TRANS Asian Journal of Marketing & Management Research (TAJMMR)
Year : 2018, Volume : 7, Issue : 2
First page : ( 28) Last page : ( 36)
Online ISSN : 2279-0667.

A study on green marketing practices in 5 star category hotels of New Delhi

Ms. Roy Suchismita¹, Dr. Kumar Amit²

¹Research scholar, Email id: suchismitaroy79@gmail.com

²Prof, Y.G. Tharakan, Mumbai, India

Online published on 23 March, 2018.

Abstract

Green marketing practices refers to selling products or rendering services based on environmental gain. It comes into continuation in late 1980’s and early 1980’s. Green marketing is rising quickly and consumers are willing to pay a lot for green products. There has been little analysis of the impact of this new market on the consumers and environment so far. Green Marketing affects all the areas of our economy, it does not just lead to environmental safety but it also generates new market and job opportunities. Organizations that follow green policies are gaining market value and have many satisfied and loyal customers. Hotel Company managers increasingly have to take environmental issues into account. Green marketing is a tool for protecting the environment for the future generation. It has a positive impact on environmental safety. Because of the growing concern of environmental concern of the environmental protection, there is an emergence of new market which is the green market. For hotels to survive in this market, they need to go green in all the aspect of their business. Consumers want to satisfy themselves with hotels that are green and one is willing to pay a premium for a greener lifestyle. This study was about the green marketing policies used in 5 star hotels of New Delhi. The methodology chosen for this study was survey based, conducted among the sales and marketing managers of five star hotels in New Delhi. This study would be an attempt to identify the gaps between the demand and supply of green marketing practices of the 5 star hotels. In addition to collection of data through structured questionnaires, this study's research methods consisted of conducting in depth interviews with the sales and marketing managers of five star hotels in New Delhi. The feelings expressed by the interviewees were examined during the discussions. Then the challenges faced by the sales and marketing managers in relation to modification of green marketing practices to make them acceptable to the customers were also discussed. Based on the information collected from the respondents, they provided some general as well as particular suggestions with green marketing practices This study brings out some answers to the factors defining a study on green marketing practices in five star hotels of New Delhi.

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Keywords

Increasingly, Consumers, Environmental, Questionnaires.

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