Marketing Research Proposal Example | Topics and Well Written Essays - 2000 words

Marketing - Research Proposal Example f data from fifteen respondents randomly selected to present their views on the issue and in relation to Burger King and their attitudes towards the company and its products and services before and after the scandal. The respondents were selected randomly from the general population, and all were aged above 18 years. The research was conducted through qualitative collection of data using questionnaires. The results of this study showed that the Horse meat Scandal had a significant impact on the marketing strategy of Burger King as a company. Many of its previously loyal customers lost trust, and some indicated an onset of worry. Of all the 15 respondents from whom the data was collected, only 4 (27%) indicated having not changed their attitude towards the company. The rest 73% of the respondents were angry with the revelation of the scandal and would not recommend the company to anyone in the future. This attitude was present even among 2 respondents who had not eaten at Burger King before. These results indicate that must companies to observe business ethics and ensure that they do not lose customers out of such scandals. It, therefore, recommends that Burger King should be open and admit the flaws in the suppliers’ scrutiny and accreditation and assure the consumer of vigilance and seek apology. In early 2013, a wave of consumer uproar was experienced in the food industry in Western Europe. The outrage was in regards to companies unethical practice claims. I had been reported through several media that horse meat was being added to beef products from several main producers of burgers and other foods in the industry. Among the companies who were indicated to be involved in this scandal were Burger King and Tesco, the two giants in the industry. This issue of meat adulteration came to be referred by many the â€Å"Horse Meat Scandal† (HMS). The scandal did not only have immediate effect on the meat business, but also the idea of shopper trust in items offered