Influence of Brand Loyalty on Fast Food Industry - Consumer buying behavior of India.
Tandon, Manav (2012) Influence of Brand Loyalty on Fast Food Industry - Consumer buying behavior of India. [Dissertation (University of Nottingham only)] (Unpublished)
The purpose of this research is to examine how consumers are influenced by factors of brand loyalty towards fast food brands. The research was conducted in Delhi with Indian consumers. People who filled the questionnaire are adults who are working or are looking for job. This research was adopted based on seven factor of brand loyalty. The seven factors of brand loyalty are brand name, product quality, price, style, promotion, and service quality and restaurant environment. Brand name has shown strong correlation with brand loyalty. In order to increase customer satisfaction and drive them to be brand loyalists, marketers are encouraged to develop aggressive marketing programs.
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