Marketing Mix Strategies for Small Businesses
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The assignment focuses on examining the crucial role of appropriate marketing strategies for the success and sustainability of small businesses operating within a developing economy context. It requires an analysis of relevant academic research papers, and the application of suitable marketing frameworks to understand this critical topic.
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Title
MBA Dissertation
PGBM73 - Dissertation (London 2016-17 TRM2 JL9)
Title
Supervisor:
Master of Business Administration
by xxx
Registration No:
1
MBA Dissertation
PGBM73 - Dissertation (London 2016-17 TRM2 JL9)
Title
Supervisor:
Master of Business Administration
by xxx
Registration No:
1
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Academic Year 2016-2017
PGBM73 - Dissertation (London 2016-17 TRM2 JL9)
University of Sunderland London Campus
Copyright University of Sunderland London Campus, no part of this publication may be
reproduced without the prior written permission of the copyright owner
2
PGBM73 - Dissertation (London 2016-17 TRM2 JL9)
University of Sunderland London Campus
Copyright University of Sunderland London Campus, no part of this publication may be
reproduced without the prior written permission of the copyright owner
2
Abstract:
This research is aimed at evaluation of the effectiveness and appropriateness of the
promotional strategies adopted by Parker’s and Switch restaurants in the UAE. Promotion is
an essential element of the overall marketing mix and aims to inform, educate, persuade and
remind the consumers about the company offerings through different means. Various
measures of effectiveness and appropriateness have been considered. However, given the
resource limitations of small and medium enterprises, it has been suggested that consumer
decision-making model should be used in devising promotional strategies. It should be seen
that the different tools such as advertising, personal selling and others influence the various
stages of the decision making process of the consumers to a great extent to influence their
decisions. Hence, a qualitative study is being proposed in which the customers of the
restaurant would be surveyed about the various promotional tools that they were exposed to
and how it impacted their decision.
The findings of the research suggest that in order to establish business within the hotel
industry of UAE, it is essential to conduct proper market analysis by investigating upon the
external business environment. The marketing strategies of hotel industry is dependent upon
the performance of the tourism department in UAE and their ability to deal with the
challenges in the business environment.
3
This research is aimed at evaluation of the effectiveness and appropriateness of the
promotional strategies adopted by Parker’s and Switch restaurants in the UAE. Promotion is
an essential element of the overall marketing mix and aims to inform, educate, persuade and
remind the consumers about the company offerings through different means. Various
measures of effectiveness and appropriateness have been considered. However, given the
resource limitations of small and medium enterprises, it has been suggested that consumer
decision-making model should be used in devising promotional strategies. It should be seen
that the different tools such as advertising, personal selling and others influence the various
stages of the decision making process of the consumers to a great extent to influence their
decisions. Hence, a qualitative study is being proposed in which the customers of the
restaurant would be surveyed about the various promotional tools that they were exposed to
and how it impacted their decision.
The findings of the research suggest that in order to establish business within the hotel
industry of UAE, it is essential to conduct proper market analysis by investigating upon the
external business environment. The marketing strategies of hotel industry is dependent upon
the performance of the tourism department in UAE and their ability to deal with the
challenges in the business environment.
3
APPENDIX 7 - DISSERTATION (PGBM73) DECLARATION
Statement of Originality and Authenticity
I confirm that the dissertation I am submitting is an original and authentic piece of work
written by myself that satisfies the University rules and regulations with respect to Plagiarism
and Collusion. I further confirm that I have fully referenced and acknowledged all material
incorporated as secondary resources in accordance with the Harvard system.
I also certify that I have taken a copy of the dissertation, which I will retain until after the
Board of Examiners has published the results, and which I will make available on request in
pursuance of any appropriate aspect of the marking and moderation of the work within the
University Regulations.
Name:
Registration Number:
Programme:
Study Centre:
Date:
Please note that Dissertations will not be assessed without the inclusion of this decla-ration
by the student
4
Statement of Originality and Authenticity
I confirm that the dissertation I am submitting is an original and authentic piece of work
written by myself that satisfies the University rules and regulations with respect to Plagiarism
and Collusion. I further confirm that I have fully referenced and acknowledged all material
incorporated as secondary resources in accordance with the Harvard system.
I also certify that I have taken a copy of the dissertation, which I will retain until after the
Board of Examiners has published the results, and which I will make available on request in
pursuance of any appropriate aspect of the marking and moderation of the work within the
University Regulations.
Name:
Registration Number:
Programme:
Study Centre:
Date:
Please note that Dissertations will not be assessed without the inclusion of this decla-ration
by the student
4
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Please note that Dissertations may not be assessed without the inclusion of electronic copies
which may be submitted through the ‘turnitin’ software to check for authenticity.
5
which may be submitted through the ‘turnitin’ software to check for authenticity.
5
Table of Contents
Chapter 1: Introduction:.........................................................................................................9
Background and context:..................................................................................................................9
Rationale of the research:...............................................................................................................10
Aims of the research study:............................................................................................................11
Objectives of this research study:..................................................................................................11
Research questions:.........................................................................................................................11
Structure:.........................................................................................................................................12
Chapter 2: Literature Review:..............................................................................................13
Promotional mix:.............................................................................................................................13
Advertising:......................................................................................................................................14
Personal selling:............................................................................................................................14
Sales promotion:...........................................................................................................................15
Public relations:............................................................................................................................16
Measurement of effectiveness and appropriateness of promotion strategies (mix)..................17
Decision making framework (........................................................................................................18
Philip kotler theory in promotional marketing:...........................................................................19
4Ps – Philip Kotler Theory:..........................................................................................................19
Branding tools and promotional strategy:.....................................................................................23
Advertising:...................................................................................................................................23
Interactive/ Internet marketing......................................................................................................26
Reputation Advertising:................................................................................................................27
Promotional marketing activities by restaurant businesses:.......................................................27
Parks and switch restaurants promotional strategies:................................................................31
Effectiveness and appropriateness of promotion strategy:.........................................................31
6
Chapter 1: Introduction:.........................................................................................................9
Background and context:..................................................................................................................9
Rationale of the research:...............................................................................................................10
Aims of the research study:............................................................................................................11
Objectives of this research study:..................................................................................................11
Research questions:.........................................................................................................................11
Structure:.........................................................................................................................................12
Chapter 2: Literature Review:..............................................................................................13
Promotional mix:.............................................................................................................................13
Advertising:......................................................................................................................................14
Personal selling:............................................................................................................................14
Sales promotion:...........................................................................................................................15
Public relations:............................................................................................................................16
Measurement of effectiveness and appropriateness of promotion strategies (mix)..................17
Decision making framework (........................................................................................................18
Philip kotler theory in promotional marketing:...........................................................................19
4Ps – Philip Kotler Theory:..........................................................................................................19
Branding tools and promotional strategy:.....................................................................................23
Advertising:...................................................................................................................................23
Interactive/ Internet marketing......................................................................................................26
Reputation Advertising:................................................................................................................27
Promotional marketing activities by restaurant businesses:.......................................................27
Parks and switch restaurants promotional strategies:................................................................31
Effectiveness and appropriateness of promotion strategy:.........................................................31
6
Chapter 3: Research Methodology.......................................................................................35
Research Study Scenario:...............................................................................................................35
Inductive approach:.......................................................................................................................35
Deductive approach:.....................................................................................................................36
Mixed Approach...........................................................................................................................36
Quantitative research methods......................................................................................................37
Qualitative research method :........................................................................................................37
Research Philosophy.......................................................................................................................38
Research design...............................................................................................................................39
Population Frame:...........................................................................................................................40
Sample Size:.....................................................................................................................................40
Instrument Development:...............................................................................................................40
Researching strategy:......................................................................................................................41
Investigation:...................................................................................................................................41
Sampling:.........................................................................................................................................41
Data Collection:...............................................................................................................................42
Data Analysis:..................................................................................................................................43
Ethical issues and validly................................................................................................................43
Research Limitations:.....................................................................................................................43
Conclusion:.......................................................................................................................................44
Questionnaire and Survey data:...........................................................................................45
Chapeter 4: Data presentation..............................................................................................48
Results and Discussions:.................................................................................................................63
Correlation results.........................................................................................................................63
Regression analysis.......................................................................................................................66
Chapter 5: Conclusions and recommendations...................................................................72
7
Research Study Scenario:...............................................................................................................35
Inductive approach:.......................................................................................................................35
Deductive approach:.....................................................................................................................36
Mixed Approach...........................................................................................................................36
Quantitative research methods......................................................................................................37
Qualitative research method :........................................................................................................37
Research Philosophy.......................................................................................................................38
Research design...............................................................................................................................39
Population Frame:...........................................................................................................................40
Sample Size:.....................................................................................................................................40
Instrument Development:...............................................................................................................40
Researching strategy:......................................................................................................................41
Investigation:...................................................................................................................................41
Sampling:.........................................................................................................................................41
Data Collection:...............................................................................................................................42
Data Analysis:..................................................................................................................................43
Ethical issues and validly................................................................................................................43
Research Limitations:.....................................................................................................................43
Conclusion:.......................................................................................................................................44
Questionnaire and Survey data:...........................................................................................45
Chapeter 4: Data presentation..............................................................................................48
Results and Discussions:.................................................................................................................63
Correlation results.........................................................................................................................63
Regression analysis.......................................................................................................................66
Chapter 5: Conclusions and recommendations...................................................................72
7
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Chapter 6: Personal Development........................................................................................76
Recommendations for the restaurant industry in UAE:.............................................................77
Bibliography...........................................................................................................................80
Appendix 1 – Research proposal..........................................................................................86
Appendix 2..............................................................................................................................87
8
Recommendations for the restaurant industry in UAE:.............................................................77
Bibliography...........................................................................................................................80
Appendix 1 – Research proposal..........................................................................................86
Appendix 2..............................................................................................................................87
8
Chapter 1: Introduction:
Background and context:
The promotional activities aim to “inform, educate, persuade, and remind” the target
market about the offerings of the firm (Brooks & Simkin, 2012). Promotion mix includes
public relations, sales promotion, advertising, personal selling. Ambler et al. (2001) have
argued of effectiveness and appropriateness of promotional mix is important as it would be
reckless and wealth destroying if money is spent in promotional activities without regards to
the return of the same (Ambler, 2003). It has to be understood that a marketing plan needs to
be completely focussed on the target market and the changing demands for the target market,
and the promotional mix serves the purpose of addressing each factor associated with the
target market. It has to be mentioned in this context that a promotional mix consists of all the
element of marketing, such as advertising, public relations, personal selling ratio and sales
promotion. These different factors associated with the promotional mix are considered as
different tools to communicate or connect with the target market so that the attention of the
customers so that the organizational marketing goals and profits can be achieved and the
attention of the customers can be retained. It has to be understood in this context that the
culinary business operate on a different domain of marketing and hence the marketing plans
for any restaurant business, the marketing plans for the same has to be inclined to the kind of
business and the target market trends as well. Hence, it is crucially important for the
promotional mix to be attuned to the restaurant business target market as well.
There are both qualitative and quantitative measures of effectiveness of promotional
mix like brand awareness, brand equity, return on investment, the perception of quality, and
so on. As far as the appropriateness of the promotional strategy is concerned, it is more
concerned with the customer perception of the market and the firm’s market offering
9
Background and context:
The promotional activities aim to “inform, educate, persuade, and remind” the target
market about the offerings of the firm (Brooks & Simkin, 2012). Promotion mix includes
public relations, sales promotion, advertising, personal selling. Ambler et al. (2001) have
argued of effectiveness and appropriateness of promotional mix is important as it would be
reckless and wealth destroying if money is spent in promotional activities without regards to
the return of the same (Ambler, 2003). It has to be understood that a marketing plan needs to
be completely focussed on the target market and the changing demands for the target market,
and the promotional mix serves the purpose of addressing each factor associated with the
target market. It has to be mentioned in this context that a promotional mix consists of all the
element of marketing, such as advertising, public relations, personal selling ratio and sales
promotion. These different factors associated with the promotional mix are considered as
different tools to communicate or connect with the target market so that the attention of the
customers so that the organizational marketing goals and profits can be achieved and the
attention of the customers can be retained. It has to be understood in this context that the
culinary business operate on a different domain of marketing and hence the marketing plans
for any restaurant business, the marketing plans for the same has to be inclined to the kind of
business and the target market trends as well. Hence, it is crucially important for the
promotional mix to be attuned to the restaurant business target market as well.
There are both qualitative and quantitative measures of effectiveness of promotional
mix like brand awareness, brand equity, return on investment, the perception of quality, and
so on. As far as the appropriateness of the promotional strategy is concerned, it is more
concerned with the customer perception of the market and the firm’s market offering
9
(Sengupta & Chattopadhyay, 2006). A promotional activity would be appropriate if the
clients can understand the marketing cues in the same way as the company intends.
Rationale of the research:
It has to be understood that the importance of promotional strategies have increased
multiple folds in the past decade, in the face of extreme competitive consumerism. The only
way to survive in this dynamic economy is to attract the customers and keep them captivated
with the services provided (Clark, 1999). It has to be mentioned here that the promotional
mix serves as the perfect blend of the different communication techniques or methods that is
not just used to represent the brand or the product to the target market. Rather, it is used to
establish a connection with the possible consumer market and keep their attention invested in
their product or services provided. It has to be mentioned in this context that the consumer
demands continues to increase with every day and each and every public sector needs to stay
one step ahead at all times. Most importantly, the business sectors cannot afford to lose
attention of the consumer sector at any point of time, and hence the importance of targeted
promotional mix is paramount. However, the concept of promotional mixes can be a little
tricky for the restaurant business sector, and the core promotional concepts or ideologies will
not be optimally suitable for the target market. This study aims to serve as a reference and
resource for UAE companies so that they can consider the best practices in promotional
strategy using the strengths and weaknesses of Parker’s and Switch case study. As there are
limited resources and research on the promotional impact and outcomes in the context of
UAE, this study will be extremely beneficial in filling the gaps left behind.
10
clients can understand the marketing cues in the same way as the company intends.
Rationale of the research:
It has to be understood that the importance of promotional strategies have increased
multiple folds in the past decade, in the face of extreme competitive consumerism. The only
way to survive in this dynamic economy is to attract the customers and keep them captivated
with the services provided (Clark, 1999). It has to be mentioned here that the promotional
mix serves as the perfect blend of the different communication techniques or methods that is
not just used to represent the brand or the product to the target market. Rather, it is used to
establish a connection with the possible consumer market and keep their attention invested in
their product or services provided. It has to be mentioned in this context that the consumer
demands continues to increase with every day and each and every public sector needs to stay
one step ahead at all times. Most importantly, the business sectors cannot afford to lose
attention of the consumer sector at any point of time, and hence the importance of targeted
promotional mix is paramount. However, the concept of promotional mixes can be a little
tricky for the restaurant business sector, and the core promotional concepts or ideologies will
not be optimally suitable for the target market. This study aims to serve as a reference and
resource for UAE companies so that they can consider the best practices in promotional
strategy using the strengths and weaknesses of Parker’s and Switch case study. As there are
limited resources and research on the promotional impact and outcomes in the context of
UAE, this study will be extremely beneficial in filling the gaps left behind.
10
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Aims of the research study:
The aim of this research study is to evaluate the effectiveness and appropriateness of
promotional strategies over consumer decision-making in the UAE using Parker’s and Switch
restaurants as a case study.
Objectives of this research study:
• To examine and evaluate the patterns of promotional strategy in restaurant business
in UAE.
• To critically evaluate pact of promotional strategies on the consumer decision
making in restaurant business.
• To explore and critically analyse the best practice in promotional marketing in the
UAE restaurant market in UAE.
• To recommend an effective and appropriate promotion mix for the firm suitable for
the recent market trends in the UAE.
Research questions:
The research questions designed for this research study are:
How to examine and evaluate the patterns of promotional strategy in the restaurant
business of UAE?
How to evaluate the factors of promotional strategies within the consumer decision
making of restaurant business?
How to analyse the best promotional strategy that are being used in the restaurant
business of UAE?
11
The aim of this research study is to evaluate the effectiveness and appropriateness of
promotional strategies over consumer decision-making in the UAE using Parker’s and Switch
restaurants as a case study.
Objectives of this research study:
• To examine and evaluate the patterns of promotional strategy in restaurant business
in UAE.
• To critically evaluate pact of promotional strategies on the consumer decision
making in restaurant business.
• To explore and critically analyse the best practice in promotional marketing in the
UAE restaurant market in UAE.
• To recommend an effective and appropriate promotion mix for the firm suitable for
the recent market trends in the UAE.
Research questions:
The research questions designed for this research study are:
How to examine and evaluate the patterns of promotional strategy in the restaurant
business of UAE?
How to evaluate the factors of promotional strategies within the consumer decision
making of restaurant business?
How to analyse the best promotional strategy that are being used in the restaurant
business of UAE?
11
What are the recommendations for improving the effective and appropriate promotion
mix strategy suitable for the market of UAE?
Structure:
Chapter 1: Introduction: The first chapter of this paper discuses the background-
context, rationale of research, aims, objectives and the research questions. From the given
back ground information, it will be possible to highlight upon the research issues and the
methods that can be followed for the research.
Chapter 2: Literature Review: The second chapter is the literature review that focuses on
the different variables of promotional mixes and their suitability in the restaurant business
sectors. This section will also critically evaluate the relevant existing literature of the given
research topic.
Chapter 3: Research Methodology: The third chapter is the research methodology, which
discusses the study design, research philosophy, data collection technique, data analysis
technique, and search strategy will be discussed. Proper justification for each of the chosen
techniques will also be provided. The chapter will also highlight the points about the
quantitate and qualitative research.
Chapter 4: Data Analysis: The fourth chapter will be data collection and analysis where
both primary and secondary data will be collected and analysis; and the deciphering or
interpretation of the results will be in the following section.
Chapter 5: Conclusion and Recommendations: The next chapter in discussion where the
findings and its connection with the previously published literature will be discussed. The
similarities of the current findings from that of the previous ones will be discussed
accordingly.
12
mix strategy suitable for the market of UAE?
Structure:
Chapter 1: Introduction: The first chapter of this paper discuses the background-
context, rationale of research, aims, objectives and the research questions. From the given
back ground information, it will be possible to highlight upon the research issues and the
methods that can be followed for the research.
Chapter 2: Literature Review: The second chapter is the literature review that focuses on
the different variables of promotional mixes and their suitability in the restaurant business
sectors. This section will also critically evaluate the relevant existing literature of the given
research topic.
Chapter 3: Research Methodology: The third chapter is the research methodology, which
discusses the study design, research philosophy, data collection technique, data analysis
technique, and search strategy will be discussed. Proper justification for each of the chosen
techniques will also be provided. The chapter will also highlight the points about the
quantitate and qualitative research.
Chapter 4: Data Analysis: The fourth chapter will be data collection and analysis where
both primary and secondary data will be collected and analysis; and the deciphering or
interpretation of the results will be in the following section.
Chapter 5: Conclusion and Recommendations: The next chapter in discussion where the
findings and its connection with the previously published literature will be discussed. The
similarities of the current findings from that of the previous ones will be discussed
accordingly.
12
Chapter 2: Literature Review:
Literature review is one of the most important parts of a research study which
connects the studies published previously on similar topics and the need for the research
being conducted. A comprehensive review of literature provides an updated understanding
and conceptual clarity about the subject of the research and the relevance of the research with
context to your specialization (Cronin-Gilmore, 2012). Along with that, a literature review
helps in gathering all the relevant data and information about the research topic that has been
published previously, and as research study literature reviews includes pre-published data that
is public shed in authentic and reliable journals, the data gathered is reliable completely.
