Research proposal: Night bars in Barcelona
Introduction:
Since there are many bars in Barcelona, it is important to understand what the consumers look for in a night bar to build effective marketing strategies.
Aim and objective:
The aim of this proposal is to understand why people decide to go to a bar instead of another. There are many bars in Barcelona and some are more popular than others, which is the reason of this popularity?
The research question is: How people chose the bar they will be spending money in?
Rationale: ‘The field of consumer behaviour covers a lot of ground; it is the study of the processes involved when individuals or groups select, purchase, use or dispose of products, services, ideas or experiences to satisfy …show more content…
Solomon, G. Bamossy, S. Askegaard, M. Hogg. A European Perspective, 3rd Ed). Segmentation, targeting and positioning involves segmenting the population into groups (or segments) that have more in common with each other than those in other groups, deciding which of these groups to target and how to position the product/service to those targeted groups (Michael R. Solomon, G. Bamossy, S. Askegaard, M. Hogg. A European Perspective, 3rd Ed). In this research the segment of the population chosen is young people. Consumers of different age groups have different needs (Michael R. Solomon, G. Bamossy, S. Askegaard, M. Hogg. A European Perspective, 3rd Ed). The target is the group of young people who will go into a discotheque after having some drinks at the bar, and what position should the bars, trying to attract this group people, be in. To fulfil the expectations of this group of population the four Ps of the marketing mix should be considered. A product is seen as an item that satisfies what a consumer demands (E. Jerome McCarthy, 1960), in this research the product is the beverage that the group of consumers we selected is willing to drink. The price is very important as it determines the company’s profit and hence, survival (E. Jerome McCarthy, 1960). When setting the price, the marketer must be aware of the customer perceived value for the product (E. Jerome McCarthy, 1960). If the price is too high compared to what youngsters expect they will go to another bar, which drinks are priced according to their expectations. Promotion is important to let people know what the bar is offering and why it is better than its competitors. The place, or distribution, refers to providing the product at a place that is convenient for customers to access (E. Jerome McCarthy,
Introduction:
Since there are many bars in Barcelona, it is important to understand what the consumers look for in a night bar to build effective marketing strategies.
Aim and objective:
The aim of this proposal is to understand why people decide to go to a bar instead of another. There are many bars in Barcelona and some are more popular than others, which is the reason of this popularity?
The research question is: How people chose the bar they will be spending money in?
Rationale: ‘The field of consumer behaviour covers a lot of ground; it is the study of the processes involved when individuals or groups select, purchase, use or dispose of products, services, ideas or experiences to satisfy …show more content…
Solomon, G. Bamossy, S. Askegaard, M. Hogg. A European Perspective, 3rd Ed). Segmentation, targeting and positioning involves segmenting the population into groups (or segments) that have more in common with each other than those in other groups, deciding which of these groups to target and how to position the product/service to those targeted groups (Michael R. Solomon, G. Bamossy, S. Askegaard, M. Hogg. A European Perspective, 3rd Ed). In this research the segment of the population chosen is young people. Consumers of different age groups have different needs (Michael R. Solomon, G. Bamossy, S. Askegaard, M. Hogg. A European Perspective, 3rd Ed). The target is the group of young people who will go into a discotheque after having some drinks at the bar, and what position should the bars, trying to attract this group people, be in. To fulfil the expectations of this group of population the four Ps of the marketing mix should be considered. A product is seen as an item that satisfies what a consumer demands (E. Jerome McCarthy, 1960), in this research the product is the beverage that the group of consumers we selected is willing to drink. The price is very important as it determines the company’s profit and hence, survival (E. Jerome McCarthy, 1960). When setting the price, the marketer must be aware of the customer perceived value for the product (E. Jerome McCarthy, 1960). If the price is too high compared to what youngsters expect they will go to another bar, which drinks are priced according to their expectations. Promotion is important to let people know what the bar is offering and why it is better than its competitors. The place, or distribution, refers to providing the product at a place that is convenient for customers to access (E. Jerome McCarthy,