Department of Marketing and Management Faculty of Business

Question: Discuss about the Department of Marketing and Management Faculty of Business and Economics. Answer: Evaluation of the findings Corporations for aiming to promote their various products as well as services adopt significantly social media promoting features(Dahl, 2013). The course of the following research analyses various data from a French restaurant and its feedback gained to develop a promotional strategy for the restaurant. The entire researched data has been conducted by testing of hypothesis in regards to each of the data and conclusions have been drawn from them accordingly. The various key findings and its evaluations are as follows; Evaluation and Findings 1: The survey has been made with various research group from age group 19 to 60 years of age(Aaker, 2008). The respondents in the age group either have passion for food or they are from the non-foodie segment. There are various messages that has been retrieved from Instagram and their responses obtained from the research group. Analysis reflects that posts made by women raise more number of queries as compared to men. thus, while devising IMC strategies women should be asked to provide responses compared to men(Williams, 2011). Evaluation and Findings 2: While analysing the message as provided in the posts in Instagram, the level and type of message also impacts response received for the particular service. A test done on survey group reveals that detailed message that shares various intricate points attract more people compared to those that does not(Bashir, 2009). The age group that has been collected for the purpose of data analysis belongs to foodie as well as non-foodie group. As the age group selected for the purpose of framing the message is defined it can be understood that this age group makes extensive use of social media and stays connected to the same(Cova, 2008). thus, companies might adopt social media promotion techniques as Instagram posts and its various factors associated with it for promotions and consumer responses. Evaluation and Findings 3: From analysis of all factors that has been found to be important in generating a response from population and in devising IMC strategy Envy has been found to be a prominent factors. Research data reflects that if a message is created in such a way that it can raise levels of envy of an individual then it can act as a significant promotional tool for the service as in this case it is restaurant(Easton, 2010). The data has been collected and analysed to reveal that factors that can moderate envy are crucial to the development and attainment of envy factors as it has capacities to generate immense consumer response(Cui, 2012). Evaluation and Findings 4: A pertinent factors that has been found to be predominant amongst customers is Brand Attitude that have significant influence on customers. Hence customers are generally brand conscious and there is a high response towards a particular brand in comparison to the other(Darley, 2010). From data analysis it has been found that there is a relationship that exists of brand attitude and envy. Envy has been found to be positively correlated to brand attitude and impact it for further promotions. As different consumers have reflected more or less similar points for their likeliness hence the company can adopt similar strategy for all consumer segments and across varied age groups. Envy can be evoked by means of communication as well as advertisement techniques(Ab Hamid, 2008). Recommendations and justifications Recommendations and justification has been developed on the basis of analysis of survey results and data. As every company needs to develop IMC plan and communication strategy on the basis of customer analysed data such effects needs to be taken into consideration while developing a full proof plan. The Company as in this case is a French restaurant needs to take inputs from women more compared to men such that more and more number of customers are attracted towards it. Further the messages posted needs to be well developed such that it can raise curiousness and attract consumers towards the business. Instagram is a very effective platform and needs to be accommodated as one the key IMC strategy for communicating to customers. Bragging about a product or a service is also significant to attract attention of customers. As envy is a good parameter that can create high levels of impact in communication it needs to be accommodated as a useful and effective strategy for promotion. References Ab Hamid, N. R. 2008. Consumers' behaviour towards internet technology and internet marketing tools. International journal of communications, 195-204. Bashir, A. . 2009. Effects of advertisement on consumer behavior of university students. In Proceedings (Vol. 2). Cova, B. E. 2008. Everything you always wanted to know about interpretive consumer research but were afraid to ask. Qualitative Market Research: An International Journal, 11(2), 121-129. Cui, G. L. 2012. The effect of online consumer reviews on new product sales. International Journal of Electronic Commerce, 39-58. Dahl, D. 2013. Social influence and consumer behavior. Journal of Consumer Research. Darley, W. B. 2010. Toward an integrated framework for online consumer behavior and decision making process: A review. Psychology marketing, 27(2), 94-116.