Research Methodology: Sales Promotion's Impact on Consumer Behavior

This report details the research methodology employed to investigate the influence of sales promotion techniques on consumer buying behavior, specifically focusing on McDonald's and KFC. The study adopts a positivist philosophy and a deductive research approach, utilizing a descriptive r...Read More

Chapter 3: Research Methodology
3.0 Overview
The aim of this chapter is to lay down the different methods which the research has been
carried out and aims to provide the procedures which shall facilitate in understanding the manner
in which the Sales Promotion technique can be made use of to facilitate the popularity of the Mc
Donald’s and the KFC. Hence, to establish the association the relationship between the
Independent variables and the Dependent variables, the use of the primary research technique
will be assessed critically.
3.1 Research Outline
The research methodology comprises of various parts which consist of the research
philosophy, research approach, research design and the research strategy. Moreover, it also
comprises of Data collection and the Data analysis techniques which will assist in understanding
how the data shall be collected for the study and additionally the manner in which it will be
assessed and analyzed critically. In consideration of this, it is essential to mention that, this will
help in understanding how the research questions will be answered and the research objectives in
an appropriate manner.
3.2 Research Philosophy
The research philosophy can be rightfully mentioned to be the various beliefs as well as
the assumptions which are undertaken by the study in order to carry out the research in an
effective manner. In consideration with this, it is critical to ensure that the research beliefs and

aims are identified clearly before carrying out the research. However, as the nature of the study is
rather Quantitative in nature, the research philosophy which has been chosen for the purpose of
the analysis is the Positivist research philosophy (Saunders and Bezzina 2015). In consideration
of this, the role of the researcher shall be limited only to the collection of the data and its related
analysis. In association with this, it becomes easier to collect the data for the purpose of the
research paper and the modification and analysis becomes easier.
The reason why the positivism research philosophy will be adopted for the study is based
on the fact that the research philosophy will help the author in identifying the various ways in
which the consumer buying behavior is influenced by the Sales promotion techniques as applied
by the Mc Donald’s and the KFC in Bangkok. With respect to this, the positivist research
philosophy will assist in finding the way in which the different enterprises such as the Mc
Donald’s and the KFC will be able to make use of the Sales promotion technique in order to
influence the behaviors of the consumers.
3.3 Research approach
For the purpose of the study and in order to find the influence of the sales technique on
the consumer buying behavior, the research approach adopted for the study is the deductive
research approach. In association with this, the study will be adopting this approach as it will
assist in finding the crucial information out of the data which will be collected for the study.
Using this research approach, the authors will be able to determine the overall hypothesis which
has been set for the study accordingly and in consideration with this, the researcher will be able
to interpret all the relevant information in accordance with research objectives which have been
for the study. In addition to this, the deductive model is useful as it assists in ensuring that
various models as well as the frameworks will be made use of which will help in ensuring that

the different influences of the sales promotion technique on the consumer buying behavior
(Saunders and Bezzina 2015). The primary reason why this research methodology has been
adopted for the study is because it will assist in finding the influence of the sales promotion
techniques on the consumer buying behavior and will be able to assist the firms in understanding
how the consumers can be attracted accordingly and the conclusions regarding the hypothesis
can be proven or arrived at.
3.4 Research design
The research design which has been undertaken for the study can be mentioned to be the
descriptive research design. In association with this, this research design has assisted in
engaging in an effective study. With respect to this, this kind of a research design will assist in
ensuring that the study is being able to achieve its objectives and at the same time it is also being
able to assist the author in understanding how the consumer buying behavior is affected by the
different Sales promotion techniques which are considerably applied by the various
organizations such as the Mc Donald’s and the KFC as an enterprise (Mohajan 2018). Although
there are various types of research designs which are available, it becomes effective to
understand that, using this research design will be rather appropriate for the study and will assist
in ensuring that the right kind of sales technique can be found.
Research strategy
The research strategy helps in understanding how the data shall be collected for the study
and also contributed towards understanding how this will contribute effectively towards the
analysis of the study. Hence, the research strategy which has been adopted for the study can be
mentioned to the Primary Quantitative strategy. In association with this, it is critical to mention

that, the reason why the Primary Quantitative method of study is applied as it will contribute
towards ensuring that the right method of analysis can be carried out and the data or the research
can also be collected in the right manner. In line with this, it can be stated that, the use of the
Primary data collection method will help in collecting the data from the various respondents and
in consideration with this; the responses can be collected in the right manner (Kumar 2019). The
quantitative method of analysis has been undertaken for the study as it will be assisting the
author in ensuring that, the responses of the various respondents can be recorded accordingly and
based on this, the study will be able to assess and examine the results which have been attained.
The use of the various statistical tools has been made to examine the results of the study.
The reason why this particular method of research strategy has been undertaken for the
study can be stated due to the reason that it will help in establishing a proper relationship
between the consumer buying behavior and the various sales technique in a systematic manner.
When the viewpoint of the different respondents will be collected, it shall assist in ensuring that
the various research questions are being assessed and examined critically.
3.6 Sampling technique
For the purpose of the study, the sampling technique which has been adopted for the
study can be mentioned to be the Simple Random probability sampling. In this kind of a
sampling method, the researcher usually engages in selecting random customers from various
outlets of the chosen companies, the Mc Donald’s and the KFC and with their prior permission,
the views are undertaken and those views are then incorporated in the study (Ledford and Gast

