Customer Relationship Management and Marketing Activities - Dissertation Example

Executive Summary
The research which uses both primary and secondary sources to find out the manner in which consumer buying behaviour gets impacted due to the presence of different CRM and marketing activities for the fast-food industry in Hong Kong has been identified. The research which uses a thematic analysis helps to bring forward the different dimensions and measures which have influenced consumer buying habits. It has been identified that brand awareness, perceived trust and 24*7 CRM process along with marketing activities which are aimed towards different promotions and offers have an influence on the buying habits of customers. The use of different sources of communication through technology has helped the fast-food industry as it has provided a tool of communication. This has eased the manner in which different activities are carried out and has multiplied the overall effectiveness and efficiency in carrying out the different activities.

The fast-food industry at the forefront has to develop strategies that will look to protect the different information and data of consumers. Since technology is used it increases the risk of information being used by other people in the industry. It is imperative that an appropriate measure that looks towards protecting the interest of the people is taken. This can be achieved to a large degree by having firewalls, passwords and digital signatures which reduce the degree of risk and provide an opportunity through which information will be protected. In addition to it, the fast-food industry also has to look towards developing ways which will be aimed towards reducing the time between communication and have to ensure that the different issues which the consumer are facing are solved instantly. This will help to improve relations and will foster an environment through which the overall mechanism of working will improve. The fast-food industry has to further aim towards ensuring that the process looks at developing marketing activities that will be aimed towards meeting the different needs of customers. Having proper strategies like promotions and offers that influences customers need to be looked at. This will have an influence on the manner in which customer influences different buying habits and will have a role in shaping the manner people look to purchase different products and services.

The business has to further look towards ensuring that they look to develop ways which will be aimed towards increased trust and perceived benefit for the consumers. The strategy has to be such that it looks towards working on the different fundamentals and strengthening the process so that the different needs and requirements of the customers can be easily satisfied.

Chapter 1: Introduction
1.1. Overview
The research looks to explore the impact consumer behaviour and marketing strategies have on consumer buying behaviour with regard to fast food products in Hong Kong. The study focuses on finding out the scope with regard to customer behaviour and marketing strategies so that the overall impetus and manner in which consumer buying behaviour is impacted can be understood. This will help to determine the areas through which overall strategies for the future can be developed and will help to determine the path which will help to understand the different behaviour that individuals are able to determine.

1.2. Research Aim & Objectives
The aim of the study is to find out the impact consumer behaviour and marketing strategies have on consumer buying behaviour with regard to fast food products in Hong Kong. The research thereby will look at achieving the following objectives
• The research will focus on understanding the role and importance consumer behaviour and marketing has on customers
• Understanding the CRM model which fast food centres use and the impetus it has for the future
• To understand the theoretical framework with regard to CRM and consumer buying behaviour and marketing so that the inter lying relationship between them can be understood
• To understand the role CRM process in retaining customers and the manner in which consumer behaviour is dependent on it