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To cite this article: Seung Hyun Lee , Billy Bai & Kevin Murphy (2012) The Role Demographics
Have on Customer Involvement in Obtaining a Hotel Discount and Implications for Hotel Revenue
Management Strategy, Journal of Hospitality Marketing & Management, 21:5, 569-588, DOI:
10.1080/19368623.2012.682622
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Journal of Hospitality Marketing & Management, 21:569588, 2012
Copyright Taylor & Francis Group, LLC
ISSN: 1936-8623 print/1936-8631 online
DOI: 10.1080/19368623.2012.682622
BILLY BAI
William F. Harrah College of Hotel Administration, University of Nevada Las Vegas,
Las Vegas, Nevada, USA
KEVIN MURPHY
Department of Food-services and Lodging, University of Central Florida, Orlando,
Florida, USA
569
570 S. H. Lee et al.
INTRODUCTION
designed for those who are more price sensitive, firms do not want con-
sumers that are willing to pay higher prices to take advantage of discounted
prices (Philips, 1981; Kimes, 2011). Also, Enz (2003) argued that rooms that
are likely to be sold anyway should not be available through discount-
oriented sites. Hotels do not want to offer discounts when demand exceeds
supply. In New York City, for example, hotels near Times Square have no
need to offer discounts through online channel distributions on a New Years
Eve. In turn, hotel operators must have a good idea of expected demand.
Thus, it is critical for hotel operators to segment the market effectively so
that lower prices can be used to attract price-sensitive consumers, who oth-
erwise wouldnt purchase, while retaining the price-insensitive customers
who are willing to pay higher prices.
Although many hotels have increasingly adopted revenue management
and made price changes in a response to marketplace demand and dif-
ferent levels of willingness to pay (Dimicco, Maes, & Greenwald, 2003),
other hotels may seek easy procedures to segment consumers into dif-
ferent groups, such as demographic profiles. Past literature indicates that
consumers have different information search behaviors and deal prone-
ness based on demographics such as age, income, education, and gender
(Bawa & Shoemaker, 1987; Blattberg, Buesing, Peacock, & Sen, 1978;
Duman & Mattila, 2003; Narasimhan, 1984; Webster, 1965). Yet, the results of
studies attempting to identify deal prone consumers based on demographics
have been modest, inconsistent and outdated (Bareham, 2004; Henderson,
1987).
In some studies, younger consumers more often seek deals (Duman &
Mattila, 2003; Teel, Williams, & Bearden, 1980), but in other studies, older
consumers are price sensitive as well (Nielsen, 1980; Webster, 1965). Bawa
and Shoemaker (1987) argued that a household of a younger wife and older
husband is positively related to deal proneness. In terms of the levels of
education, less-educated consumers reacted more actively toward a discount
(Duman & Mattila, 2003), but greater educated ones can be more price
sensitive (Narasimhan, 1984).
Consumers information search habits and buying strategies change over
time. Currently there are more challenges predicting who are price-sensitive
Role of Demographics on Involvement in Obtaining a Discount 571
consumers than there was in the past, due to the economic situation and
technology tools. As decision-making involved in many purchase decisions
becomes more complex, it appears that increasingly the consumer is less
predictable and less of a machine than some existing characteristics of
demographics that identify and segment consumers would imply (Bareham,
2004). The uncertainty about the predictive power of current segmentation
methods of consumers deal proneness leads to uncertainty about how to
provide discounts. Still, hotel marketers need to close the gap between what
they already know and what they should know about identifying price-
sensitive consumers. Additionally, hoteliers need to be able to update the
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LITERATURE REVIEW
Hotels in the United States are suffering one of the most drastic declines in
occupancy and revenue in history (Vincent, 2009; Woodworth, 2009) due
to the worldwide financial crisis and economic hardship (Butscher, Vidal, &
Dimier, 2009). Firms use pricing as a key strategic lever to manage revenue
(Noone & Mount, 2008). Despite the importance of understanding pricing, it
is the least understood of the marketing variables (Kotler, Bowen, & Makens,
2003). Moreover, pricing mistakes can harm firms much more heavily in
a downturn than in an upturn. Coping effectively with pricing becomes
difficult and complicated for hotel managers in an economic downturn.
