An investigation of the appropriate marketing strategies to attract more customers, more repeat business, and to launch a new organic product Product

Ye, Haiwen and Grant, Bill (2017) An investigation of the appropriate marketing strategies to attract more customers, more repeat business, and to launch a new organic product Product. Applied Management Conference, Wintec, Hamilton, New Zealand, 30-31 October 2017.

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Organisation customers were surveyed. Based on the result, the store usually attractive medium income and medium to high income customers. There are 34% people’s annual income around $50,000 to $80,000. Medium income group have 26%, and people who have more than $80,000 annual income are 23%. The lower income level which is less than $30,000 having 17%. Most of customers are highly like to come back which is 66%. 20% people deemed they are likely to come back to Sian Sushi. However, still have 14% customers highly unlikely to come back. Therefore, there is the further research to understand why those consumers are highly likely and unlikely to come back Sian Sushi. Most highly likely people deemed the reason why Sian Sushi can attract them to come back include three main points: taste, quality, and customer service. The product quality has the most satisfaction (94%), followed by the customer service (74%). Finally, it is the taste (69%). This shows that Sian Sushi should maintain the superiority such as product quality, in order to sustain the customer loyalty program. However, people who highly unlikely to come back Sian Sushi because of expensive price, poor facilities, and unattractive signboard. Especially in the field of price that is too expensive, which is 63% are highly unlikely. In terms of facilities, people generally think that the seats and tables are little bit old, and the music is not suitable at all. This shows that Sian Sushi may need to make some changes to retain customers. For example, the price can provide discount, replacement facilities and signboard.

Item Type:Paper presented at a conference, workshop or other event, and published in the proceedings
Keywords that describe the item:marketing strategies, customers, repeat business
Subjects:H Social Sciences > HF Commerce
Divisions:Schools > Centre for Business, Information Technology and Enterprise > School of Business and Adminstration
ID Code:6104
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Deposited On:16 Jul 2018 23:24
Last Modified:16 Jul 2018 23:24

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