2018). The choice of this sampling method will assist in ensuring that the study is being able to
engage in considerate ethical and systematic way of study as an unbiased view of the research
study can be made use of. In association with this, the use of the Google forms will be made to
collect the data from the various respondents and to present the analysis in an adequate manner.
The reason why this sampling technique has been adopted for this research is because it will help
in finding the association which generally tends to exist between the consumer buying behavior
and the sales promotion techniques (Ledford and Gast 2018). A total of 400 responses have been
collected for the survey. In association with this, the study will contribute towards understanding
their views. A pilot test of 30 samples will be undertaken to measure the reliability of the study
using the Cronbach Alpha. The research instrument which is being used in this study can be
mentioned to be the questionnaire. The Google form will be used as a platform for the
preparation for the study. In association with this, the prior permission of the different
participants will be collected accordingly (Taherdoost 2016).
Data analysis
The data analysis can be essentially described as the procedure using which the data
which has been collected for the study is assessed and critically analyzed. As the study will be
making use of the primary data collection technique and will aim to find the influence of the
sales marketing techniques on the consumer behavior, the quantitative analysis will be an
appropriate choice of the data analysis. With the help of various statistical tools and functions
like the Regression analysis, the Correlation analysis and the graphs and charts used, the
influence of the Sales technique on the Consumer buying behavior will be assessed (Kumar
2019). The use of the SPSS as a software will be made to analyze the data adequately and in
consideration of this, the formulation of the various charts and figures will also be made in

accordance with it. This method of data analysis has been chosen for the purpose of the study
because it shall assist the author in carrying out the research effectively and in association of this,
it will also assist the readers in understanding the impact of the sales promotion techniques on
the consumer buying behavior of the different respondents visiting the Mc Donald’s and the KFC
stores.
3.9 Ethical considerations
the ethical considerations would be in the case of the Primary data collection like in the
case of this research, the prior permission of the different respondents has to be collected before
the survey is undertaken. In association with this, it is integral to consider that the respondents
need to be informed about the different regulations which generally tend to take place before the
commencement of the survey (Flick 2015). In association with this, they can be informed about
their consent regarding the study. Moreover, the laws and regulations of the study in regard to
the University also have to be abided by. In the literature review section, it is critical to consider
that, the author would be required to take the data from various authentic sources in order to
ensure that the research can be prepared in an authentic manner. The company will be required
to abide by different norms of the data protection act as well which will help them in protecting
the private information selectively (Fletcher 2017). Moreover, while conducting the survey, the
environment needs to be such that the survey can be carried out peacefully and there does not
take place any discrimination in regard to the selection of the various participants for the survey.
All the ethical guidelines have to be followed adequately.
3.10 Accessibility issues

The accessibility issues which have been utilized in the research can be mentioned to be
the fact that approaching the respondents can be an issue. In association with this, through the
close ended questionnaire prepared for the study, not much information can be extracted from
the various participants (Bresler and Stake 2017). In association with this, for the analysis as well
a limited approach is being adopted. In association with this, just the Primary method of data
collection is being undertaken which makes the study further limited in nature. Along with this,
the use of the Quantitative approach for data analysis is being used which is just one approach
towards the analysis of the data.
3.11 Summary
Therefore, the study followed a comprehensive format whereby the overall research
methods chosen for the paper have been critically assessed. In consideration with this, the key
justifications for the adoption of each of the research methods have also been provided. The
study followed a structured outline based on which the Research philosophy, research approach,
research design and the data collection as well as the data analysis method which has been
adopted for the study will be mentioned critically. In association with this, it can be mentioned
that by the adoption of these research methods, the overall research objectives can be achieved
successfully and the influence of the sales technique and promotional techniques can be found on
the consumer buying behavior.

References
Bresler, L. and Stake, R.E., 2017. Qualitative research methodology in music education.
In Critical Essays in Music Education (pp. 113-128). Routledge.
Fletcher, A.J., 2017. Applying critical realism in qualitative research: methodology meets
method. International journal of social research methodology, 20(2), pp.181-194.
Flick, U., 2015. Introducing research methodology: A beginner's guide to doing a research
project. Sage.
Kumar, R., 2019. Research methodology: A step-by-step guide for beginners. Sage Publications
Limited.
Ledford, J.R. and Gast, D.L., 2018. Single case research methodology: Applications in special
education and behavioral sciences. Routledge.
Mohajan, H.K., 2018. Qualitative research methodology in social sciences and related
subjects. Journal of Economic Development, Environment and People, 7(1), pp.23-48.
Saunders, M.N. and Bezzina, F., 2015. Reflections on conceptions of research methodology
among management academics. European management journal, 33(5), pp.297-304.
Taherdoost, H., 2016. Sampling methods in research methodology; how to choose a sampling
technique for research. How to Choose a Sampling Technique for Research (April 10, 2016).