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Strategic Marketing Final Project

Strategic Marketing Final Project. Measuring customer perceived value toward burgers - by using value map. Group Nine Advisor: 蔡燿全老師 Members: R66981219 蘇伶雅 R66981243 林俊偉 R66984039 林珍伶 R66984055 鍾雅莉 R66984097 楊凱婷. Agenda. Outline. Abstract

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Strategic Marketing Final Project

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  1. Strategic Marketing Final Project • Measuring customer perceived value toward burgers • - by using value map Group Nine Advisor:蔡燿全老師 Members: R66981219蘇伶雅 R66981243林俊偉 R66984039林珍伶 R66984055鍾雅莉 R66984097楊凱婷

  2. Agenda Outline • Abstract • Introduction • Literature Review • Research Method • Research Analysis & Result • Conclusion

  3. Abstract

  4. Introduction (1/2) • Research Motives - Fast food restaurants competition in Taiwan - Product perspective : - Value Mapping

  5. Why Value Mapping? Glenn B. Voss, A. Parasuraman, Dhruv Grewal (1998). The role of Price, Performance, and Expectation in Determing Satisfaction in Service Exchange, The Journal of Marketing, 62(4), pp.46-61. Motivation Performance expectation Perceived performance Price-Performance consistency

  6. Introduction (2/2) • Research Objective - Know the difference between 丹丹 Burger’s product and others - Discover the room for improvement - Provide suggestions based on previous studies V.S.

  7. Literature Review Glenn B. Voss, A. Parasuraman, Dhruv Grewal (1998). The role of Price, Performance, and Expectation in Determing Satisfaction in Service Exchange, The Journal of Marketing, 62(4), pp.46-61. Motivations Literature Review Indrajit Sinha , Wayne S. DeSarbo (1998). An Integrated Approach toward the Spatial Modeling of Perceived Customer Value, Journal of Marketing Research, 35(2), pp.236-249. Research Method Result Wolfgang Ulaga, Samir Chacour (2001). Measuring Customer Perceived Value in Business Markets, Industrial Marketing Management , 30(1), pp.525-540. Suggestion

  8. Research Method

  9. Theoretical Background • Measurement Methodology • Pilot Questionnaire • Sample Demographics Research Method

  10. Theoretical Background Management of the customer perceived value Significant relationship with market share gains Indrajit Sinha , Wayne S. DeSarbo (1998). An Integrated Approach toward the Spatial Modeling of Perceived Customer Value, Journal of Marketing Research, 35(2), pp.236-249.

  11. Theoretical Background

  12. Measurement Methodology

  13. Measurement Methodology • Relative Performance • Def: The overall performance ratings based on evaluations of product • featuresandthe scale is from 0 to 100. Product’s Performance Rating Relative Performance= × 100 Average Performance Rating

  14. Measurement Methodology • Relative Price • It is difficult to infer the attractiveness of the price in absolute dollars. • Here we create the relative price as the following formula. Relative Price= Product’s Price Relative Price= × 100 Average Price

  15. Measurement Methodology • Customer Value Customer Value = Relative Performance – Relative Price We can determine whether products are above or below average in performance and price measuring the difference between relative performance and relative By

  16. Measurement Methodology Figure1. Value Map Relative Price A B 100 C D 0 100 Relative Performance

  17. Pilot Questionnaire Q1. Which one you can think of first when it comes to fast food restaurant? • Fast Food Industry • Product: Burger We randomly picked up 13 participants with age from 20 to 30 Q2. Previous question continued, “Which burger you can think of first in that restaurant?”

  18. Pilot Questionnaire Figure2. The result of the pilot questionnaire

  19. 10. 烤雞堡 分數: __________________ Figure3. Questionnaire

  20. Sample Demographics In fast food industry, the target customers are mainly from the age 16 to 22 and 25 to 44( Pollster 2009). We picked up 63potential participants with the age from 20 to 30 In total, 63 questionnaires were sent, 55 responses were received, resulting in a response rate of 87.3 percent.

  21. Research Analysis & Result

  22. Research Analysis • Relative Performance = • Relative Price = Product’s Performance Rating × 100 Average Performance Rating Product’s Price × 100 Average Price

  23. Research Analysis- Results Figure 4. Relative performance and relative price

  24. Value Map Figure 5. Price-Performance Value Map Relative price Relative Performance

  25. Conclusion • Improve quality • Increase price In the short run Wolfgang Ulaga, Samir Chacour (2001). Measuring Customer Perceived Value in Business Markets, Industrial Marketing Management , 30(1), pp.525-540. • Franchising • Marketing strategy In the long run

  26. Thank You

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