Analysis of Marketing Trends in Quick Service Restaurants Between A1 and B2 Grade Cities

Analysis of marketing trends in quick service restaurants between A1 and B2 grade cities

Sakshi Bhambhu, Akul Yadav

Abstract:Marketing trends is a novel manifestation of something that has unlocked or serviced an existing (and hardly ever changing) consumer need, desire, want, or value. The focus of this study is on searching the parameters that are influencing the marketing trends in the two cities. Then through these basic things we can also find out the basic consumer standards, marketing activities that influence the customers and provide the return on investment through the efficient marketing campaigns. The study will view managers and customers point of view and evaluate the positive and negative factors of the variables considered for the study, it will also understand which variables are strong for the study of the a1 grade city and b2 grade city in quick service restaurant industry. This study helps to understand the market potentialwith reference to the existing usage of marketing tools (gap analysis).

Keywords: Marketing Trends, Service, Value Proposition.

I. INTRODUCTION

Marketing management is a business discipline which is focused on the practical application of marketing techniques and the management of a firm's marketing resources and activities. Marketing managers are often responsible for influencing the level, timing, and composition of customer demand accepted definition of the term.

The classification of cities in India is done on the basis of CCA (compensatory city allowance) and HRA (home rent allowance). The classification helps categorize the city and bifurcate the marketing trends playing in the city. Demographics of the city should are also considered. The focus of the study is on how is the literacy rate, purchasing power, and to what part of the consumer group. These all parameters will be helpful to reach a standard section which is common in both the cities, while having the grade of the cities different.

It’s not about what marketing strategies are planned, but it’s about what things should be taken into account before planning those strategies. The consumers are the market, and it is important to keep them at power while planning your strategies. So their likes and dislikes must be taken into account.

II. LITERATURE REVIEW

Word of mouth (WOM) has a unique ability to influence consumer decisions[1]-[2]-[3] due to perceived source reliability and the flexibility of interpersonal communication. Even though positive WOM has been proven to have a significant impact on consumer decision making (Engel et al. 1969; Richins 1983), research has shown that negative WOM can be even more influential [2]-[3] due to the fact that dissatisfied customers tend to tell more people about their experience than those