The aim of this market research was to gather enough information to present Southside Promotions with recommendations on marketing strategies and also to show them my findings for them to make marketing decisions based on what they feel will be successful. I aimed to find out useful and important information such as information on the target populations current clubbing experiences, this was done as primary research through a questionnaire sent out to people in the target market. Other information that my research aimed to gather included prices, event nights, music and other information from competitors, this was gathered from their own websites. I also used online sources such as www.brighton-hove.gov.uk to find out statistics and information on the local population such as population, ages and household information.

Primary Research
For my primary research I carried out a questionnaire that was piloted and improved then put on survey monkey for respondents to answer. The online survey got 51 respondents. The questionnaire asked questions related to clubbing and current experiences.
What is your preferred night to go out?

The percentages above do not amount to one hundred as I chose to interpret the answers my own way. Although this could create bias, I felt it was necessary to ignore outliers and unsuitable answers. Another possible reason for these figures not adding up to 100% is because some people answerd with more than one night, for example chose Friday AND Saturday.

The findings from this question clearly show there are two most popular nights’ people are going out clubbing; Friday and Saturday, therefor Southside promotions should expect most their business to be made on these two nights. As a result of this these two nights will need extra advertising and promoting as competition will be high and a lot of people will be out.
They should focus popular promotions on drink prices and entry fee on these nights to ensure they can optimise profits on these nights. However they can also try to improve business on quieter nights through strategic marketing decisions such as themed club nights to attract people in. What is your preferred type of music at a nightclub?

It is important for Southside Promotions to know what type of music is already popular in Brighton nightclubs as this will give them an idea of what music will attract customers, and therefore get people through their doors. From these results there are two main favoured music genres; House and R&B. With percentages of around 37% and 39%. Therefore if Southside promotions decide to open their nightclub appealing to a target audience similar to the people included in this questionnaire it would make sense to have the main music played to be House and/or R&B.
Taking the previous question into consideration (‘which is your preferred night to go out?’) one possible suggestion would be to play the most popular music on the most popular nights. According to this research Saturday is the most popular night of the week to go out and R&B is the most popular genre of music, therefore it may make sense to play the music a lot of people want on a night where there will be a lot of people on the streets.

How much do you spend on entry to a particular club venue?
From 47 responses to this question the suitable responses have been categorised:
These results produce the following averages: - Mean £1 - £3, Mode £4 - £5, Median £1 - £3

The following results suggest that the most common price to enter a Brighton nightclub is between £4 and £5. However many nightclubs offer a guest list that mean cheaper or free entrance, commonly before a certain time.
Therefor a suggestion would be to charge a fair entrance fee of around £5, this is a common price so customers won’t be put off by a high price, and also it’s not exceptionally low so Southside Promotion will be making good money from entry fees.
To keep up with competition I would