Recently, revenue management is recognized as profitable for industries like
airlines, hotels, cruises, rental cars, and golf (Kimes, 2002, 2011; Duman &
Mattila, 2003; Sahay, 2007; Licata & Tiger, 2010). Revenue management refers
to making price changes in a response to marketplace demand that can
be implemented in several different ways (Dimicco et al., 2003). Revenue
management helps a firm to sell the right inventory unit to the right
572 S. H. Lee et al.
consumer at the right time and for the right price (Kimes, 2002). Thus, the
popularity of using revenue management makes more hotels probable to
offer a variety of discounts at a designated time period.
same time, customers have become more price sensitive and discount driven
(Drozdenko & Jensen, 2005). Consumers are motivated by lower rates and
will select the lower priced hotel, when all things are equal, and their buying
habits tend to respond in accordance with the increase and decrease in
prices.
Hotels can lower their room prices and achieve an increase volume with
relatively small increase in cost because the hotel industry often has high
fixed costs and low variable costs. In other words, hotels do not incur much
more additional operating costs to sell 100 rooms compared to 80 rooms.
The nature of high fixed cost and low variable cost reassures hotels to lower
their room prices while bearing the reduced revenue. By lowering room
prices, hotels can increase profits through a larger volume of sales. If costs
are controlled, then aggressive room pricing can elicit positive results; on
the other hand, if low prices fail to cover costs such as maintenance, in the
long run benefit may be diminished (Enz et al., 2009). Thus, rate reductions
must be targeted and differentiated.
Replacing cost-based pricing with market-based pricing creates market
segments and ensures that hotels are able to discriminate on price, which
is at the heart of pricing revenue management tools that charge different
prices on the basis of demographic characteristics (Kotler et al., 2003). Often
services are place, time, and customer specific and capacity constrained,
so substantial opportunities exist for service providers to use discriminate
pricing (Wirtz & Kimes, 2007). In order to avoid migration from high to low
priced products, hotels introduce price fences that are defined as conditions
under which specific products are offered on the market. Well-designed rate
fences allow customers to self-segment on the basis of their willingness to
pay and on service, transaction, and consumption characteristics (Wirtz &
Kimes, 2007).
Often discounts are offered to attract those who are more price sen-
sitive (Philips, 1981; Kimes, 2011) and hotels should segment the market
in an effective way so that lower prices are used to attract price-sensitive
consumers who otherwise wouldnt purchase, while higher prices are
retained for price-insensitive consumers. However, many independently
owned, small hotels often have a limited structure to estimate the volume of
Role of Demographics on Involvement in Obtaining a Discount 573
Involvement
The concept of consumer involvement has been widely researched.
Zaichkowsky (1985) provided comprehensive concepts of involvement in
574 S. H. Lee et al.
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(Stone, 1984). Involvement with purchases also leads one to search for
more information and spend more time searching for the right selection
(Richins & Bloch, 1986). The idea of consumer involvement with purchases
can be measured with the intensity of efforts spent on obtaining a specific
activity. Other behavioral surrogates for involvement are given in a leisure
context, such as frequency of participation, money spent, miles traveled,
ability or skill, ownership of equipment, and number of memberships (Kim,
Scott, & Crompton, 1997). While different people lead to various levels of
involvement (Houston & Rothschild, 1978), this measure of involvement
was developed that would pick up differences across people, objects, and
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Demographic Characteristics
Previous literature shows that certain demographic profiles of consumers
tend to be more likely to search for price promotions than others. Such
profile information includes a travelers gender, age, income, and education
(Bawa & Shoemaker, 1987; Blattberg et al., 1978; Duman & Mattila, 2003;
Narasimhan, 1984; Webster, 1965), as consumers with certain characteris-
tics appear to be more price sensitive or deal prone. For instance, older
consumers (Nielsen, 1980; Webster, 1965), consumers with higher income
(Bawa & Shoemaker, 1987; Blattberg et al., 1978; Teel et al., 1980; Nielsen,
1980), and consumers with higher education (Bawa & Shoemaker, 1987;
Narasimhan, 1984) tend to be more price sensitive.
Teel and his colleagues (1980) conducted a survey of female heads-of-
household to study the characteristics of those using coupons, one form of
price promotions. The results revealed that coupon users have significantly
larger incomes and are significantly younger than nonusers of coupons.
Also, Duman and Mattila (2003) studied the roles of demographic variables
that influence cruise travelers discount acceptance and usage behaviors.
