Advertising Strategy - Essay Example

Chapter 4 Findings and Analysis Name: Grade Course: Tutor’s Name: Date Chapter 4 Findings and Analysis 4.1 Introduction This chapter involves the analysis of data collected from the questionnaires sent to 100 of the selected participants. Each question will be analyzed separately using qualitative as well as quantitative analysis. Presentation of the finding will be done through tables, percentages as well as pie charts. Issues related to participants in the research as well as a summary of primary data collected are presented. 4.2 Participants in the research The participants in the research are individuals who were selected using simple random sampling strategy. Individuals were supposed to be over 18 years. It is worth noting that members of both genders were given equal chances. The questionnaires were given in person and those individuals who could complete the same within a day handed the same to the researcher. However, participants were allowed to take a maximum of two weak to complete the questionnaires and mail them to the researchers. 4.3 Data Analysis Method Data analysis used in order to gain more insight on the research question was by use of quantitative analysis. Excel was used to compute the relevant statistics as well as present finding through pie charts and percentages. 4.4 Summary of the primary data collected A total of 14 questions were asked, these questions revolved around the frequency of visiting the restaurant, the mode of advertisement used, perception of respondent on advertisement by Alounak Restaurant, number of adverts seen in the last one month touching on the restaurant, participants views on the staff in the restaurant, satisfaction from the restaurant services, the type of promotion and their impacts in encouraging participants to eat in the restaurant among others. It is worth noting that no demographic data were collected from the questionnaires. It is worth noting that the 100 questionnaires distributed to the sample were all were returned, completely filled and ready for analysis. 4.5 Qualitative analysis of primary data 4.5.1 Analysis of answer to question 1 Concerning how often did the respondents come to Alounak Restaurant, it emerged that majority that is 56.0% went there once a week, 33.0% once per month, 7.0% twice per month and only 4.0% went to the restaurant once after 6 month. This indicates that a bigger portion of the respondents visited the restaurant more frequently (Fig. 1). Fig. 1 Frequency of vising the restaurant 4.5.2 Analysis of answer to question 2 When the respondents were asked where they heard about the restaurant, there were higher frequencies or tendency of them indicating that TVs, 70 times and food training 65 times to be the most popular way of making the restaurant known. Radio and brochures were mentioned 44 and 39 times respectively. This shows that TV and food training are the most effective way of showing the audience the existence of a restaurant. There were also instances where some respondents indicated that they learnt about the restaurant through the internet and social media. 4.5.3 Analysis of answer to question 3 Concerning seeing any advertising by Alounak restaurant, 87.0% said yes, 10.0% no while 3.0% were not sure (Fig. 2). Fig. 2 Seeing and advert for Alounak Restaurant 4.5.4 Analysis of answer to question 4 From fig. 3 it emerged that only 2.0% of the respondents have never seen any advertisement in the last one month for the restaurant, 17.0% indicated that they have seen it once, 11.0% twice, 49.0% thrice while 21.0% have seen over 4 times of the restaurant advertisements. Fig. 3 Number of adverts seen in the last one month 4.5.5 Analysis of answer to question 5 When asked how much the advertising have encourage them to come to the restaurant, it is evident that indeed it had a great influence. Results indicate that 77.0% indicated that the adverts had a greater influence, 19.0% said it had a little influence while only 4,o% said it had no influence at all (Table 1). Table 1 Effect of advertisement and being encouraged to go to the restaurant Encourage to come to the restaurant Frequency Percentage Very much 77 77.0 A little 19 19.0 Not at all 4 4.0 4.5.6 Analysis of answer to question 6 When the respondents were asked to rate the restaurant’s advertising strategy on different social media and bill boards, it was established that 72.0% of the respondents indicated that it was attractive, 28.0% said not much attractive (Fig. 4). Concerning the level of information received from these advertisements, 75.0% said that it was informative while only 25.0% said it was not much informative (Fig. 5). Fig. 4 Opinion on the attrativness of advertising strategy Fig. 5 Opinion on how informative the advertising strategy was 4.5.7 Analysis of answer to question 7 91.0% of the respondents were convinced that the staff from Alounak Restaurant is welcoming and cooperative, 8.0% were not sure and only 1.0% held a contrary view (Fig. 6). Fig. 6 staff were welcoming and cooperative 4.5.8 Analysis of answer to question 8 When rating staff results from fig. 7 shows that 69.0% said that the staff were very good, 18.0% stated that they were good, 10.0% and 3.0% indicated that the staff were rated to be bad and very bad in that order. Fig. 7 staff rating 4.5.9 Analysis of answer to question 9 When asked about being satisfied with services from the restaurant, 72.0% said they were very satisfied with services from Alounak Restaurant, 18.0% were satisfied while 10.0% said they were not satisfied (Fig. 8). Fig. 8 satisfaction with services 4.5.10 Analysis of answer to question 10 From the respondents, it is evident that the attractive promotion was buy one get one free chosen by 36.0% of the respondents, this was followed by free sample chosen by 25.0% of the respondents, discount coupons, bonus pack and discount when one buy more were attractive promotion methods to 22.0%, 9.0% and 8.0% of the respondents (Fig. 9). Fig. 9 Attractive promotion 4.5.11 Analysis of answer to question 11 Concerning the respondents reading about food critics idea about this restaurant and being encouraged to come to Alounak Restaurant, it is evident from fig. 10 that 60.0% of the respondents indicated that reading critics had a much greater influence in making them to go to the restaurant, 22.0% said much, 12.0% said a little while 6.0% said that it did not have any influence. Fig. 10 Influence of reading about food critics on gong to the restaurant 4.5.12 Analysis of answer to question 12 It was also important to establish the influence of reading newspaper having information about the restaurant and being encouraged to go to the restaurant. It emerged that 69.0% said that they were encouraged to a great extend after reading newspapers, 12.0% said the reading had much encouragement, 11.0% said they were encouraged a little while 8.0% said they were not encouraged at all to go to the restaurant after reading about this restaurant in local newspaper (Fig. 11). Fig. 11 Influence of reading a local newspaper about the restaurant and going to the restaurant 4.5.13 Analysis of answer to question 13 The researcher wanted to establish whether the respondents were willing to recommend the restaurant toe their friends, results indicated that 79.0% said they will recommend Alounak Restaurant to their friends while 21.0% were not willing to do that (Fig. 12). Fig. 12 Recommend to freinds 4.5.14 Analysis of answer to question 14 The last question was open and respondents were allowed to give their recommendations. The emerging theme from their response was that the firm should capitalize on the capabilities of new technology such as social media and the internet in a creative manner to capture the attention of customers all over the world. This will help the restaurant to have customers particularly those who are coming to visit the country for the first time. Another important issue to be considered by the restaurant is to have a loyalty scheme where customers are allowed to gain point hence enhancing brand loyalty. 4.6 Chapter summary This chapter has critically analyzed and presented the results of the questionnaire that were distributed to randomly selected 100 respondents. Analysis was done using excel and results presented I percentage, graphs, tables and pie charts. The next chapter will be the discussion of the results. Read More