Topic: Why students go to pubs and the key motivators
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Marketing 1
THE KEY MOTIVATORS WHY STUDENTS GO TO PUBS
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The Key Reasons for Students Going To pubs
Executive Summary
In the tertiary institutions today, the students have made a culture to take a nap away from studies mostly on Fridays. According to research seventy percent of the students tend to relax into pubs as they take some drinks. In this paper, I will look at an incident where students go to a club known as Anchor. I will examine what really drives them to that very club. I will use several methods in my research such as questionnaires and interviews among other ways. I will also pay attention to what the club needs to improve to keep the students coming there always.
Table of Contents
Research zone………………………………………………………………………..1
Reasons for the area selected………………………………………………………...2
Research aims and objectives…………………………………………………………3
The key findings………………………………………………………………………4
The methodology of the research…………………………………………………………..5
Data analysis…………………………………………………………………………...6
References……………………………………………………………………………..7
Introduction
Across the world, all university students usually have a lot of freedom with them. Students in the universities across the globe typically like having time to enjoy away from their classes. In a research that was conducted recently, the results indicated that over 70% of the university students spend most of their Fridays in pubs and other entertainment places. The reasons behind this results were not clear but the researchers concluded that the students usually want to relax their brains from the complex studies they undertake in their tertiary institutions. However, of the seventy percent 50% of them chose to enjoy themselves in night pubs. However, Bristol university students are not exceptional because most of them go to a club near the campus known as Anchor. This is where the students are said to refresh mostly on Fridays. Despite there being some other clubs the students like this pub because the pub is usually cheaper compared to the other clubs. Bearing in mind that students are not that rich they all settle for what they can afford. Therefore, this paper will focus on why the students like Anchor pub despite the cost factor, I will pay attention to other factors such as the kind of meals prepared in the pub, the hospitality of the attendants of the club and the entertainment factor among other factors.
Literature Review
For every business to thrive well there should be proper marketing strategies which involves the movement of goods and services from the seller to the client. An appropriate plan of marketing incorporates several factors. For instance it includes identification, selection and development of favorable products to the customer. It also involves a proper price determination. A good marketing strategy also incorporates development and implementation of a promotional strategy: the way an organization markets itself the more customers it makes and the more profits it realizes. In marketing, the business needs to do what is known as SWOT analysis (Malhotra, N.K., 2007). This is where it identifies its strengths, weaknesses, the opportunities it has and at the same time the threats to the business. However, it is not usually advisable for a business to pay so much attention to the strengths. Successful entrepreneurs have suggested that if any business wants to find breakthrough then it should major on the weaknesses to make them strengths. It should also look at the opportunities it has at hand to maximize profits and utilize such opportunities. On the threats, a business should curb all threats such loss threats by applying the necessary measures.
Moreover, according to a basic marketing theory, a business must position itself in a place where when the customers need a particular good or a service they exactly know where to find it. The firm should also position itself in such a way that its services and products are beneficial to the customer. This is also what is known as creating an image or super branding. For instance the car sellers usually describe/ position their products as automatic and affordable. This enables the customer to understand that the car is automatic and now that it has been positioned as affordable the customer tends to look for more details of that particular car. The sense of making your business unique from others leads to a unique selling proposition which is also known as selling differential.
Also, channel marketing is usually a strong marketing strategy. If for instance one sells highly priced shoes in discount stores what reflects the customer fraternity is that your shoe products are not different from those of the other competing entrepreneurs where you conduct your business from matters a lot. Another trending strategy to market one's business currently is through the social media. According to statistics, over 60% of the business today market themselves through the social media which has come to existence due to the rapid growth in technology. Platforms such as the Facebook, WhatsApp, and Twitter among other online platforms, has been a significant boost to most businesses. The reason behind the great success of the social media platform is that so many people are using the platforms. In fact, statistics have indicated that over 80 percent of the people in the world today have access to social media platforms.
In this paper however, several methods that have been used before and proved to be useful will also apply here. For instance, some people have used interviews. This is where a group of people is engaged to a live talk. The people are usually asked some questions concerning that particular issue. Another research strategy used and useful is the use of questionnaires. This strategy uses questions printed in a paper and given to people to answer. In most cases the people are provided with an option to tick on the various boxes within the document. Therefore this paper aims to discuss the marketing strategies behind students visiting the Anchor pub frequently. However, research has shown that students like this pub because it is cheaper compared to other pubs and it is also close to the university premises making it a convenient place for students.
