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10 views

TITLE 1 PPT

Uploaded by

Mikko Rei Ramos
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PPTX, PDF, TXT or read online on Scribd
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Promotional Strategies and Its

Influence on Brand Equity in


Selected Fast-Food Chains
RESEARCHERS

•Santos, Marie Antonnete B.


•Lalu, Jennie Mae
•Parungao, Britney R.
INTRODUCTION

• Fast food chain growth in the Philippines can


be attributed to the country's expanding
population and the evolving characteristics of
Filipino consumers (Flores, 2014). Filipinos
are known for their deep appreciation of
food. Even when traveling abroad, they seek
out meals that fulfill their nutritional needs
OBJECTIVES
• The objective of this study is to examine the
influence of promotional strategies on brand
equity in selected fast-food chains. The research
aims to analyze how these strategies shape key
dimensions of brand equity, including brand
awareness, brand associations, perceived
quality, and brand loyalty.
RESEARCH GAP
• The research gap in investigating the strategies used in
promotion and its effect on brand equity among chosen
fast-food chains lies in the minimal knowledge
regarding the way a particular promotional tactic, like
social media marketing, celebrity endorsements, or
pricing strategies, uniquely impacts dimensions of
brand equity such as brand awareness, perceived
quality, and customer loyalty.
THEORETICAL FRAMEWORK

•This study bases its foundation in Keller's


Brand Equity Model, also known as the
Customer-Based Brand Equity Model,
developed by marketing professor Kevin
Lane Keller, in his most widely used
book, Strategic Brand Management
CONCEPTUAL FRAMEWORK
STATEMENT OF THE PROBLEM
This study aims to determine the influence of promotional strategies
towards the brand equity of selected fast-food chains in Sta. Ana,
Pampanga.
Specifically, it seeks to answer the following questions:
1. The demographic profile of the respondents be described in terms
of:
1.1age;
1.2sex;
1.3civil status; and
1.4monthly income.
STATEMENT OF THE PROBLEM
2. How may the level of the promotional strategies of the selected fast-food
chains in Sta. Ana, Pampanga be described in term of:
2.1 branding;
2.2 accessibility; and
2.3 promotion.
3. How may the brand equity be influenced by promotional strategies in terms of:
3.1 purchasing decision;
3.2 repeat purchase; and
3.3 relationship quality.
4. Is there a significant influence between promotional strategies and brand equity?
HYPOTHESIS OF THE STUDY

There is no significant influence between promotional

strategies and brand equity in selected fast-food chains.


SIGNIFICANCE OF THE STUDY

• To the Customers.
• To the Fast-food Chain Owners.
• To the Future Researchers.
• To the Business Owners.
RESEARCH DESIGN
• The researchers will use a correlational research
design to study the relationship between
variables of brand equity and promotional
strategies. This type of study is used to measure
the degree and nature of the connection between
two or more variables without manipulating
them, which helps the researchers in identifying
patterns or trends.
RESPONDENTS/INCLUSION CRITERIA

• The respondents of this research will be the customers


of fast-food chains in Sta. Ana, Pampanga.
Specifically, those who are from or who are residing in
Sta. Ana, Pampanga. There will be fifty (50) customers
of McDonald’s and fifty (50) customers of Jollibee
who will take part in the study. This is also one way of
delimiting the study and it will only focus on who
really are the key informants of the study.
DATA COLLECTION AND PROCEDURE

•Crafting of survey questionnaire


•Validation
•Administering of survey
•Collection of data
•Analysis and presentation of data
DATA ANALYSIS

•The researchers will also use Pearson-


Product Correlation r as the statistical
tool for analyzing and interpreting the
data. The Pearson correlation coefficient
(r) is the most commonly used method
for measuring linear correlation.
CONCLUSION

•In conclusion, the study will determine


how promotion strategies impact the brand
equity in fast food outlets. This will enable
fast food outlets to have vital information
to strengthen their promotional strategy
that in turn helps enhance their brand
equity.

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