Preferences influencing consumer’s choice of a nightclub in Nairobi County
Makau, Skeeter N.
MetadataShow full item record
This research sought to examine the preferences affecting consumer‟s choice of a nightclub. It had three objectives; the consumer‟s preferences when choosing a nightclub, the consumer‟s preferences when changing choice of a nightclub, and how the consumer arrives at a choice of nightclub. The act of changing choice of nightclub is known as club hopping. The research used a triangulated methodology to explore the three elements; choosing, choice, and changing choice. A qualitative method using focus group discussions provided insights on consumer‟s decision making process outside the natural environment of a nightclub. A quantitative method using survey technique confirmed the consumer‟s decision making process while in the natural environment of a nightclub. The results of the research showed that there was no difference in the decision making process from consumers inside and outside the natural environment. The findings showed that the differences existed in the preferences between genders i.e. male and female. The two genders were aligned on the magnitude of some preferences and how they affected their choices, but were polarized on other preferences. Nevertheless, the study was able to draw a pathway where the two neutralize. Conclusively, the research was able to determine the most important preferences when choosing a nightclub which are; expressive crowds, love (intimacy, passion and commitment), service, friendships, music, dancing, prices, and ambiance. The research was also able to establish the alteration of these preferences when club hopping.