Case Study On Subway Customer Loyalty and Evaluating Marketing Strategies PDF

Journal of Business Management & Social Sciences Research (JBM&SSR)
ISSN No: 2319-5614
Volume 2, No.11, November 2013
Subway
Customer Loyalty and Evaluating Marketing Strategies
---_________________________________________________________________________________
Dr.Lalita Mishra, Guest Lecturer, Govt. Krg.Pg College Gwalior [M.P.] India
Abstract
Purpose- The major consideration of this research was the chain restaurant industry, and its underlying principle was to
(1) establishing which factors manipulate relationship excellence and customer loyalty development. (2) Observe the
relations between relationship quality and loyalty. Based on the literature review, five proportions influence restaurant
consumers behavior: service quality, food quality, price, location, and environment. Speculative relationships between
attributes influencing consumers behavior, relationship quality, and loyalty were consequential from the literature review.
Methodology- This research is based on data collected on Subway and its food chains. The decision from establishing
customer loyalty between customers, this research helps to understand how we can treat to our customer and give then
satisfaction.
Finding-Data analysis identifies that the following 5 characteristics influence loyalty building, with impact intervene by
relationship quality. These also leverage customer satisfaction by building loyalty and enhancing their trust level.
Moreover, service quality is such an aspect that directly or indirectly affects the trust level, and its impact is also stronger
as compared to other attributes. Managerial suggestions are discussed.
Values- This research is helps to established customer relation, customer satisfaction and also customer loyalty. By these
factors service quality is also improve and companys growth become rise.
Future work- The future work is based upon that how we can improve our growth by retaining customers; by giving well
kind of service quality by which they feel satisfaction from the service quality of company.
Keywords: Customer loyalty, customer satisfaction, product and service quality. Marketing strategy.
Introduction
Subway chain is a fast food chain that comes at third
position globally which comes after McDonalds and
KFC. This company came out to be established in 1965
and the originator of the Subway food restaurant was
Fred De Luca, and he was so thoughtful to start is
restaurant business when he was only 18 years old. First
and foremost store was established in Bridgeport,
Connecticut. The founder of Subway almost
immediately cultured the fundamentals of management
in a business, in addition, the significance of allocation
as a well-made, high eminence item for consumption, on
condition of the outstanding customer service and
keeping operating costs low simultaneously by
discovering immense position. Such kind of
inventiveness sustained in serving the groundwork for
prosperous SUBWAY restaurants internationally. There
are in excess of 36,467 Subway restaurants nearly 100
countries globally and also it can be said as the worlds
greatest intensifying authorization succession. This area
monopoly sequence has occupied more than 173,432
inhabitants (Subway 2011). Subway offers many
different kinds of fresh marine sandwiches also known
as subs to their customers. Everything I decided by the
consumers s which kind of a product they want to have
in the services The companies motive is to provide the
fresh products, slogan of company, Eat Fresh which
says, Subway chain uses only a moment ago baked bread
and fresh constituents. Since a very long time the
Subway tried to make every efforts in the markets to set
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up again. The Subway chain has also a lot of rivals in

every countries market. As soon as the Subway chain
was withdrawing their restaurants from the Danish
market, Sunset Boulevard immediately raised 3 of their
branches (Subway Denmark).This description will
provide the sequence about the Subway succession, its
consumers and Subway as a authorization representation.
The competition between Subway and its three biggest
competitors McDonalds, Burger King and Sunset
Boulevard, are also integrated.
Aims and Objective:

The main aim of the research is to evaluate the customer
loyalty in the international market with respect to taking
Subway and its marketing strategies. We need to follow
some points here. Which are establishing the image of
Subway food chain by giving their customer good
quality of their product like burger, subs and sandwiches.
Scope and Importance:

This research is aim to evaluate customer loyalty with
taking Subway food chain marketing strategies. In this
present restaurant market there is a lot of big competitors
are establishing themselves. So the first basic need to
win customers heart and loyalty of your customer. Here
we are trying to explain types of customers and how we
can establish customer loyalty. Now the importance is
here that if you able to win you customer, you are able to
more profit in your business. (Dwyer, F. R. 1997)
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Those products are needed which are really very

