An in-depth look at promotional strategies employed in the UK by fast food chains.
Written in 2008; 9,398 words; 24 sources; APA; $ 193.95
Paper Summary:
This paper is a research dissertation on the effects of promotional strategies, including discount vouchers, development, launch and sales of speciality meals (Breakfast Combos, Happy Meals), supported through marketing, public relations, and promotional activities throughout the U.K. The author specifically looks at the effectiveness of these combined strategies on increasing the loyalty and trust that customers have in fast food restaurants profiled in this dissertation. The paper includes a literature review and appendices with charts and tables.
Outline:
Abstract
Introduction
Literature Review
Pricing as a Differentiator
Product Differentiation and Uniqueness
QSRs: The Eye of a Turbulent Food Retailing Storm
Explaining QSR Restaurant's Challenges to Viability
QSR Strategic Challenges
Effectiveness of Entertainment in QSR Locations in the UK
The Role of Price as a Promotional Element in QSRs
Current Pricing Trends in the QSR Segments including McDonald's and Burger King in the UK
How QSRs are Using Price-sensitivity measurement (PSM) in Promotional Strategies
Role of Psychological Pricing in QSRs throughout the UK
Impact of Prices on Brand Equity in QSRs operating in the UK
QSR Societal Trends in the UK
UK QSR Consumption Trends
Research Objectives and Hypotheses
Methodology
Secondary Data Collection Methodology
Primary Data Collection Methodology
Results and Interpretation
Most Memorable Public Relations Strategies by QSR
Impact of Vouchers on Perceived Value of Food
Quantification and Predicting of Trust
Conclusion and Recommendations
References
Appendices
Appendix 1: Variable Name and Label Assignments in SPSS 13 Used For the Analysis
Appendix 2: Frequency Distributions by Variable in the Survey
Appendix 3: Factor Analysis Correlation Matrices to Quantify Trust for McDonald's and Burger King
Appendix 4: Questionnaire
From the Paper:
"The intention of this research project is to evaluate the effectiveness of discount vouchers, development and marketing of special meals (Happy meals, Breakfast Combos meals and comparable offerings to these) , use of special meal promotions and vouchers, the use of both in-transit and Web-based promotional strategies, participation and contribution to community events, and public relations efforts overall that lead to the development of trust by consumers in McDonald's and Burger King Franchisees operating in the United Kingdom. All of these marketing, public relations and promotional activities lead specifically to the development of a quantification of trust measure for each of these quick service restaurants (QSRs). This term (QSR) will be used throughout this analysis to refer to the specific classification of restaurant that McDonalds' and Burger King are members of. A literature review of the successful strategies of Quick Service Restaurants (QSRs) is provided as the foundation for this project, followed by an analysis of survey data gained from in-mall intercepts of Burger King and McDonald's customers as they were leaving a QSR location. The outcome of the research shows that it is possible, through a synchronized approach to managing the many aspects of the marketing mix, specifically the effectiveness of promotional offers and the use of vouchers to increase the overall attractiveness to repeat customers of purchasing meals from either of the QSRs analyzed in this report. Statistical analysis of the 30 respondent's survey data is also provided using SPSS Version 13 for Windows, and the resulting frequency distributions and cross-tabulations, in addition to further statistical analysis, are provided in this report."
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