The purpose of this project is to generate consulting advice about how a brand can achieve the management objective of developing or maintaining consumer loyalty with marketing communications targeted at consumers attitudes, feelings and perceptions about the brand. In Part 1 you will outline the details and motivations behind a proposal to conduct research using a rating scale based survey to determine which variables are the drivers of loyalty and market segmentation for in a particular market. In Part 2 you will implement the research proposal using a survey of people drawn from a convenience sample. SURVEY OF FRIES, AUSTRALIA.
To motivate the research, the proposal must be targeted towards a client brand that is either already in the market, or a new (can be fictitious) brand looking to enter the market. The proposal must include a situation analysis which identifies trends emerging in the market that may have important implications for how consumers think, feel and behave toward the client brand. Students should focus on addressing the information needs of a brand seeking to build and maintain loyalty within particular segments in their market. For example, what are commonly held perceptions about products in this market? Are their looming structural changes about to occur in this market that may affect attitudes? What might be some of the characteristics of people who are more loyal than others in this market? To maximise the impact of the research to the client brand, students should consider a context that has relevance to the types of people they have access to as a convenience sample. Students must identify an appropriate population of interest and justify the extent to which their convenience sample is representative to the extent it provides for an appropriate generalisation. SURVEY OF FRIES, AUSTRALIA.
The survey design must provide justifications for the inclusion/exclusion of rating scale questions to measure attitudinal perceptions that may be associated with loyalty towards the brand. Each attitudinal variable must be operationalised using multiple item measures that are adapted from conceptual definitions found in the academic or business literature. Justifications must be provided for the inclusion of each question in terms of how they form a dimension of each variable being measured, a proposed type of association between variable and loyalty and/or how each variable forms a definitive part of a potentially important market segment. SURVEY OF FRIES, AUSTRALIA.
A brief analysis plan must be included detailing the expected factor structure to be extracted using factor analysis and the expected number of market segments to be found using cluster analysis. The analysis plan must be described in technical terms, including what steps will be taken to execute these two analysis techniques. SURVEY OF FRIES, AUSTRALIA.
The proposal should be professionally presented in a document of no more than 2,000 words (including tables, excluding figures). Proposals exceeding the word limit by more than 10% will receive zero marks on the “professionalism” criterion of the marking rubric. The document must resemble one produced by a reputable market research agency. SURVEY OF FRIES, AUSTRALIA.
SURVEY OF FRIES, AUSTRALIA
Australia fast food industry is fast changing. The entry barriers are low and new entrants
coming in are driving competition upwards. The fast food industry is valued at $20 billion in
revenues and records an annual growth of 3.7%. This is an impressive growth that has attracted
new entrants into the industry (IBIS World, 2017). The industry employs about 152,476
employees with a total of 24,984 business units (IBIS World, 2017). As a result of the growing
competition, operators in the industry are breaking the norm of restricted menu that has defined
the industry for a long time and today, they are introducing ranger of healthier, premium choice
as consumers become more concerned with their health. Projects show that growth will be
fuelled by consumers’ appetite for healthy fast food.