Hence, it can be concluded that the literature review establishes a theoretical framework
defining key terms, definition and theories based on which the research study can be
developed.
For this research study, the first section of this literature review is focussed on the
promotional mix and its effectiveness and appropriateness. First, an overview and main
debates around the promotional mix are presented. This discussion would provide the
framework around which the measures of effectiveness and appropriateness of the mix would
be deduced to be used in the study.
Promotional mix:
Promotion mix refers to the activities of sales promotion, advertising, public relations and
personal selling that aim to “inform, educate, persuade and remind” the target market about
the offerings of the company (Mullins, Walker, & Boyd Jr, 2012). There are four main tools,
which constitute the promotional mix. These tools are advertising, personal selling, sales
promotions and public relations (Srivastava, Shervani, & Fahey, 1998). Below is a brief
13
Literature review is one of the most important parts of a research study which
connects the studies published previously on similar topics and the need for the research
being conducted. A comprehensive review of literature provides an updated understanding
and conceptual clarity about the subject of the research and the relevance of the research with
context to your specialization (Cronin-Gilmore, 2012). Along with that, a literature review
helps in gathering all the relevant data and information about the research topic that has been
published previously, and as research study literature reviews includes pre-published data that
is public shed in authentic and reliable journals, the data gathered is reliable completely.
Hence, it can be concluded that the literature review establishes a theoretical framework
defining key terms, definition and theories based on which the research study can be
developed.
For this research study, the first section of this literature review is focussed on the
promotional mix and its effectiveness and appropriateness. First, an overview and main
debates around the promotional mix are presented. This discussion would provide the
framework around which the measures of effectiveness and appropriateness of the mix would
be deduced to be used in the study.
Promotional mix:
Promotion mix refers to the activities of sales promotion, advertising, public relations and
personal selling that aim to “inform, educate, persuade and remind” the target market about
the offerings of the company (Mullins, Walker, & Boyd Jr, 2012). There are four main tools,
which constitute the promotional mix. These tools are advertising, personal selling, sales
promotions and public relations (Srivastava, Shervani, & Fahey, 1998). Below is a brief
13
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overview of these tools. Once these tools are understood, it would provide the platform
through which their effectiveness evaluation measures can be deduced for use in the target
organizations
Advertising:
Advertising can been defined as any paid form of non-personal marketing
communication for a product, service or organization, undertaken by an identified sponsor
(Kotler P. , 2006). Non-personal component of communication refers to the fact that the
advertisements are usually done through radio, television, newspaper or any other means of
communication media (Ali, Gafar, & Akbar, 2016). The term non-personal is assigned to this
communication technique because it is addressed to the public at a much larger domain and
does not get an immediate feedback as would be got through personal selling. Advertising is
paid by the sponsoring organization; Wang (2009) has found that advertising is one of the
most pervasive forms of communication aimed at the consumers (Wang, Sun, Lei, & Toncar,
2009). For communication to be effective and appropriate, it needs to have certain features.
Firstly it should be in the language that the consumer understands clearly. It should be
making use of words and images, which appeal to the consumers. Repetitive exposure can
also be important as it creates more space in the mind of the consumer about the target
product (Sengupta & Chattopadhyay, 2006).
Personal selling:
Personal selling is defined as the face-to-face communication with the customers in
order to inform him or her of the services provided and maintains a long term relationship
(Kotler P. , 1964). According to Kotler, personal selling is a two way communication in
which the organization gets information about the customer requirements and also at the
14
through which their effectiveness evaluation measures can be deduced for use in the target
organizations
Advertising:
Advertising can been defined as any paid form of non-personal marketing
communication for a product, service or organization, undertaken by an identified sponsor
(Kotler P. , 2006). Non-personal component of communication refers to the fact that the
advertisements are usually done through radio, television, newspaper or any other means of
communication media (Ali, Gafar, & Akbar, 2016). The term non-personal is assigned to this
communication technique because it is addressed to the public at a much larger domain and
does not get an immediate feedback as would be got through personal selling. Advertising is
paid by the sponsoring organization; Wang (2009) has found that advertising is one of the
most pervasive forms of communication aimed at the consumers (Wang, Sun, Lei, & Toncar,
2009). For communication to be effective and appropriate, it needs to have certain features.
Firstly it should be in the language that the consumer understands clearly. It should be
making use of words and images, which appeal to the consumers. Repetitive exposure can
also be important as it creates more space in the mind of the consumer about the target
product (Sengupta & Chattopadhyay, 2006).
Personal selling:
Personal selling is defined as the face-to-face communication with the customers in
order to inform him or her of the services provided and maintains a long term relationship
(Kotler P. , 1964). According to Kotler, personal selling is a two way communication in
which the organization gets information about the customer requirements and also at the
14
same time persuades the customers to influence their purchase decision. Lee, Sridhar and
Palmatier (2017) have found that personal selling is effective because it reduces the scope for
misunderstandings, the marketers can engage with the customers in clear and transparent
communication and can answer their questions and remove any mispercept (Lee, Sridhar, &
Palmatier, 2017).
On a more elaborative note, personal selling is a marketing procedure that is
associated with the process of facilitating a sale that is co-ordinated between a potential client
and the marketing professional through direct modes of communication. In case of personal
selling procedure, most frequent and tested method for marketing is the sequential selling
process that consists of nine steps. Many authors have commented on the fact, that the
process of personal selling can be either dependent on face to face encounters or
telemarketing. In case of the restaurant business, it has to be mentioned, that the process of
direct encounter in terms of personal selling cannot be easily or logically achieved. However,
the need for telemarketing is booming in case of the restaurant businesses, and with the aid of
social media marketing, a telemarketing based interface for the restaurants can effectively
help build on the market popularity (Andrews, 2016).
Sales promotion:
Sales promotions can be explained as the inducements employed by the business
organization in order to increase the sales volume. Lee has discriminated between the
customer sales promotions and the trade sales promotions. In the present research, the
customer sales promotion is the main area of concern (Lee, Sridhar, & Palmatier, 2017). For
a sales promotion strategy to be effective, it is important that the customers should see clear
value in the promotion and they should be able to avail the value of promotion without facing
any kind of hassle (Breugelmans & Campo, 2016).
15
Palmatier (2017) have found that personal selling is effective because it reduces the scope for
misunderstandings, the marketers can engage with the customers in clear and transparent
communication and can answer their questions and remove any mispercept (Lee, Sridhar, &
Palmatier, 2017).
On a more elaborative note, personal selling is a marketing procedure that is
associated with the process of facilitating a sale that is co-ordinated between a potential client
and the marketing professional through direct modes of communication. In case of personal
selling procedure, most frequent and tested method for marketing is the sequential selling
process that consists of nine steps. Many authors have commented on the fact, that the
process of personal selling can be either dependent on face to face encounters or
telemarketing. In case of the restaurant business, it has to be mentioned, that the process of
direct encounter in terms of personal selling cannot be easily or logically achieved. However,
the need for telemarketing is booming in case of the restaurant businesses, and with the aid of
social media marketing, a telemarketing based interface for the restaurants can effectively
help build on the market popularity (Andrews, 2016).
Sales promotion:
Sales promotions can be explained as the inducements employed by the business
organization in order to increase the sales volume. Lee has discriminated between the
customer sales promotions and the trade sales promotions. In the present research, the
customer sales promotion is the main area of concern (Lee, Sridhar, & Palmatier, 2017). For
a sales promotion strategy to be effective, it is important that the customers should see clear
value in the promotion and they should be able to avail the value of promotion without facing
any kind of hassle (Breugelmans & Campo, 2016).
15
Sales promotion is one of the most fundamental segments of promotional mix, which
facilitates the process of brand image establishment and enhancing the target market.
According to the Belch (2009), sales promotion can be defined as the tool that utilizes both
media based and non-media based communicational methods for the marketing and
promotional purposes. On a more elaborative note, it has to be mentioned that sales
promotion is not just effective for attaining the attention of the consumers, but it is also
effective for increasing the demand of the product or services that the company is selling and
improve the availability statistics of the product or services.
Public relations:
Public relations or PR is the method of communication with the consumers with the
aim of creating a good image about the organization in the community. Public relations
activities include participation of the organization in the social causes like health,
environment, old age, etc (Russell & Lamme, 2016). On a more elaborative note, it has to be
mentioned that maintaining the public relations activity is the measure that is taken by any
corporate entity that helps to protect and enhance the overall reputation and image of the
organization and the products or services that it is providing by the means of a few strategic
steps. In case of restaurant businesses, it is crucial for the management to maintain a healthy
image among the consumers; and in order to do so the management will require to invest
efforts in digital marketing and promotional activities in addition to maintaining optimal
customer satisfaction (Best, 2012).
16
facilitates the process of brand image establishment and enhancing the target market.
According to the Belch (2009), sales promotion can be defined as the tool that utilizes both
media based and non-media based communicational methods for the marketing and
promotional purposes. On a more elaborative note, it has to be mentioned that sales
promotion is not just effective for attaining the attention of the consumers, but it is also
effective for increasing the demand of the product or services that the company is selling and
improve the availability statistics of the product or services.
Public relations:
Public relations or PR is the method of communication with the consumers with the
aim of creating a good image about the organization in the community. Public relations
activities include participation of the organization in the social causes like health,
environment, old age, etc (Russell & Lamme, 2016). On a more elaborative note, it has to be
mentioned that maintaining the public relations activity is the measure that is taken by any
corporate entity that helps to protect and enhance the overall reputation and image of the
organization and the products or services that it is providing by the means of a few strategic
steps. In case of restaurant businesses, it is crucial for the management to maintain a healthy
image among the consumers; and in order to do so the management will require to invest
efforts in digital marketing and promotional activities in addition to maintaining optimal
customer satisfaction (Best, 2012).
16
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Measurement of effectiveness and appropriateness of promotion strategies (mix)
As mentioned above in the introduction, there is an intense debate among the
marketers and academics about how to measure the effectiveness and appropriateness of
promotional strategies. However, since significant sums are spent on promotion, it is
important that the company should measure the effectiveness in order to improve its
performance and have a good return on investment (Hayman & Schultz, 1999).
There are different financial and non-financial measures proposed in the literature in
order to find the effectiveness and appropriateness of the promotional strategies. Some of the
measures proposed evaluate the impact on brand equity (Srivastava et al, 1998), return on
investment Hayman and Schultz, 1999, customer equity Lemon et al, 2001, brand awareness
Clark, 1999, and others (Clark, 1999). However, Brooks and Simkin (2011) have found that
these measures are difficult and expensive for the small and medium enterprises to use
(Brooks & Simkin, 2012).
Therefore, in this research study, gathering information about the consumer decision-
making process for the restaurant customers is being considered as a proxy for effectiveness
and appropriateness of the promotion mix. Promotional mix has been postulated to be
affecting the different stages of the consumer decision-making process (Brooks & Simkin,
2012). Effective and appropriate promotion mix should be sp impactful that it positively
influences the various stages of this process. Consumer decision-making process refers to the
stages through which a consumer passes in order to arrive at the purchase decision. There are
5 interlinked stages to the decision making process of the customers, these stages are
illustrated in figure below:
17
As mentioned above in the introduction, there is an intense debate among the
marketers and academics about how to measure the effectiveness and appropriateness of
promotional strategies. However, since significant sums are spent on promotion, it is
important that the company should measure the effectiveness in order to improve its
performance and have a good return on investment (Hayman & Schultz, 1999).
There are different financial and non-financial measures proposed in the literature in
order to find the effectiveness and appropriateness of the promotional strategies. Some of the
measures proposed evaluate the impact on brand equity (Srivastava et al, 1998), return on
investment Hayman and Schultz, 1999, customer equity Lemon et al, 2001, brand awareness
Clark, 1999, and others (Clark, 1999). However, Brooks and Simkin (2011) have found that
these measures are difficult and expensive for the small and medium enterprises to use
(Brooks & Simkin, 2012).
Therefore, in this research study, gathering information about the consumer decision-
making process for the restaurant customers is being considered as a proxy for effectiveness
and appropriateness of the promotion mix. Promotional mix has been postulated to be
affecting the different stages of the consumer decision-making process (Brooks & Simkin,
2012). Effective and appropriate promotion mix should be sp impactful that it positively
influences the various stages of this process. Consumer decision-making process refers to the
stages through which a consumer passes in order to arrive at the purchase decision. There are
5 interlinked stages to the decision making process of the customers, these stages are
illustrated in figure below:
17
Decision making framework ( (Armstrong, Kotler, Harker, & Brennan, 2015))
18
18
Philip kotler theory in promotional marketing:
In the second section of this literature review, it is important to link evidence and
principles from the contemporary theories in the context of promotional marketing strategies.
It has to be understood that theories serve as the easily interpretable frameworks for a
research study to find a relatable pattern to follow in order o arrive at a definite conclusion.
For this research study, the most relevant theory selected is the 4Ps theory of Philip Kotler,
and this section of this literature review will explore the variable of the theory and attempt to
correlate it with the effectiveness of the promotional strategy in context with the restaurants
selected for the research study.
4Ps – Philip Kotler Theory:
Philip Kotler presented the concept of 4Ps in relation to marketing and its functions.
According to Philip Kotler, "A marketing mix is the blend of controllable factors that the
company promotes to identify target bids in the market in question” (P. Kotler 1964)
The marketing is a mixture or amalgamation of four fundamental visual factors, that
determine the value, durability, and dependability of the services or the products provided to
the customers (Peter & Donnelly, 2011). The marketing mix to reach your advertising
focuses on offers, benefits, and compliance with the buyer. It is rightly said that the mix of
advertising is the main tool that promotes the realization of Destination or Activity goals. The
promotion mix is not a mixture of four inflexible factors (Narasimhan 1988). There are four
variables to this theory, which are named the 4Ps of this theory, they are Product, Place,
Promotion and Price.
19
In the second section of this literature review, it is important to link evidence and
principles from the contemporary theories in the context of promotional marketing strategies.
It has to be understood that theories serve as the easily interpretable frameworks for a
research study to find a relatable pattern to follow in order o arrive at a definite conclusion.
For this research study, the most relevant theory selected is the 4Ps theory of Philip Kotler,
and this section of this literature review will explore the variable of the theory and attempt to
correlate it with the effectiveness of the promotional strategy in context with the restaurants
selected for the research study.
4Ps – Philip Kotler Theory:
Philip Kotler presented the concept of 4Ps in relation to marketing and its functions.
According to Philip Kotler, "A marketing mix is the blend of controllable factors that the
company promotes to identify target bids in the market in question” (P. Kotler 1964)
The marketing is a mixture or amalgamation of four fundamental visual factors, that
determine the value, durability, and dependability of the services or the products provided to
the customers (Peter & Donnelly, 2011). The marketing mix to reach your advertising
focuses on offers, benefits, and compliance with the buyer. It is rightly said that the mix of
advertising is the main tool that promotes the realization of Destination or Activity goals. The
promotion mix is not a mixture of four inflexible factors (Narasimhan 1988). There are four
variables to this theory, which are named the 4Ps of this theory, they are Product, Place,
Promotion and Price.
19
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Marketing mix ( (Breugelmans & Campo, 2016))
Product is the article that the manufacturer offers on the open market; it is the main
component in the developer mix. This research includes the elements the promotional
strategy of Parks and switch restaurants, how effective it had been and the improvement of
it. It has to be understood that the product is the item that manufactured or made in order to
satisfy the need of the target market, the product can be tangible or intangible in nature, it can
be an object, a facility or a service, or even the amalgamation of all three factors (Huang &
Sarigöllü, 2014).
Successful manufacturing of the product is a very important part of the marketing
strategy, the provider must ensure that the type of the product and the target market much
align with each other. And the marketing strategy must take into account the demands of the
target market and accentuate the strengths of the product with those needs, and in order to do
so, the marketer must extensively research on the life cycle of the product (Shahhosseini &
Ardahaey, 2011).
As for this case study, the product is the amalgamation of the services that the
restaurants provide, as the menu of the restaurant and add on benefits of the restaurant
exemplary, the life cycle of the product has to be considered. The standard life cycle of a
20
Product is the article that the manufacturer offers on the open market; it is the main
component in the developer mix. This research includes the elements the promotional
strategy of Parks and switch restaurants, how effective it had been and the improvement of
it. It has to be understood that the product is the item that manufactured or made in order to
satisfy the need of the target market, the product can be tangible or intangible in nature, it can
be an object, a facility or a service, or even the amalgamation of all three factors (Huang &
Sarigöllü, 2014).
Successful manufacturing of the product is a very important part of the marketing
strategy, the provider must ensure that the type of the product and the target market much
align with each other. And the marketing strategy must take into account the demands of the
target market and accentuate the strengths of the product with those needs, and in order to do
so, the marketer must extensively research on the life cycle of the product (Shahhosseini &
Ardahaey, 2011).
As for this case study, the product is the amalgamation of the services that the
restaurants provide, as the menu of the restaurant and add on benefits of the restaurant
exemplary, the life cycle of the product has to be considered. The standard life cycle of a
20
product ranges from growth phase to maturity and sales phase and ending in the decline
phase. The marketing mix must incorporate elements into the strategies that will not let the
product ever reach the decline phase by diversifying the depth of the product and increasing
the variety and versatility (Resnick, Cheng, Simpson, & Lourenço, 2016).
The next element of the 4Ps theory is the Price; price is a blend of multiple basic
display segments. In simple terms, it can be defined that the price of the product is the
amount that a buyer pays in order to purchase it or avail it (Khan, 2014). The foundation of
the marketing mix and the profit potential of the product depend on the right calculation of
the price of the product. As the survival and sustainability of the product is intricately linked
with the pricing, the price determination strategy should be extensively evaluated. Evaluation
options and strategies needs to be coordinated with the revenue and profit impact on the
business. It must be considered that the pricing plays a pivotal role in shaping the perception
of the product in the eye of your customers (Christopher, Payne, & Ballantyne, 2013). By
announcing the cost of an item you also need periodic check and change. The set value must
be sufficient to give a high satisfactory, but low enough profit to inspire buyers to buy the
item. It should also be reasonable to deal with rivalry successfully, by evaluating and
amending the pricing accordingly and periodically, and coordinating the price changes with
the promotional strategy to keep the customers aware of the changes (Alipour, Ghanbari, &
Moniri, 2011).
The third P to this theory is the place, and it holds immense value in the sector of
marketing, in order for the promotional mix to yield any fruit, the marketing strategy must
consider the distribution demographics and the cultural trends of that particular place (Tools,
2014). This variable of theory is intricately linked to the target market; the marketer must
consider whether the product is being sold to the right target market. If the products and its
marketing strategy are designed in a manner that will attract the attention of the target market
21
phase. The marketing mix must incorporate elements into the strategies that will not let the
product ever reach the decline phase by diversifying the depth of the product and increasing
the variety and versatility (Resnick, Cheng, Simpson, & Lourenço, 2016).
The next element of the 4Ps theory is the Price; price is a blend of multiple basic
display segments. In simple terms, it can be defined that the price of the product is the
amount that a buyer pays in order to purchase it or avail it (Khan, 2014). The foundation of
the marketing mix and the profit potential of the product depend on the right calculation of
the price of the product. As the survival and sustainability of the product is intricately linked
with the pricing, the price determination strategy should be extensively evaluated. Evaluation
options and strategies needs to be coordinated with the revenue and profit impact on the
business. It must be considered that the pricing plays a pivotal role in shaping the perception
of the product in the eye of your customers (Christopher, Payne, & Ballantyne, 2013). By
announcing the cost of an item you also need periodic check and change. The set value must
be sufficient to give a high satisfactory, but low enough profit to inspire buyers to buy the
item. It should also be reasonable to deal with rivalry successfully, by evaluating and
amending the pricing accordingly and periodically, and coordinating the price changes with
the promotional strategy to keep the customers aware of the changes (Alipour, Ghanbari, &
Moniri, 2011).