distinct comparing to other products
in the
market
about customers, rivalry, market and its development.
_________________________________________________________________________________
b) The products should be introduced where price is
Planning,
investigation and feedback form are the
not the most important buying factor.
regarding tools for market research, it is simply an
c) Products with a high repair component.
exploration into a specific market and this concept is
d) A variety of products for the same purchaser
very much contracted. Advertising research is a largely
e) Marketing programs should be given a lot of
wider as it not only contains marketplace research, but
thought by aiming at existing customers is helps in
also research into new products, or means of delivery
making customer loyalty.
like online marketing. The market research progression
comprise of the seven stages (E.Job,2005). The first
The strategies in marketing should be shaped in order to
stage is to make out what are the marketing troubles, for
establish the means by which the clear set objectives can
example, corporation reflection problems and little
be achieved. The objectives speak what marketers want
awareness of the company. The second stage can be
to accomplish, direct marketing actions and are used to
defined to set objectives and goals, financial plan and
determine how well a plan is working. Their actions can
agenda. The investor should know that for how much
be related to reaching the target audience, sales, market
money and time he is agreeable to spend and also what is
share, and creating responsiveness in the marketplace.
the most important goal of the market research is.
(Huam et al. 2011)The long term goals and objectives
Selecting the research types and methods is the next
are cut down into the short term objectives which are
stage. Derivative research involves interpreting
used as high points and are measurable by the food chain
information that has been collected previously and prime
for further processing. Results can be investigated on a
research comprises of gathering brand new information.
regular basis to see whether the objectives are being met.
Primary research can be either qualitative or quantitative
This type of opinion allows the company to change plans
(E.Thomasn &F.Subar, 2007). The Fourth stage can be
and allows elasticity.
said as research design. The feedback form is most
commonly used tool of this research; Fifth Stage is
For this research the monetary reports of both the
collecting data, with the help of feedback form, surveys
companies were studies so that the overall evaluation can
or interviews and the sixth one is to categorize and
be done. The year from 2005 to 2009 were considered to
analyze the data which was collected, the management
identify their ups and downs. By comparing these two
of the conclusion is done in the last stage.
companies we found the main threat which was
occurring and after identifying those problems various
Literature Review:
suggestions were formed, in the study. For the collection
This study is targeted to establish the customer loyalty
of the data, in this research only the resulting data
by evaluating and analyzing the marketing strategies.
sources were taken into account. The information
This research present to the point review of loyalty
collected by these sources is derived information. An
history. In this paper, the author arguing that the search
imperative secondary data collection method has been
should be replaced by a drive to achieve maintainable
used in the section which can be termed as the case study
business and technical liveliness.
analysis method.
The main aim of carrying out this method in the research
Method Of Analysis:
topic is to make the reader aware of the current
Case study method helps in collecting the information
literature, which is related to the topic. The literature
which focuses on the topic which is related to the
review is carried out by using of different articles, books,
problem and then the evaluation of the case is done with
journals, etc., on the selected research topic. The
the help of the given information on the particular topic
information is carried out using of different books and
(Scholz & Tietje 2002). The case use is important
articles where the researchers have worked in past and
because it provides the rough design of the problem or
has provided lot of information (Hart 2006).
situation happening in real life. The issues and the
challenges or the threats and opportunities can be
There are four features that will significantly have an
identified in the case studies which are being
effect on your aptitude to build a loyal customer stand.
experienced by either the industry or the country.
Generally the cause of high price of keeping new
customers against the high effectiveness of a loyal
Research Objective Research questions:
customer there should be some effective type of business
strategy.
For carrying out a research successfully, it is necessary
to plan research methodology in the research as it helps
in forming a particular research aims and objectives
Methodology
a)
---- research is when the information is collected

Market
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which can be achieved easily in a given course of time.

systematic format. This systematic format converts raw
For ---this purpose, the research questions for findings the
data into some well defined findings which make the
answers of which the whole research is being carrying
process of analysis easy for the researcher. Such type of
out _________________________________________________________________________________
are listed as below:
analysis includes comparison among past financial data
of the food chain so that the financial performance of the
1. How to build customer loyalty, and information on
food chain in the dynamic business environment can be
customer relationship?
revealed (Marczyk, DeMatteo and Festinger 2005).
2. To help a customer, what are the important
In the previous section of the research, a discussion on
instructions for better customer relationship?
the present scenario of the food chain industry of the US
3. Does your business offer good customer relationship?
has been presented. In this section, some important and
key information will be extracted from the raw data
Such type of questions are aimed to reveal different
which is aimed to sketch a rough diagram of different
aspect of the customer retention and other related
issues in marketing strategies which generally prevails in
techniques which are being carried out in the food chain
the food chain industry of US and different types of
market in US, presently.
model, which are being used by the major players such
as SUBWAY food chain of US food chain industry in
Data Presentation, Analysis and Results:
order to minimize and manage such different types issue
There are some financial data which are obtained from
in marketing and customer loyalty. All these findings are
the annual report of one major food chain in US. For this
very crucial for the researcher to prepare a basis for the
rationale, the researcher has to recapitulate and rearrange
further analysis of the data. These key points are
all the data, which has collect data in a proper and
generally known as findings of the data.
Questionnaire Assessment:
1. Have you ever heard of Subways Restaurants?
a) Yes (86%)
b) No (14%)
Figure 2: Graphical View Of Subway Brand

