Impact of Advertisement and Promotion Gaps on Thai Family Restaurant

This research report investigates the challenges faced by Thai Family Restaurant due to inadequate advertising and promotion, impacting brand awareness and sales. Employing mixed data collection methods, including interviews with an advertising manager and literature review, the study identifies the need for enhanced social media presence to increase brand awareness. The research explores the relationship between advertisement strategies and consumer behavior, utilizing market response, cognitive response, and affective response theories. It recommends a market analysis to identify the target audience and tailored advertising campaigns through digital and social media platforms to maximize reach and customer engagement, ultimately aiming to boost sales and retain customer loyalty. The report also touches on the limitations of the study, such as potential bias and time constraints.

Running head: RESEARCH ENQUIRY
RESEARCH ENQUIRY
Name of the student
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Abstract
The research will evaluate the different issues that are faced by Thai Family Restaurant due to
lack of advertisement and promotion. The identification of the issues and the development of the
recommended course of action would help the concerned organization in supporting the brand
awareness and enhanced sales volume. The methods that were employed during the research
were mixed data collection techniques, which asssisted in gathering responses from an
advertising manager and evaluating the available literature for supporting the objectives of the
study. The findings portrayed that the concerned organization must utilize the social media
platforms in order to enhance the rate of brand awareness among the consumers.

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Table of Contents
1. Introduction..................................................................................................................................3
1.1 Background............................................................................................................................3
1.2 Problem..................................................................................................................................3
1.3 Aim and Objectives...............................................................................................................4
1.3.1 Aim.................................................................................................................................4
1.3.2 Objectives of the research...............................................................................................4
1.4 Research Question.................................................................................................................4
1.5 Scope and Limits of the study...............................................................................................5
1.5.1 Scope...............................................................................................................................5
1.5.2 Limitations of the study..................................................................................................5
1.6 Theoretical Framework..........................................................................................................5
2. Literature review..........................................................................................................................6
3. Methodology..............................................................................................................................10
3.1 Research Philosophy............................................................................................................10
3.2 Research Approach..............................................................................................................11
3.3 Research Design..................................................................................................................11
3.4 Data collection process........................................................................................................11
3.5 Sampling..............................................................................................................................12
3.6 Ethical consideration...........................................................................................................12
3.7 Timeframe............................................................................................................................13
4. Findings and analysis.................................................................................................................14
4.1 Findings from the literature assessment..............................................................................14
4.2 Findings from the interview.................................................................................................14
5. Discussion..................................................................................................................................15
6. Conclusion.................................................................................................................................16
References......................................................................................................................................17
Appendix........................................................................................................................................21

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Topic: The impact of advertisement and promotion gaps on the performance of the Thai
Family restaurant
1. Introduction
1.1 Background
The concerned organization, The Thai Family Restaurant, is located in the Eastern
beach of Auckland. The location of the restaurant has asssisted the same in drawing the attention
of the target consumers towards the product offerings. The different modifications that are
undertaken by the organization is based on the preferences of the consumers while operating in
diverse global markets. The restaurant offered authentic Thai dishes, which asssisted the same in
retaining the loyalty of the consumers towards their product offerings. On the other hand, the
different developments that are undertaken by the business has asssisted the same in upholding
the efficiency of the operations in order to uphold the efficiency of the business sustainability.
The research is aimed at evaluating the different promotion related issues that are faced by the
organization, which challenged the sustenance of the same.
1.2 Problem
The major issues that are faced by the organization are based on the lack of suitable
promotion and advertisement initiatives, which affected the potentialities of the venture in
maximizing the customer base. Lack of suitable advertisement and brand promotion initiatives
has affected the potentialities of the venture in making the target consumers aware of the
offerings that are made by the business. Therefore, the research will identify the impact of the
advertisement and promotion gaps on the performance of the restaurant.

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1.3 Aim and Objectives
1.3.1 Aim
The aim of undertaking the research is to identify the manner in which the Thai Family
restaurant might utilize promotion and advertisement in order to maximize the sakes volume
after evaluating the impact of promotion gaps on the organizational performance
1.3.2 Objectives of the research
The major objectives of undertaking the research are:
 To investigate the manner in which lack of suitable promotion and advertisement affect
the performance of Thai Family restaurant
 To analyze the manner in which the organization might develop advertisements and
promotional potentialities
 To assess the recommended actions that might be undertaken by the organization in order
to increase the sales volume and retain customer loyalty
1.4 Research Question
The research questions for the study are:
 How does the lack of suitable promotion and advertisement affect the performance of
Thai Family restaurant?
 What steps might be taken by the organization for developing the advertisements and
promotional potentialities?
 What recommended actions might be undertaken by the business in order to increase the
sales volume and retain customer loyalty?

