questionnaire:
Likert’s Scale
strongly agree (SA),
agree (A),
average (A), and
disagree (D) and
strongly disagree (SD)
1. Profile of respondents
Type of business
Capitalization
Years of operation
The perception of managers on product in
relation to the marketing strategies of the food
service industry were evaluated by survey of the
impact of these product marketing strategies:
a) special features;
b) high quality food products;
c) completeness of the meal;
d) uniqueness of the food;
e) variation of portions;
f) variety of choices;
g) competitor influence;
h) availability of the food
products;
i) value-added products;
j) dramatic touch of the products;
k) research and development
involvement in the product;
l) expanding and adding choices and options in the menu;
m) specialization of the products for a particular
market;
n) hygienical processing and packaging;
o) creating value and convenience; and
p) developing specialty products and services.
The perception of managers on price in relation to the marketing strategies of the foodservice industry
were evaluated by survey of the impact of these price marketing strategies:
a) lowering price to increase market share;
b) minimizing overhead cost;
c) reasonable and fair prices compared to competitors;
d) unified prices in all outlets of the fast-food chain;
e) variation in prices according to target market (customer status);
f) variation in prices based on prevailing market rates;
g) prices affected by law of supply and demand; h) variation in prices affected by competitor’s price;
i) variation in prices anticipate inflation cost;
j) changing the price without prior notice;
k) prices determined by higher management;
l) price cuts offered to dominate the market;
m)price modification strategies per geographic allocation, promotion, discriminatory price or new
product price;
n) price cuts;
o) price in line with government control price; and
p) market status of price such as leader or follower.
The perception of managers on place(location) in relation to the marketing strategies of the food service
industry were evaluated by survey of the impact of these place marketing strategies:
a) near the target market;
b) situated strategically;
c)innovative equipment and facility design;
d) within the reach of the crowd;
e) most convenient place;
f) accessible through transportation;
g) spacious parking space;
h) within the heart of the city;
i)security for the customers;
j) cozy ambience for the delight of the customers;
k) good venue for every occasion;
l) sufficient seating capacity; and
m) good physical structure
The perception of managers on promotion inrelation to the marketing strategies of the foodservice
industry were evaluated by survey of theimpact of these promotion marketing strategies:
a)sufficient budget for advertising;
b) effectiveadvertising programs such as television, radio,newspaper, billboard, internet advertising;
c)promotional strategies such as trade fairs, sportssponsorship, major sponsorships;
d) promotionalfactors such as advertising, personal selling,premiums, public relations;
e) heavy reliance onadvertisement;
f) strong and effective promotionalstrategies;
g) brand identification and customerloyalty;
h) good promotion in relation to sales;
i)adopting unique selling propositions;
j) promotionalbudget based on sales;
k) value meal as promotionaltool;
l) word of mouth promotion;
m) TV celebritiesas endorsers;
n) catchphrase/motto for easy buyer’srecall;
o) sponsoring summer kid’s activity.
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Interview Questions
1. What marketing strategies do you use to develop a customer base during the
first year?
2. What marketing strategies are most important when developing a customer
base during the first year?
3. What types of marketing strategies do you find are the most successful during
the first year?
4. How do you evaluate marketing strategies’ success when developing a
customer base during the first year?
5. What experiences do you have utilizing traditional marketing strategies to
develop a customer base during the first year?
6. What experiences do you have utilizing emerging marketing strategies to
develop a customer base during the first year?
7. What are your experiences with push versus pull marketing when developing
a customer base during the first year?
8. How does customer word of mouth influence the marketing strategies you use
to develop a customer base during the first year?
9. How does consumer-driven marketing influence the strategies you use to
develop a customer base during the first year?
10. How does innovation influence the marketing strategies you use to develop a
customer base during the first year?
11. What additional information you would like to provide that I did not already
ask?
• What marketing strategies do you use to develop a customer base during the first year? • What
experiences do you have utilizing emerging marketing strategies to develop a customer base during the
first year? • How does customer word of mouth impact the marketing strategies you use to develop a
customer base during the first year?