The third P to this theory is the place, and it holds immense value in the sector of
marketing, in order for the promotional mix to yield any fruit, the marketing strategy must
consider the distribution demographics and the cultural trends of that particular place (Tools,
2014). This variable of theory is intricately linked to the target market; the marketer must
consider whether the product is being sold to the right target market. If the products and its
marketing strategy are designed in a manner that will attract the attention of the target market
21
of the place of distribution, then the profit levels of the product will never dwindle (Gürbüz,
Albayrak, & Alaybeyoğlu, 2014).
The forth and last P for this marketing mix model is the promotion, which can by far
be considered as the most important part of a business strategy (Singh, 2012). It has to be
understood that the business market in this date and time is extremely competitive and in
order to survive the consumerism, the business organization must consider keeping the target
market captivated by the discounts, innovations and comfort. Such measures cannot be potent
if the product or the item to display is not standard or if the brand or package is not seductive
or if the item is not as per the wishes of buyers (Sharma, Iyer, Mehrotra, & Krishnan, 2010).
There have been a few additions to the 4Ps framework of marketing mix, and one of them is
the physical movement. Though it might not hold as much importance in crafting the
marketing mix as the rest of the variables in the context of marketing mix, it sure is one of the
necessary elements of a steady and profitable business. Now physical evidence or movement
can be defined as the carriage of goods at the right time and in the perfect place for buyers.
For this research study the flow channels can co align with the physical movement of the
business (Armstrong, Kotler, Harker, & Brennan, 2015). Although there are a few
considerable limitations of the Philip Kotler’s theory of 4P theory, for instance, it has to be
mentioned that the Philip Kotler’s theory of 4P is only concerned with gaining the
competitive advantage in the market by a more or less aggressive promotional strategies and
pricing. However, it must not escape notice that the aggressive promotional and pricing
strategies are focussed primarily on widening the consumer base and enhancing revenue
generation on a massive rate. Although, the ethical implications of compromising the quality
should not be overlooked. The 4P theory is also arguably noted as obsolete in the current
trend of market, as it does not incorporate other three core areas of concern, people, process
and physical evidence. Hence, if the Kotler theory of 4P is utilized, care should be taken to
22
Albayrak, & Alaybeyoğlu, 2014).
The forth and last P for this marketing mix model is the promotion, which can by far
be considered as the most important part of a business strategy (Singh, 2012). It has to be
understood that the business market in this date and time is extremely competitive and in
order to survive the consumerism, the business organization must consider keeping the target
market captivated by the discounts, innovations and comfort. Such measures cannot be potent
if the product or the item to display is not standard or if the brand or package is not seductive
or if the item is not as per the wishes of buyers (Sharma, Iyer, Mehrotra, & Krishnan, 2010).
There have been a few additions to the 4Ps framework of marketing mix, and one of them is
the physical movement. Though it might not hold as much importance in crafting the
marketing mix as the rest of the variables in the context of marketing mix, it sure is one of the
necessary elements of a steady and profitable business. Now physical evidence or movement
can be defined as the carriage of goods at the right time and in the perfect place for buyers.
For this research study the flow channels can co align with the physical movement of the
business (Armstrong, Kotler, Harker, & Brennan, 2015). Although there are a few
considerable limitations of the Philip Kotler’s theory of 4P theory, for instance, it has to be
mentioned that the Philip Kotler’s theory of 4P is only concerned with gaining the
competitive advantage in the market by a more or less aggressive promotional strategies and
pricing. However, it must not escape notice that the aggressive promotional and pricing
strategies are focussed primarily on widening the consumer base and enhancing revenue
generation on a massive rate. Although, the ethical implications of compromising the quality
should not be overlooked. The 4P theory is also arguably noted as obsolete in the current
trend of market, as it does not incorporate other three core areas of concern, people, process
and physical evidence. Hence, if the Kotler theory of 4P is utilized, care should be taken to
22
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consider the ethical constraint and the illustration of the pioneer 4P concept so that the
optimal benefits can be gained by the marketing mix strategies generated.
For large-scale circulation, wholesalers, retailers and other promotional delegates are
needed. The advertising supervisor must choose a channel that is lucrative, parsimonious and
appropriate for transporting a particular item (Achrol 1999). For example, a large number of
mass dispersal points are, for example, cleaning products and oils.
Branding tools and promotional strategy:
Brand building tools are the techniques for promoting that associations needed to
counsel, impact and remind the clients, specifically or in a roundabout way about your
product and its marked ways, while trading with the clients. The trade program comprises of
comparable coordinating techniques (CHEN 2010). Advanced trading techniques has been
portrayed as the coordination of all administrators and it has begun endeavours to set up the
information channel and impact to give merchandise an advantages to propel an idea. While
the correspondence takes place through the various components of the advertising mix, the
most correspondence of a collaboration with the customers occurs as a feature of a carefully
organized and controlled limited time program (Entrepreneur n.d.). Typically, the limited
time mix included four components: advertising, promotional offers, reputation and
individual bidding. In the current view, direct mail and web presentation are the main
components of limited mixing time. Each component has distinctive structures and
preferences (P. Kotler 1964). The association uses an assortment of tools and means of
communication (communication, printing, outdoor, in store, advanced and others) to attract
viewers to their groups and produce brand awareness.
Advertising:
Advertising is generally characterized by special correspondence in a one-way general
communication. The promotion of non-correspondence to a recognized media is paid greatly
23
optimal benefits can be gained by the marketing mix strategies generated.
For large-scale circulation, wholesalers, retailers and other promotional delegates are
needed. The advertising supervisor must choose a channel that is lucrative, parsimonious and
appropriate for transporting a particular item (Achrol 1999). For example, a large number of
mass dispersal points are, for example, cleaning products and oils.
Branding tools and promotional strategy:
Brand building tools are the techniques for promoting that associations needed to
counsel, impact and remind the clients, specifically or in a roundabout way about your
product and its marked ways, while trading with the clients. The trade program comprises of
comparable coordinating techniques (CHEN 2010). Advanced trading techniques has been
portrayed as the coordination of all administrators and it has begun endeavours to set up the
information channel and impact to give merchandise an advantages to propel an idea. While
the correspondence takes place through the various components of the advertising mix, the
most correspondence of a collaboration with the customers occurs as a feature of a carefully
organized and controlled limited time program (Entrepreneur n.d.). Typically, the limited
time mix included four components: advertising, promotional offers, reputation and
individual bidding. In the current view, direct mail and web presentation are the main
components of limited mixing time. Each component has distinctive structures and
preferences (P. Kotler 1964). The association uses an assortment of tools and means of
communication (communication, printing, outdoor, in store, advanced and others) to attract
viewers to their groups and produce brand awareness.
Advertising:
Advertising is generally characterized by special correspondence in a one-way general
communication. The promotion of non-correspondence to a recognized media is paid greatly
23
to convince or influence a group of people in order to serve proper communications for the
product. The American Association Marketing (AMA) (Biel 1993) features promotion such
as the disposition of declarations and captivating messages over time or space acquired in one
of the major communications firms, philanthropic associations, government offices, and
people seeking to educate and induce individuals in a market Specific target or group of
viewers to their subjects, governments, associations or thoughts (CHEN 2010). Publication is
not individual correspondence where an unmistakably identifiable support pays for a back rub
that is transmitted through the media. Publicizing is one of only a handful couple of gadgets
used to pass on what Parker’s and switch restaurants offer. Dispersion, with coordinating
blender gadgets, is a technique to control the application (Keller 2008). In general,
correspondence can be utilized as a feature of two crucial ways. To begin with, it can be
utilized to impact components of intrigue the Parker’s and switch restaurants. And besides, it
can be utilized to screen the acknowledgment and comprehension of the buyer and seller
relationship in general (Mark 2009).
Advertising is capable of influencing people to buy an item they did not want to
purchase in advance. Promotion can also produce brand full attention to the expansion of
bids. The importance of announcement varies from awareness, image upgrading, leads
creation and distinction and potential design of the Parker’s and switches restaurants
customers. Promotion can open doors for a mechanical vendor (single supply) and, in the
meantime, the production of awareness-raising agreements and large mental states, thereby
supporting rather than directly causing (Wells 2000). The promotion also concerns the
amount of share ownership. Another crucial marketing significance is that the imminent
familiarity with customers. Meanwhile, for publication of prospectuses for opening prospects,
mounting cover of Parker’s and Switch restaurants for enhancing brand care, separating an
24
product. The American Association Marketing (AMA) (Biel 1993) features promotion such
as the disposition of declarations and captivating messages over time or space acquired in one
of the major communications firms, philanthropic associations, government offices, and
people seeking to educate and induce individuals in a market Specific target or group of
viewers to their subjects, governments, associations or thoughts (CHEN 2010). Publication is
not individual correspondence where an unmistakably identifiable support pays for a back rub
that is transmitted through the media. Publicizing is one of only a handful couple of gadgets
used to pass on what Parker’s and switch restaurants offer. Dispersion, with coordinating
blender gadgets, is a technique to control the application (Keller 2008). In general,
correspondence can be utilized as a feature of two crucial ways. To begin with, it can be
utilized to impact components of intrigue the Parker’s and switch restaurants. And besides, it
can be utilized to screen the acknowledgment and comprehension of the buyer and seller
relationship in general (Mark 2009).
Advertising is capable of influencing people to buy an item they did not want to
purchase in advance. Promotion can also produce brand full attention to the expansion of
bids. The importance of announcement varies from awareness, image upgrading, leads
creation and distinction and potential design of the Parker’s and switches restaurants
customers. Promotion can open doors for a mechanical vendor (single supply) and, in the
meantime, the production of awareness-raising agreements and large mental states, thereby
supporting rather than directly causing (Wells 2000). The promotion also concerns the
amount of share ownership. Another crucial marketing significance is that the imminent
familiarity with customers. Meanwhile, for publication of prospectuses for opening prospects,
mounting cover of Parker’s and Switch restaurants for enhancing brand care, separating an
24
element of rivalry and creating potential customers. Finally, last but not the least, disclosure
generally makes a company more open before business can visit atmosphere (Mark 2009).
Direct Marketing coordination and promotional offers:
According to the Direct Showcase Association (DSA), promotion co-ordination can
be defined as "any immediate correspondence to a buyer or work that is intended to create a
reaction as a request (co-ordination request), the application is characterized by additional
data And a visit to a store or other place of business for the purchase of a particular item or
administration (Akrani 2010).
Coordination procedures are used to decrease promotional separately between the
buyer and the seller through the average person crushing. Rapid response is essential for co-
operatives and specialized buyers are backing massively (Narasimhan 1988). Coordinated
advertising is a top priority among the best special tools for rapid reaction. Dwindle Bennett
has promoted co-ordinates such as the aggregation exercise with which the vendor influences
the trade of products and businesses with the buyer, directs the efforts of a group of interest
expected by using at least one means which offers the coordinates, telemarketing, advertising
coordinates activities, supply indexes, satellite TV, etc with the ultimate goal of requesting a
response from the potential buyers, either by phone, mail or personal visit from a potential
customer or customers (Wells 2000). One of the fastest developing parts of the US economy
is instant publicity, where the associations have discussed directly with the customer's goal to
create a reaction and an exchange (Narasimhan 1988). Showcase Coordinates is much more
than office-based e-mail and organize indexes. It includes a variety of exercises, including
database management, delivery coordinates, telemarketing and direct response promotions
through ordinary mail, web, and various media and print. One of the significant tools of direct
display advertising is the immediate reaction through which an article is advanced through an
announcement inviting the customer to buy a specific producer (Mark 2009). Marketing
25
generally makes a company more open before business can visit atmosphere (Mark 2009).
Direct Marketing coordination and promotional offers:
According to the Direct Showcase Association (DSA), promotion co-ordination can
be defined as "any immediate correspondence to a buyer or work that is intended to create a
reaction as a request (co-ordination request), the application is characterized by additional
data And a visit to a store or other place of business for the purchase of a particular item or
administration (Akrani 2010).
Coordination procedures are used to decrease promotional separately between the
buyer and the seller through the average person crushing. Rapid response is essential for co-
operatives and specialized buyers are backing massively (Narasimhan 1988). Coordinated
advertising is a top priority among the best special tools for rapid reaction. Dwindle Bennett
has promoted co-ordinates such as the aggregation exercise with which the vendor influences
the trade of products and businesses with the buyer, directs the efforts of a group of interest
expected by using at least one means which offers the coordinates, telemarketing, advertising
coordinates activities, supply indexes, satellite TV, etc with the ultimate goal of requesting a
response from the potential buyers, either by phone, mail or personal visit from a potential
customer or customers (Wells 2000). One of the fastest developing parts of the US economy
is instant publicity, where the associations have discussed directly with the customer's goal to
create a reaction and an exchange (Narasimhan 1988). Showcase Coordinates is much more
than office-based e-mail and organize indexes. It includes a variety of exercises, including
database management, delivery coordinates, telemarketing and direct response promotions
through ordinary mail, web, and various media and print. One of the significant tools of direct
display advertising is the immediate reaction through which an article is advanced through an
announcement inviting the customer to buy a specific producer (Mark 2009). Marketing
25
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Coordinates is the spread of articles, data and time-limited advantages to guiding buyers
through intuitive correspondence to measure the reaction (Keller 2008).
As Kotler, pointed out direct visualization devices incorporate the use of mail,
telemarketing, fax, email, newsletters, index, web and others to discuss in particular with
private customers and prospects (P. Kotler 2006). Coordinating the promotion of devices
gave Parker’s and switch restaurants some interesting methods to go back to optimize
people's rubbing. Most often they contain prospective data because scheduling time can be
discarded. While it is immediately relevant, they should be incorporated into the long-range
business brand. Coordinated advertising is a device that allows advertisers to reduce
inefficient correspondence with non-target customers or customer meetings. Direct promotion
tools are also essential to ensure the consistency of the brand's appearance. Mark opined
direct advertising is only achieved if the customer's desires are met by running the brand.
Along these lines, tuning and reacting to customer entry as opposed to positive and negative
encounters is critical (Mark 2009).
Interactive/ Internet marketing:
Advertising on the Internet, also called advanced promotion, web presentation, web-
based advertising, electronic advertising or promotion, is the advertising (mostly
advancement) of products or administrations via the Internet. The worldwide Web or the
internet is a multifaceted specialty tools. Via web advertising, advertisers offer motivators
promotional offers such as good, challenges and designs on the web and use the web to guide
the co-ordination of the most vital, efficient, and individual promotion, individual supply and
the exercise. The web is a global system of interconnected PCs that work in a standard
convention that allows commercial data to be circulated all over the world with access to
internet connected computing devices (Breugelmans & Campo, 2016). It is made up of
individual PC and PC systems around the world associated with telephone lines, satellites and
26
through intuitive correspondence to measure the reaction (Keller 2008).
As Kotler, pointed out direct visualization devices incorporate the use of mail,
telemarketing, fax, email, newsletters, index, web and others to discuss in particular with
private customers and prospects (P. Kotler 2006). Coordinating the promotion of devices
gave Parker’s and switch restaurants some interesting methods to go back to optimize
people's rubbing. Most often they contain prospective data because scheduling time can be
discarded. While it is immediately relevant, they should be incorporated into the long-range
business brand. Coordinated advertising is a device that allows advertisers to reduce
inefficient correspondence with non-target customers or customer meetings. Direct promotion
tools are also essential to ensure the consistency of the brand's appearance. Mark opined
direct advertising is only achieved if the customer's desires are met by running the brand.
Along these lines, tuning and reacting to customer entry as opposed to positive and negative
encounters is critical (Mark 2009).
Interactive/ Internet marketing:
Advertising on the Internet, also called advanced promotion, web presentation, web-
based advertising, electronic advertising or promotion, is the advertising (mostly
advancement) of products or administrations via the Internet. The worldwide Web or the
internet is a multifaceted specialty tools. Via web advertising, advertisers offer motivators
promotional offers such as good, challenges and designs on the web and use the web to guide
the co-ordination of the most vital, efficient, and individual promotion, individual supply and
the exercise. The web is a global system of interconnected PCs that work in a standard
convention that allows commercial data to be circulated all over the world with access to
internet connected computing devices (Breugelmans & Campo, 2016). It is made up of
individual PC and PC systems around the world associated with telephone lines, satellites and
26
other stream media frames. Web display can be essentially characterized as achieving
advertising goals by applying computerized innovations. These innovations incorporate
advanced web media, for example, the site and e-mail, and also other computing means, for
example, remote or portable television and computer transportation means, for example, and
satellite connections. Mark's expansion on the web include the site, internet advertising and
support, e-mail, web PR, web-based social networking systems, intranet and customer
extranet (Mark 2009).
Reputation Advertising:
According to Belch (2009), brand attention refers to the non-match match with
respect to an association, product management or no thought directly paid to continue to
operate under distinctive protection (Belch 2009). As stated by Keller (2008) public relations
and exposure are identified with a range of projects and are designed to advance and fix the
image of a business organization or a single corporate entity (Keller 2008). The exhibition is
not individual correspondence, for example, public statements, multimedia session
interviews, question and answer, close articles, brochures, photos, movies, and tapes.
Advertising can also incorporate annual reports, subsidizing increase and registration
campaigns, exceptional opportunity management, and open companies (Ambler, 2003).
Advertising has been characterized as "management that evaluates open mind states,
approaches an individual or association with people in general, and manages a program of
acquiring understanding and open recognition". Successful advertising must be overseen
painstakingly by ceaselessly checking the states of mind of clients and every single other
gathering that have a genuine or potential enthusiasm for business organizations (Andrews,
2016).
Promotional marketing activities by restaurant businesses:
27
advertising goals by applying computerized innovations. These innovations incorporate
advanced web media, for example, the site and e-mail, and also other computing means, for
example, remote or portable television and computer transportation means, for example, and
satellite connections. Mark's expansion on the web include the site, internet advertising and
support, e-mail, web PR, web-based social networking systems, intranet and customer
extranet (Mark 2009).
Reputation Advertising:
According to Belch (2009), brand attention refers to the non-match match with
respect to an association, product management or no thought directly paid to continue to
operate under distinctive protection (Belch 2009). As stated by Keller (2008) public relations
and exposure are identified with a range of projects and are designed to advance and fix the
image of a business organization or a single corporate entity (Keller 2008). The exhibition is
not individual correspondence, for example, public statements, multimedia session
interviews, question and answer, close articles, brochures, photos, movies, and tapes.
Advertising can also incorporate annual reports, subsidizing increase and registration
campaigns, exceptional opportunity management, and open companies (Ambler, 2003).
Advertising has been characterized as "management that evaluates open mind states,
approaches an individual or association with people in general, and manages a program of
acquiring understanding and open recognition". Successful advertising must be overseen
painstakingly by ceaselessly checking the states of mind of clients and every single other
gathering that have a genuine or potential enthusiasm for business organizations (Andrews,
2016).
Promotional marketing activities by restaurant businesses:
27
There had been a time in the past when the business marketing only consisted of the
organization investing on making posters and banners and having advertisements in the
newspapers for the suitable target market to find and then be lured by it. However, the time
has changed completely with the economy changing along with it (Best, 2012). In the current
age the market strives on competition and the corporate entities need to have a strong hold on
the target market in order to be able to sustain in the market. In a similar note, it has to be
understood that in order to tackle the consumerism and the corporate struggle for the business
companies to provide the customers with everything that they might need (Cronin, Smith,
Gleim, Ramirez, & Martinez, 2011). This is the reason why the customers everything to be
available everywhere and the competition escalates further. Undoubtedly it is highly
beneficial for customers; the down side for the providers is that they have to be on their toes
every step of the way to ensure that they do not lose their consumer base. That is the reason
why the different types of promotional strategies are the need of the hour, and all corporate
sectors have found different techniques and strategies to ensure that their marketing mix is
impactful and attractive (Hutt & Speh, 2012).
