The Role of Menu As A Marketing Tool In The Hierarchical Effect Of The Purchasing Behavior Of The Customer (AIDAS) | ||||
| Journal of Association of Arab Universities for Tourism and Hospitality | ||||
| Article 9, Volume 13, Issue 2, 2016, Page 123-136 PDF (700.33 K) | ||||
| Document Type: Original Article | ||||
| DOI: 10.21608/jaauth.2016.48014 | ||||
 View on SCiNiTO | ||||
| Author | ||||
Ali El sayed Shehata
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| Hotels studies department, faculty of tourism and hotels, Suez Canal University | ||||
| Abstract | ||||
| This research aims at determining the role of the menu as a marketing tool (Creation- design-Price) in the hierarchical effect of the purchasing behavior of the customer (AIDAS Model: Attention; Interest; Desire; purchasing and satisfaction). The field study was applied to a simple random sample of customers in five – star hotels in Sharm El Sheikh. The research results concluded a Positive effect of the menu on the hierarchical effect of the purchasing behavior of the customer, especially in the case of using the price as a motivational tool. The research recommended that menu planners must be more interested in menu as a marketing tool and more convinced by the ability of the menu to hierarchically affect the purchasing behavior of the customer. | ||||
| Keywords | ||||
| Creation- design- Price- Hierarchical Effect model | ||||
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