Dunkin’ Donuts IndiaIntroduction Brand loyalty plays a significant part in the behavior of a customer (Nam, Ekinci, and Whyatt, 2011). Added to this, Keller (2009) analyzed that in an evolving, and complex marketing environment, organizations should develop, and protect brand loyalty to accomplish business liquidity. Moreover, Kassim and Asiah Abdullah, (2010) investigated apparent quality and recommended that it goes about as a significant powerful factor on customer conduct. There exists a growing collection of writing that addresses the significance of consumer loyalty. Researchers are faced with a significant challenge when dealing with changes emerging within a marketing environment. Subsequently, this paper aims at thoroughly analyzing how promotional activities influence customer satisfaction.
The main objective of this paper is to examine the impact of Dunkin’ Donuts, an American multinational coffee and doughnut enterprise paired with fast food services promotion’s activities on its existing and future Indian based consumers and customers. The company’s outlets are displayed over the Indian territory and could be found in cities like Bhopal, Hyderabad, Mumbai, and Gurugram.
It is contended that a customer’s satisfaction paired with annotated quality of goods or services provided by a company provides solely 50% of expectations regarding future customer purchases (Rust, Inman, Jia, and Zahorik, 1999).
Considering the findings mentioned above, this paper starts with a review of significant writing regarding promotional activities and customer behavior within the sphere of Dunkin’ Donuts in India. Subsequently, the paper presents the research methodology notably sample size, data analysis, and survey design. The third part of the paper will provide a more detailed analysis of the results. That is, the discoveries of this research will demonstrate how Dunkin’ Donuts’ promotional activities impact their clients’ post-purchase insight. In addition, the results will show how these promotional activities will affect both consumers’ and customers’ subjective perspectives on supplied products. As promotional activities and customer satisfaction both play significant roles in a marketing environment, it can be argued that this paper lends support and contributes to the existing body of literature in this domain.
Literature review (The papers which we have used. A brief description of each.)
Mention people and books
Promotions are usually carried out for a product’s upcoming release or to get more people to buy it. However, customer satisfaction is also a factor that affects an individual’s overall satisfaction. To be successful, you need to learn how to effectively promote your products, and this is an essential skill that will help you grow and improve your business. In general, the effect of advertising is the effect on the subconscious of the audience. The same subtle effects slowly came to fruition after a while and turned the audience into the business. Then it will make a profit for you and your business. So how can you be sure to get your customers satisfied and help get them to promote your business?
Instead of just focusing on providing a useful product or service, companies should try focusing on increasing your brand awareness and sales. Doing so will help you grow and expand, as well as avoid getting no one else to know about it (Luo, and Homburg, 2007).
The promotion has a significant effect on customer satisfaction. This finding indicates that the promotion variable has a considerable influence on the satisfaction factor. Marketing messages are designed to influence consumers’ behavior and purchase decisions and through various promotional activities, companies can influence the experience before and after buying a product or a service (Jannah, Mappatompo, and Haanurat, 2019).
Promotion has a positive effect on customer satisfaction.
Marketing objectives are to persuade and influence the consumers’ behavior in the decision-making process with the help of promotional activities.
If promotion is increased, customer satisfaction increases as well.
There is a positive connection between increased cash flow, and lowered market variability.
Promotional activities can influence customers’ purchase experience before and after buying a service.
State of problem During 2010 the company faced some issues in some locations in India over its marketing promotions. The company faced rejection after it was initially called a breakfast menu restaurant. The company’s inability to understand the local culture and traditions led to its downfall in India.
International marketing – understanding culture
Research objectives The main research objective is to study the influence of advertising and promotion on the level of consumer satisfaction using the case of the failure of Dunkin’ Donuts in the Indian market.
How promotion affects customer satisfaction
Problems in the promotion of dunkin donuts product and services
Study the market in terms of consumer preferences and competitive environment focusing on learning and understanding the local culture of the country in which the company seeks to penetrate
Collection and analysis of information about a specific marketing problem concentrating on finding the reasons for the failure of the company in some locations.
Evaluation and calculation of the effectiveness of the advertising campaign carried out by Dunkin’ Donuts
Research methodology In this marketing research three types of data design – exploratory, causal and descriptive – will be employed (starting with the exploratory research design).
The following research methods will be used: analysis of Internet resources and literary sources; description of data; testing; experiment; quantitative, qualitative, and statistical analysis of the results. The survey and questionnaire will be used to gain insight into the underlying needs and true motives of consumers.
While multiple factors can influence consumer satisfaction, this research will focus on determining the impact of advertising and promotion effectiveness on customer satisfaction. An advertising campaign carried out incorrectly, for instance, without understanding the culture of the country in which the company wants to penetrate, even if large funds were spent on it, may not give the desired results or even negatively affect the company’s image, which will lead to the loss of potential customers. On the contrary, the correct marketing strategy will significantly affect the success of the company at the international level, but it cannot be argued that this is an absolute guarantor of recognition. So, the dependent variable (D.V.) in this case is customer satisfaction and the independent variable (I.V.) is promotion. Examining of the variables will be conducted by using …
Types of Information and Sources (It should be about OUR report, not about the company.) Where are our sources in the report?
In order to determine the type of sources and information, it is essential in promotional activities to use primary and secondary data. The primary data consist of qualitative and quantitative approaches to ensure high quality products and customer satisfaction. For example, surveys, interviews and more others considered beneficial sources.
On the other hand, the main reason to utilise secondary data is to change previous information or sources and have the ability to reach customer’s demand. For example, the type of information from online resources could be through customers feedback on social media such as Facebook and more other platforms. Therefore, the company could determine advantages and disadvantages of promotional activities. Both sources impact greatly on the level of attractiveness, company’s sales and how promotional activities effective to Indian market.
Hypothesis (The link between variables)
Failure of the company to understand the cultural values of India.
Lack of promotional activities which are related to the Indian customer satisfaction.
H1; promotion can affect customer satisfaction.
If promotional activities are built for brand loyalty which strongly connected to advertising, consumers will become motivated towards Dunkin products and establish long-term relationships. Once the promotional activities increased such as following questionnaires for improvement or analysis to understand Indian market, customer’s satisfaction and the intention to purchase Dunkin products will significantly increase to become influential for long-term. Promotion tools such as providing samples to try a new product could significantly influence customer’s behavour and establish satisfaction or more interactions to reach the main product. P.82
Failing the implementation of brand positioning in India for advertising strategies could impact understanding various segments for target market, cultural values to reach customer’s demand or satisfaction, and become challenging to become competitive or successful. For instance, several people in India would not consume sweets or donuts in breakfast. Therefore, promoting products such as sweets or donuts for breakfast could affect customer satisfaction (Forero, 2020).
Promoting wrong messages or insufficient research of Indian preferences for advertising campaigns impact promotional activities. For instance, Indians prefer to drink tea in the morning rather than coffee. Therefore, Indians would less likely interact with advertisements that are not attractive to their preferences. P.75
Please read the research and start from here:
H2; customer satisfaction cannot be affected by promotional activities:
Data Collection Maybe designing a questionnaire and survays to examine the variables. (Find a questionnaire about the variables.)
Sample and design The method which we use in our paper to research the company (exploratory, casual, descriptive) starts from exploratory.
I.V is promotion – D.V is customer satisfaction
Sample; randomly sample size. Chapter related to sampling technics.