Considering the culinary business, need for a sound promotional marketing is just as
potent as in any other corporate stream, however the tactics followed in this sector are a bit
different. Over the years the one of the greatest promotional strategies that stood out to be the
most impactful had been word of mouth strategy, considering the fact that 92% of the
customers find themselves drawn to different restaurants after being recommended by their
friends and family (Solomon, 2014). The word of mouth can be considered the process of
actively influencing and encouraging discussion and conversation about a particular brand,
organization or a service that is being provided to the customers. The definition word of
mouth can be explained as a technique of influencing the consumers with organic or made up
28
organization investing on making posters and banners and having advertisements in the
newspapers for the suitable target market to find and then be lured by it. However, the time
has changed completely with the economy changing along with it (Best, 2012). In the current
age the market strives on competition and the corporate entities need to have a strong hold on
the target market in order to be able to sustain in the market. In a similar note, it has to be
understood that in order to tackle the consumerism and the corporate struggle for the business
companies to provide the customers with everything that they might need (Cronin, Smith,
Gleim, Ramirez, & Martinez, 2011). This is the reason why the customers everything to be
available everywhere and the competition escalates further. Undoubtedly it is highly
beneficial for customers; the down side for the providers is that they have to be on their toes
every step of the way to ensure that they do not lose their consumer base. That is the reason
why the different types of promotional strategies are the need of the hour, and all corporate
sectors have found different techniques and strategies to ensure that their marketing mix is
impactful and attractive (Hutt & Speh, 2012).
Considering the culinary business, need for a sound promotional marketing is just as
potent as in any other corporate stream, however the tactics followed in this sector are a bit
different. Over the years the one of the greatest promotional strategies that stood out to be the
most impactful had been word of mouth strategy, considering the fact that 92% of the
customers find themselves drawn to different restaurants after being recommended by their
friends and family (Solomon, 2014). The word of mouth can be considered the process of
actively influencing and encouraging discussion and conversation about a particular brand,
organization or a service that is being provided to the customers. The definition word of
mouth can be explained as a technique of influencing the consumers with organic or made up
28
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discussions about the brand organization or services that the corporate entity is aiming to
promote (Ryan, 2016). On a more elaborative note, the word of mouth marketing PR
advertisers sort out to create sensational topics that are worth talking about regarding the
services or brand that the organization is seeking out to promote and then encouraging or
propelling people actively to talk about it. Authors have opined that in case of the restaurant
business the people are more drawn to different restaurants by being referred to buy friends
family or even different websites and blogs (Banterle, Carraresi, & Stranieri, 2010). Along
with the in person word of mouth strategy this particular technique is effective in case of
social media marketing as well. The blog discussions and web page debates on different
restaurants and discount offers on buffet offers has been very effective in luring the most of
the crowd (Altuntaş, Semerciöz, Mert, & Pehlivan, 2014).
Another promotional marketing strategy that has never failed in case of any business
sector is the discount trick. The consumers can be attracted by discounts in a manner that no
other marketing strategy can even attempt to achieve (Blank, 2013). In case of the culinary
business as well giving out freebies and discount offers, coupons and half off appetizers have
been one of the greatest marketing techniques taken up by the most prominent of restaurants
or culinary brands to attract customers and expand their consumer base (Castro, 2013).
One of the greatest marketing techniques up until now has been online media marketing.
many authors have suggested it to be the best of both Worlds, the marketing authorities of
the corporate entity will not need to pay a large sum for the promotional activities and even
though the corporate organization will be able to achieve the attention of a humongous
amount of consumers that are connected through social media websites (Ooi & Yazdanifard,
2014). Authors have opened that the major advantage to social media marketing is that there
are an abundance of social media websites that connects people from different demographics
29
promote (Ryan, 2016). On a more elaborative note, the word of mouth marketing PR
advertisers sort out to create sensational topics that are worth talking about regarding the
services or brand that the organization is seeking out to promote and then encouraging or
propelling people actively to talk about it. Authors have opined that in case of the restaurant
business the people are more drawn to different restaurants by being referred to buy friends
family or even different websites and blogs (Banterle, Carraresi, & Stranieri, 2010). Along
with the in person word of mouth strategy this particular technique is effective in case of
social media marketing as well. The blog discussions and web page debates on different
restaurants and discount offers on buffet offers has been very effective in luring the most of
the crowd (Altuntaş, Semerciöz, Mert, & Pehlivan, 2014).
Another promotional marketing strategy that has never failed in case of any business
sector is the discount trick. The consumers can be attracted by discounts in a manner that no
other marketing strategy can even attempt to achieve (Blank, 2013). In case of the culinary
business as well giving out freebies and discount offers, coupons and half off appetizers have
been one of the greatest marketing techniques taken up by the most prominent of restaurants
or culinary brands to attract customers and expand their consumer base (Castro, 2013).
One of the greatest marketing techniques up until now has been online media marketing.
many authors have suggested it to be the best of both Worlds, the marketing authorities of
the corporate entity will not need to pay a large sum for the promotional activities and even
though the corporate organization will be able to achieve the attention of a humongous
amount of consumers that are connected through social media websites (Ooi & Yazdanifard,
2014). Authors have opened that the major advantage to social media marketing is that there
are an abundance of social media websites that connects people from different demographics
29
and provides romantic an organization with the opportunity to teach a diverse consumer base
with their discount offers and attractive services expanding their target market exponentially
(Ortiz & Niina, 2010). It does not need more Emphasis to be explained that the young
generation of the current age and hoped to the social media websites such as Facebook,
Twitter, Instagram, YouTube and what not. Having a sound social media marketing strategy
is extremely beneficial for being connected to the customers and keep them updated about the
promotional discounts, offers and events, so that the consumers remain captivated and the
rate of consumer satisfaction and loyalty only keeps on increasing (Biloš & Kelić, 2012). For
the culinary businesses, the social media marketing works better than any other sector is due
to the fact that the social media engines let the restaurants to have their culinary masterpieces
on display with the recipe and the nutritional goodness they pack into their items (Lee &
Kotler, 2011). Along with that, with the virtue of the online applications, the customers can
pick their table according to their preferences with the out having to disrupt their schedule.
Hence its can be said that internet has served to be the blessing for the restaurant business in
the last decade and if utilized properly it can serve as one of the most impactful promotional
strategy for the culinary business (Luan & Sudhir, 2010).
Sponsorship events are a more recent addition to the mix of marketing strategies for
the restaurant businesses. It is the method of attracting the attention of a large crowd in a
close setting and letting them experience the culinary skills of the restaurant without even
going to the restaurant themselves. Shopping mall events are the most common sponsorship
events that the restaurants indulge in and this has benefitted the restaurant businesses so far
(Leonidou, Katsikeas, & Morgan, 2013). Along with that, the age old technique of the fliers
and pamphlets is also a potent technique that still has not lost the old charm of making the
target market curious about a certain dish, cuisine or theme ambiance, aside from the discount
factor (Menegaki, 2012).
30
with their discount offers and attractive services expanding their target market exponentially
(Ortiz & Niina, 2010). It does not need more Emphasis to be explained that the young
generation of the current age and hoped to the social media websites such as Facebook,
Twitter, Instagram, YouTube and what not. Having a sound social media marketing strategy
is extremely beneficial for being connected to the customers and keep them updated about the
promotional discounts, offers and events, so that the consumers remain captivated and the
rate of consumer satisfaction and loyalty only keeps on increasing (Biloš & Kelić, 2012). For
the culinary businesses, the social media marketing works better than any other sector is due
to the fact that the social media engines let the restaurants to have their culinary masterpieces
on display with the recipe and the nutritional goodness they pack into their items (Lee &
Kotler, 2011). Along with that, with the virtue of the online applications, the customers can
pick their table according to their preferences with the out having to disrupt their schedule.
Hence its can be said that internet has served to be the blessing for the restaurant business in
the last decade and if utilized properly it can serve as one of the most impactful promotional
strategy for the culinary business (Luan & Sudhir, 2010).
Sponsorship events are a more recent addition to the mix of marketing strategies for
the restaurant businesses. It is the method of attracting the attention of a large crowd in a
close setting and letting them experience the culinary skills of the restaurant without even
going to the restaurant themselves. Shopping mall events are the most common sponsorship
events that the restaurants indulge in and this has benefitted the restaurant businesses so far
(Leonidou, Katsikeas, & Morgan, 2013). Along with that, the age old technique of the fliers
and pamphlets is also a potent technique that still has not lost the old charm of making the
target market curious about a certain dish, cuisine or theme ambiance, aside from the discount
factor (Menegaki, 2012).
30
Therefore, there are a lot of marketing and promotional techniques and each one of
them is affective and impactful. However, in order to assess how effective the marketing
strategies are impactful in influencing the consumer decision regarding the Parker’s and
Switch restaurants, it is extremely essential to evaluate the marketing strategies in place in
both the restaurants (Pomering, Noble, & Johnson, 2011).
Parks and switch restaurants promotional strategies:
Parker’s and switch restaurants first objective in promoting their centre will be to
capitalize on the power of the WORD OF MOUTH. In every business it is a well-known fact
that word-of-mouth advertising is any businesses' best friend or worst enemy. Yet, this does
not preclude the fact that announcements, placing advertisements in the local newspapers and
Parks and switch restaurants future planned website are not just as important in reaching new
customers and will be employed as follows through Advertising by Getting their positioning
message to the public, "family recreation," where fun and customer service is paramount
(Nicholas 1997). Go-cart Track Signs through Local businesses can buy sign footage and
have their signs placed around the track like you would see around any race track. Sales
Brochure through informing the public of all the activities found and offered at the centre.
The activities of the restaurant will be promoted as a place to bring your group to participate
in events and raise funds for Parks and switch restaurants (Sukotjo & Radix, 2010). These
types of fund raising events can request that a portion of each player’s expenses be donated to
Parks and switch restaurants. (A standard amount will be established). Through internet
advertising, Parks and switch restaurants promote their product and brand to attract the
customer towards restaurant (Belch 2009).
Effectiveness and appropriateness of promotion strategy:
31
them is affective and impactful. However, in order to assess how effective the marketing
strategies are impactful in influencing the consumer decision regarding the Parker’s and
Switch restaurants, it is extremely essential to evaluate the marketing strategies in place in
both the restaurants (Pomering, Noble, & Johnson, 2011).
Parks and switch restaurants promotional strategies:
Parker’s and switch restaurants first objective in promoting their centre will be to
capitalize on the power of the WORD OF MOUTH. In every business it is a well-known fact
that word-of-mouth advertising is any businesses' best friend or worst enemy. Yet, this does
not preclude the fact that announcements, placing advertisements in the local newspapers and
Parks and switch restaurants future planned website are not just as important in reaching new
customers and will be employed as follows through Advertising by Getting their positioning
message to the public, "family recreation," where fun and customer service is paramount
(Nicholas 1997). Go-cart Track Signs through Local businesses can buy sign footage and
have their signs placed around the track like you would see around any race track. Sales
Brochure through informing the public of all the activities found and offered at the centre.
The activities of the restaurant will be promoted as a place to bring your group to participate
in events and raise funds for Parks and switch restaurants (Sukotjo & Radix, 2010). These
types of fund raising events can request that a portion of each player’s expenses be donated to
Parks and switch restaurants. (A standard amount will be established). Through internet
advertising, Parks and switch restaurants promote their product and brand to attract the
customer towards restaurant (Belch 2009).
Effectiveness and appropriateness of promotion strategy:
31
Paraphrase This Document
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The vitality of a brand consists of four phases: identifying and building the qualities
that brand design, planning and promoting the brand update, measuring and translating the
execution of the brand trademarks, developing and managing brand value (Achrol 1999). It is
trusted that this procedure will remain constant for any brand, paying little attention to the
type of item (Kotler P. , 2006). As stated above, the signs are intended to be separated from
the marks of the contestants, both in practice and inside, and the initial phase of the brand
management process is usually characterized by hotspot separation and deciding how a
trademark should be marketed (Al Muala & Al Qurneh, 2012). The next step involves the
crafting the brand image and upgrading of brand image by advertising programs. This
includes choosing brand components to foster the formation of a strong relationship with the
brand such as brand name, logo, images, grouping (Achrol 1999).
Brand naming should be crafted by linking the brand to the item or product it sells.
Given the ultimate goal of understanding the impact of brand advertising programs that has
been implemented, it is vitally important to quantify and decipher the performance of the
brand along with the product. This is the next on the management criteria of the vital brand
under consideration. The last step of the process highlights how the key management sign is a
consistent procedure (Ali, Gafar, & Akbar, 2016). For this case study, changes in customer
inclinations, bandwidth, and new product advancement are the areas that the Parkers and
switch restaurants need to discover and incorporate them to seize the new open doors and
develop brand value (Pomering, Noble, & Johnson, Conceptualising a contemporary
marketing mix for sustainable tourism., 2011). Given the ultimate goal of distinguishing and
constructing the brand values of the situation, it is important to complete the vital mark
examination as designated by Aaker, 1996. Before balancing the mark of the vital mark I
think it is important to clarify the Connection between image, personality and culture, which
are focal point marking and business correspondence (Akrani 2010).
32
that brand design, planning and promoting the brand update, measuring and translating the
execution of the brand trademarks, developing and managing brand value (Achrol 1999). It is
trusted that this procedure will remain constant for any brand, paying little attention to the
type of item (Kotler P. , 2006). As stated above, the signs are intended to be separated from
the marks of the contestants, both in practice and inside, and the initial phase of the brand
management process is usually characterized by hotspot separation and deciding how a
trademark should be marketed (Al Muala & Al Qurneh, 2012). The next step involves the
crafting the brand image and upgrading of brand image by advertising programs. This
includes choosing brand components to foster the formation of a strong relationship with the
brand such as brand name, logo, images, grouping (Achrol 1999).
Brand naming should be crafted by linking the brand to the item or product it sells.
Given the ultimate goal of understanding the impact of brand advertising programs that has
been implemented, it is vitally important to quantify and decipher the performance of the
brand along with the product. This is the next on the management criteria of the vital brand
under consideration. The last step of the process highlights how the key management sign is a
consistent procedure (Ali, Gafar, & Akbar, 2016). For this case study, changes in customer
inclinations, bandwidth, and new product advancement are the areas that the Parkers and
switch restaurants need to discover and incorporate them to seize the new open doors and
develop brand value (Pomering, Noble, & Johnson, Conceptualising a contemporary
marketing mix for sustainable tourism., 2011). Given the ultimate goal of distinguishing and
constructing the brand values of the situation, it is important to complete the vital mark
examination as designated by Aaker, 1996. Before balancing the mark of the vital mark I
think it is important to clarify the Connection between image, personality and culture, which
are focal point marking and business correspondence (Akrani 2010).
32
It has to be understood in this context that the existing literature evidence indicates at
a wide variety of different promotional activities in place for the companies to partake in to
revive and enhance the brand reputation and gain a stable market for the particular corporate
entity regardless of the domain or magnitude in the economy. However, care should be take n
to ensure that the promotional strategies or the marketing mix selected for the organization
has been optimized to gain the maximal benefit. In this case the literature review has
discussed all the three core marketing strategies in detail, advertising, trade promotion and
consumer oriented promotion. First and foremost, it has to be considered that the goal behind
opting for an advertisement based marketing strategy is to ensure elevated brand promotion
and recognition and along with that reach out to the potential target market. Whereas, trade
promotion is a marketing measure that takes into consideration the level of brand awareness
in the target consumer market and contribute to increased revenue generation for the
organization. Lastly, the concept of consumer oriented marketing is a highly specific, more or
less tailored marketing strategy. This is the marketing technique that is altered or modified
step by step to best fit the particular needs and requirements of the target consumer market.
Hence, this marketing ot promotional technique takes into consideration the specific trends
within the corporate domain that it belongs to and co-align those trends with the particular
needs and preferences of the consumer base that it is targeting (Menegaki, 2012).
Reflecting on the restaurant business that is under focus for this thesis paper, the
culinary business is somewhat different from the regular corporate domains. This particular
business domain deals with the love in the humans for culinary goodness, hence the
marketing strategy for this domain needs to be different as well. Along with that, it has to be
understood in this context, in the present times, the exceptional benefits of telemarketing and
optimal utilization of social and digital media technologies is considered as the best strategic
intervention for improving rand image and escalating consumer demands in the market
33
a wide variety of different promotional activities in place for the companies to partake in to
revive and enhance the brand reputation and gain a stable market for the particular corporate
entity regardless of the domain or magnitude in the economy. However, care should be take n
to ensure that the promotional strategies or the marketing mix selected for the organization
has been optimized to gain the maximal benefit. In this case the literature review has
discussed all the three core marketing strategies in detail, advertising, trade promotion and
consumer oriented promotion. First and foremost, it has to be considered that the goal behind
opting for an advertisement based marketing strategy is to ensure elevated brand promotion
and recognition and along with that reach out to the potential target market. Whereas, trade
promotion is a marketing measure that takes into consideration the level of brand awareness
in the target consumer market and contribute to increased revenue generation for the
organization. Lastly, the concept of consumer oriented marketing is a highly specific, more or
less tailored marketing strategy. This is the marketing technique that is altered or modified
step by step to best fit the particular needs and requirements of the target consumer market.
Hence, this marketing ot promotional technique takes into consideration the specific trends
within the corporate domain that it belongs to and co-align those trends with the particular
needs and preferences of the consumer base that it is targeting (Menegaki, 2012).
Reflecting on the restaurant business that is under focus for this thesis paper, the
culinary business is somewhat different from the regular corporate domains. This particular
business domain deals with the love in the humans for culinary goodness, hence the
marketing strategy for this domain needs to be different as well. Along with that, it has to be
understood in this context, in the present times, the exceptional benefits of telemarketing and
optimal utilization of social and digital media technologies is considered as the best strategic
intervention for improving rand image and escalating consumer demands in the market
33
(Castro, 2013). In my opinion, there is a pressing need for the restaurants to consider the
concept of consumer oriented promotional strategies involving digital marketing modes so
that the optimal utilization of the marketing tools can be implemented. In order to do so the
restaurants will need to incorporate thorough analysis of the target market of UAE and their
preconceived ideas and grievances regarding the restaurant business and then strategizing the
marketing benefits, either discounts or offers, based on the pattern or trends in the particular
consumer market of UAE.
34
concept of consumer oriented promotional strategies involving digital marketing modes so
that the optimal utilization of the marketing tools can be implemented. In order to do so the
restaurants will need to incorporate thorough analysis of the target market of UAE and their
preconceived ideas and grievances regarding the restaurant business and then strategizing the
marketing benefits, either discounts or offers, based on the pattern or trends in the particular
consumer market of UAE.
34
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Chapter 3: Research Methodology
The aim of the research is to evaluate the effectiveness and appropriateness of the
promotion mix of the two restaurants. Impact of the different elements of the promotion mix
adopted by the organizations on the consumer decision making process, has been taken as a
proxy for the effectiveness and appropriateness.
This is an exploratory study in which the researcher would aim to identify the
strengths and weaknesses of the promotional mix of the two organizations using consumer
decision making as an indicator. Quantitative research would be undertaken in which the
researcher would carry out surveys in order to gain information for analysis. Survey is an
efficient method of research for finding information as a large amount of information can be
gathered in a small period of time (Saunders, Lewis, & Thornhill, 2016).
