CUSTOMER ATTRACTION

How to Attract a New Customer: Reflective Review of the Process of Business Planning

Executive Summary

Primary and secondary research was carried out in order to ascertain the ways and means through which new customers could be attracted by Nancy Central Catering Limited. The sponsor organization will be provided with a detailed account of how to attract customers through this comprehensive research, and the findings and recommendations of this research will benefit the organization immensely in achieving this all-important goal. Qualitative as well as quantitative data was gathered through an email questionnaire by using Survey Gizmo, which made up primary research. Secondary research was carried out to look into the available marketing techniques to rope in new customers. An important outcome was found to be word of mouth communication, which would help in attracting new customers, and would save money that would otherwise be spent on marketing.

Table of Contents

Executive Summaryii

Introduction1

Company Overview1

Justification of Research1

Aims and Objectives of Research2

Literature Review3

Research Methodology6

Data Analysis and Presentation7

Survey Analysis7

Conclusion and Recommendation16

Conclusion16

Recommendations16

References19

Appendix21

Appendix A: Questionnaire Survey21

Appendix B: Responses of Questionnaire Survey22

Introduction

Company Overview

The paper provides comprehensive and significant findings of how to attract the customers in the business this become possible with the help of with the primary and secondary methodology. Nancy Central Catering Limited is a company which started off with a burger van in Stirlingshire and expanded its business in a relatively short period of time, so much so that it started attracting customers from places as far away as Alloa, Falkirk and Dunfermline; it enjoyed considerable success in very little time and started providing catering services to corporate events, birthdays, weddings and many other occasions, thereby creating a name for its services in the market and attracting customers from far off places as mentioned above. It has also provided services to local shops on a regular basis, including takeaways, which have been a welcome addition to the catering services. However, the company has found out of late that customers have cut down on spending, as a result of the onset of winter and thus, it has affected the company's sales and new customers need to be wooed in order for the business to thrive and grow.

Justification of Research

It is important to carry out this research in order to determine ways and means, through which new customers will be attracted, by carrying out primary as well as secondary research. Besides currently, there is no formal identification method of customer attraction within Nancy Catering. The owners would like to know what method of customer attraction and customer service currently exist as this will allow them to understand where improvements can be made if necessary. Communication is an important part of business because it helps to get more and more customers in. The research will also be able to show what factors in particular influence customer attraction and customer service and how these two factors are related. The research will also show the owners how previous customers show loyalty to ...