Short answer
When developing marketing strategies for fast-food products, place a strong emphasis on promotional activities as they yield the greatest return in terms of sales increases.
- Field
- Innovation & Markets
- Source
- BALANCE Economic Business Management and Accounting Journal (2019)
- Method
- Quantitative research using questionnaires and multiple linear regression analysis.
- Sample
- 60 respondents
- Evidence
- Strong effect
In fast-food businesses, promotional activities have the most significant impact on boosting sales compared to product, price, or place strategies. This innovation & markets research insight is drawn from a 2019 study published in BALANCE Economic Business Management and Accounting Journal. Using Quantitative research using questionnaires and multiple linear regression analysis. with 60 respondents, researchers explored how this design variable affects real-world outcomes. The key design takeaway: When developing marketing strategies for fast-food products, place a strong emphasis on promotional activities as they yield the greatest return in terms of sales increases.
Promotional strategies drive the largest sales increases in fast-food markets.
In fast-food businesses, promotional activities have the most significant impact on boosting sales compared to product, price, or place strategies.
BALANCE Economic Business Management and Accounting Journal · 2019
Key Findings
- 01The marketing mix variables (product, price, promotion, and place) have a simultaneous influence on increasing sales.
- 02Promotion is the variable with the dominant influence on increasing sales.
Application
Design takeaway
When developing marketing strategies for fast-food products, place a strong emphasis on promotional activities as they yield the greatest return in terms of sales increases.
How to apply
Conduct an analysis of your current marketing mix to identify which elements are most effective in driving sales. Reallocate budget and effort towards the most impactful strategies, particularly promotions.
Project actions
- 01When researching marketing, consider how different elements of the marketing mix affect consumer behavior.
- 02Use quantitative methods like surveys and regression analysis to measure the impact of marketing strategies.
Method & Evidence
Variables
Strengths & Limitations
Strengths
- +Uses quantitative methods to provide measurable insights.
- +Identifies a specific dominant variable within the marketing mix.
Limitations
Accidental sampling can lead to biased results. The findings might not apply to different types of businesses or markets.
Reliability & validity
Reliability could be improved with more rigorous sampling methods. Validity is supported by the use of regression analysis to establish relationships between variables.
Think critically
How might the 'dominant' influence of promotion vary across different product categories or market segments within the fast-food industry?
Design Principles
"Promotional activities are a primary lever for driving sales growth in competitive markets."
Understanding the differential impact of marketing mix elements allows businesses to allocate resources more effectively. Focusing on the most influential factors, like promotion, can lead to optimized marketing campaigns and improved sales performance.
What This Means for Your Design
For fast food, advertising and special offers (promotion) are more important for selling more than just the food itself, its cost, or where you buy it.
How to use in your project
- 1.This study can inform the marketing strategy section of a design project by providing evidence for prioritizing promotional activities.
- 2.The methodology can be adapted to test the effectiveness of different marketing approaches in a specific context.
Add to My Project
Quick Cite
Paragraph starter
This research demonstrates that promotional strategies are the most influential component of the marketing mix for driving sales increases in the fast-food sector. The study's quantitative analysis, employing multiple linear regression, revealed that while product, price, and place also contribute, promotion exhibits a dominant effect. This highlights the critical importance of well-executed promotional campaigns for businesses aiming to boost revenue.
Source
BALANCE Economic Business Management and Accounting Journal
Pengaruh Strategi Bauran Pemasaran Terhadap Peningkatan Penjualan Pada Produk Dr. Kebab Bara Satriya Sidoarjo
journal · 2019
View sourceQuestions About This Research
- What does the research say about promotional strategies drive the largest sales increases in fast-food markets?
- When developing marketing strategies for fast-food products, place a strong emphasis on promotional activities as they yield the greatest return in terms of sales increases. Evidence: BALANCE Economic Business Management and Accounting Journal (2019).
- Why does "Promotional strategies drive the largest sales increases in fast-food markets." matter for design?
- Understanding the differential impact of marketing mix elements allows businesses to allocate resources more effectively. Focusing on the most influential factors, like promotion, can lead to optimized marketing campaigns and improved sales performance.
- How can designers apply this research?
- When developing marketing strategies for fast-food products, place a strong emphasis on promotional activities as they yield the greatest return in terms of sales increases.
- What were the main findings?
- The marketing mix variables (product, price, promotion, and place) have a simultaneous influence on increasing sales.. Promotion is the variable with the dominant influence on increasing sales.
- What research method was used?
- Quantitative research using questionnaires and multiple linear regression analysis. with 60 respondents.
- How strong is the evidence?
- Evidence strength is rated Strong effect, based on a 2019 journal from BALANCE Economic Business Management and Accounting Journal.
- What should I do differently in my next project?
- Conduct an analysis of your current marketing mix to identify which elements are most effective in driving sales. Reallocate budget and effort towards the most impactful strategies, particularly promotions.
- What are the limitations?
- The study used accidental sampling, which may limit the generalizability of findings. The context is specific to one fast-food business in a particular region.