Research Methods
Research Study Scenario:
A research study scenario chalks out the research design, research approaches and the
research philosophies being undertaken for the study to be completed. There are two main
kinds of research approaches, inductive and deductive.
Inductive approach:
This approach aims to generate new theory and new meanings from the data set
collected. It has to be understood that this approach does not prevent the researcher from
35
The aim of the research is to evaluate the effectiveness and appropriateness of the
promotion mix of the two restaurants. Impact of the different elements of the promotion mix
adopted by the organizations on the consumer decision making process, has been taken as a
proxy for the effectiveness and appropriateness.
This is an exploratory study in which the researcher would aim to identify the
strengths and weaknesses of the promotional mix of the two organizations using consumer
decision making as an indicator. Quantitative research would be undertaken in which the
researcher would carry out surveys in order to gain information for analysis. Survey is an
efficient method of research for finding information as a large amount of information can be
gathered in a small period of time (Saunders, Lewis, & Thornhill, 2016).
Research Methods
Research Study Scenario:
A research study scenario chalks out the research design, research approaches and the
research philosophies being undertaken for the study to be completed. There are two main
kinds of research approaches, inductive and deductive.
Inductive approach:
This approach aims to generate new theory and new meanings from the data set
collected. It has to be understood that this approach does not prevent the researcher from
35
using existing theory to formulate the research question to be examined. Inductive reasoning
is based on learning from experience and observation while formulating a new understanding.
Deductive approach:
According to Mark, 2009, a deductive approach deals with “developing hypotheses
based on existing theory, and then designing a research strategy to test the hypothesis”.
Deductive approach is concerned with deducting conclusions from existing theory and
building a hypothesis according to that theory followed by collecting data in order to test the
hypothesis (Mark, 2009). Different authors have opined in their research study that deductive
approach begins with an expected pattern “that is tested against observations, whereas
induction begins with observations and seeks to find a pattern within them”.
Inductive approach has been selected for this research due to the importance of
considering the facts related to the influence of national culture on marketing strategies along
with developing new hypothesis based on the observations of the researcher and the views of
the stakeholders.
Mixed Approach
In the case of the mixed research methods, the investigators collect information from
different sources that will be analysed using the techniques of quantitate and qualitative
methods. One of the best advantages of the use of the mixed methods is due to the fact that it
can use multiple prospective to deal with the research problems (Mertens 2014). There are
various ways to determine the sample size. The interpretation of the data can also be done
using multiple techniques, which can be used in the forms of various processes. Palinkas et
al. (2015), have mentioned about the fact that with the help of the mixed research approach, it
is possible to easily explore and interpret the phenomenon. The researchers also get the
opportunity to deal with the issues related to multiple levels of research problems. There are
36
is based on learning from experience and observation while formulating a new understanding.
Deductive approach:
According to Mark, 2009, a deductive approach deals with “developing hypotheses
based on existing theory, and then designing a research strategy to test the hypothesis”.
Deductive approach is concerned with deducting conclusions from existing theory and
building a hypothesis according to that theory followed by collecting data in order to test the
hypothesis (Mark, 2009). Different authors have opined in their research study that deductive
approach begins with an expected pattern “that is tested against observations, whereas
induction begins with observations and seeks to find a pattern within them”.
Inductive approach has been selected for this research due to the importance of
considering the facts related to the influence of national culture on marketing strategies along
with developing new hypothesis based on the observations of the researcher and the views of
the stakeholders.
Mixed Approach
In the case of the mixed research methods, the investigators collect information from
different sources that will be analysed using the techniques of quantitate and qualitative
methods. One of the best advantages of the use of the mixed methods is due to the fact that it
can use multiple prospective to deal with the research problems (Mertens 2014). There are
various ways to determine the sample size. The interpretation of the data can also be done
using multiple techniques, which can be used in the forms of various processes. Palinkas et
al. (2015), have mentioned about the fact that with the help of the mixed research approach, it
is possible to easily explore and interpret the phenomenon. The researchers also get the
opportunity to deal with the issues related to multiple levels of research problems. There are
36
certain drawbacks that are generally associated with that of the single mode of research
design that can be overcome by the application of the mixed methods.
Quantitative research methods
The prime purpose for the use of the quantitative research method is to make use of
the statistical information that is used in the research. This type of methods is used to deal
with the measurable elements related with that of the research work. The process of the
measurement is one of the primary areas of focus in this method as it can vary owing to the
type of primary data that are being collected. The process of measurement also establishes
fundamental link between the subject of observation and that of the interpretation. The
primary mode data collection in this method is in the forms of the polls and surveys. The
investigators also have the option of manipulating the previously collected information that is
used within the existing techniques. The data collectors also need to focus on different types
population of selection of the sample size. This will help to ensure that wide ranges of data
are being analysed for increasing the level of accuracy of the result. As per said by Brannen
(2017), one of the major advantage is because all forms of data that are collected from the
wide range of sources are accomplished in well-structured manner. The data are being
represented in the forms of tabular forms and that of the charts and figures. It is also
important of the investigators to properly design the questionnaires for the survey. The use of
the computer software is also applicable that are needed for careful representation of the data.
For the given research work, the quantitative research method will be applied to
conduct the survey of the UAE customers to understand their buying behaviour in the respect
of the restaurant business. It will be also possible to compare the statistical data as they are
being represented graphically.
Qualitative research method :
37
design that can be overcome by the application of the mixed methods.
Quantitative research methods
The prime purpose for the use of the quantitative research method is to make use of
the statistical information that is used in the research. This type of methods is used to deal
with the measurable elements related with that of the research work. The process of the
measurement is one of the primary areas of focus in this method as it can vary owing to the
type of primary data that are being collected. The process of measurement also establishes
fundamental link between the subject of observation and that of the interpretation. The
primary mode data collection in this method is in the forms of the polls and surveys. The
investigators also have the option of manipulating the previously collected information that is
used within the existing techniques. The data collectors also need to focus on different types
population of selection of the sample size. This will help to ensure that wide ranges of data
are being analysed for increasing the level of accuracy of the result. As per said by Brannen
(2017), one of the major advantage is because all forms of data that are collected from the
wide range of sources are accomplished in well-structured manner. The data are being
represented in the forms of tabular forms and that of the charts and figures. It is also
important of the investigators to properly design the questionnaires for the survey. The use of
the computer software is also applicable that are needed for careful representation of the data.
For the given research work, the quantitative research method will be applied to
conduct the survey of the UAE customers to understand their buying behaviour in the respect
of the restaurant business. It will be also possible to compare the statistical data as they are
being represented graphically.
Qualitative research method :
37
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This is generally a broad category of research analysis that deploys the method of
thematic analysis to examine the existing relevant data. The main purpose of using this
method is to make use of the psychology of the research problem. In case of the quantitative
research methods the investigators mainly focus upon the cases related to that of the
interview as the primary forms of data collection. The selection of the respondents is one of
the prime criteria to deal with the issues of the of the data collection. One of the major
highlighting point about the quantitative research method is that the data are being collected
in the form of semi-structured interview. However, the main advantage of this method is due
to the fact that most of the issues are properly analysed on the perspective level of the
individual. The researchers also get the option to frame open ended questions that are not
possible in the cases of opinion polls and survey (Taylor et al. 2015).
For the given research work, the interview will be conducted of the managers, who
work across the restaurants in all across of UAE.
The mixed research methods hence can be applied in the given cases. This is also
believed to be one the effective ways to understand the level of customer behaviour and the
promotional strategies that are being used in the process of understanding the trends of the
customers.
Research Philosophy
The research philosophy in a project provides the guidance that is implicated to form
the structure of the research. There are two types of research philosophy that can be used by
the investigators to properly examine and analyses the root cause of the research problem.
The theory of positivism research philosophy deals with the fact that it is important to
examine the real fact relevant to the research problem. The positivism research philosophy is
ideal to make logical analysis as a part of conclusion in the research work. There is also the
interpretivisim research philosophy the investigators analyses the situation relevant to the
38
thematic analysis to examine the existing relevant data. The main purpose of using this
method is to make use of the psychology of the research problem. In case of the quantitative
research methods the investigators mainly focus upon the cases related to that of the
interview as the primary forms of data collection. The selection of the respondents is one of
the prime criteria to deal with the issues of the of the data collection. One of the major
highlighting point about the quantitative research method is that the data are being collected
in the form of semi-structured interview. However, the main advantage of this method is due
to the fact that most of the issues are properly analysed on the perspective level of the
individual. The researchers also get the option to frame open ended questions that are not
possible in the cases of opinion polls and survey (Taylor et al. 2015).
For the given research work, the interview will be conducted of the managers, who
work across the restaurants in all across of UAE.
The mixed research methods hence can be applied in the given cases. This is also
believed to be one the effective ways to understand the level of customer behaviour and the
promotional strategies that are being used in the process of understanding the trends of the
customers.
Research Philosophy
The research philosophy in a project provides the guidance that is implicated to form
the structure of the research. There are two types of research philosophy that can be used by
the investigators to properly examine and analyses the root cause of the research problem.
The theory of positivism research philosophy deals with the fact that it is important to
examine the real fact relevant to the research problem. The positivism research philosophy is
ideal to make logical analysis as a part of conclusion in the research work. There is also the
interpretivisim research philosophy the investigators analyses the situation relevant to the
38
research problem in order to collect necessary information. It also focuses upon the evidence
and fact that are being collected directly from the sample size.
For the current research work the investigator have chosen the positivism philosophy.
This will help to make logical conclusion that are needed to deal with the issue of
understanding customer behavior and their effect on promotional strategies in UAE
restaurants. The researchers have also applied the interpretivism philosophy for
understanding the viewpoints of the stakeholders, who are associated with the business of
restaurants in UAE.
Proper forms of research Epistemology is needed to understand the original source of
the research. The epistemology of the research can provide with the criteria that can help to
choose the authentic source of research. It can also help the researcher to ensure that all the
information is collected from authentic sources. On the other hand, there is also the form of
ontology research philosophy, which helps to understand the reality behind the process of
data collection. It is therefore possible to highlight upon the core issues that are related within
the research subject. This will be used in the given research work, to deal with all forms of
information that are collected from the primary and secondary sources.
After the process of data has been collected, it is essential to ensure that the same has
been collected from authentic sources. It is also important to ensure authenticity of the data
sources that is achieved with the branch of axiology research philosophy.
Research design
In this research study, questionnaire will be used in order to do analyze the data
related to case under research study quantitatively. In this research, Effectiveness and
Appropriateness of Promotional Strategy in the UAE in developing Brand Image of Parker’s
and Switch restaurants will be explored. Research study for this case study about the
evaluation of promotional strategy of Parkers and Switch restaurant is based on quantitative
39
and fact that are being collected directly from the sample size.
For the current research work the investigator have chosen the positivism philosophy.
This will help to make logical conclusion that are needed to deal with the issue of
understanding customer behavior and their effect on promotional strategies in UAE
restaurants. The researchers have also applied the interpretivism philosophy for
understanding the viewpoints of the stakeholders, who are associated with the business of
restaurants in UAE.
Proper forms of research Epistemology is needed to understand the original source of
the research. The epistemology of the research can provide with the criteria that can help to
choose the authentic source of research. It can also help the researcher to ensure that all the
information is collected from authentic sources. On the other hand, there is also the form of
ontology research philosophy, which helps to understand the reality behind the process of
data collection. It is therefore possible to highlight upon the core issues that are related within
the research subject. This will be used in the given research work, to deal with all forms of
information that are collected from the primary and secondary sources.
After the process of data has been collected, it is essential to ensure that the same has
been collected from authentic sources. It is also important to ensure authenticity of the data
sources that is achieved with the branch of axiology research philosophy.
Research design
In this research study, questionnaire will be used in order to do analyze the data
related to case under research study quantitatively. In this research, Effectiveness and
Appropriateness of Promotional Strategy in the UAE in developing Brand Image of Parker’s
and Switch restaurants will be explored. Research study for this case study about the
evaluation of promotional strategy of Parkers and Switch restaurant is based on quantitative
39
data. The Survey method is used which will be accomplished with the help of a self-
administrated questionnaire. This questionnaire will be based on the 4-points scale which will
be got through survey monkey website where people will be able to reach it through social
media.
Population Frame:
The population selected for this research study are the people who are buying from
the Parkers and switch restaurants in Abu Dhabi. Respondents will specifically be selected
that are between the age group of 15 years to 40 years and buy from Parkers and switch
restaurants frequently.
Sample Size:
The sample size of the research is done using two ways. In case of the random
sampling, the size of the sample is not pre-determined. The researcher, in the given case will
randomly select the participants and the source of information collection. There is also the
process of non-random sampling, where the size of the sample and the source of information
gathering is predetermined. In the given case, the researcher has used the process of non-
random sampling.
With due care 100 of the respondents will be selected who are the users of Parkers
and Switch restaurant and they are of the age between 15 to 40 years as they stated. Other
respondents will be ignored if they will not fulfil the requirement of research study.
Instrument Development:
In order to evaluate the appropriateness and effectiveness of the promotional strategy
adopted by these two restaurants, the questionnaire will be planned and developed through
survey monkey website. This research study is revolved around branding image of Parkers
and switch restaurants. The focus of this research is to evaluate that the promotional strategy
and brand image of Park and Switch restaurant is effecting the buying of their users or not.
40
administrated questionnaire. This questionnaire will be based on the 4-points scale which will
be got through survey monkey website where people will be able to reach it through social
media.
Population Frame:
The population selected for this research study are the people who are buying from
the Parkers and switch restaurants in Abu Dhabi. Respondents will specifically be selected
that are between the age group of 15 years to 40 years and buy from Parkers and switch
restaurants frequently.
Sample Size:
The sample size of the research is done using two ways. In case of the random
sampling, the size of the sample is not pre-determined. The researcher, in the given case will
randomly select the participants and the source of information collection. There is also the
process of non-random sampling, where the size of the sample and the source of information
gathering is predetermined. In the given case, the researcher has used the process of non-
random sampling.
With due care 100 of the respondents will be selected who are the users of Parkers
and Switch restaurant and they are of the age between 15 to 40 years as they stated. Other
respondents will be ignored if they will not fulfil the requirement of research study.
Instrument Development:
In order to evaluate the appropriateness and effectiveness of the promotional strategy
adopted by these two restaurants, the questionnaire will be planned and developed through
survey monkey website. This research study is revolved around branding image of Parkers
and switch restaurants. The focus of this research is to evaluate that the promotional strategy
and brand image of Park and Switch restaurant is effecting the buying of their users or not.
40
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The instrument of this research study will be based on the 4-points Likert scale. The
determined of these scales are as follows.
Disagree = 1 Neutral = 2 Agree= 3 Strongly Agree= 4
Researching strategy:
Having a sound researching strategy is a pivotal part of conducting a research
effectively. It not only helps the student to organize their research in a very systematic and
scientific manner, it also helps the student to accomplish the same in a completely orderly
fashion (Mark, 2009). Experiment is a traditional form of research strategy, where certain
hypotheses are developed and the samples are exposed to various experimental conditions
Investigation:
According to (Feeney & Hit, 2007) Investigation can be classified into three main
types, exploratory, explanatory and descriptive. The exploratory investigation is used when
there is limited available information about the research topic; it usually relies on literature
reviews and collecting data from all the associated stakeholders with the organization
(Saunders, Lewis, & Thornhill, 2016).
Explanatory investigation is undertaken to explain when a phenomenon is taking
place.
Descriptive investigation is about forming new hypothesis but instead of focusing in
testing the hypothesis it focusses in describing the features if the sample population.
Sampling:
This research is aimed at evaluating the effectiveness and appropriateness of
promotional strategy in the UAE in developing brand image a case study of Parker’s and
41
determined of these scales are as follows.
Disagree = 1 Neutral = 2 Agree= 3 Strongly Agree= 4
Researching strategy:
Having a sound researching strategy is a pivotal part of conducting a research
effectively. It not only helps the student to organize their research in a very systematic and
scientific manner, it also helps the student to accomplish the same in a completely orderly
fashion (Mark, 2009). Experiment is a traditional form of research strategy, where certain
hypotheses are developed and the samples are exposed to various experimental conditions
Investigation:
According to (Feeney & Hit, 2007) Investigation can be classified into three main
types, exploratory, explanatory and descriptive. The exploratory investigation is used when
there is limited available information about the research topic; it usually relies on literature
reviews and collecting data from all the associated stakeholders with the organization
(Saunders, Lewis, & Thornhill, 2016).
Explanatory investigation is undertaken to explain when a phenomenon is taking
place.
Descriptive investigation is about forming new hypothesis but instead of focusing in
testing the hypothesis it focusses in describing the features if the sample population.
Sampling:
This research is aimed at evaluating the effectiveness and appropriateness of
promotional strategy in the UAE in developing brand image a case study of Parker’s and
41
switch restaurants in UAE, both restaurants has two branches one in Abu Dhabi and the other
one is in Dubai, the researcher decided to undertake the research in Abu Dhabi branch and
implies the findings of the research to all the other emirates.
A random 100 customers from Abu Dhabi approached through social networks mainly
Snapchat, WhatsApp, Instagram and Twitter replied to the survey.
A semi-structured interview was done with 4 of the shareholders of the two restaurants.
The sample size is chosen as hundred, which will help to ensure that all forms of the
society are being properly represented before making conclusion about the research work. It
will also help the investigator to understand the customer behaviour from different section of
the society that is believed to be one of the essential part of the promotional strategies within
the business of restaurants in UAE.
Data Collection:
A combination of secondary and primary data sources has been used for the purpose of
this research. The primary sources of data collection were carried out through two steps, step
one involved a questionnaire survey of 100 random customers of Parkers and switch
restaurants the survey have been published in survey monkey website and the customers have
been reached through social media networks including Snapchat, WhatsApp, twitter and
Instagram. Step two involved semi structured interview in Abu Dhabi with 2 of the
shareholders in each restaurant with a total of 4 for the both restaurants. The secondary data
collection involved review of the related available literatures including Journals, articles and
books plus, electronic sources that been accessed using the university library and Google
scholar. The data collected for this study will be quantitative data that will be collected
through the statistical analysis of the survey questionnaire having Likert scale items.
42
one is in Dubai, the researcher decided to undertake the research in Abu Dhabi branch and
implies the findings of the research to all the other emirates.
A random 100 customers from Abu Dhabi approached through social networks mainly
Snapchat, WhatsApp, Instagram and Twitter replied to the survey.
A semi-structured interview was done with 4 of the shareholders of the two restaurants.
The sample size is chosen as hundred, which will help to ensure that all forms of the
society are being properly represented before making conclusion about the research work. It
will also help the investigator to understand the customer behaviour from different section of
the society that is believed to be one of the essential part of the promotional strategies within
the business of restaurants in UAE.
Data Collection:
A combination of secondary and primary data sources has been used for the purpose of
this research. The primary sources of data collection were carried out through two steps, step
one involved a questionnaire survey of 100 random customers of Parkers and switch
restaurants the survey have been published in survey monkey website and the customers have
been reached through social media networks including Snapchat, WhatsApp, twitter and
Instagram. Step two involved semi structured interview in Abu Dhabi with 2 of the
shareholders in each restaurant with a total of 4 for the both restaurants. The secondary data
collection involved review of the related available literatures including Journals, articles and
books plus, electronic sources that been accessed using the university library and Google
scholar. The data collected for this study will be quantitative data that will be collected
through the statistical analysis of the survey questionnaire having Likert scale items.
