furthermore, Timmerman and Yu note, “Luxury and upper upscale customers consider the look and feel of the hotel as one of the most important factors for first and repeat visits.” (Timmerman,