Their results concluded that female and younger travelers were significant
predictors of discount usage. While older customers were believed to seek
576 S. H. Lee et al.
more for price deals (Nielsen, 1980; Webster, 1965), their results were not
consistent with previous studies in terms of age.
Narasimhan (1984) argued that consumers incur some costs to enjoy
the savings from price promotions. Many costs are identified including the
cost of looking through Web sites or magazines and time spent in storing,
retrieving, and comparing the information. This cost of time will be affected
by other demographic variables such as the education and income level of
consumers. For example, consumers with more income may treat their time
more valuable than those with less income.
Demographic profiles can be simply implemented into a daily operation
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Research Hypotheses
There is an assumption that hotels make price decisions after analyzing
supply and demand, differing customers needs, and willingness to pay to
optimize the best price. However, many independently owned, small hotels
may not have a structure. Instead, these hotels set their room prices based
on intuition, competitors, and offer discounts to whoever asks for (Hanks,
Cross, & Noland, 2002). For those independently owned small hotels, demo-
graphic information is easy to obtain and implement in designing discounts.
Thus, this study suggests that segmentation based on demographics is still
important, and profiling the price-sensitive customers demographics needs
to be updated.
While price promotional activities are traditionally directed toward cer-
tain demographics, many studies have been outdated and new studies may
be needed related to the linkage between price promotions and demo-
graphics, especially in the hospitality industry. Yet, many marketers design
discounts based on past data believing certain demographics are price
sensitive, which may not be appropriate to use at the current time.
Consumers demographic backgrounds can influence their level of
knowledge about prices in a given category (Rosa-Diaz, 2004). Thus, demo-
graphic characteristics such as age, income, and gender are often used
as the basis for market segmentation (Kotler et al., 2003). For instance,
females have a better knowledge of prices than men (Rosa-Diaz, 2004).
Role of Demographics on Involvement in Obtaining a Discount 577
Also, females are still assumed to have a more responsibility than males for
household decisions even though the differences have lessened (Estelami,
1998). Females are often the decision maker, and in turn they will search for
more information and seek for discounts.
In regard to the age variable, some studies argue that older consumers
have a better knowledge of prices because this age group tends to have
more spare time, which allows them to spend more time studying the prices
(Rosa-Diaz, 2004). However, nowadays most discounts are offered over the
Internet, and the usage of Internet may influence consumers levels of seek-
ing for deals. The popularity of the Internet and its increasing role in tourist
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There are no hard and fast lines that occur between December 31st of
one year and January 1st of the next. More often than not, it is a shift
that occurs over three to five years, maybe more depending on who you
ask (p. 33).
Thirty-five years old is considered the cut off, which is in line with the
literature that suggests that Generation Y is typically thought of as being
born between 1976 and 1999 inclusively (Normand, 2010).
Based on the previous discussions regarding the influence of gen-
der, age, education level, and income level on involvement in obtaining
a discount, the following four hypotheses are proposed:
H1: Females are more likely to be involved in obtaining a hotel discount
than males.
H2: Younger consumers are more likely to be involved in obtaining a
hotel discount than older consumers.
H3: Consumers with more income are more likely to be involved in
obtaining a hotel discount.
H4: More educated consumers are more likely to be involved in
obtaining a hotel discount.
578 S. H. Lee et al.
METHODOLOGY
Survey Instrument
A survey was conducted to identify whether demographic variables affect
the levels of involvement in obtaining a hotel room discount. Twenty
questions regarding the levels of involvement in obtaining a discount
and four questions regarding demographic characteristics were included.
The questionnaire was pretested on a sample of 30 respondents to
check on the design of the questionnaire and the quality of measures
employed.
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Sample
The sample consisted of customers at a caf inside a courthouse in a south-
western metropolitan city in the United States. At the courthouse, there are
5,000 employees and several hundred people who come to the court each
day for different purposes that include serving jury duties, making pay-
ments, and probation check-ins. During a 1-week period in April 2010, the
researcher and three trained assistants approached patrons in the caf each
day. Voluntary participation was sought, and a chance to win a $100 gift card
was offered to encourage their participation. Participants were instructed to
complete the survey; the researchers were present at all times, explaining
procedures and providing instructions. A total of 120 usable surveys were
received after 17 responses were eliminated due to incompleteness.
