Based on my research aim and objective of my dissertation, can you please help me to find
Question:
Based on my research aim and objective of my dissertation, can you please help me to find the marketing mix theory and models framework and consumer purchase behaviour theory and models framework for my literature review?
What kind of theory framework can I use to marketing mix elements and consumer purchase behaviour to understand the consumer purchase behaviour and the actual impact ? Can you give me at least 2 theory models for each (marketing mix and consumer purchase behaviour ) ?
Research Aim
This research study aims to evaluate the impact of MCDONALD'S marketing mix strategy on their consumers' purchase behaviour in the fast food industry in the UK
Research Objectives
- To determine the elements of the marketing mix (product, price, promotion and place) which can have an impact on the purchase behaviour of McDonald's customers in the fast-food industry
- To evaluate the relative importance of how each marketing mix factor affects consumer purchase behaviour in the fast-food industry
- To analyse the actual impact of each McDonald's marketing mix elements on consumer purchase behaviour in the UK market
- To provide recommendations for McDonald's on how to improve its marketing mix to better influence consumer purchase behaviour
Research Methods For Business Students
ISBN: 9781292208787
8th Edition
Authors: Mark Saunders, Philip Lewis, Adrian Thornhill