Short answer

Focus marketing efforts on developing and executing strong promotional strategies, as these have the greatest impact on customer satisfaction in the food retail sector.

Field: Innovation & Markets
Source: Jurnal Ilmiah Manajemen dan Bisnis (JIMBI) (2020)
Method: Quantitative research using multiple linear regression analysis.
Evidence: Strong effect

Effective promotional strategies have a dominant positive impact on customer satisfaction, even when price, product, and location are also considered. This innovation & markets research insight is drawn from a 2020 study published in Jurnal Ilmiah Manajemen dan Bisnis (JIMBI). Using Quantitative research using multiple linear regression analysis., researchers explored how this design variable affects real-world outcomes. The key design takeaway: Focus marketing efforts on developing and executing strong promotional strategies, as these have the greatest impact on customer satisfaction in the food retail sector.

Study

Innovation & MarketsHigh ImpactStrong effect

Promotional strategies significantly boost customer satisfaction in food retail

Effective promotional strategies have a dominant positive impact on customer satisfaction, even when price, product, and location are also considered.

Jurnal Ilmiah Manajemen dan Bisnis (JIMBI) · 2020

Key Findings

01Product, location, and promotion variables are positively and significantly related to customer satisfaction.
02The price variable is not significantly related to customer satisfaction in this context.
03Simultaneously, product, price, location, and promotion have a positive and significant impact on customer satisfaction.
04Promotion is the dominant variable influencing customer satisfaction.

Application

Design takeaway

Focus marketing efforts on developing and executing strong promotional strategies, as these have the greatest impact on customer satisfaction in the food retail sector.

How to apply

When designing marketing strategies for food businesses, allocate a significant portion of the budget and creative effort towards promotional activities, such as discounts, special offers, loyalty programs, or engaging social media campaigns.

Project actions

01When researching customer satisfaction, consider how different elements of the marketing mix (product, price, place, promotion) might interact.
02If focusing on a specific product or service, think about how marketing efforts can be tailored to enhance user perception.

Method & Evidence

AimTo empirically determine the simultaneous and partial effects of price, product, location, and promotion on customer satisfaction within a specific food retail establishment, and to identify the most dominant influencing factor.

MethodQuantitative research using multiple linear regression analysis.

ProcedurePrimary data was collected through questionnaires distributed to consumers of Aroma Bakery & Cake Medan. This data was then analyzed using multiple linear regression to assess the impact of marketing mix elements on customer satisfaction.

ContextFood retail, specifically a bakery and cake shop.

Variables

IV["Price","Product","Location","Promotion"]

DV["Customer Satisfaction"]

CV["Specific business (Aroma Bakery & Cake Medan)","Consumer base of that business"]

Strengths & Limitations

Strengths

+Investigated multiple marketing mix variables simultaneously.
+Identified a dominant influencing factor (promotion).
+Used quantitative methods for empirical evidence.

Limitations

The study's focus on a single business limits generalizability. The effectiveness of specific promotional tactics was not detailed, and the influence of other factors like customer service or brand reputation was not explored.

Reliability & validity

The study's reliability could be enhanced by replicating the survey across multiple similar businesses. Validity could be improved by including measures for customer loyalty and repeat purchase intent alongside satisfaction.

Think critically

If promotions are the dominant factor, does this imply that businesses can afford to compromise on product quality or competitive pricing, or are these foundational elements still necessary for a baseline level of satisfaction?

Design Principles

"In food retail, promotional activities are a primary driver of customer satisfaction."

Understanding the disproportionate influence of promotions allows businesses to allocate marketing resources more effectively. This insight is crucial for developing targeted campaigns that resonate with consumers and drive satisfaction, ultimately impacting brand loyalty and sales.

What This Means for Your Design

For a bakery, making customers happy is most influenced by promotions, more than the price, the actual cake, or where the shop is located.

How to use in your project

1.Use this research to justify focusing your design project's marketing strategy on promotional elements, especially if your product is in a competitive market like food.
2.Cite this study when discussing the impact of marketing mix variables on user satisfaction in your design project's research section.

Add to My Project

Quick Cite

Paragraph starter

Research indicates that promotional strategies can be the most dominant factor influencing customer satisfaction in the food retail sector, even outweighing considerations of price, product, and location. For instance, a study on Aroma Bakery & Cake Medan found that while product and location also positively impacted satisfaction, promotions had the strongest effect (Nabilah, Lubis, & Tarigan, 2020). This suggests that for design projects in similar markets, a strong emphasis on creative and impactful promotional campaigns is essential for driving positive consumer perception and loyalty.

Source

Jurnal Ilmiah Manajemen dan Bisnis (JIMBI)

PENGARUH STRATEGI BAURAN PEMASARAN TERHADAP KEPUASAN KONSUMEN PADA AROMA BAKERY & CAKE MEDAN

journal · 2020

View source

Questions About This Research

What does the research say about promotional strategies significantly boost customer satisfaction in food retail?: Focus marketing efforts on developing and executing strong promotional strategies, as these have the greatest impact on customer satisfaction in the food retail sector. Evidence: Jurnal Ilmiah Manajemen dan Bisnis (JIMBI) (2020).
Why does "Promotional strategies significantly boost customer satisfaction in food retail" matter for design?: Understanding the disproportionate influence of promotions allows businesses to allocate marketing resources more effectively. This insight is crucial for developing targeted campaigns that resonate with consumers and drive satisfaction, ultimately impacting brand loyalty and sales.
How can designers apply this research?: Focus marketing efforts on developing and executing strong promotional strategies, as these have the greatest impact on customer satisfaction in the food retail sector.
What were the main findings?: Product, location, and promotion variables are positively and significantly related to customer satisfaction.. The price variable is not significantly related to customer satisfaction in this context.. Simultaneously, product, price, location, and promotion have a positive and significant impact on customer satisfaction.. Promotion is the dominant variable influencing customer satisfaction.
What research method was used?: Quantitative research using multiple linear regression analysis..
How strong is the evidence?: Evidence strength is rated Strong effect, based on a 2020 journal from Jurnal Ilmiah Manajemen dan Bisnis (JIMBI).
What should I do differently in my next project?: When designing marketing strategies for food businesses, allocate a significant portion of the budget and creative effort towards promotional activities, such as discounts, special offers, loyalty programs, or engaging social media campaigns.
What are the limitations?: The findings are specific to the 'Aroma Bakery & Cake Medan' establishment and may not generalize to all food businesses. The study did not explore the specific types or effectiveness of different promotional tactics.