42
Data Analysis:
Both deductive and inductive approach was used to analyze the collected data. As for
the data collected through the secondary sources, it was analyzed critically as per the
researcher interpretations. Questionnaire survey was done for 100 customers to collect the
primary data and the answers were presented in graphical charts such as bar charts and pie
charts for better interpretation by the reader. Moreover, the semi structured interview of the
shareholders was analyzed as per the researcher interpretation, and the significant findings
through these interviews were discussed, and appropriate conclusion was inferred.
Ethical issues and validly
No ethical issues or boundaries were faced the researcher, as this research has been
approved by the university Board. Moreover, the researcher has provided the respondent with
the necessary assurance that this research will only be used for academic purpose. So the
names and the details of the respondent are anonymous to ensure that the privacy and
confidentiality is protected at all costs.
The ethical issues, will also help to ensure validity of the data and it will therefore be
possible to ensure that the findings of the research work can be used as a source of reference
for the future. The research work needs to have internal validity that will help to ensure that
the research work has minimum confounding effects.
Research Limitations:
This research study has had a few limitations along the way of completion,
The first limitation had been reaching customers, it had not been possible for the
researcher to survey the customers during their experience in the restaurant; that is the reason
why the researcher resorted to approach the respondents through social networks mainly
Snapchat, WhatsApp, Instagram and twitter.
43
Both deductive and inductive approach was used to analyze the collected data. As for
the data collected through the secondary sources, it was analyzed critically as per the
researcher interpretations. Questionnaire survey was done for 100 customers to collect the
primary data and the answers were presented in graphical charts such as bar charts and pie
charts for better interpretation by the reader. Moreover, the semi structured interview of the
shareholders was analyzed as per the researcher interpretation, and the significant findings
through these interviews were discussed, and appropriate conclusion was inferred.
Ethical issues and validly
No ethical issues or boundaries were faced the researcher, as this research has been
approved by the university Board. Moreover, the researcher has provided the respondent with
the necessary assurance that this research will only be used for academic purpose. So the
names and the details of the respondent are anonymous to ensure that the privacy and
confidentiality is protected at all costs.
The ethical issues, will also help to ensure validity of the data and it will therefore be
possible to ensure that the findings of the research work can be used as a source of reference
for the future. The research work needs to have internal validity that will help to ensure that
the research work has minimum confounding effects.
Research Limitations:
This research study has had a few limitations along the way of completion,
The first limitation had been reaching customers, it had not been possible for the
researcher to survey the customers during their experience in the restaurant; that is the reason
why the researcher resorted to approach the respondents through social networks mainly
Snapchat, WhatsApp, Instagram and twitter.
43
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Most of the Stakeholders associated with the two restaurants are residents of Dubai,
hence the researcher had to undertake some interviews via Skype.
Conclusion:
Promotional strategies are the need of the hour for every business organization today
as they help the corporate entities to develop their brand image. These promotional strategies
are aimed to attract consumers, gain their attention towards the products and services and to
create the desire in the customers to buy the product and services. In order to assess the
effectiveness of promotional strategies of Park and Switch Restaurants, whether it effects the
buying decision of users or not, a questionnaire was planned on the survey monkey website
where people will get the chance to respond through social media. The data collected then
shall be passed through quantitative statistical analysis to interpret the results.
44
hence the researcher had to undertake some interviews via Skype.
Conclusion:
Promotional strategies are the need of the hour for every business organization today
as they help the corporate entities to develop their brand image. These promotional strategies
are aimed to attract consumers, gain their attention towards the products and services and to
create the desire in the customers to buy the product and services. In order to assess the
effectiveness of promotional strategies of Park and Switch Restaurants, whether it effects the
buying decision of users or not, a questionnaire was planned on the survey monkey website
where people will get the chance to respond through social media. The data collected then
shall be passed through quantitative statistical analysis to interpret the results.
44
Questionnaire and Survey data:
Questionnaire:
I`m Shamsa Albarout MBA student in the University of Sunderland in London. I`m doing a research
on “the effectiveness and appropriateness of promotional strategy of parkers and switch
restaurants in Abu Dhabi-UAE", for which the questionnaire is planned and you are requested to
furnish the questionnaire. The information that you will provide will always be kept confidential and
will only be used for research purpose. Thank you in advance for taking the time to complete this
questionnaire.
Disagree = 1Neutral = 2Agree= 3Strongly Agree= 4
1 Your visit to parkers and switch restaurants in Dubai-UAE
restaurants is?
a) Frequent
b) once a month
c) once in two or three months
d) never visited
2 Gender a) Male b) Female
3 Age a) 15 – 20
b) 20-30
c) 30-40
d) Others
4 What is the reason that made you decide to try this restaurant 1-A Promotion you saw/hear
2-Recommened by a freined
3-Food presentation
4-The branding including logo,
45
Questionnaire:
I`m Shamsa Albarout MBA student in the University of Sunderland in London. I`m doing a research
on “the effectiveness and appropriateness of promotional strategy of parkers and switch
restaurants in Abu Dhabi-UAE", for which the questionnaire is planned and you are requested to
furnish the questionnaire. The information that you will provide will always be kept confidential and
will only be used for research purpose. Thank you in advance for taking the time to complete this
questionnaire.
Disagree = 1Neutral = 2Agree= 3Strongly Agree= 4
1 Your visit to parkers and switch restaurants in Dubai-UAE
restaurants is?
a) Frequent
b) once a month
c) once in two or three months
d) never visited
2 Gender a) Male b) Female
3 Age a) 15 – 20
b) 20-30
c) 30-40
d) Others
4 What is the reason that made you decide to try this restaurant 1-A Promotion you saw/hear
2-Recommened by a freined
3-Food presentation
4-The branding including logo,
45
packaging
5-Other
5 The good reputation of the two restaurants effects your buying
decision
1 2 3 4
6 Do you think promotional methods like advertising develop
brand image of the restaurants in the UAE?
If you answer is 3 or 4, How?
1 2 3 4
Answer:
7 The promotional strategies of these restaurant are enough to
attract customers
1 2 3 4
8 Restaurants with better promotional strategies in the UAE build
better brand image and attract more customers.
1 2 3 4
9 Dose offers effect your buying decision? 1 2 3 4
10 Is it because these restaurants advertise through celebrity, they
have more customers?
1 2 3 4
11 As a customer which type of promotional strategy effects your
buying decision the most?
a) advertising
b) social media
c) point of sale promotion
d) promotional gifts
12 The brand image is more important than the quality of the
provided service and product in the UAE
1 2 3 4
46
5-Other
5 The good reputation of the two restaurants effects your buying
decision
1 2 3 4
6 Do you think promotional methods like advertising develop
brand image of the restaurants in the UAE?
If you answer is 3 or 4, How?
1 2 3 4
Answer:
7 The promotional strategies of these restaurant are enough to
attract customers
1 2 3 4
8 Restaurants with better promotional strategies in the UAE build
better brand image and attract more customers.
1 2 3 4
9 Dose offers effect your buying decision? 1 2 3 4
10 Is it because these restaurants advertise through celebrity, they
have more customers?
1 2 3 4
11 As a customer which type of promotional strategy effects your
buying decision the most?
a) advertising
b) social media
c) point of sale promotion
d) promotional gifts
12 The brand image is more important than the quality of the
provided service and product in the UAE
1 2 3 4
46
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13 How would you come to know about these restaurants? a) advertising
b) social media
c) point of sale
d) friends or relatives
14 Respondent a) User of Parkers or Switch
Restaurants
b) Business owner
c) other
Semi structured interview:
- What are the standards you follow in choosing a certain promotional strategy?
-What are the main promotional strategies you use in promoting your products?
-How did these strategies helps in developing the brand image of your restaurant?
Have you examine the effectiveness of the selected strategies before implementing?
What’s the measurement you use to determine the effectiveness of the promotional
campaign?
Do you use the same promotional techniques in Abu Dhabi that you used in Dubai?
Do you think those strategies are successful (please support your answers with evidences)
According to your statistics which strategy that worked the best, can you explain why?
47
b) social media
c) point of sale
d) friends or relatives
14 Respondent a) User of Parkers or Switch
Restaurants
b) Business owner
c) other
Semi structured interview:
- What are the standards you follow in choosing a certain promotional strategy?
-What are the main promotional strategies you use in promoting your products?
-How did these strategies helps in developing the brand image of your restaurant?
Have you examine the effectiveness of the selected strategies before implementing?
What’s the measurement you use to determine the effectiveness of the promotional
campaign?
Do you use the same promotional techniques in Abu Dhabi that you used in Dubai?
Do you think those strategies are successful (please support your answers with evidences)
According to your statistics which strategy that worked the best, can you explain why?
47
Chapeter 4: Data presentation
To find out the effectiveness and appropriateness of promotional strategy of parkers
and switch restaurants in Abu Dhabi-UAE, the researcher has collected both the primary and
secondary data. To collect the primary data, he has made a survey questionnaire with 14 close
ended questions. This includes some demographic details, such as, age, gender and type of
respondents, and some assessment questions. The assessment questions were represented
with the help of a Likert Scale, with values being 1 = Disagree, 2 = Neutral, 3 = Agree and 4
= Strongly Agree. He has conducted a survey with 100 respondents and used various
channels such as, surveymonkey website and social media, Whatsapp, Twitter, Instagram,
Snapchat etc. to collect the responses.
The survey responses were analysed by using quantitative analysis in SPSS
(Statistical Package for the Social Sciences) and MS Excel. The frequency and percentage of
responses for each variable are counted and represented through bar, column and pie charts.
This helps to gather an insight about the type of responses. All the frequency tables and
respective charts are listed below.
Visit to parkers and switch restaurants
Frequency Percent Valid Percent Cumulative
Percent
Valid Frequent 18 18.0 18.0 18.0
Once a month 31 31.0 31.0 49.0
Once in two or three
months
51 51.0 51.0 100.0
48
To find out the effectiveness and appropriateness of promotional strategy of parkers
and switch restaurants in Abu Dhabi-UAE, the researcher has collected both the primary and
secondary data. To collect the primary data, he has made a survey questionnaire with 14 close
ended questions. This includes some demographic details, such as, age, gender and type of
respondents, and some assessment questions. The assessment questions were represented
with the help of a Likert Scale, with values being 1 = Disagree, 2 = Neutral, 3 = Agree and 4
= Strongly Agree. He has conducted a survey with 100 respondents and used various
channels such as, surveymonkey website and social media, Whatsapp, Twitter, Instagram,
Snapchat etc. to collect the responses.
The survey responses were analysed by using quantitative analysis in SPSS
(Statistical Package for the Social Sciences) and MS Excel. The frequency and percentage of
responses for each variable are counted and represented through bar, column and pie charts.
This helps to gather an insight about the type of responses. All the frequency tables and
respective charts are listed below.
Visit to parkers and switch restaurants
Frequency Percent Valid Percent Cumulative
Percent
Valid Frequent 18 18.0 18.0 18.0
Once a month 31 31.0 31.0 49.0
Once in two or three
months
51 51.0 51.0 100.0
48
Total 100 100.0 100.0
(Source: Author)
(Source: Author)
From the above table and graph, it is seen that only 18 people visited the restaurants
frequently, 31 people visited once in a month and majority that is, 51 people visited once in
two or three months. Hence, maximum number of people does not prefer to visit the
restaurants much.
Gender
Frequency Percent Valid Percent Cumulative
Percent
Valid
Female 49 49.0 49.0 49.0
Male 51 51.0 51.0 100.0
Total 100 100.0 100.0
(Source: Author)
49
(Source: Author)
(Source: Author)
From the above table and graph, it is seen that only 18 people visited the restaurants
frequently, 31 people visited once in a month and majority that is, 51 people visited once in
two or three months. Hence, maximum number of people does not prefer to visit the
restaurants much.
Gender
Frequency Percent Valid Percent Cumulative
Percent
Valid
Female 49 49.0 49.0 49.0
Male 51 51.0 51.0 100.0
Total 100 100.0 100.0
(Source: Author)
49
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(Source: Author)
The gender profile of the respondents shows that the gender ratio of male to female
among the respondents is 51:49. Hence, there is no biasness about the gender of the
participants.
Age
Frequency Percent Valid Percent Cumulative
Percent
Valid
15 - 20 32 32.0 32.0 32.0
20 - 30 41 41.0 41.0 73.0
30 - 40 4 4.0 4.0 77.0
Others 23 23.0 23.0 100.0
Total 100 100.0 100.0
(Source: Author)
50
The gender profile of the respondents shows that the gender ratio of male to female
among the respondents is 51:49. Hence, there is no biasness about the gender of the
participants.
Age
Frequency Percent Valid Percent Cumulative
Percent
Valid
15 - 20 32 32.0 32.0 32.0
20 - 30 41 41.0 41.0 73.0
30 - 40 4 4.0 4.0 77.0
Others 23 23.0 23.0 100.0
Total 100 100.0 100.0
(Source: Author)
50
(Source: Author)
The table and graph show that the age group, which visits these restaurants most, is the youth,
in the age group of 20-30, followed by the group of age 15 to 20. Hence, it can be concluded
that, these restaurants are more popular among the young crowd.
Reason for trying out this restaurant
Frequency Percent Valid Percent Cumulative
Percent
Valid A promotion you
saw/hear
21 21.0 21.0 21.0
Recommended by a
friend
24 24.0 24.0 45.0
Food Presentation 31 31.0 31.0 76.0
The branding including
logo, packaging
18 18.0 18.0 94.0
51
The table and graph show that the age group, which visits these restaurants most, is the youth,
in the age group of 20-30, followed by the group of age 15 to 20. Hence, it can be concluded
that, these restaurants are more popular among the young crowd.
Reason for trying out this restaurant
Frequency Percent Valid Percent Cumulative
Percent
Valid A promotion you
saw/hear
21 21.0 21.0 21.0
Recommended by a
friend
24 24.0 24.0 45.0
Food Presentation 31 31.0 31.0 76.0
The branding including
logo, packaging
18 18.0 18.0 94.0
51
Other 6 6.0 6.0 100.0
Total 100 100.0 100.0
(Source: Author)
(Source: Author)
It can be seen from the above table that, 31% of respondents try out the restaurants due to
food presentation as seen in the social media and advertising, 24% try out because it is
recommended by a friend, 21% goes due to influence of a promotion and 18% goes for brand
image. Thus, food presentation is one of the most important factors for drawing the
customers.
Reputation effects buying decisions
Frequency Percent Valid Percent Cumulative
Percent
Valid Disagree 9 9.0 9.0 9.0
52
Total 100 100.0 100.0
(Source: Author)
(Source: Author)
It can be seen from the above table that, 31% of respondents try out the restaurants due to
food presentation as seen in the social media and advertising, 24% try out because it is
recommended by a friend, 21% goes due to influence of a promotion and 18% goes for brand
image. Thus, food presentation is one of the most important factors for drawing the
customers.
Reputation effects buying decisions
Frequency Percent Valid Percent Cumulative
Percent
Valid Disagree 9 9.0 9.0 9.0
52
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Neutral 12 12.0 12.0 21.0
Agree 43 43.0 43.0 64.0
Strongly Agree36 36.0 36.0 100.0
Total 100 100.0 100.0
(Source: Author)
(Source: Author)
On the question of the influence of reputation of the restaurants influencing buying decision,
43% people agreed to the question that reputation of the restaurants affects the buying choice,
and 36 people strongly agreed to that. Only 12 people remained neutral and 9 strongly
disagreed.
Promotional methods develop brand image
Frequency Percent Valid Percent Cumulative
Percent
Valid Disagree 9 9.0 9.0 9.0
53
Agree 43 43.0 43.0 64.0
Strongly Agree36 36.0 36.0 100.0
Total 100 100.0 100.0
(Source: Author)
(Source: Author)
On the question of the influence of reputation of the restaurants influencing buying decision,
43% people agreed to the question that reputation of the restaurants affects the buying choice,
and 36 people strongly agreed to that. Only 12 people remained neutral and 9 strongly
disagreed.
Promotional methods develop brand image
Frequency Percent Valid Percent Cumulative
Percent
Valid Disagree 9 9.0 9.0 9.0
53
Neutral 17 17.0 17.0 26.0
Agree 39 39.0 39.0 65.0
Strongly Agree35 35.0 35.0 100.0
Total 100 100.0 100.0
(Source: Author)
(Source: Author)
Whether promotional methods help in building brand image, 39% respondents agreed and 35
respondents strongly agreed to the notion. However, 17% answered neutral and 9%
disagreed.
Promotional strategies are enough to attract customers
Frequency Percent Valid Percent Cumulative
Percent
Valid Disagree 7 7.0 7.0 7.0
54
Agree 39 39.0 39.0 65.0
Strongly Agree35 35.0 35.0 100.0
Total 100 100.0 100.0
(Source: Author)
(Source: Author)
Whether promotional methods help in building brand image, 39% respondents agreed and 35
respondents strongly agreed to the notion. However, 17% answered neutral and 9%
disagreed.
Promotional strategies are enough to attract customers
Frequency Percent Valid Percent Cumulative
Percent
Valid Disagree 7 7.0 7.0 7.0
54
Neutral 16 16.0 16.0 23.0
Agree 42 42.0 42.0 65.0
Strongly Agree35 35.0 35.0 100.0
Total 100 100.0 100.0
(Source: Author)
(Source: Author)
Regarding the effectiveness of the promotional strategies to attract more customers, 42%
agreed and 35% strongly agreed, while 16% remained neutral and 7% disagreed. Hence,
promotional strategies are effective for attracting customers.
Better promotional strategies build brand image
Frequency Percent Valid Percent Cumulative
Percent
Valid Disagree 11 11.0 11.0 11.0
55
Agree 42 42.0 42.0 65.0
Strongly Agree35 35.0 35.0 100.0
Total 100 100.0 100.0
(Source: Author)
(Source: Author)
Regarding the effectiveness of the promotional strategies to attract more customers, 42%
agreed and 35% strongly agreed, while 16% remained neutral and 7% disagreed. Hence,
promotional strategies are effective for attracting customers.
Better promotional strategies build brand image
Frequency Percent Valid Percent Cumulative
Percent
Valid Disagree 11 11.0 11.0 11.0
55
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Neutral 13 13.0 13.0 24.0
Agree 42 42.0 42.0 66.0
Strongly Agree34 34.0 34.0 100.0
Total 100 100.0 100.0
(Source: Author)
(Source: Author)
42% respondents agreed to the question that better promotional strategies help in building a
strong brand image, while 34% strongly agreed, 11% disagreed and 13% remained neutral.
Thus, promotional strategies play an important role in development of brand image.
Offers affecting buying decisions
Frequency Percent Valid Percent Cumulative
Percent
Valid Disagree 9 9.0 9.0 9.0
Neutral 15 15.0 15.0 24.0
56
Agree 42 42.0 42.0 66.0
Strongly Agree34 34.0 34.0 100.0
Total 100 100.0 100.0
(Source: Author)
(Source: Author)
42% respondents agreed to the question that better promotional strategies help in building a
strong brand image, while 34% strongly agreed, 11% disagreed and 13% remained neutral.
Thus, promotional strategies play an important role in development of brand image.
Offers affecting buying decisions
Frequency Percent Valid Percent Cumulative
Percent
Valid Disagree 9 9.0 9.0 9.0
Neutral 15 15.0 15.0 24.0
56
Agree 45 45.0 45.0 69.0
Strongly Agree31 31.0 31.0 100.0
Total 100 100.0 100.0
(Source: Author)
(Source: Author)
45 respondents agreed and 31 strongly agreed to the fact that offers given by the companies
have an influence on the buying decision of the customers. However, 15% remained neutral
and only 9%% disagreed to the notion. Hence, as per the majority opinion, the restaurants
should consider about giving ore offers to attract more customers.
