An analysis of consumer behaviour and the concept of brand loyalty and their impact on the growing chained restaurant industry in the UK.Tools Wall, Hannah (2016) An analysis of consumer behaviour and the concept of brand loyalty and their impact on the growing chained restaurant industry in the UK. [Dissertation (University of Nottingham only)]
AbstractThe aim of this study is to explore the extent to which brand loyalty has contributed to the recent success of chained casual-dining restaurants within the UK, with a focus on consumer behaviour and choice drivers when consumers select restaurants. The study adopted the qualitative method of interviews and focus groups to collect data from British and International consumers. This research found that consumers are loyal to chained restaurants when they search for convenience and consistency. However, the extent in which genuine loyalty, involving attitudinal, behavioural and emotional connections with a brand, is limited as consumers seek to differentiate themselves from their peers and rather their self-image was associated with exclusivity or uniqueness.
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