The Preference of sales promotion strategies of chain restaurant for Mongolian consumer

• Main Authors: Narangarav Jargalantuul, 樂欣昀
• Other Authors: 林煜超
• Format: Others
• Language: en_US
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/65923597542734417406

碩士 === 國立聯合大學 === 管理碩士學位學程 === 101 === Nowadays restaurant sector is very competitive. Therefore, sales promotion has become a major marketing strategy for the restaurant operators. To understand how consumer prefers the sales promotion strategies is essential for the Mongolian restaurant operators. Thus, this research aims at searching for new sales promotions for Mongolian chain restaurants and understanding the preference of sales promotions for Mongolian consumers. A sample of 270 consumers surveyed in Mongolia for their preference of sales promotions in the restaurant sector. The results showed that about 84.4% of consumers prefer Special day discount, 83% of consumers prefer Price discount, 81.9% of consumers prefer Coupon, 75.9% of consumers prefer National Holiday Celebration, and 75.6% of consumers prefer Giftcard to its consumers. According to the results, suggestions are given, for example, in terms of specific celebration such as wedding, graduation ceremony, birthday party, restaurant operators must concentrate on providing more flexible price discounts as well as giving coupon for the consumers.