It is already mentioned in this case, that approximately
100 respondents were being interviewed and then we
assessed the level of brand recognition in relation to
Subways chain of restaurants. In this, almost 86
respondents out of 100 were aware of Subways and
offerings whereas other 14 respondents did not have any
or clear idea in relation to Subways and its offerings.
EFFICIENT
0%
3%
HEALTHY FRESH
10%
12%
CONVENIENT
5%
2. How will you categorize the brand image of

Subways?
a) Westernized (50%)
b) High end (20%)
c)
Convenient (5%) d)Fresh (10%)
e) Healthy (12%) f) Efficient (3%)
BRAND IMAGE
0%
WESTERNIZED
50%
HIGH END
20%
Figure 3: Brand image of Subway
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In this case, assessment was done on the basis of

3. How often do you visit Subways within a quarter?
categorization
of Subways within the given six
a) 1-2 (68%) b) 3-4 (22%) c) 5-6 (4%) d) 7-8 (5%)
---parameters namely, Westernized, elevated end, suitable,
e) More than 8 (1%)
_________________________________________________________________________________
Fresh,
Healthy and Efficient. Majority that is almost 50
respondents classified it as westernized whereas 20
Out of 100 respondents, 68 visited one or two times and
respondents classified it as high end. 12 respondents also
only 22 respondents visited 3-4 times within the given
felt that it is another name for healthy food offerings as
time frame in the question. We can find that the
well. Rest voted in favor of other options as well in this
organization may offer healthier options but the
case.
frequency of visits within the stipulated time is less and
needs to be improved as competitors are doing far well
in this aspect.
FIVE-SIX SEVEN-EIGHT
4%
5%
VISITS PER QUARTER 0% MORE

THAN
EIGHT
1%
THREE- FOUR
22%
ONE-TWO
68%
Figure 4: A View To Understand The Visiting Of Subway

4. How will you rate service quality at Subways?
a) Excellent (35%) b) Good (32%) c) Poor (11%) d)
Satisfactory (22%)
Out of 100 respondents, almost 35 respondents rated
Subways excellent in terms of service quality whereas

other 32 found it to be good. 22 respondents found it to
be satisfactory whereas only 11 found it to be poor.
Figure 5: Representation of Service quality Subway

5. How will you rank Subways in terms of customer
service?
a) Excellent (45%)
b) Good (38%)
c) Poor
(8%)
d) Satisfactory (9%)
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Subways excellent in terms of customer service whereas
other 38 found it to be good. 9 respondents found it to be
satisfactory whereas only 8 found it to be poor.
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----
RANKING IN TERMS OF CUSTOMER SERVICE
_________________________________________________________________________________
SATISFACTORY
0%
9%
POOR
8%
EXCELLENT
45%
GOOD
38%
Figure 6: Ranking in terms of customer service

6. Will you recommend Subways to your colleagues,
friends and acquaintances?
a) Yes (50%)
b) No (20%)
c) May be (30%)
in this case out of 100 respondents, 50 felt that they will
recommend subway to others in their respective circles

as well where 20 respondents were not sure whether they
will recommend or not..
RECOMMENDATION
MAY BE
30%
0%
YES
50%
NOT
20%
Figure 7: Recommendation
7. What do you think of competitive positioning and
strategy about Subway?
a) Excellent (37%)
b) Good (23%)
c) Poor
(7%)
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in relation to competitive positioning and strategy, 37

out of 100 respondents felt that the organization has an
excellent positioning strategy, 23 found it to be good and
33 found it to be of satisfactory level.
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----
COMPETITIVE POSITIONING
AND STRATEGY
0%
_________________________________________________________________________________
SATISFACTORY
EXCELLENT
37%
33%
GOOD
23%
POOR
7%
Figure 8: Positioning
8. How will you rank Subways in terms of healthy
product offerings?
a) Excellent (38%)
b) Good (22%)
c) Poor
(12%)
Subways excellent in terms of novel and healthy product

offerings whereas other 22 found it to be good. 28
respondents found it to be satisfactory whereas only 12
found it to be poor.
Figure 9: Terms of health

