Consumer acceptance of consumption coupons in the fast food industry.
Since the fast food industry to grow like mushrooms after a rain, a variety of sales promotion done to attract customers to their products. sales promotion tools used by marketers, but I prefer coupons as a sales promotion tool in the study because I view in China, coupons have become a trend to a culture of shopping there, and I believe the coupons as sales promotion tools that will be "madness" citizens of Malaysia after acceptance of the coupon promotional efforts undertaken by the fast food industry in Malaysia now
1. Topic Title
Consumer acceptance of coupons in the fast food industry.
2. Decision Statement / Problem Statement
How does the usage of discount
coupon in fast food industry affect consumer behavior?
3. Research Objectives
(a) study of the value of coupons
to consumers
(b) study of the extent to which the
coupon can accelerate decision-making process on consumers
(c) study of the generic properties
in the coupon is
the best characteristics as a tool for sales promotion
4. Research Questions
(a) Why coupons better
than other sales promotion tools?
(b) What are characteristics that are on the coupons that
cause an impact on decision
making by consumers?
(c) Which group prefers to
be influenced by sales promotion coupons?
5. Identified variables
(i) Dependent Variable: consumer
behavior
(ii)Independent Variable: usage
of discount coupon
6. Survey respondents
individuals
from different age group (more than 18 years and above)
7. Scope of your research
residents in
the district of Kota Samarahan, Sarawak
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