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.
Shehata, A. (2016). 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, 13(2), 123-136. doi: 10.21608/jaauth.2016.48014
MLA
Ali El sayed Shehata. "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, 13, 2, 2016, 123-136. doi: 10.21608/jaauth.2016.48014
HARVARD
Shehata, A. (2016). '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, 13(2), pp. 123-136. doi: 10.21608/jaauth.2016.48014
VANCOUVER
Shehata, A. 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, 2016; 13(2): 123-136. doi: 10.21608/jaauth.2016.48014
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