MARKETING

Chapter 1



Chapter 1

Introduction

Indeed there are numerous reasons behind the utilization of various promotional methods by companies and they have said to impact the intensity of customer loyalty and the number of customers there are. It also gives them a competitive edge as well. The ultimate purpose is to increase the sales and promotional activities play a crucial role.

1.2. Background

Strategies in relation to promotions have been adopted by all kinds of organizations regardless of the genre. It aids in increasing market share, provide customers, increase sales and communicate apt information about the product or service. It also aids in differentiating services and products and stabilizing the sales along with accentuation of products value (Nielsen, 2012).

1.2.1. Brief recent literature review

Promotion strategy: It is concerned with the strategies that are aimed in informing, persuading and influencing the decisions in relation to the customers when it comes to goods and services (Rajagopal, 2007).

Sales: It can be defined as the monetary value in dollar that is received in exchange of the product or service provided to the customer in the form of a transaction (Petersen, 2008).

1.2.2. Introducing the chosen firm (s)/industry

The chosen company is Alounak Restaurant that serves Halal food with a depiction of authentic Iranian culture at cost effective prices (Alounak Restaurant, 2011).

1.2.3. Rationale for choosing the firm (s)/industry

The premise behind the choice is that it is small scale entity and has data availability. The data can be handled easily along with analysis and easy presentation since it has less complexity. There will be availability of relevant data and therefore fewer limitations.

1.2.4. Scope of research:

Premise of the research is analyzing the impact of different promotion methods on increasing sales in Alounak Restaurant. The sample will consist of cutomers of the restaurant and will be 100 in number.

Theoretical framework: ...