Celebrity promotions attracts more customers
Frequency Percent Valid Percent Cumulative
Percent
Valid Disagree 10 10.0 10.0 10.0
Neutral 18 18.0 18.0 28.0
57
Strongly Agree31 31.0 31.0 100.0
Total 100 100.0 100.0
(Source: Author)
(Source: Author)
45 respondents agreed and 31 strongly agreed to the fact that offers given by the companies
have an influence on the buying decision of the customers. However, 15% remained neutral
and only 9%% disagreed to the notion. Hence, as per the majority opinion, the restaurants
should consider about giving ore offers to attract more customers.
Celebrity promotions attracts more customers
Frequency Percent Valid Percent Cumulative
Percent
Valid Disagree 10 10.0 10.0 10.0
Neutral 18 18.0 18.0 28.0
57
Agree 38 38.0 38.0 66.0
Strongly Agree34 34.0 34.0 100.0
Total 100 100.0 100.0
(Source: Author)
(Source: Author)
Regarding the questions of effectiveness of celebrity promotions on the buying choice of
people, 38% agreed, and 34% strongly agreed. Only 18% responded neutral and 10%
disagreed. Hence, majority of the respondents gets influenced when their favourite celebrities
endorse any product.
Type of strategy affecting buying decision the most
58
Strongly Agree34 34.0 34.0 100.0
Total 100 100.0 100.0
(Source: Author)
(Source: Author)
Regarding the questions of effectiveness of celebrity promotions on the buying choice of
people, 38% agreed, and 34% strongly agreed. Only 18% responded neutral and 10%
disagreed. Hence, majority of the respondents gets influenced when their favourite celebrities
endorse any product.
Type of strategy affecting buying decision the most
58
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Frequency Percent Valid Percent Cumulative
Percent
Valid
Advertising 25 25.0 25.0 25.0
Social Media 44 44.0 44.0 69.0
Point of sale
promotion
24 24.0 24.0 93.0
Promotional gifts 7 7.0 7.0 100.0
Total 100 100.0 100.0
(Source: Author)
(Source: Author)
Promotions through social media (44%) and advertising (25%) are the most effective ways
for influencing the buying decisions of people. 24% emphasized on the effectiveness of Point
of sale promotion and rest 7% highlighted about the promotional gifts that have an influence
on the buying decisions of people.
59
Percent
Valid
Advertising 25 25.0 25.0 25.0
Social Media 44 44.0 44.0 69.0
Point of sale
promotion
24 24.0 24.0 93.0
Promotional gifts 7 7.0 7.0 100.0
Total 100 100.0 100.0
(Source: Author)
(Source: Author)
Promotions through social media (44%) and advertising (25%) are the most effective ways
for influencing the buying decisions of people. 24% emphasized on the effectiveness of Point
of sale promotion and rest 7% highlighted about the promotional gifts that have an influence
on the buying decisions of people.
59
Brand image more important than quality
Frequency Percent Valid Percent Cumulative
Percent
Valid
Disagree 13 13.0 13.0 13.0
Neutral 15 15.0 15.0 28.0
Agree 42 42.0 42.0 70.0
Strongly Agree30 30.0 30.0 100.0
Total 100 100.0 100.0
(Source: Author)
(Source: Author)
Whether brand image is more important than the quality, 42 respondents agreed and 30
respondents strongly agreed. 15 people responded neutral and 13 people disagreed. Thus,
60
Frequency Percent Valid Percent Cumulative
Percent
Valid
Disagree 13 13.0 13.0 13.0
Neutral 15 15.0 15.0 28.0
Agree 42 42.0 42.0 70.0
Strongly Agree30 30.0 30.0 100.0
Total 100 100.0 100.0
(Source: Author)
(Source: Author)
Whether brand image is more important than the quality, 42 respondents agreed and 30
respondents strongly agreed. 15 people responded neutral and 13 people disagreed. Thus,
60
going by the responses, majority of people consider brand image as more important than
quality.
How did you know about the restaurants
Frequency Percent Valid Percent Cumulative
Percent
Valid
Advertising 26 26.0 26.0 26.0
Social Media 37 37.0 37.0 63.0
Point of sale 23 23.0 23.0 86.0
Friends or relatives 14 14.0 14.0 100.0
Total 100 100.0 100.0
(Source: Author)
(Source: Author)
On the question of knowledge about the restaurants, 37% responded that they have known
about it from the advertisements, 26% got the knowledge from social media, 23% have
known it from point of sale activities and 14% have known it from the friends or relatives.
61
quality.
How did you know about the restaurants
Frequency Percent Valid Percent Cumulative
Percent
Valid
Advertising 26 26.0 26.0 26.0
Social Media 37 37.0 37.0 63.0
Point of sale 23 23.0 23.0 86.0
Friends or relatives 14 14.0 14.0 100.0
Total 100 100.0 100.0
(Source: Author)
(Source: Author)
On the question of knowledge about the restaurants, 37% responded that they have known
about it from the advertisements, 26% got the knowledge from social media, 23% have
known it from point of sale activities and 14% have known it from the friends or relatives.
61
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Respondent
Frequency Percent Valid Percent Cumulative
Percent
Valid
Business Owners 26 26.0 26.0 26.0
Others 27 27.0 27.0 53.0
Users of Parkers or
Switch restaurants
47 47.0 47.0 100.0
Total 100 100.0 100.0
(Source: Author)
Business Owners Others Users of Parkers or Switch
restaurants
0
5
10
15
20
25
30
35
40
45
50
26 27
47
Type of Respondents
(Source: Author)
Among the total respondents of the survey, majority of them, i.e. 47% are the users of the
restaurants, 26% are business owners and 27% belong to other categories.
62
Frequency Percent Valid Percent Cumulative
Percent
Valid
Business Owners 26 26.0 26.0 26.0
Others 27 27.0 27.0 53.0
Users of Parkers or
Switch restaurants
47 47.0 47.0 100.0
Total 100 100.0 100.0
(Source: Author)
Business Owners Others Users of Parkers or Switch
restaurants
0
5
10
15
20
25
30
35
40
45
50
26 27
47
Type of Respondents
(Source: Author)
Among the total respondents of the survey, majority of them, i.e. 47% are the users of the
restaurants, 26% are business owners and 27% belong to other categories.
62
To understand the effectiveness of promotions, correlation and regression analysis are
performed. The analyses are listed below.
Results and Discussions:
Correlation results
Correlations
Reputation
effects buying
decisions
Promotional
strategies are
enough to
attract
customers
Reputation effects
buying decisions
Pearson Correlation 1 .957**
Sig. (2-tailed) .000
N 100 100
Promotional strategies
are enough to attract
Pearson Correlation .957** 1
Sig. (2-tailed) .000
63
performed. The analyses are listed below.
Results and Discussions:
Correlation results
Correlations
Reputation
effects buying
decisions
Promotional
strategies are
enough to
attract
customers
Reputation effects
buying decisions
Pearson Correlation 1 .957**
Sig. (2-tailed) .000
N 100 100
Promotional strategies
are enough to attract
Pearson Correlation .957** 1
Sig. (2-tailed) .000
63
customers
N 100 100
**. Correlation is significant at the 0.01 level (2-tailed).
(Source: Author)
In the above table, the correlation has been performed on two variables, namely ‘effect of
reputation on the buying decisions’ and ‘promotional strategies are enough to attract
customers’. It has been found that, the Pearson Correlation coefficient value is 0.957, which
is very close to +1. The coefficient value ranges from -1 to +1. Hence, as the value is very
close to +1, therefore, the two variables are very strongly related (Cohen et al., 2013). Thus,
it can be said that, the effect of promotions is quite strong.
Correlations
Promotional
methods
develop brand
image
Brand image
more
important than
quality
Promotional methods
develop brand image
Pearson Correlation 1 .850**
Sig. (2-tailed) .000
N 100 100
Brand image morePearson Correlation .850** 1
64
N 100 100
**. Correlation is significant at the 0.01 level (2-tailed).
(Source: Author)
In the above table, the correlation has been performed on two variables, namely ‘effect of
reputation on the buying decisions’ and ‘promotional strategies are enough to attract
customers’. It has been found that, the Pearson Correlation coefficient value is 0.957, which
is very close to +1. The coefficient value ranges from -1 to +1. Hence, as the value is very
close to +1, therefore, the two variables are very strongly related (Cohen et al., 2013). Thus,
it can be said that, the effect of promotions is quite strong.
Correlations
Promotional
methods
develop brand
image
Brand image
more
important than
quality
Promotional methods
develop brand image
Pearson Correlation 1 .850**
Sig. (2-tailed) .000
N 100 100
Brand image morePearson Correlation .850** 1
64
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important than quality
Sig. (2-tailed) .000
N 100 100
**. Correlation is significant at the 0.01 level (2-tailed).
(Source: Author)
In the above table, correlation analysis is performed on the variables, ‘promotional methods
develop brand image’ and ‘brand image is more important than quality’. The Pearson
correlation coefficient value is 0.850, which is again very close to +1. Hence, the variables
are closely related.
From these two tables, it can be said that, promotional methods are quite important
and appropriate for the restaurants.
Regression analysis
Two regression analyses have been performed to check the dependency of two
variables on two other variables. One of the analyses is performed with ‘Promotional
strategies are enough to attract customers’ as independent variable and ‘Better promotional
strategies build brand image’ as independent variable. The other one is performed with
‘Reputation effects buying decisions’ as the independent and ‘Offers affecting buying
decisions’ as the dependent variable.
SUMMARY
OUTPUT
Regression Statistics
Multiple R 0.89723929
65
Sig. (2-tailed) .000
N 100 100
**. Correlation is significant at the 0.01 level (2-tailed).
(Source: Author)
In the above table, correlation analysis is performed on the variables, ‘promotional methods
develop brand image’ and ‘brand image is more important than quality’. The Pearson
correlation coefficient value is 0.850, which is again very close to +1. Hence, the variables
are closely related.
From these two tables, it can be said that, promotional methods are quite important
and appropriate for the restaurants.
Regression analysis
Two regression analyses have been performed to check the dependency of two
variables on two other variables. One of the analyses is performed with ‘Promotional
strategies are enough to attract customers’ as independent variable and ‘Better promotional
strategies build brand image’ as independent variable. The other one is performed with
‘Reputation effects buying decisions’ as the independent and ‘Offers affecting buying
decisions’ as the dependent variable.
SUMMARY
OUTPUT
Regression Statistics
Multiple R 0.89723929
65
4
R Square
0.80503835
1
Adjusted R
Square
0.80302843
7
Standard Error
0.42521881
8
Observations 99
ANOVA
df SS MS F
Significanc
e F
Regression 1
72.4209247
9
72.4209
2
400.533748
5 3.281E-36
Residual 97
17.5386711
7
0.18081
1
Total 98
89.9595959
6
Coefficient
s
Standard
Error t Stat P-value Lower 95%
Upper
95%
Intercept
0.04710615
1 0.15264149
0.30860
6
0.75828270
8
-
0.25584494
6
0.35005
7
4 0.96457306 0.04819650 20.0133 3.281E-36 0.86891633 1.06023
66
R Square
0.80503835
1
Adjusted R
Square
0.80302843
7
Standard Error
0.42521881
8
Observations 99
ANOVA
df SS MS F
Significanc
e F
Regression 1
72.4209247
9
72.4209
2
400.533748
5 3.281E-36
Residual 97
17.5386711
7
0.18081
1
Total 98
89.9595959
6
Coefficient
s
Standard
Error t Stat P-value Lower 95%
Upper
95%
Intercept
0.04710615
1 0.15264149
0.30860
6
0.75828270
8
-
0.25584494
6
0.35005
7
4 0.96457306 0.04819650 20.0133 3.281E-36 0.86891633 1.06023
66
8 4 6
(Source: Author)
In the above analysis, ‘Promotional strategies are enough to attract customers’ is
independent variable and ‘Better promotional strategies build brand image’ is independent
variable. The p-value is 3.281E-36, which is very less than critical value of 0.05. It shows
that the result is significant at 95% confidence interval, that is, promotional strategies are
effective.
SUMMARY
OUTPUT
Regression Statistics
Multiple R
0.88169984
7
R Square
0.77739462
1
Adjusted R
Square 0.77509972
Standard Error
0.43090409
5
Observations 99
ANOVA
67
(Source: Author)
In the above analysis, ‘Promotional strategies are enough to attract customers’ is
independent variable and ‘Better promotional strategies build brand image’ is independent
variable. The p-value is 3.281E-36, which is very less than critical value of 0.05. It shows
that the result is significant at 95% confidence interval, that is, promotional strategies are
effective.
SUMMARY
OUTPUT
Regression Statistics
Multiple R
0.88169984
7
R Square
0.77739462
1
Adjusted R
Square 0.77509972
Standard Error
0.43090409
5
Observations 99
ANOVA
67
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Df SS MS F
Significanc
e F
Regression 1
62.8982920
2
62.8982920
2
338.748678
8
2.07179E-
33
Residual 97
18.0107988
9
0.18567833
9
Total 98
80.9090909
1
Coefficient
s
Standard
Error t Stat P-value Lower 95%
Upper
95%
Intercept
0.42731072
9
0.14476438
9
2.95176687
3 0.00396236
0.13999349
6
0.71462
8
4
0.85032512
8 0.04620045
18.4051264
3
2.07179E-
33
0.75863002
5 0.94202
(Source: Author)
The above table shows the regression analysis between ‘Reputation effects buying
decisions’ as the independent and ‘Offers affecting buying decisions’ as the dependent
variable. The p-value is 2.07179E-33, which is lower than the critical value of 0.05. Thus,
this also supports the idea that the result is significant, that is, promotional strategies for the
restaurants are effective and appropriate to draw more customers (Cohen et al., 2013).
Secondary Data Analysis
68
Significanc
e F
Regression 1
62.8982920
2
62.8982920
2
338.748678
8
2.07179E-
33
Residual 97
18.0107988
9
0.18567833
9
Total 98
80.9090909
1
Coefficient
s
Standard
Error t Stat P-value Lower 95%
Upper
95%
Intercept
0.42731072
9
0.14476438
9
2.95176687
3 0.00396236
0.13999349
6
0.71462
8
4
0.85032512
8 0.04620045
18.4051264
3
2.07179E-
33
0.75863002
5 0.94202
(Source: Author)
The above table shows the regression analysis between ‘Reputation effects buying
decisions’ as the independent and ‘Offers affecting buying decisions’ as the dependent
variable. The p-value is 2.07179E-33, which is lower than the critical value of 0.05. Thus,
this also supports the idea that the result is significant, that is, promotional strategies for the
restaurants are effective and appropriate to draw more customers (Cohen et al., 2013).
Secondary Data Analysis
68
In order to conduct the secondary analysis, the investigators have chosen four relevant journal
articles that are needed to understand the promotional strategies that have been implicated in
the restaurant of UAE. It is also essential to deal with the issues promotional strategies that
are being implicated across restaurants in UAE for influencing the level of customer
behavior.
Marketing strategies particular for small and medium scale hotel industry in UAE
The demographic and environmental factors in a region of UAE play a significant factor in
deciding about the marketing strategies of the restaurant business. The managers of the small
and medium scale industry in the respective domain aim to spread the information to wider
group of customers. The promotional strategies of the restaurant business are highly
interlinked with the marketing strategies of the tourism industry in UAE. As the economy of
UAE shifted to diversification from petroleum product, the small and medium scale
restaurant business got the opportunity to promote their business plan that is also associated
with the promotional Strategies of business.
The recent economic development also provides opportunity for future development of the
restaurant industry. Due the growth of economic opportunity, there is tough level of
competition that is increasing in the hospitality industry of UAE. hence, it is highly essential
for every small and medium scale business organization in a restaurant industry to properly
analyzer competitive environment.
The strategy of McDonald's that are implicated in UAE
Expansion strategy implicated by McDonald's is one of the important changes that occurred
in the restaurant and Fast Food Industry of UAE. The company is believed to be one of the
first large-scale organizations of international market that initiated their business within the
Middle East region. One of the important part of the marketing strategy of McDonald in the
69
articles that are needed to understand the promotional strategies that have been implicated in
the restaurant of UAE. It is also essential to deal with the issues promotional strategies that
are being implicated across restaurants in UAE for influencing the level of customer
behavior.
Marketing strategies particular for small and medium scale hotel industry in UAE
The demographic and environmental factors in a region of UAE play a significant factor in
deciding about the marketing strategies of the restaurant business. The managers of the small
and medium scale industry in the respective domain aim to spread the information to wider
group of customers. The promotional strategies of the restaurant business are highly
interlinked with the marketing strategies of the tourism industry in UAE. As the economy of
UAE shifted to diversification from petroleum product, the small and medium scale
restaurant business got the opportunity to promote their business plan that is also associated
with the promotional Strategies of business.
The recent economic development also provides opportunity for future development of the
restaurant industry. Due the growth of economic opportunity, there is tough level of
competition that is increasing in the hospitality industry of UAE. hence, it is highly essential
for every small and medium scale business organization in a restaurant industry to properly
analyzer competitive environment.
The strategy of McDonald's that are implicated in UAE
Expansion strategy implicated by McDonald's is one of the important changes that occurred
in the restaurant and Fast Food Industry of UAE. The company is believed to be one of the
first large-scale organizations of international market that initiated their business within the
Middle East region. One of the important part of the marketing strategy of McDonald in the
69
region of UAE is with the help of market segmentation. The company is currently aiming to
target customer of all age category.
The company is also aiming to use the local flavour that are being blended with the
traditional food of McDonald's. During the initial period, the company has initiated 140
outlets in all over UAE. One of the major issue that has been encountered by McDonald in
the region is due to the fact that recent research has shown that poor nutritional value within
the food of the company.
The strategic focus of the company is to initiate sustainable development in the business
growth in UAE. With the help of aggressive competitive advantage policy, it is possible for
the company to gain a significant portion of market share of Fast Food Industry in the
respective region. The company is aiming to maintain a balance quality that is maintained
owing to the local environment in UAE. The strategic value of the company is determined
according to the local cultural values. The company has conducted detail research about the
food culture of the local Islamic people. The introduction of beef within the burger is
believed to be one of the major change that the company has implicated in the outlets of
UAE.
Significance of user's review in customer decision making in restaurant industry
The review provided by the users and the word of mouth promotional strategy is believed to
be one of the significant part that can influence upon the decision making capability of the
customers. There is an increase in tendency of representing fake reviews that are needed that
increases the risk of spreading false information about the product quality of a restaurant.
This can also hamper up on the business reputation of the restaurant in the society. The
restaurants in UAE region are using digital technology and food blogs as a major source of
promotional strategies. The customers are being encouraged to provide honest feedback and
review that will help to attract more number of potential customers. It is important for all the
70
target customer of all age category.
The company is also aiming to use the local flavour that are being blended with the
traditional food of McDonald's. During the initial period, the company has initiated 140
outlets in all over UAE. One of the major issue that has been encountered by McDonald in
the region is due to the fact that recent research has shown that poor nutritional value within
the food of the company.
The strategic focus of the company is to initiate sustainable development in the business
growth in UAE. With the help of aggressive competitive advantage policy, it is possible for
the company to gain a significant portion of market share of Fast Food Industry in the
respective region. The company is aiming to maintain a balance quality that is maintained
owing to the local environment in UAE. The strategic value of the company is determined
according to the local cultural values. The company has conducted detail research about the
food culture of the local Islamic people. The introduction of beef within the burger is
believed to be one of the major change that the company has implicated in the outlets of
UAE.
