10
many
alternatives
from
competitors.
Choosing the
right
pricing
strategy
should be
carefully considered, determining customer’s orientation enable
us to know the
value of
a customer in order to determine whether additional customers are worth the cost
of
acquiring them and what factors will likely influence their decision making
Promotion
decisions
are
those
related
to communicating
and
selling
to
potential
consumers
(quickmba.com).
The
usual
methods
include
advertising,
sometimes
known
as
'above
the
line' activity.
Advertising
can
be
conducted
in
different
forms;
printed
or
media.
It
is
therefore vital
for
the restaurant
to determine
which
media of advertising
is
to be
used
in order to
gain
the
most attention
from customers and thus driving them to
visit the
restaurant. Effective and integrated communication is crucial
for the success of
the promotional strategy. Due to the
high
competition in today’s Restaurant businesses,
innovative
promotional
mix
is
expected,
advertisers
have
shifted
the
strategic
focus
of
campaigns from long –term image building to short-term performance (Advertising Age,
1987) which includes sampling, price package, refunds, value packs, contests, premium,
tie-ins and coupons based on psychographic, demographic, behavioral traits and choice
strategy of customer (Blattberg and Scott, 1990). Customer satisfaction is a consequence
of service quality
having
differential
effect over
it being a better predictor of behaviour
intentions
in
the
short-term (Dabholkar,
1995;
Spreng
and
Mackoy,
1996)
Last
but
not
least, a
restaurant
need to decide on
finding right place or
location
for
its business
to be
functioning effectively. A well thought strategy of the location is critical in order to be
present towards its intended target market. The place must be easily accessible and has a
high traffic.
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