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1.5 Scope and Limits of the study
1.5.1 Scope
The research study will explore the different elements of promotion and advertisement
and the manner in which the concerned organization might take steps to develop the promotional
activities in order to maximize the sales volume. The research will help the future researchers in
identifying the promotional needs and the recommended strategies that might be undertaken by
organizations. Therefore, the research will help the future researchers in developing the
promotional activities through subtle innovations.
1.5.2 Limitations of the study
The study might face limitations due to the biased responses and unethical data
collection. It might affect the quality of the research study and the capability of the same in
producing unbiased outcomes. On the other hand, the limited time might also restrict the quality
of the research study.
1.6 Theoretical Framework
The different advertisement theories help in identifying the needs of advertisements and
promotions in order to uphold the efficiency of the operations in accordance to the sustainability
of businesses. In this relation, the research will utilize the market response theory, cognitive
response theory and affective response theory in order to identify the significant relation
between the organizational initiatives of promotion and the performance of the same. The market
response theory will aim at delineating the direct relation between advertisements and the
buying behavior of the consumers (Ong, 2015). The cognitive response theory aims at
identifying the persuasive mechanisms that are undertaken by the organizations in order to

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maximize the sales volume of the business (Ismail, 2017). On the other hand, affective response
theory aims at understanding the emotions that are associated with the buying behavior of the
consumers and the manner in which the organizations might take steps to promote the product or
service offerings in order to attract the attention of most of the target consumers (Judson,
Devasagayam & Buff, 2012).
2. Literature review
Lack of advertisement promotion and its effect on Thai Family Restaurant’s performance
Advertisement and promotion mechanisms that are undertaken by businesses has
asssisted the same in drawing the attention of most of the target groups of consumers. Lack of
suitable advertisement and promotion challenges the potentialities of organizations in developing
a loyal customer base (Lu, Gursoy & Lu, 2015). Barreda et al. (2015) stated that advertisement
and promotional practices that are undertaken by the organizations helps the same in drawing the
attention of most of the consumers. Moreover, Callarisa et al. (2012) noted that the different
advertisement and promotion campaigns that are undertaken by the businesses has asssisted the
same in making the consumers aware of the brand offerings and the competitive pro duct range
of the same.
On the other hand, Yazdanifard and Yee (2014) stated that the developments in the
advertisement strategies has asssisted the organizations in attracting the attention of the
consumers towards the unique product offerings. However, Aral, Dellarocas and Godes (2013)
stated that the lack of suitable promotional activities challenge the potentialities of organizations
in drawing the attention of the target consumers towards the product offerings. Moreover, Moro
and Rita (2018) stated that the lack of proficient advertisement affects the organizational

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potentialities of establishing sound communication between the consumers and the same.
Sasmita and Mohd Suki (2015) stated that the advertisements not only persuade the consumers
to make a buy of the product offerings of the business but also maximizes the sales through
influence over the consumer buying behaviour. The application of the cognitive response theory
and the market response theory helps ventures in strengthening the promotional activities.
However, Godey, B., Manthiou et al. (2016) stated that the lack of suitable communication and
promotion initiatives by the organizations might affect the potentialities of influencing the
consumers to make a buy of the product or services.
The Thai Family restaurant offers a range of authentic Thai dishes in Auckland.
However, the lack of proficient promotional and advertising initiatives has challenged the growth
of the business. On the other hand, the lack of proper advertising initiatives affected the brand
awareness needs of the venture among the target consumers (Kim, Lim & Brymer, 2015). It
has been noted that most of the consumers are unaware of the food and beverage offerings of the
business. It has largely affected the competitive position of the business in the markets. On the
other hand, lack of proficient advertising and promotion mechanisms has restricted the
potentialities of the business while making the consumers aware of the modifications that are
undertaken by the same. Therefore, the different change in the menus and the offerings of the
business related to the authentic Thai dishes is not communicated to the consumers due to the
lack of suitable promotional initiatives. It might affect the potentialities organizations in
maximizing the sales volume while operating in diverse global markets. Song and Yoo (2016)
stated that the proficient utilization of advertisement and promotion campaigns provides a
restaurant with the opportunity of showcasing the unique value of the foods and beverages.
However, lack of proficient marketing promotion and advertising initiatives has restricted the

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potentialities of the organization in attracting the attention of the consumers towards the product
offerings (Leung, Bai & Stahura, 2015).
Recommended actions for developing advertisements by Thai Family restaurant
The utilization of the digital and social media platforms helps organizations in developing
a comprehensive promotion campaign. In this relation, Xie and Lee (2015) stated that the
organizations undertake a market evaluation in order to identify the target audience after which
the media vehicles for promotion are delineated. Karaduman (2013) also stated that the
delineation of the media vehicles in accordance to the interests of the target audience helps the
same in positioning the information to the audience, considering the emotional perspectives and
the buying behaviour .helps an organization in targeting the advertising media channels.
The most probable action that might be undertaken by the concerned organization, Thai
Family restaurant, is to undertake a proficient market analysis. Dessart, Veloutsou and Morgan-
Thomas (2015) stated that the market assessment helps an organization in identifying the
customer base and the specific emotional needs while developing the marketing or advertising
campaigns. On the other hand, Rosman and Stuhura (2013) stated that the enhanced rate of PR
activities are based on the effective utilization of the advertising campaign in order to draw the
attention of the consumers and build a goodwill for the firm. Moreover, Barreda et al. (2013)
noted that the utilization of the social media platforms and the development of websites helps an
organization in maximizing the reach of the promotion initiative. Therefore, it might be stated
that the proper positioning of the advertisements through the social media platforms helps an
organization in maximizing the rate of customer base.

