The influence of the marketing mix on consumer choice of holiday camps in Nairobi, Kenya

Abstract

Competitiveness in the holiday camp industry is forcing these firms to better understand their consumers’ choices and meet them in an innovative manner. The objective of the study is to determine the influence of the marketing mix on consumer choice of holiday camps in Nairobi. A descriptive research design involved getting data from holiday camp managers, parents and students. A quantitative research approach used structured questionnaires to collect primary data. The target population was 70 holiday camp programs in Nairobi, Kenya, who yielded an 85% response rate. Results indicated that holiday camp attendance had over 50% of the respondents having attended the camps more than once. Awareness was raised mostly through radio (63%), and majority of the holiday camps (52%) had been in business for over 8 years. Camp participants were mostly females aged 9 – 12 years. Most of the holiday camps (25%) offered mathematics tuition and the principle motivation of attending holiday camps was to nurture independence with 80% of camp attendees being very active during sessions. According to 50% of participants, religious beliefs highly affected the sales, and regular clients (70%) benefited from special rates. The most effective marketing channel was Word of Mouth at 27%. Churches are key partners in the holiday camp programs, while Internet is the best sales channel. The quality of a holiday camp facility and its curriculum are key pricing determinants. In conclusion, the marketing mix influences consumer choice of holiday camps in Nairobi, but the immediate challenge facing holiday camps is how to meet the interests of different groups and society (staff, alumni, parents and government). Holiday camps can build a synergistic approach with the higher education sector that would ensure a continuous enrolment into holiday camps.