Significance of user's review in customer decision making in restaurant industry
The review provided by the users and the word of mouth promotional strategy is believed to
be one of the significant part that can influence upon the decision making capability of the
customers. There is an increase in tendency of representing fake reviews that are needed that
increases the risk of spreading false information about the product quality of a restaurant.
This can also hamper up on the business reputation of the restaurant in the society. The
restaurants in UAE region are using digital technology and food blogs as a major source of
promotional strategies. The customers are being encouraged to provide honest feedback and
review that will help to attract more number of potential customers. It is important for all the
70
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restaurants to have proper feedback review form in the website, where the customers can
suggest valuable suggestions for improving the quality of food. This is also believed to be
one of the effective ways that can be implemented by the restaurants to understand the
demand of customer in a particular region.
Over the past several years many new investments have been made to improve upon the
Digital information technology that are being implicated in the marketing strategies of
restaurant business. It will be also possible for the management of restaurant to get
information about the changes that occur in the business environment. This will help them to
modify the business strategic plan and maintain the level of Profit level by attracting new
customers.
It is Essential for the restaurant owners to properly evaluate the review send feedbacks that be
provided by the customers. It will therefore help them to eliminate all fake reviews and
negative feedbacks that has the potential to compromise upon the business reputation an
organization.
71
suggest valuable suggestions for improving the quality of food. This is also believed to be
one of the effective ways that can be implemented by the restaurants to understand the
demand of customer in a particular region.
Over the past several years many new investments have been made to improve upon the
Digital information technology that are being implicated in the marketing strategies of
restaurant business. It will be also possible for the management of restaurant to get
information about the changes that occur in the business environment. This will help them to
modify the business strategic plan and maintain the level of Profit level by attracting new
customers.
It is Essential for the restaurant owners to properly evaluate the review send feedbacks that be
provided by the customers. It will therefore help them to eliminate all fake reviews and
negative feedbacks that has the potential to compromise upon the business reputation an
organization.
71
Chapter 5: Conclusions and recommendations
On a concluding note, it can be said that the research study has been successful in
testing the impact of correct promotional strategies and brand reputation building in order to
influence the buyer behaviour and most importantly buyer decision. As mentioned in detail in
the literature review, each and every element of a sound promotional mix has individual roles
to play in order to develop a brand reputation that has the power to establish a sustainable
presence in the market. According to many of the authors, the marketing mix has been
mentioned to be the unique characteristics of the business strategy for any corporate entity in
order to survive the rough tides of the market. As mentioned in the literature review, an
optimal promotional strategy has 4 elements to consider, the brand design, brand reputation,
brand value and brand trademark. Each of the above mentioned elements are known to have a
profound impact on the buyer’s decision. The promotional strategies are needed to be
developed that cater to development and enrichment of the all the four elements.
It has to be mentioned in this context that the brand image and reputation of any
corporate product or service has more importance in the perception of the potential customers
than even the quality of the product or service they are purchasing. This has been reflected in
the results of this research study as well for both Parker’s and Switch restaurants. As
discussed in the results section, a vast majority of the respondents have agreed to the fact that
brand reputation in the market attracts them more to the product or the service, rather than the
quality of the product. Hence it validates the need for the research on the effectiveness of the
promotional strategies on the potential of the promotional strategies to influence buying
decisions.
72
On a concluding note, it can be said that the research study has been successful in
testing the impact of correct promotional strategies and brand reputation building in order to
influence the buyer behaviour and most importantly buyer decision. As mentioned in detail in
the literature review, each and every element of a sound promotional mix has individual roles
to play in order to develop a brand reputation that has the power to establish a sustainable
presence in the market. According to many of the authors, the marketing mix has been
mentioned to be the unique characteristics of the business strategy for any corporate entity in
order to survive the rough tides of the market. As mentioned in the literature review, an
optimal promotional strategy has 4 elements to consider, the brand design, brand reputation,
brand value and brand trademark. Each of the above mentioned elements are known to have a
profound impact on the buyer’s decision. The promotional strategies are needed to be
developed that cater to development and enrichment of the all the four elements.
It has to be mentioned in this context that the brand image and reputation of any
corporate product or service has more importance in the perception of the potential customers
than even the quality of the product or service they are purchasing. This has been reflected in
the results of this research study as well for both Parker’s and Switch restaurants. As
discussed in the results section, a vast majority of the respondents have agreed to the fact that
brand reputation in the market attracts them more to the product or the service, rather than the
quality of the product. Hence it validates the need for the research on the effectiveness of the
promotional strategies on the potential of the promotional strategies to influence buying
decisions.
72
Now, this study has been based on two eminent restaurants of the UAE, Parker’s and
Switch and our research concluded the lack of a few key elements in their promotional
strategies. For instance, it was discovered in the research study that the 31% of the regular or
frequent customers of the restaurants were attracted by the food presentation and quality of
the restaurants. Whereas the customers influenced by the branding and brand image
promotion were only 18%. It has to be understood that a steady increase in the customer base
is crucial for any business company to sustain and if the brand name and promotion is not
attracting new customers then the need for a better and more precise promotional activities
are pressing.
In the research the most influential elements of a promotional marketing strategy
include brand promotion, social media promotion, celebrity promotion, discounts and offers;
the lack of adequate emphasis in incorporating the abovementioned elements has been clear
in the results generated by the survey results. Hence there is need for the restaurants to
incorporate all these elements in order to attract more customers and establish better brand
reputation for the restaurants by the means of generating the best and most optimal
promotional mix.
A promotional mix that caters to all the different variable of brand promotion is not an
easy pursuit, and that is the reason both the restaurants have been struggling with retaining
their brand reputation. In order for the marketing promotional mix to be optimal and most
adequate, there are a few recommendations that both the restaurants can incorporate in their
business strategies. This set of recommendations will not only help the restaurants attract
more customers and expand the customer base much wider, but will also help in
73
Switch and our research concluded the lack of a few key elements in their promotional
strategies. For instance, it was discovered in the research study that the 31% of the regular or
frequent customers of the restaurants were attracted by the food presentation and quality of
the restaurants. Whereas the customers influenced by the branding and brand image
promotion were only 18%. It has to be understood that a steady increase in the customer base
is crucial for any business company to sustain and if the brand name and promotion is not
attracting new customers then the need for a better and more precise promotional activities
are pressing.
In the research the most influential elements of a promotional marketing strategy
include brand promotion, social media promotion, celebrity promotion, discounts and offers;
the lack of adequate emphasis in incorporating the abovementioned elements has been clear
in the results generated by the survey results. Hence there is need for the restaurants to
incorporate all these elements in order to attract more customers and establish better brand
reputation for the restaurants by the means of generating the best and most optimal
promotional mix.
A promotional mix that caters to all the different variable of brand promotion is not an
easy pursuit, and that is the reason both the restaurants have been struggling with retaining
their brand reputation. In order for the marketing promotional mix to be optimal and most
adequate, there are a few recommendations that both the restaurants can incorporate in their
business strategies. This set of recommendations will not only help the restaurants attract
more customers and expand the customer base much wider, but will also help in
73
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understanding the customer demands and be able to design marketing strategies that will
influence the buying decision of the customers affectively. The recommendations are:
1. The customers of the restaurants have agreed to the fact that social media marketing
affects their buying decisions at the most times. Now it is not unnatural given the
extreme addiction to social media websites of the current generation. It has to be
understood that for this generation social media is an intricate part of their life, along
with being an engaging communicational platform, a social media is a perfect
influence for the young millennial generation. Hence the restaurants must maintaining
a more conspicuous social media presence so that the customers can feel connected at
all times with the restaurants and be constantly updated about the offers, discounts
and newest additions, which will do wonders for influencing the buyers decisions.
2. The second recommendation can be increasing the frequency of celebrity promotions
for the restaurants. According to the research done for the assignment, both the
restaurants had customers in 38% being attracted to the restaurant by the promotional
events and advertisements featuring different celebrities. Hence it can be considered
that brand promotion involving famous celebrities and youth icons can be extremely
beneficial for both the restaurants positively.
3. The third recommendation for both the restaurants will be to improve their brand logo
and brand trademark. The research discovered that only 18% of the respondents were
influenced by the brand logo or the trademark. Hence the restaurants should
emphasize more on the development of a more interactive and attractive brand logo or
trademark that will be much more appealing for the customers.
4. The last set of recommendation for the restaurants in improving their customer base
and developing a promotional mix that is efficient in influencing buyer decision are
incorporate frequent discount offers. According to the survey done for this research
74
influence the buying decision of the customers affectively. The recommendations are:
1. The customers of the restaurants have agreed to the fact that social media marketing
affects their buying decisions at the most times. Now it is not unnatural given the
extreme addiction to social media websites of the current generation. It has to be
understood that for this generation social media is an intricate part of their life, along
with being an engaging communicational platform, a social media is a perfect
influence for the young millennial generation. Hence the restaurants must maintaining
a more conspicuous social media presence so that the customers can feel connected at
all times with the restaurants and be constantly updated about the offers, discounts
and newest additions, which will do wonders for influencing the buyers decisions.
2. The second recommendation can be increasing the frequency of celebrity promotions
for the restaurants. According to the research done for the assignment, both the
restaurants had customers in 38% being attracted to the restaurant by the promotional
events and advertisements featuring different celebrities. Hence it can be considered
that brand promotion involving famous celebrities and youth icons can be extremely
beneficial for both the restaurants positively.
3. The third recommendation for both the restaurants will be to improve their brand logo
and brand trademark. The research discovered that only 18% of the respondents were
influenced by the brand logo or the trademark. Hence the restaurants should
emphasize more on the development of a more interactive and attractive brand logo or
trademark that will be much more appealing for the customers.
4. The last set of recommendation for the restaurants in improving their customer base
and developing a promotional mix that is efficient in influencing buyer decision are
incorporate frequent discount offers. According to the survey done for this research
74
study, more than 45% of the respondents think they are more swayed but discount
offers when it comes to choosing restaurants. Discount coupons and freebies have
always been one of the greatest techniques for attracting the attention of the customers
in case of restaurants and bakery businesses. Therefore, there is extreme need for the
restaurant businesses to take advantage of the attraction that the customers have to the
discount coupons and attract mor4e customers to try out the cuisine.
75
offers when it comes to choosing restaurants. Discount coupons and freebies have
always been one of the greatest techniques for attracting the attention of the customers
in case of restaurants and bakery businesses. Therefore, there is extreme need for the
restaurant businesses to take advantage of the attraction that the customers have to the
discount coupons and attract mor4e customers to try out the cuisine.
75
Chapter 6: Personal Development
Personal development can be defined by phenomenon including activities or actions
that has the potential to improve the awareness and identity of an individual on the basis of
talent, potentiality, aspirations and integrity. There are various situations that can bring forth
personal development in an individual, however education research is by far the most
effective technique that brings forth optimal personal development in the student.
Considering my own experience, I would like to point out that the research study I have
completed has helped me tremendously in my professional growth and personal development.
First and foremost, I would like to point out that this research has been an extremely
useful learning experience that has helped me in skill enhancement and enriched my
knowledge about marketing and promotional strategies radically. This research has required
me to explore the marketing strategies and the concept of promotional mix, and cameras
which knowledge and data available in the previously published literature available in the
Internet. Photo frame I had to perform expensive database searches depending on a pre
planned and extremely precise search strategy. What is research study I have only included
Peer reviewed articles that were written in English and where no older than beyond 2010 to
ensure that the most relevant and relative in information is being provided in the research
study. This extensive researching exercise improves my researching skills and shaped me to
be a better critique and researcher.
For becoming an efficient researcher, having minute knowledge about the research
methodologies is extremely important. This research study also equipped me with extensive
exploration on different Research methodologies and helped me attend the ability to choose
76
Personal development can be defined by phenomenon including activities or actions
that has the potential to improve the awareness and identity of an individual on the basis of
talent, potentiality, aspirations and integrity. There are various situations that can bring forth
personal development in an individual, however education research is by far the most
effective technique that brings forth optimal personal development in the student.
Considering my own experience, I would like to point out that the research study I have
completed has helped me tremendously in my professional growth and personal development.
First and foremost, I would like to point out that this research has been an extremely
useful learning experience that has helped me in skill enhancement and enriched my
knowledge about marketing and promotional strategies radically. This research has required
me to explore the marketing strategies and the concept of promotional mix, and cameras
which knowledge and data available in the previously published literature available in the
Internet. Photo frame I had to perform expensive database searches depending on a pre
planned and extremely precise search strategy. What is research study I have only included
Peer reviewed articles that were written in English and where no older than beyond 2010 to
ensure that the most relevant and relative in information is being provided in the research
study. This extensive researching exercise improves my researching skills and shaped me to
be a better critique and researcher.
For becoming an efficient researcher, having minute knowledge about the research
methodologies is extremely important. This research study also equipped me with extensive
exploration on different Research methodologies and helped me attend the ability to choose
76
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the right methodology that co-aligns with the need for this research study. In future it will
help me design the best research pattern to follow and complete the research project in record
time.
This research study was based on quantitative data and required for me to perform
quantitative statistical regression analysis of the data collected. For which I had to design a
survey questionnaire which needed to be performed on the respondents who are customers
are associated stakeholders of both the restaurants selected. Hence Hindi special study I also
learnt to design a survey and used server testing software like Survey Monkey and perform
SPSS regression analysis of the quantitative data collected. In my opinion it is crucial for a
research on to know both qualitative and quantitative analysis of data for there to be
minimum buyers in the Research Design. This research project has equipped me with the
knowledge about quantitative data analysis which will help me exponentially in the future to
undertake cohort analysis and quantitative research studies. Therefore, I would like to
conclude on this note that this research project has been one of a kind learning experience
which has helped me in my professional growth as a researcher and has also enhance my
personal skills that will stay with me and help me at any point of time in my life whenever I
attempt to conduct a research study. And I am highly thankful for the opportunity that has
been given to me for conducting this research that has been more of a learning tool in the path
of my personal development.
Recommendations for the restaurant industry in UAE:
In order to improve upon the business performance of the restaurant industry the
initial recommendation is to analyze the fast food and hospitality industry of UAE. Proper
and accurate level of research is needed in order to collect relevant information that is
believed to be one of the significant part of the business strategy. One of the major factors
that are currently affecting the restaurant business of UAE is the local political and social
77
help me design the best research pattern to follow and complete the research project in record
time.
This research study was based on quantitative data and required for me to perform
quantitative statistical regression analysis of the data collected. For which I had to design a
survey questionnaire which needed to be performed on the respondents who are customers
are associated stakeholders of both the restaurants selected. Hence Hindi special study I also
learnt to design a survey and used server testing software like Survey Monkey and perform
SPSS regression analysis of the quantitative data collected. In my opinion it is crucial for a
research on to know both qualitative and quantitative analysis of data for there to be
minimum buyers in the Research Design. This research project has equipped me with the
knowledge about quantitative data analysis which will help me exponentially in the future to
undertake cohort analysis and quantitative research studies. Therefore, I would like to
conclude on this note that this research project has been one of a kind learning experience
which has helped me in my professional growth as a researcher and has also enhance my
personal skills that will stay with me and help me at any point of time in my life whenever I
attempt to conduct a research study. And I am highly thankful for the opportunity that has
been given to me for conducting this research that has been more of a learning tool in the path
of my personal development.
Recommendations for the restaurant industry in UAE:
In order to improve upon the business performance of the restaurant industry the
initial recommendation is to analyze the fast food and hospitality industry of UAE. Proper
and accurate level of research is needed in order to collect relevant information that is
believed to be one of the significant part of the business strategy. One of the major factors
that are currently affecting the restaurant business of UAE is the local political and social
77
environment. Hence, it is important for the restaurant management to properly understand the
elements of external political and business environment. This will help them choose the best
possible business strategy that can be implicated for the future development of the respective
industry. It is important for all restaurant industry to respect the on the conservative tradition
of local region in UAE. As the international fast food industry on attempting to initiate their
business in UAE, it is highly essential for them to consider the factors that affect the local
economy.
Due to the diversification of the economy it is highly essential to deal with the issues
of that has the potential to disrupt the business environment. It is also important to consider
the fact that per capita amount that is spent on food products in Uae is considered to be the
highest in the Middle East region. This will provide an excellent opportunity for all restaurant
business to improve upon their economic and financial condition. Nevertheless, it is also
recommended implement business strategy only in the urban areas where 90% of the
population of UAE are currently located.
It is also recommended for the restaurant industry to consider about the fact that with
the introduction of new style of business the food habits of local people in UAE are also
changing rapidly. It is also important for them to consider the growth in the tourism industry.
This is believed to be one of the major opportunity that can help to improve upon the future
economy of the restaurant business. It is therefore essential for the restaurant management to
develop effective business partnership with the stakeholders at the tourism industry.
UAE is the tourist destination for people from all different parts of the globe. Hence, it is it
essential for the restaurant industry to have the options of different flavours of food. It is also
essential for the hotel and restaurant industry to make use of the digital marketing techniques
that can help to spread the popularity of the food blogs. It is therefore possible for the
78
elements of external political and business environment. This will help them choose the best
possible business strategy that can be implicated for the future development of the respective
industry. It is important for all restaurant industry to respect the on the conservative tradition
of local region in UAE. As the international fast food industry on attempting to initiate their
business in UAE, it is highly essential for them to consider the factors that affect the local
economy.
Due to the diversification of the economy it is highly essential to deal with the issues
of that has the potential to disrupt the business environment. It is also important to consider
the fact that per capita amount that is spent on food products in Uae is considered to be the
highest in the Middle East region. This will provide an excellent opportunity for all restaurant
business to improve upon their economic and financial condition. Nevertheless, it is also
recommended implement business strategy only in the urban areas where 90% of the
population of UAE are currently located.
It is also recommended for the restaurant industry to consider about the fact that with
the introduction of new style of business the food habits of local people in UAE are also
changing rapidly. It is also important for them to consider the growth in the tourism industry.
This is believed to be one of the major opportunity that can help to improve upon the future
economy of the restaurant business. It is therefore essential for the restaurant management to
develop effective business partnership with the stakeholders at the tourism industry.
UAE is the tourist destination for people from all different parts of the globe. Hence, it is it
essential for the restaurant industry to have the options of different flavours of food. It is also
essential for the hotel and restaurant industry to make use of the digital marketing techniques
that can help to spread the popularity of the food blogs. It is therefore possible for the
78
customers to gain information about the quality and the type of food that are being available
in different restaurants across UAE.
79
in different restaurants across UAE.
79
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online advertising among Chinese consumers. Direct Marketing: An International Journal,.
Wells, B. &. (2000). Advertising principles and practice, . Prentice Hall inc .
Mertens, D.M., 2014. Research and evaluation in education and psychology: Integrating
diversity with quantitative, qualitative, and mixed methods. Sage publications.
Palinkas, L.A., Horwitz, S.M., Green, C.A., Wisdom, J.P., Duan, N. and Hoagwood, K.,
2015. Purposeful sampling for qualitative data collection and analysis in mixed method
implementation research. Administration and Policy in Mental Health and Mental Health
Services Research, 42(5), pp.533-544.
Brannen, J. ed., 2017. Mixing methods: Qualitative and quantitative research. Routledge.
Taylor, S.J., Bogdan, R. and DeVault, M., 2015. Introduction to qualitative research methods:
A guidebook and resource. John Wiley & Sons.
Ahmad, S.Z. and Saber, H., 2015. Understanding marketing strategies with particular
reference to small-and medium-sized hotel businesses in the United Arab Emirates. Tourism
and Hospitality Research, 15(2), pp.115-129.
Almazrooei, M.A.S.B. and Bohari, A.M., Creativity of the McDonalds” Management in the
UAE.
Simonson, I., 2016. Imperfect progress: An objective quality assessment of the role of user
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85
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