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As per the case of the concerned organization, maximization of the reach will be
supporting the restaurant in drawing the attention of huge number of consumers in the market.
Dijkmans, Kerkhof and Beukeboom (2015) stated in a report that more than 89% of the
internet users in New Zealand utilizes social media platforms for communication. Therefore, the
utilization of the social media platforms will be supporting the concerned organization in gaining
the attention of most of the consumers. On the other hand, Lu and Kandampully (2016) argued
that building the organizational websites helps a restaurant in attracting the attention of most of
the tourists that travel to the region. The delineation of the food and beverage offerings through
the official websites will be supporting the concerned organization in attracting the attention of
the tourists and the other local consumers (Tatar & Eren-Erdoğmuş, 2016).
Šerić, Gil-Saura and Ruiz-Molina (2014) stated that the development of suitable official
websites helps an organization in attracting the attention of the consumers towards the food and
beverage offerings and assuring the consumers of the quality of the same. In this relation, the
development of the official website will be supporting the concerned organization in attracting
the attention of the consumers and assuring the same of the quality. On the other hand, the
utilization of the social media platforms will be supporting the concerned organization in
maximizing the reach of the promotional initiatives. De Vries and Carlson (2014) stated in a
research that more than 78% of the tourists search for company websites before visiting a
restaurant. In this relation, the concerned company must take steps to develop a suitable website
in order to make the consumers aware of the product offerings and the authenticity of the foods
and beverages.
Bhanot (2012) stated that more than 65% of the New Zealand’s population consists of
youth who are also active users of the social media platforms. Therefore, the concerned

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organization might utilize the social media platforms in order to attract the attention of the
youths towards their product offerings. Reza Jalilvand and Samiei (2012) stated that the
development in the social media platforms helps an organization in making the target consumers
aware of the price offerings and thereby facilitate a suitable sales promotion technique. As per
the case, the concerned business might take steps to integrate with the social media platforms in
order to make the consumers aware of the unique selling proposition in order to enhance the
sales volume (Nisar & Whitehead, 2016). The concerned organization might take steps to
utilize Facebook, Twitter and Instagram for drawing the attention of the target consumers
towards their product offerings (Kumar et al., 2013). It will be supporting the concerned
organization in maximizing the involvement of the consumers and facilitate interactions with the
same. Wang et al. (2016) stated that the interactions with the consumers helps an organization in
developing the line of product and service offerings through the identification of the tastes and
preferences of the consumers. The assessment of the feedback of the consumers also helps an
organization in understanding the market trends, which supports the further development of the
recipes in a restaurant (Hudson et al., 2016). On the other hand, the effective utilization of the
promotional and advertising initiatives will support the business in maximizing the sales volume
and retain the consumers.
3. Methodology
3.1 Research Philosophy
The research philosophy helps in guiding the study towards the estimated outcome
through utilization of appropriate paradigm. The research has undertaken the interpretivism
philosophy, which has asssisted in identifying the consumer buying behavior through

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recognition of human beings. The delineation of the customer perceptions and buying behavior
has asssisted in identifying the most effective marketing and promotion procedure that might be
undertaken by the concerned organization.
3.2 Research Approach
The research was undertaken through the utilization of deductive approach that focused
on scrutinizing the different available models and theories related to the advertising, promotion
and consumer behavior. The delineation of the different theories and the analysis of the strategic
position of the business have asssisted in identifying the promotional activities. Data and
information for the research was deduced from different sources in order to support the
understanding of the needs of undertaking marketing promotion and advertisement initiatives by
the concerned organization for making the consumers aware of the propositions.
3.3 Research Design
The research utilized descriptive research design for exploring and defining the issues
that are faced by the concerned organization due to the lack of promotional and advertisement
initiatives. The delineation of the issues that are faced by the concerned organization has
asssisted in identifying the recommended course of action that might be undertaken by the same
for attracting the attention of the consumers. The modifications in the promotional and
advertising initiatives will be supporting the concerned organization in upholding the efficiency
of the operations in accordance to the needs of the business.
3.4 Data collection process
The research was undertaken by the utilization of mixed method for collecting data which
consisted of primary- quantitative data collection method and the secondary data collection