Reliability
To test reliability of the multi-item scale of PII, Cronbachs alpha was mea-
sured ( = 0.97). The cut-off point is generally regarded to be 0.6 (Hair,
Role of Demographics on Involvement in Obtaining a Discount 579
Black, Babin, & Anderson, 2010), so the items in the PII measure were
proved reliable.
Data Analysis
Correlation analysis was used to describe the strength and direction of the
linear relationship between demographic variables and levels of involvement
in obtaining a hotel discount. To test Hypotheses 1 and 2, a t test was carried
out to compare the mean scores of between subject groups. A one-way
analysis of variance (ANOVA) was used for testing Hypotheses 3 and 4.
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RESULTS
Profile of Respondents
Based on the sample of 120 respondents, the categories of the profile of
respondents are discussed in Table 1. The results of the demographic profile
indicate that the gender distribution of the respondents was fairly compara-
ble, with 57% males and 43% females. The age and education level of the
respondents were evenly distributed among participants. The respondents
appeared to have a high level of income: more than half of participants had
an income exceeding US$40,000, while 18% of this group had an income
higher than US$80,000. According to the U.S. Census Bureau (2011), the
Demographics Frequency %
Age
1824 years 54 46
2544 years 57 48
45 or older 7 6
Gender
Male 68 57
Female 52 43
Income
$20,000 or less 20 17
$20,000$39,999 29 25
$40,000$59,999 15 13
$60,000$79,999 28 24
$80,000 or more 21 18
Others 5 4
Education
High school or less 20 18
Some college 29 26
2-year college 15 13
4-year college 28 25
Masters degree or higher 21 19
580 S. H. Lee et al.
median household income in 2009 was around $50,000 and the median edu-
cational attainment in the United States was some college. In our sample,
the median household income fell in the range of $40,000$59,999, and the
median educational attainment was 2-year college; thereby, corroborating
the representativeness of the sample.
Correlation Analysis
Correlation analysis was used to describe the strength and direction of the
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Gender
Male Female t df
Age
Younger Older t df
Source of involvement df F MS p
five groups according to their income: Group 1 (income less than $20,000;
n = 16); Group 2 ($20,000$39,999; n = 21); Group 3 ($40,000$59,999;
n = 35); Group 4 ($60,000$79,999; n = 20); and Group 5 ($80,000 or
more; n = 26). There was a significant difference at the p < .001 level
in involvement scores for the five income groups: F(4, 113) = 6.252,
p < .001. The effect size, calculated using eta squared, was .11. Post-
hoc comparisons using the Tukey HSD test indicated that the mean score
for Group 5 (M = 97.81, SD = 28.70) was significantly lower than other
groups.
For the education variable, participants were divided into five groups
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Income N M SD
Education N M SD
DISCUSSIONS
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The results partially support that the demographic variables such as gen-
der, income, and education significantly influence the levels of involvement
in obtaining a discount. Despite at the marginal level, female consumers
are highly correlated with involvement in obtaining a hotel discount, and
the mean difference between female and male consumers was noteworthy.
However, there is no significant different on involvement levels between
different age groups although younger consumers tend to be more involved
in discount-seeking behavior. Income variables also influence the levels of
involvement in obtaining a discount. It is noted that the consumers with
income of $80,000 or more tend to be significantly less involved in obtain-
ing a discount, but other income groups seem to show similar levels of
involvement in price promotions. In other words, consumers with differ-
ent income levels tend to respond comparably to discounts, except for the
very affluent. Lastly, consumers with less education are overall associated
with higher levels of involvement in obtaining a discount. In particular, con-
sumers with some college showed higher involvement scores than those
with a high school degree or less.
While previous studies were reviewed related to price knowledge and
involvement, the current study tried to explain how demographics influ-
ence the levels of involvement in obtaining a discount. Hotel managers
in the service industry have little empirical basis on which to plan their
price promotions (Wakefield & Bush, 1998), and as such it was worth-
while to update the demographic profiles in deal proneness. This study
has concluded that the demographic profile may represent important roles
in relation to different levels of involvement in seeking discounts.
Thus, it may be the case that hotel managers should learn about
consumer levels of involvement in obtaining a discount and identify char-
acteristics of the price promotion before launching any discount offers to
the public, in order to maximize consumers responses to a price promo-
tion (Duman & Mattila, 2003; Schindler, 1992). Taken together, the findings
of this study recommend hotel managers to design discounts targeting at a
specific group such as females and those consumers with some college.
584 S. H. Lee et al.
CONCLUSIONS
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