Marketing Research: Customer Response to Sales Promotion in Fast Food

This report presents a marketing research proposal focused on understanding customer responses to sales promotions within the fast food industry. The introduction provides a brief overview of the research topic, highlighting the importance of sales promotion in influencing consumer behavior and driving immediate sales. A literature review examines the existing research on sales promotion strategies, emphasizing the role of discounts, coupons, and other incentives in attracting consumers and enhancing brand loyalty. The report then identifies the management problem, which is the need for businesses to understand customer responses to sales promotions to improve performance and mitigate potential risks. The research problem is defined as the need to understand how different sales promotion methods impact consumer decisions. The research objectives include comprehending the concept of sales promotion, evaluating consumer responses, and identifying strategies to improve sales promotion effectiveness. The report also outlines the research methodology, including the use of both qualitative and quantitative research designs to gather comprehensive data. The references section provides a list of relevant academic sources.

Running Head: RESEARCH
RESEARCH

RESEARCH 2
Table of Contents
Introduction...........................................................................................................................................2
Research topic...................................................................................................................................2
Brief introduction of the research topic.............................................................................................2
Literature review...............................................................................................................................2
Management problem........................................................................................................................2
Research problem..............................................................................................................................3
Research objectives...........................................................................................................................3
Types of research...............................................................................................................................3
References.............................................................................................................................................5

RESEARCH 3
Introduction
Research topic
Understanding customer response towards sales promotion in the fast food industry
Brief introduction of the research topic
This study will support to comprehend the customer response about the sales promotion in
the fast food industry. Sales promotion consider many activities that attempt to offer intended
value, as it could be associated with the consumer incentives, retailers, wholesale, other
organizational consumers to inspire immediate sales. These efforts could be effective in
increasing the purchasing of goods and services (Sagala, et al., 2014).
Literature review
Sales promotion is a tool of marketing that is practiced by the consumer to have specific
decisions towards the products and services of the organization. A sales promotion is
generally occurred for supporting the urgency of business. There are certain methods that are
considered by the firm, as it is known as free trial periods, discounts, and coupons. The sales
promotions could be effective for getting a huge number of consumers. In addition, it is
examined that there are certain elements that demonstrate that the sale promotion could be
effective for getting higher competitive benefits as it could be associated with the increasing
community favor, encourage the repeating purchases, and offering information. It is
evaluated that sales promotion is could be effective in the attainment of the organizations
(Tan, Oriade, and Fallon, 2014). In the food industry, promotion is the key method of higher
product sales. The fast food industry is the industry that uses sale promotion method for
enhancing the sale of goods and services. Each organization desire to get the higher
competitive benefit that is practiced for changing consumer reaction towards the goods and
services. The organization has also use promotional campaigns to promote the sale of the
firm.

RESEARCH 4
Management problem
In the current era, it is effective for the firm to increase their understanding of the customer
response towards sales promotion in the fast food industry. Moreover, customer responses
could be effective for improving the existing performance of the organization. In addition, it
is evaluated that the sales promotion in the food industry could lead to attract large number of
consumers towards the brand of organization. There are certain issues that might be faced by
the firm at the time of practicing the sales promotion in the working place like spoiling
clients, not building customer loyalty, Moving the purchase ahead, and mislead feelings. The
food industry should be aware of the same due to minimizing the risk (Bowie, et al., 2016).
Research problem
Sales promotion leads to the firm to use different methods that are imperative for sustaining
the business and make the decision accordingly. These sources could be known as a discount,
voucher, seasonal discount, and complementary goods. It could be imperative for operating
the business in the same direction. Moreover, sales promotion could also lead to making
higher competitive benefits. In addition, it is evaluated that many times the food and hygiene
products and services have used promotion methods to attract a huge number of consumer. It
could lead to the attainment of the organizational task (Bucher, et al., 2016).
Research objectives
The main aim of this study is to evaluate the responses of the customer about sales promotion
with respect to the fast food industry. The following objectives will be accomplished by the
researcher to meet the aim of the study:
 To comprehend the meaning and concept of sales promotion
 To evaluates responses of consumers towards the sales promotion
 To comprehend the strategies for improving the sale promotion in the food industry

RESEARCH 5
Types of research
The research methodology is effective in collecting reliable information about the research
matter (Lassen, et al., 2016). There are two kinds of methods that are considered in the
research like research approaches and research designs as it facilitates to get the reliable
information towards the research issue (Awan, Siddiquei, and Haider, 2015). Researcher
practices the inductive approach, as it mandates to the investigator in developing theoretical
information towards the research issue. The deductive approach is effective in developing the
research hypothesis and making the decision accordingly. In addition, it is evaluated that the
research has used the research designs that could also be effective in collecting conceptual
information towards the research issue. The researcher has used the qualitative as well as a
quantitative research design method, which will lead to getting the numerical and well as
theoretical information in the context of the sales promotion in the food industry.

RESEARCH 6
References
Awan, H.M., Siddiquei, A.N. and Haider, Z., 2015. Factors affecting Halal purchase
intention–evidence from Pakistan’s Halal food sector. Management Research Review, 38(6),
pp.640-660.
Bowie, D., Buttle, F., Brookes, M., and Mariussen, A., 2016. Hospitality marketing.
Routledge.
Bucher, T., Collins, C., Rollo, M.E., McCaffrey, T.A., De Vlieger, N., Van der Bend, D.,
Truby, H. and Perez-Cueto, F.J., 2016. Nudging consumers towards healthier choices: a
systematic review of positional influences on food choice. British Journal of
Nutrition, 115(12), pp.2252-2263.
Lassen, A.D., Lehmann, C., Andersen, E.W., Werther, M.N., Thorsen, A.V., Trolle, E.,
Gross, G., and Tetens, I., 2016. Gender differences in purchase intentions and reasons for
meal selection among fast-food customers–Opportunities for healthier and more sustainable
fast food. Food quality and preference, 47, pp.123-129.
Sagala, C., Destriani, M., Putri, U.K. and Kumar, S., 2014. Influence of promotional mix and
price on customer buying decision toward fast food sector: a survey on university students in
jabodetabek (Jakarta, Bogor, Depok, Tangerang, Bekasi) Indonesia. International Journal of
Scientific and Research Publications, 4(1), pp.2250-3153.
Tan, Q., Oriade, A. and Fallon, P., 2014. Service quality and customer satisfaction in Chinese
fast food sector: A proposal for CFFRSERV. Advances in Hospitality and Tourism Research
(AHTR), 2(1), pp.30-53.