How a Hamilton fast food restaurant can increase their brand awareness

Abstract or Summary

Brand awareness is one of the most important marketing concepts in present times for gaining competitive advantage in an ever-increasing globalized market. For attracting consumers and increasing their purchase intentions, brand awareness is important as it increases knowledge of product offerings and other associated characteristics amongst consumers. The main intent of this research project is to study different ways in which local pizza stores in New Zealand can increase their brand awareness. For accomplishing this purpose, the research project will include a mixed approach where both qualitative and quantitative research methods have been opted. The qualitative method includes an in-depth interview with the manager of the fast food outlet, while the quantitative method includes utilization of survey questionnaires for attaining required information. As far as structure of the research project report is concerned, it will mainly include background of the research, aim and scope of the research, literature review, research methodology, and analysis of the attained data, collected from pie charts and bar graphs. Recommendations include that local pizza stores should exploit social media channels for increasing brand and product awareness.