9. What do you think of competitive positioning and
strategy about Subway?
a) Excellent (35%)
b) Good (30%)
c) Poor
(15%)
in relation to competitive positioning and strategy, 35

out of 100 respondents felt that the organization has an
excellent positioning strategy, 30 found it to be good and
20 found it to be of satisfactory level.
Figure 10: positioning and strategy
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10. How to earn customers loyalty and how important these factors are?
---_________________________________________________________________________________
In excess of 800 customer respondents delivered 2,500

industry ratings based on their own understanding.
Across 14 industries, nearly 80 percent of respondents
give high-quality interactions and superior product or
service high importance ratings. Lowest price or cost of
ownership received only 31 percent of high importance
ratings.
11.
Do you like to visit your nearer Subway
again?
a)
59 % yes
b) 20% may be c) 21 % no
Here we can see that 100 out of 59 customers want to
visit again to our Subway branch. Whether 20%
customer says that they can also visit other branch too so
there is a case of may be, they can visit again.
12. How do you like to recommend our service to others?

a) Strongly (72%) b)Very much (18%) c)Often
(10%)
This survey says that 72 customers out of 100

strongly want to tell another customers or person
about our services.
13.
Are you completely satisfied with our restaurant
as overall?
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(a)
other
77% yes (b)
18% no
(c)
5%
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In this, 77% customers says they are satisfied with our

restaurant
---- and 5% of customers are also like to go other
.
restauranttoo.
_________________________________________________________________________________
13. How do you rate our delivery on time performance?

(a) Excellent (45%)
(b)Good (25%)
(c)
Poor (12%)
(d)
Satisfactory (18%)
By this feedback we can say 45 customers in out of
100 assume that our delivery of food on time where

25% of people assume its good. And also 18% of
customers assume its satisfactory.
15. How do you rate quality of our food management to

make sure complete customer satisfaction?
(a) Excellent (58%) (b) Good (24%) (c) Poor (8%)
(d) Satisfactory (10%)
The food quality of Subway is excellent, assume by 58%

customers in out of 100 where 10% customers
assume that it is satisfactory and 24% customers
assume its good.
16.
How do you rate responsiveness to dealing with
customers?
(a)
Excellent (48%) (b)
Good (27%)
(c)
Poor (14%) (d) Satisfactory (11%)
48% in out of 100 feels that staff of subway shows

excellent response to their customers and 27% customer
feels that it good whether the response to their customer
is satisfactory for 11%.
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---_________________________________________________________________________________
In US, there is a lot of competition in fast food industries

this is going to increases day by day. So we are
examining here the competitive situations with Subway
by comparing three of big name in fast food industries
which are KFC, McDonalds Burger King. These
companies target to find where is the fast food seekers
and how can we find them? Therefore Subway provides
their customers, high quality and fresh fast food.
Basically concentrating only target customers and group
as well as, Subway is the only competitor which can
defeat their competitors by providing high quality food.
customers, but if a businessman want his customers visit

again, the business won't be beneficial for long. Superior
consumer service is basically to get customers back
again and if businessman sends their customer pleased. It
is the sign of positive feedback to business beside to
others, who might be trying the product or service a
businessman. Constructing a customer loyalty will be
easier if the businessman have loyal employees. The
trade people are very important for the manufacturer to
safeguard those workforces who interacts with clients.
The rising development nowadays is to drive customerservice and technical hold up calls to next obtainable
person. This can formulate no special loyalty for the
firm. Be sure what the customers desire is. To examine
the customers and their buying behavior, there is one
question which
mainly
arises:
What
is
the
intention
group?
Within a given market there are many things that are to
be discovered about the competition as it serves as a
marker as to how difficult or easy it is to work inside that
market. Relentless competition will undeniably affect the
marketing working outflow; as a result it is useful to
Know what kind of struggle is going to occur to face
inside that market.
Exterior Analyses:
Pest Analysis
Financial Performance
SUBWAY Market Value Forecast Year (2005-2010
Table 1:
Year
Value (Billions)
Growth%
2005
51.4
3.6
2006
52.8
3.4
2007
53.4
3.3
2008
55.0
3.4
2009
56.4
3.6
2010
57.6
3.1
Competitor Analysis:
It is important to know the market is operating the

