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An Analysis of Sales and Promotion Schemes of Pizza Club

   

Added on  2021-04-21

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Running head: AN ANALYSIS OF SALES AND PROMOTION SCHEMES OF PIZZA CLUBAn Analysis of Sales and Promotion Schemes of Pizza ClubName of StudentName of UniversityDate of SubmissionAuthor Note

AN ANALYSIS OF SALES AND PROMOTION SCHEMES OF PIZZA CLUB1Executive SummaryThe study is an investigation of the, sales and promotional strategies and schemes of ThePizza Club. It utilises a mixed research study design to study the responses of customers of therestaurant chain. It applies quantitative and qualitative techniques to analyse and infer upon thedata collected from the customers using a survey questionnaire and interviews. It concludes thatPizza club’s main business is done through deliveries and it needs to focus on improving its in-restaurant service and facilities as well as increase its employee count and number of outlets totackle the growing demand for pizza.

AN ANALYSIS OF SALES AND PROMOTION SCHEMES OF PIZZA CLUB2Table of ContentsIntroduction......................................................................................................................................3Aims.................................................................................................................................................3Data Collection Methods.................................................................................................................4Discussion........................................................................................................................................6Quantitative Analysis...................................................................................................................6Qualitative Analysis...................................................................................................................11Themes...................................................................................................................................12Conclusions....................................................................................................................................16Recommendations..........................................................................................................................16References......................................................................................................................................17Appendix........................................................................................................................................18

AN ANALYSIS OF SALES AND PROMOTION SCHEMES OF PIZZA CLUB3IntroductionPromotional strategies and the decision making process that goes into its determination isa task which requires a lot of insights. Insights such as these come from knowledge regardingcustomer preference and emerging trends in the market. Quantitative data analysis has proven tobe an invaluable tool to serve this purpose of providing insights about the market, its challengesand scopes (Cooper & Schindler, 2014). The customer service industry is vulnerable to customerperceptions which in itself is complex, subjective and contextual. Therefore traditionallyqualitative analysis had been used to gather insights in the associated fields as well. Mixedresearch studies have therefore been found to be valuable in providing both hard core fact basedgeneralized insights as well as contextual in depth understanding of the phenomena being studied( McCusker & Gunaydin, 2015).The company under study is one whose business is based on customer service. This paperis a study of the ensuing customer perceptions in response to the existing schemes as designed bythe company Pizza club. It also explores tentative modifications to the existing schemes based onthe information provided by the participants from whom data has been collected. The studyfollows a mixed research design of both quantitative and qualitative methods and in addition tothe quantitative analysis conducts a thematic analysis on the transcripts of a series of interviewsof customers who use products and services of the brand. AimsThe aim of this study is to gauge the ratings and prevalent opinions of customers and thenuse the results of the analysis to identify key strengths and weaknesses that exist in the

AN ANALYSIS OF SALES AND PROMOTION SCHEMES OF PIZZA CLUB4promotional and operational levels of the Pizza Club and provides some recommendations on thebasis of insights gained off of the analysis.Data Collection MethodsThe study used a mixed researched method using both a quantitative approach as well asa qualitative approach to gather and deliver insights regarding the promotional schemes and salesof the brand Pizza Club. The quantitative part of the study was done using data collected through a surveyquestionnaire that was designed utilised a set of closed ended questions enquiring aboutcustomer history with respect to the brand, opinions, preferences and recommendations. Thequestionnaire and the data collected have been included in the appendix section. Thequestionnaire was distributed among the customers and twenty five responses were received onthe basis of which some quantitative measure were computed to get a picture of the scenariounder study (Heeringa, West & Berglund, 2017). The variables upon which data have beengathered include, “Where have you heard about The Pizza Club?”, which was nominal scale with“advertisement”, “social media”, “word of mouth” and “others” as categories, “Are you satisfiedwith The Pizza Club’s services and products?”, which was ordinal with “not satisfied”, “good”and “excellent” as ordered categories, “Are you satisfied with the different deals of The PizzaClub?”, which was also ordinal with four ordered categories, namely, “ dissatisfied”, “average”,“satisfied” and “very satisfied”, “How would you rate the quality of The Pizza club products?”,which was ordinal with four ordinal levels, namely, “not good”, “good”, “very good” and

AN ANALYSIS OF SALES AND PROMOTION SCHEMES OF PIZZA CLUB5“excellent”, “Compared to other companies what do you think about the price levels at The PizzaClub?”, which was again ordinal with “low”, “average” and “high” as levels, “What makes ThePizza Club stand out from the competition?”, which was a nominal variable with “taste”,“quality” and “price” as categories, “How long have you used products from The Pizza Club?” ,with four ordinal levels, “never”, “less than six months”, “between six months and a year” and“more than a year”, “How likely are you to recommend our products/service to others?” , withthree ordered levels, namely, “likely”, “unlikely” and “very unlikely”, “Please suggest how wecan improve our products/services to better serve you?” which has listed nominal categories,viz., “Improve quality of food”, Improve aesthetics of surroundings”, “Increase quantity of thefood” and “Decrease the price of services and products” and finally, the last variable was, “Areyou satisfied with our delivery service?”, which had four ordinal levels, namely, “Dissatisfied”,“Average”, “Satisfied” and “Very Satisfied” (Rumsey & Unger, 2015). Additionally an interviewwas conducted on selected participants, the transcripts of which was used to conduct qualitativeanalysis to get an in depth context based understanding of how the present schemes of pizza clubmight affect the customers and how it could be improved. The transcripts of the threeparticipants considered for this stage of the analysis have been also provided in the appendixsection of the paper. A thematic analysis of the data was done through grounded theoryapproach.The data was collected from the participants after letting them know of the motivationsand implications behind the rationale of the study and acquiring consent to use data contributedby them as per ethical guidelines (Neuman & Robson, 2014). The customers involved in thequantitative data collection process were assured of anonymity and their identities were not

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