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Research Proposal - Essay Example

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Research Proposal

Deeper analysis of the marketing mix will provide an adequate understanding of the concept hence accurate strategies. The following is a framework that will aide in conducting studies on marketing mix. The framework provides the rationale, research questions and objectives, review of literature, methodology, and ethical problems. Rationale Contemporary business organizations continue to experience increased competition hence the need to have effective marketing strategies. In order to make a marketing strategy effective, there is need for every stakeholder involved to ensure that various components of marketing are protected (Iacobucci, 2012: 116). The main components of marketing include product, price, promotion, and place. Every effective market strategy balances between the product, price, promotion, and place. A poor balance or composition of each of the four components definitely leads to ineffective marketing strategy (Wenderoth, 2009: 52). Imperatively, effective marketing strategies continue to appeal to many customers (Meyer, 2010: 78). Given the appeal that effective marketing strategies have on customers, every business enterprise needs to structure their promotional tools in a way that would incorporate the other three marketing components proportionately (Fried, 2005:48). Despite the many studies conducted on how to attain an appropriate marketing mix for the purposes of enhancing the marketing strategies, there is need for a more detailed research study especially in the contemporary environment where there has been dynamisms within tastes, preferences, fashions, and other components. As a result, the following is a research proposal, which provides adequate literature review, methodology, and ethical problems. The framework will be useful in conducting a quantitative analysis in respect to marketing mix. Research Questions and Objectives The main aim of this study is to establish how to develop appropriate marketing mix strategies that would not only be effective to a business enterprise but also appeal to the customers. Therefore, this study aims at finding answers to different questions that include: 1. What percentage of customers within soft drink sector consider price as the most determining marketing mix component in making buying decisions? 2. How does the buying decisions of consumers within the soft drink industry affected by product market mix? 3. Are consumers’ buying decisions based on perceptions in respect to products of soft drink firms affected by promotion market mix? 4. What impact does place as a market mix has on the buying behaviours and decisions of consumers within the soft drink industry? Based on the above research questions, the objectives of this research study in respect to the marketing mix strategies include: 1. To identify the percentage of customers within soft drink sector that consider price as the most determining marketing mix component in making buying decisions. 2. To establish the changes in consumers buying decisions on the basis of soft drink products. 3. To evaluate the changing perceptions of consumers towards soft drink produced on the basis of promotion as a market mix 4. To identify the impact of place on the buying decisions of consumers towards soft drinks. The above four questions and objectives cut across the marketing mix elements and components hence ...Show more


Research Proposal on Marketing Mix Institution Introduction Marketing is a business concept that involves creating awareness of the products and services offered by a business enterprise. Every business enterprise involve in marketing as a way of retaining the existing customers and attracting new customers (Iacobucci, 2012)…
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