Any related to marketing is ok - Research Proposal Example

McDonald’s and its s’ perceptions to influence its optimal promotional mix A. Research Aim/Questions: Research Aim: Based on UK s’ perception, the proponent will find out if it is justifiable for McDonald’s to adhere to its prevailing promotional activities for its product offerings with lower values. Research Questions: What are the customers perceptions on McDonalds offerings that are promoted based on price? To find this out, this study will answer the following specific questions at the end. a. What do UK customers’ impressions on McDonald’s offerings that are associated with price in their promotion? b. What are specific opinions of UK customers on the products of McDonald’s with substantially low and high prices, respectively? B. Background Justification From its inception, it was just a small barbeque restaurant, but today McDonald’s is one of the iconic profit organisations which tries to operate more than 32,000 restaurants across more than 100 countries in the world and having to serve at least 60 million people everyday (McDonald’s, 2011).

It is most likely to be identified with its most familiar brand portfolios such as Big Mac, Chicken McNuggets, and Happy Meals. These are all iconic brands which successfully won the taste of various consumers in the fast food chain industry. Currently, there are products of McDonald’s that are promoted based on price (McDonald’s, 2011). This topic is of interest because it paves the way for developing an optimal promotional mix, which primarily would consider the pricing strategy and promotional activity such as advertising.

Normally, products promoted based on price essentially undergoes promotional advertising because it could cover the masses and it is unlikely to tap personal selling strategy on this matter since it is associated with high per-contact cost (Boone and Kurtz, 2006; Kotler et al., 1999). This specifically talks about the essence of saving cost on promotional activities based on the chosen optimal promotional mix. It is therefore evident that this study could substantially benefit both marketing practitioners and the academe.

The information to be covered in this research will not only help justify the move of McDonald’s to go for its prevailing promotional activities on its offerings promoted based on price. It would also help the company evaluate if it is just right to spend promotional budget for its offerings promoted based on price. Furthermore, this would also help the company evaluate how effective it is in conveying information to its target audience by understanding their perceptions. This study associates customer behaviors and understanding on what promotional activities may fit with product offerings promoted based on price.

This would also provide more meaningful understanding on customers’ perceptions and their importance in coming with corresponding promotional activities. All of these are in line with the academe and have substantial purpose in order to understand marketing more in great specific detail. Academic context The proponent will draw on the body of literature concerning information about optimal promotional mix. In this case, more consideration should be emphasised about pricing and other related information.

The proponent will also draw on important concepts about promotional strategies and the development of an optimal promotional mix. In particular, all significant or related marketing concepts in line with this study will be considered. The proponent will give considerable amount of time digging significant marketing concepts that will point out the importance of optimal marketing concept in the case of McDonald’s and its promotion of its product offerings based on price. Novelty It is a great concern of this study to understand detailed information or illustration how the nature of the market and the nature of the product could influence the choice of an optimal promotional mix (Boone and Kurtz, 2006).

There are various studies that are already conducted in line with this issue (Zenor et al., 1998; Fruchter and Kalish, 1998; Jang and Chen, 2008; Kremer et al., 2008). However, none of them specifically was able to choose pricing strategy with promotional strategy. This study therefore would be an added knowledge in the area of promotional mix. Furthermore, it could substantially help McDonald’s decide in the future regarding on what optimum promotional mix it should apply. Furthermore, as this study would be in addition to increasing knowledge in marketing, probable studies in line with its results will be further recommended, if ever it is necessary. C. Proposed Methodology and Methods Place of study and the respondents This research will be conducted in Newcastle, UK.

All McDonald’s outlets in this place will be considered including their prevailing promotional mix concerning about price. Respondents should all come from Newcastle from age 18 to 30. As much as possible, all respondents should have attained higher education in order for them to easily understand the purpose of this study and other marketing-related concepts. Proposed approach This study will employ quantitative approach. All qualitative information or data that will be generated from the chosen respondents will be transformed into quantitative data in order to analyse them using relevant statistical methods and tools.

The key variables to be measured are the customers’ perceptions on McDonald’s promotion of its offerings based on price. Statistical inference will be conducted on this variable in order to obtain substantial result that will help achieve the aim of this research and some specific questions that will be taken into account at the end of it. Data collection Prior to data collection, the proponent shall ask permission from McDonald’s through a letter of request, signed by the Adviser of this course, with the intention to conduct the actual survey within McDonald’s premises, twice a day, in the morning and afternoon.

Data will be collected directly from the customers using a survey questionnaire. The data gathering from the respondents should not last more than three minutes so as not to consume so much of their time. Survey questionnaire should be given to them and after three minutes, it will be retrieved from them. The proponent will provide the chosen respondents a token of appreciation just before they could fill in the questionnaire in order to motivate them from joining in the survey. Furthermore, they will be rest assured that the information they provide will be taken with utmost confidentiality.

Procedures for data analysis 1. The data from the survey questionnaire will be tabulated first. 2. After they are tabulated, the proponent will conduct series of statistical inference on them. 3. After the statistical inference, the proponent will then proceed to the analysis which will integrate existing literature and marketing concepts and theories regarding the subject matter involved in this study. 4. Discussion and conclusion will then be implemented. References Boone, L. E., and Kurtz, D. L. (2006) Contemporary Marketing. 12th ed. Mason, Ohio: Thomson: South-Western.

Fruchter, G. E., and Kalish, S. (1998) Dynamic promotional budgeting and media allocation. European Journal of Operational Research, 111 (1): 15-27. Jang, S. C., and Chen, M. H. (2008) Financial portfolio approach to optimal tourist market mixes. Tourism Management, 29 (4): 761-770. Kotler, P., Saunders, J., Armstrong, G., and Wong, V. (1999) Principles of Marketing. 2nd European ed. Upper Saddle River, NJ: Prentice Hall. Kremer, S. T. M., Bijmolt, T. H. A., Leeflang, S. H., and Wieringa, J. E. (2008) Generalization on the effectiveness of pharmaceutical promotional expenditures.

International Journal of Research in Marketing, 25 (4): 234-246. McDonald’s (2001). McDonald’s. [online]. Available from: http://www.mcdonalds.co.uk/ [Accessed: 15 December 2011]. McDonald’s (2011) Better not just bigger. [online]. Available from: http://www.mcdonalds.com/us/en/our_story.html [Accessed 14 October, 2011]. Zenor, M. J., Bronnenberg, B. J., and McAlister, L. (1998) The impact of marketing policy on promotional price elasticities and baseline sales. Journal of Retailing and Consumer Services, 5 (1): 23-32.