company and knowing the potential for entering the
market and the possible customers is essential.
Moreover, its a good idea to look at the macroenvironmental factors that are influencing the market. To
get better information about a market; the following
main
question
is
asked:
How significant is it to keep hold of the customers in the
market?
Customer service is a union to provide their customers'
requirements and desires. A businessman can present
promotions and discount in prices to get as many new
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Before starting the marketing process an enormous

advantage for a company is its environment. Some factor
like political, economical, technological and social factor
help to explain the word PEST. PEST analysis also
includes exchange rate, price increasing rate, economic
growth, social factors. Economic growth factor is also
affect to the buying power of customers. Lots of factor is
here which affect the way of life, living standard and
thing which are connect to us to our society. Religion,
family, education and place also are some factor which
affect to the customer.
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---_________________________________________________________________________________
Political Factors
Political factor which consist of government policies and
legal issues. The firm must operate the official or non
official rules which also consider the employment laws,
environmental regulations, trade restrictions and political
firmness.
Economic Factors
This factor basically affects the buying power of
customer and also the firms cost assets. For example the
macro economy has interest rates, economic growth,
exchange rates and inflation rate.Social Factors
This factor affects the customer needs and size of the
possible market. These are demographic and incorporate
with external macro environment. Some social factor
includes health awareness, population growth rate, age
distribution, career attitudes.
Technological Factors
These factor obstacles to entry, decrease minimum wellorganized production levels, and manipulate outsourcing
decisions. Some technological factors can be mentioned
as research and development activity.
Situation Analysis
This factor explains the problem occur during
establishing a company and existing company. So in this
factor we need to do a deep or better analysis for
understand a company, your competitor and all the
situations which can possibly happen with you and your
company.
In the international fast food market the growth of
Subway food chain is raising their healthy food
environment, their subs known as a healthy wealthy fast
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food. Subways sales rising per anum more than $6.9

billion, as same as immeasurable awards and honors has
been granted its chain over the past 42 years. Subway
has more than 35,582 units globally and its rapid growth
attracting many investors and now it is able to compete
with KFC and McDonalds. Being a part of this
international market where these big companies
competing with each other, Subway taking a challenge to
face the market by giving their customers beneficial
advantage and making a profitability and sales growth.
In fast food market, Subway can compete with burger
chains and others are big name in international market.
Subway changes in it by making casual and attractive
menu and adding some new meals in its menu item
which are the customers choice. On the other hand,
subway has not been satisfied and for improving
business stronger efforts have been made. For increasing
inner strength of Subways and removing the threats
which will make it weak, the SWOT analysis factor is
back bone for this. Sandwiches market gained highest
growth in past few years ago in US culture.
Competitive Analysis
The basis of investigating competitors is to try and ask
what they will do. This will make easy the organization
to respond consequently. Sometime as a point of
reference competitors is regarding to the competitive
position; competitors are sometimes used as point of
reference (CIM, 2005).Subway is not without
competitive difficulties, major competitors including
KFC, McDonalds, Pizza hut. KFC and Pizza hut are the
world largest with 33,068 restaurants in over 98
countries.
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above them external opportunities and threats

(McDonald, 2002) Subway sandwich shops are well
situated to influence their strength, address sensible
function, it seems unreasonable not to carry out a fair
_________________________________________________________________________________
threats, weaknesses and opportunities
through
situation analysis, in the same way that an
annual financial audit is carried out (McDonald, 2002).
SWOT analysis is a method of add the title, under the
title, internal strength and weakness as we consider
SWOT Analysis
---Nevertheless,
since marketing is such a multifarious
Guidelines for Better Customer Service:

