Promotional Strategies

and Its Influence on Brand

Equity in Selected Fast-
Food Chains
CHAPTER 1
 INTRODUCTION

PROMOTIONAL
BRAND EQUITY
STRATEGIES
 REVIEW OF RELATED
LITERATURE

• RAUNIAR, 2018
• KOTLER, 2016
• RANDHAWA AND KHAN, 2017
• SUTTLE, 2018
• TAN, 2018
 SIGNIFICANCE OF THE STUDY

• TO THE CUSTOMERS
• TO THE FAST-FOOD CHAIN OWNERS
• TO THE BUSINESS OWNERS
• TO THE FUTURE RESEARCHERS
THEORETICAL FRAMEWORK

KELLER’S
BRAND EQUITY
MODEL
 CONCEPTUAL FRAMEWORK

 Construction of the  To provide intervention

 Customers of
survey questionnaire programs to managers
selected fast-food  Securing a permission and owners of fast-food

letter chains in Sta. Aaana on

chains in Sta.
 Floating of survey how to utilize
Ana, Pampanga
questionnaire promotional strategies

 Statement of the  Gathering and collection properly and how it can

of data help promote brand

Problem  Analysis and
interpretation of data equity.

INPUT PROCESS
OUTPUT
 STATEMENT OF THE
PROBLEM

•This study aims to determine the

influence of promotional strategies
towards the brand equity of selected
fast-food chains in Sta. Ana,
Pampanga.
 STATEMENT OF THE
PROBLEM

1. The demographic profile of

the respondents be described in
terms of:
1.1 age;
1.2 sex;
1.3 civil status; and
1.4 monthly income.
 STATEMENT OF THE
PROBLEM

2. How may the level of the

promotional strategies of the selected
fast-food chains in Sta. Ana,
Pampanga be described in term of:
2.1 branding;
2.2 accessibility; and
2.3 promotion.
 STATEMENT OF THE
PROBLEM

3. How may the brand equity be

influenced by promotional strategies in
terms of:
3.1 purchasing decision;
3.2 repeat purchase; and
3.3 relationship quality.

4. Is there a significant relationship between

promotional strategies and brand equity?
 INTRODUCTION

HYPOTHESIS
STATEMENT
Promotional strategies have no
influence to the brand equity in
selected fast-food chains.
Promotional strategies have an
influence to the brand equity in
selected fast-food chains.
 INTRODUCTION

SCOPE AND
DELIMITATION The study is limited to the fast-food chain
customers in Sta. Ana, Pampanga.
Specifically, customers of Jollibee and
McDonald’s since these two are the only
available fast-food chains in the locale of the
study. The objective of the study is to
determine the influence of promotional
strategies on the brand equity of these fast—
food chains.
CHAPTER 2
 METHODS AND TECHNIQUES

• CORRELATIONAL RESEARCH
• The researchers will imply the use of
Correlation study. The researchers will show
the relationship of the variable on the study
which are brand equity and promotional
strategies.
 LOCALE OF THE STUDY

• The locale of the study will be in Sta. Ana,

Pampanga. The researchers chose this locale
because there are already available fast-food
chains such as Jollibee and McDonald’s.
 KEY INFORMANTS OF THE STUDY

• The key informants of this research are the

customers of fast-food chains in Sta. Ana,
Pampanga. Specifically, those who are from
or who are residing in Sta. Ana, Pampanga.
 RESEARCH INSTRUMENT

• Researchers will utilize the use of survey

questionnaire in gathering and collecting data.
Further, the researchers will use a 4-point Likert
Scale in doing a survey questionnaire. A pre-
determined questionnaire or a questionnaire
crafted by the researchers will be used in
gathering all needed data.
 DATA COLLECTION PROCEDURE

• Crafting of survey questionnaire

• Floating of survey
• Gathering and collecting of data
• Analysis and interpretation of data
 DATA PROCESSING & STATISTICAL
TREATMENT OF DATA

• DATA MATRIX
• PEARSON-PRODUCT CORRELATION R
 ETHICAL CONSIDERATIONS

• The researchers will make sure that the

participants’ security and privacy will be the
utmost priority. Anonymity will also be
considered because no information of the
participants’ will be used in any part of the
research.
THANK YOU!