Aims and Objectives for the Study
In every research that is conducted, there the drivers that fuel the research. Such accelerators are the aims and objectives of that particular study in question. In this particular study, there are still aims and objectives. For instance, this research was conducted to determine the critical motivators for students attending the Anchor pub. I am also obliged to assess the satisfactory rate of the students by the services and the products offered in the pub. It is also an objective to determine the most popular times when the students are found in the pub. I will also examine how to increase the popularity of the pub on a Saturday evening. I will use several methods to research the study — techniques such as interview among others. I will make use of both qualitative and quantitative research methods. On the qualitative bit, I will use the points on how people think about students visiting Anchor pub frequently, I will also use information on why they believe that this has been a pub for the students. On the quantitative bit, I will collect numerical data on the club of the number of students attending the pub in one particular Friday evening. This will assist me in knowing exactly how to conclude this research.
Methodology
When conducting this research, I resolved on using the pragmatist approach. This is an approach that is more practical in any study. Therefore, as mentioned in the literature review section, I decided to use interviews, questionnaires and online surveys. In the start I took the initiative to print fifty questionnaires. In the inquiries, I outlined the questions that I wanted the recipients to answer. Alongside every question, I provided the recipient with an option to tick. The questions in the questionnaires were as follows; Why do students like the Anchor pub so much where else there are other pubs around, the other question in the survey was that which days do students go to Anchor pub and precisely what time do they visit the club. I also did not forget the issue of distance. The question was how far the pub was from school through estimation. The questionnaires were fifty in number I gave half to the men and the other half to the ladies. Those people who received the surveys were of a minimum age of 18 years to 25 years. The last question was about the number of the people they go with to the pub.
On the quantitative part, the students should also scale the standards of the food found in the pub regarding percentage. They should also rate the drink selection in the pub. That is how many types of drinks do the pub offer, and also are the drinks suitable for the students. The students should also rate the service sector in the pub — the way the attendants attend to the customers, the language they use i.e do they use business language or they are rude.
Results for the Questionnaires
The next method of data collection used was the interview. I interviewed 15 people on different questions about the Anchor pub. The questions included whether the particular students go to the pub, the main reasons why they go to that specific pub and not any other pub. I also wanted to inquire about the particular days when they visit the pub and even the particular time and finally the number of friends who accompany them to the pub.
Results and Discussion of the Interview
I also took time and interviewed several students. Out of the possible 15 students, ten of them suggested that they do not visit the Anchor pub while the rest of five said that they visit the pub rarely. The ten who indicated that they do not attend the pub had their reasons for their decisions. For instance they said that the pub is usually so noisy and thus they find it an unfriendly place to stay since they want a quiet place to refresh their minds. They also added that the Anchor pub is so close to the learning institution and thus there is no confidentiality. However the students did not rule out that they don't visit the pub but they do so rarely. When they decide to attend the pub however, they usually ask their friends to accompany them. In particular each of them is accompanied by one friend. The students also added that they visit the pub on Fridays to enjoy the weekend. They start flowing in the pub at around six in the evening. However, the students gave recommendations on how the state in the Anchor pub could be improved. They said that the pub should ensure that there is minimum noise in the pub. This noise comes from the loud music that the club attendants expose the customers to. They also suggested that the pub should construct a wall that surrounds the pub to ensure that there is the privacy of the customers.
Limitations
In every research conducted, there are the hostilities that accompany the exercise. This research was not an exception too. There are several challenges that I encountered in this study. For instance, lack of cooperation from some students. In the process of doing this research some students suggested that they did not have time to fill in the questionnaires. This was a significant challenge in the process of conducting the investigation. Also several students were hostile. This is because some could even use vulgar language on a member who were helping do the exercise. However, I took to heart and set my psychology in a certain way that I could not get upset when people rejected what I was doing. The most important thing in everything one does is the setting of the mentality.
In conclusion, marketing is the determinant of how a business will grow. If one decides to market their business well then they will realize profits. A good marketing entails having knowledge of your customers. This is where one should understand the financial ability of their customers. By so doing they will provide goods and services that are not too expensive for the customers. Posting on social media platform is also a critical factor in marketing alongside proper positioning of the business. A business will also be marketed by how they treat the customers. If it happens that one treats customers well then more of the customers will be available. Marketing is all what determines whether a business will make profits or not, therefore proper marketing is vital.
References
Churchill, G.A. and Iacobucci, D., 2006. Marketing research: methodological foundations. New York: Dryden Press.
Coughlan, A.T., Anderson, E., Stern, L.W. and El-Ansary, A., 2006. Marketing channels.
Jobber, D. and Ellis-Chadwick, F., 2012. Principles and practice of marketing (No. 7th). McGraw-Hill Higher Education.
Kotler, P., Bowen, J.T., Makens, J.C. and Baloglu, S., 2006. Marketing for hospitality and tourism.
Malhotra, N.K., 2007. Review of marketing research. In Review of Marketing Research (pp. v-v). Emerald Group Publishing Limited.
Wilson, A., Zeithaml, V.A., Bitner, M.J. and Gremler, D.D., 2012. Services marketing: Integrating customer focus across the firm (No. 2nd Eu). McGraw Hill.