You need to prepare and ready for the help of your
customers and always give him a chance to answer.
Never try to support your staff members if they
disturbing your customer in every minute and asking
strange questions to your customers what do you want?
Is that thing you like sir, etc. your staff can ask them
very politely if the customer ask you, yes sir! May I help
you? What you are looking for? help the customer by
talk to the customer, can my staff member sort out your
problem. This may engage:
a. Aggressively pay attention to the customer. You
need to listen your customer by making eye contact,
making a note on table and also by nodding.
Communicate with you customer but keep silent on
front of your customer if he/she is speaking. On that
time if you are speaking in front of your customer
you left bad impression on your customer and you
also are unable what your customer want.
b. Always present your knowledge about the business
products and services and be prepare for it, if some
of customer visit in your store dont try to tell them
everything you know even help your customer what
they asking to you, what they want to purchase and
what kind of service they expecting form yours.
c. If you have knowledge about your correlated
products you can save your customer time by
comparing him the product by visiting him another
store. You have to capable to do this. Show them the
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d.
interrelated products by doing this you can attract

your customer and you can increase growth.
The one thing is most attract to the customer is
always present to offer relevant advise. If they are
not asking about your product they trying to
compare with other one. For example. a customer
worried in hardwood flooring, and he can also
clean-up hardwood floors . You can suggest them to
buying decisions and how the customer feels about
your customer service.
Be cheery, interact with the customer and communicate

them the customer service and how they feel by helping
them.
Recommendations:
In this strategy model, the franchise companies do not
issue the license to a latent franchiser to open a new
store. By lowering the franchisers risks by relocating
store that has stable internal operation, store executive,
loyalty consumers, and also provide them commercial
money making. Second, the company has better service
product, quality in their service and control over the
store management of individual chain stores. On the
other hand, if franchise wants a store license as soon as
possible to open their store, the company help them for
locating the store, commodities supplies, personal
training too. Franchise model using most of chain
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corporations Chain Corporation provides different

relationships.
function
---- to its franchise and also some of the different
functions dont exist which having the factor of
Evaluation of results:
_________________________________________________________________________________
disagreement
of standardization.
In the above discussion we reach to this point that by
using different marketing strategy in Subway food chain
Conclusion and Recommendation:
market we can establish customer loyalty to our
In todays world one of the major problems is
customers. The reason behind this research is also
unbalanced growth in customer loyalty program. This
express about the market status of Subway with
paper exemplifies the environment and the ways loyalty
comparing to McDonalds, KFC and Burger King. This
managers can meet this exacting challenge. This can
research also gives that how you need to behave to retain
only achieved by making business plan and optimized
your customer and make them your long term customer.
business process design to compute those strategies
which is maintained by highly technology persons.
Recommendation based on evaluation:
Overall coverage at each level is required for business
According to the evaluation so concerned and
processes which are fully cover up by business
undertaken it is revealed that the most important
strategies. Technology fully covers the needs of the
objective of the Subway chain is to be ranked as the
business processes which are fully covers the technology
number one restaurant as per consumers and also in each
requirements.
market segment in which Subway serves. In addition to
this, Subway does not purposely select the new countries
Stages:
to enter. It is also found from the evaluation of the
secondary data that the product policy so undertaken is
Stage 1: Increase awareness of health
global in nature by using the such techniques that can
The layout basically in two types: printed advertises and
assist in branding and also to establish the name
advertorials. In these advertisements the important theme
worldwide. Subway offers 15 products that are in its
contained the slogan eat healthy. Furthermore, online
basic offerings. According to the marketing theory,
channel would also be shows these advertisements. The
Subways also applied the services marketing concepts in
other group is also which are target group present by
the form of different elements of promotion mix with a
media. In this phase, softer techniques, like advertorials
specific reason to supplement the level of brand
and articles, will be applied to educate the customers.
awareness as well as awareness about product offerings
so concern. The overall objective of the organization is
Stage 2: cooperate with potential customers to arouse
to enhance brand awareness among customers and also
their interests
to establish its name in the market it serves so that the
In the second stage, we are using more interactive and
total sales can be raised significantly (Rust, 2000). It also
direct ways in promotion, and the online method for
adopted the advertisement plan which is distinctive so
taking more information which may be city based or
that it can easily avail the benefits from the market so
would be helpful to locate the Subway store. Getting
concerned and thus creating opportunities to expand its
information online for these store the one who
business. The promotion techniques to be adopted should
maintaining these sites providing a graphical view of
carry a differentiated and a unique message. Thus it is
store to help the customers find them.
recommended for the subway that it should concentrate
on its message which is to be carried with regard to its
Stage 3: Induce purchase intention of consumers
taste, food, affordability and quality to be delivered to
Sale
the customers. It should also focus on the target groups
The third phase to induce purchase purpose of
such as teenagers and students as these target groups
consumers. Voucher is a time tested way in the fast food
spend lot of time on social networking sites or other
industry, which we will use, too. Online period
sites. So subway can add banners on such networking
downloadable voucher will be enabled and offline
sites which are regularly visited by the target groups so
coupon and menu allotment in office buildings will be
concerned. The publications such as newspapers can also
carried out.
be used for this purpose. It should also concentrate on
the differentiated ideas and also the potentialities so that
They are long term customers in term high profitable as
more of the benefits can be achieved. Innovation in
known as true friends. They communicate consistently
retailing, diverse skills and potentialities should also be
but not too often. They build attitudinal and behavior
recognized. In order to enhance the skills and
loyalty As also they are known as low profitable
potentialities and working on the innovation proper and
customers in terms of short term customers if they are
effective training programs should be provided for
strangers, little bit fit between companys offerings and
rendering cross sector technical training capability,
lowest profitable potential, because their actions in this
integrated support structure and others as mentioned in
low profitable. They do not investment in these
www.borjournals.com
28
ISSN No: 2319-5614
Department
of
Management,
Faculty
of
Management and Human Resource, Consumers
Purchase Intentions in Fast Food Restaurants: An
Future Work:
Empirical Study on Undergraduate Students.
The_________________________________________________________________________________
research is based upon the collection of data,
[16] the determinants of customer loyalty: an analysis of
marketing strategies and also about the types of
intangibile factors in three service industries
customers. The whole research helps us to retain
[online]. Publication: International Journal of
consumers by providing them good quality of services
Commerce & Management
and products. In the future work is only depend upon
[17] Michael Mccarty, 2010,Fast Food Market Forecast this, the thing may change by changing of market status
The Subway Example of Strategi
Product
and their values.
Positioning
[18] Werner Reinartz, 2002, Harvard Business review,
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Journal of Business Management & Social Sciences Research (JBM&SSR)

