Understanding Customer Response to Sales Promotion: Oporto Fast Food

This report presents a market research proposal focused on understanding customer responses to sales promotions within the fast food industry, using Oporto as a case study. The research explores the impact of sales promotions on consumer behavior, including discounts, and examines customer satisfaction and loyalty. The methodology involves a mixed-methods approach, including desk research, qualitative interviews with marketing managers, and quantitative surveys with consumers. The objectives include defining sales promotion concepts, analyzing consumer reactions, and recommending strategies for improvement. The report outlines a detailed timeline, data collection methods, and statistical analysis techniques. Confidentiality and ethical considerations are addressed, ensuring the integrity of the research process. The proposal aims to provide valuable insights into optimizing sales promotion strategies for the fast food industry to enhance customer engagement and drive sales growth.

Running Head: RESEARCH
Understanding customer response towards sales promotion in the fast food industry

RESEARCH 2
Table of Contents
Introduction......................................................................................................................................3
Research topic..............................................................................................................................3
Brief introduction of the research topic and organization............................................................3
Management problem..................................................................................................................3
Research problem.........................................................................................................................3
Research objectives......................................................................................................................4
Research method..............................................................................................................................4
Research analysis.............................................................................................................................5
Timelines.........................................................................................................................................6
Confidentiality.................................................................................................................................7
References........................................................................................................................................8

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Introduction
Research topic
Understanding customer response towards sales promotion in the fast food industry
Brief introduction of the research topic and organization
The sales promotion is an effective tool for offering intended value to the consumers which
could be related to the retailers, wholesale, and consumer incentives. This method could also
lead to getting the immediate benefit of sales (Santini, et al., 2015). The sales promotion is a vital
method to affect the behavior of consumer towards products and services. In 1986, Oporto
Antonio Cerqueira has established a chicken shop, North Bondi. This organization delivers
grilled Portuguese with Portuguese chili sauce. It offers many products named as Chicken
products, products, burgers, wraps, salads, sides and desserts to their consumers (OPORTO,
2019).
Management problem
Sales promotion is a major concern in the business era due to enhance the customer to have the
goods and services of an organization. In addition, it is evaluated that there are different issues
that are confronted by a company named as lack of customer satisfaction, lack of consumer
loyalty, higher switching cost, and negative expertise. The food industry can be aware of such
characteristics due to mitigating risks (Gong, et al., 2015).
Research problem
Sales promotion is a tool that assists to the organization to operate the business process for
increasing the growth of the business by increasing the awareness of goods and services. The
organization could use the discount, seasonal discount, complementary goods, and a voucher for

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operating a business and getting a favorable result. The sale promotion is a tool that might assist
in the attainment of the competitive advantages (Westberg and Pope, 2014).
Research objectives
This study is emphasized in examining the responses of the customer about sales promotion with
respect to the fast food industry. Following objectives will be accomplished:
 To discover the meaning and concept of sales promotion
 To examines the reactions of consumers about sales promotion
 To recommend strategies to improve the sale promotion in the food industry
Research method
Desk research (secondary research)
Under this investigation, inductive research approach will be practiced for collecting the already
published data regarding understanding customer response towards sales promotion in the
context of Oporto Fast Food Company. There are several sources that aids in gathering
secondary information like academic publication, textbooks, online websites, and journal
articles. It will be chosen because it supports for collecting the genuine data in minimum time
(Bauer, 2014).
Qualitative research: composition of Focus Group Discussions (FGDs) and/or Depth
Interviews (Dis) with sufficient rationale.
For this research, 10 marketing manager of Oporto Fast Food Company will be chosen for
conducting the depth interview. It will support in gathering the quantitative and reliable data
about understanding customer response towards sales promotion in the context of Oporto Fast
Food Company. In such an interview, an investigator will practice open-ended questionnaire