ISSN No: 2319-5614

Volume 2, No.11, November 2013

up again. The Subway chain has also a lot of rivals in

Aims and Objective:

Scope and Importance:

Blue Ocean Research Journals

Journal of Business Management & Social Sciences Research (JBM&SSR)

ISSN No: 2319-5614

Volume 2, No.11, November 2013

Those products are needed which are really very

---- research is when the information is collected

Blue Ocean Research Journals

Journal of Business Management & Social Sciences Research (JBM&SSR)

ISSN No: 2319-5614

Volume 2, No.11, November 2013

which can be achieved easily in a given course of time.

Figure 2: Graphical View Of Subway Brand

2. How will you categorize the brand image of

Blue Ocean Research Journals

Journal of Business Management & Social Sciences Research (JBM&SSR)

ISSN No: 2319-5614

Volume 2, No.11, November 2013

In this case, assessment was done on the basis of

VISITS PER QUARTER 0% MORE

Figure 4: A View To Understand The Visiting Of Subway

Subways excellent in terms of service quality whereas

Figure 5: Representation of Service quality Subway

Out of 100 respondents, almost 45 respondents rated

Blue Ocean Research Journals

Journal of Business Management & Social Sciences Research (JBM&SSR)

ISSN No: 2319-5614

Volume 2, No.11, November 2013

RANKING IN TERMS OF CUSTOMER SERVICE

Figure 6: Ranking in terms of customer service

recommend subway to others in their respective circles

in relation to competitive positioning and strategy, 37

Blue Ocean Research Journals

Journal of Business Management & Social Sciences Research (JBM&SSR)

ISSN No: 2319-5614

Volume 2, No.11, November 2013

Subways excellent in terms of novel and healthy product

Figure 9: Terms of health

in relation to competitive positioning and strategy, 35

Figure 10: positioning and strategy

Blue Ocean Research Journals

Journal of Business Management & Social Sciences Research (JBM&SSR)

ISSN No: 2319-5614

Volume 2, No.11, November 2013

In excess of 800 customer respondents delivered 2,500

12. How do you like to recommend our service to others?

This survey says that 72 customers out of 100

77% yes (b)

Blue Ocean Research Journals

Journal of Business Management & Social Sciences Research (JBM&SSR)

ISSN No: 2319-5614

Volume 2, No.11, November 2013

In this, 77% customers says they are satisfied with our

13. How do you rate our delivery on time performance?

100 assume that our delivery of food on time where

15. How do you rate quality of our food management to

The food quality of Subway is excellent, assume by 58%