RESEARCH 5
structure as well as, give earlier consent through the senior manager of Oporto Fast Food
Company (Bauer, 2014).
Quantitative survey
Under this investigation, survey through the questionnaire will be practiced by the researcher to
collect the quantitative information regarding the research issue. In the context of this survey, 60
consumers would be chosen by an investigator who buys products through Oporto Fast Food
Company. Simple random probability sampling technique would be chosen by an investigator
for selecting the sample on random basis. It will support to reduce the partiality through
investigation because of offering the equal probability to choose the respondents (Bresler, and
Stake, 2017).
Data collection tools
In this research, the researcher will select both primary and secondary data gathering technique
to pool the facts and figures about the research issue. In such way, survey through questionnaire
and depth interview will be practiced to capture the primary data as well as, textbooks, academic
publication, journal articles as well as, online websites would be used for obtaining secondary
information. In this investigation, primary data would be supportive for collecting the fresh and
reliable information while, secondary information would be supportive in collecting authentic
facts and figures in minimum time (Taylor, et al., 2015).
Research analysis
Under this investigation, statistical data analysis technique would be used by an investigator to
assess the pooled data. Furthermore, Univariate data analysis method will be chosen in terms of
analyzing the pooled data via a frequency table, and central tendency. Along with this, Ms-excel
software would be selected with the purpose of prompt measuring the data. It helps in

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demonstrating the coding data through a bar chart, pie chart and column diagram in the minimum
time period (Taylor, et al., 2015).
Timelines
Research milestone Initial Day Last Day
Duration
(months)
Identification of research
issue 21-06-2019
22-07-
2019 31
Literature Review 23-07-2019
23-08-
2019 30
Data collection through
primary and secondary
sources 24-08-2018
24-10-
2019 60
Data analysis 25-10-2019
26-11-
2019 31
Final submission of report 27-11-2019
28-12-
2019 31
Identification of research issue
Literature Review
Data collection through primary and secondary
sources
Data analysis
Final submission of report
9/22/2017 2/4/2019 6/18/2020
6/21/2019
7/23/2019
8/24/2018
10/25/2019
11/27/2019
31
30
60
31
31
Gantt chart
Initial Day Duration (months)

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The above chart depicted that the data collection method takes 60 days of the time period that is
higher. This table also ensures that the research activities will be completed in the given time
period.
Confidentiality
In this research, privacy act would be practiced for keeping confidentiality in relation to the
research respondents. Confidential information would not be shared through other people by an
investigator throughout the investigation. A researcher would publish the findings on websites of
the company in terms of ethically completing the investigation. ESOMAR is a code of practice
that would be considered by an investigator throughout market research as it would support in
ethically complete the research (Mackey, and Gass, 2015).

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References
Bauer, G.R., 2014. Incorporating intersectionality theory into population health research
methodology: challenges and the potential to advance health equity. Social science &
medicine, 110, pp.10-17.
Bresler, L. and Stake, R.E., 2017. Qualitative research methodology in music education. Critical
Essays in Music Education (pp. 113-128). Routledge.
Gong, J., Smith, M.D., and Telang, R., 2015. Substitution or promotion? The impact of price
discounts on cross-channel sales of digital movies. Journal of Retailing, 91(2), pp.343-357.
Mackey, A. and Gass, S.M., 2015. Second language research: Methodology and design.
Routledge.
OPORTO (2019) About us. [Online]. Available at: https://www.oporto.com.au/ (accessed from
08/june/2019).
Santini, F.D.O., Sampaio, C.H., Perin, M.G. and Vieira, V.A., 2015. An analysis of the influence
of discount sales promotion in consumer buying intent and the moderating effects of
attractiveness. Revista de Administração (São Paulo), 50(4), pp.416-431.
Taylor, S.J., Bogdan, R. and DeVault, M., 2015. Introduction to qualitative research methods: A
guidebook and resource. John Wiley & Sons.
Westberg, K. and Pope, N., 2014. Building brand equity with cause-related marketing: A
comparison with sponsorship and sales promotion. Journal of Marketing
Communications, 20(6), pp.419-437.