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4019 words - 17 pages

Factors effecting….

Factors Effecting Brand Preferences: A Comparative Study of McDonald’s and KFC

Abstract The study was undertaken with an objective to identify factors affecting brand food products about two major food industries i.e. Mc-Donald’s and Kentucky Fried Chicken (KFC). Factors included were taste and quality of product, price of product, delivery of product, availability of product, environment of restaurant, staff of behavior and value for money. A pre design questionnaire was used to collect relevant data about these two food industries. The study found that the product of KFC were relatively better as compared to that of Mc-Donald’s in most of the traits studied ...view middle of the document...

Figure 1. Factors effecting brand preference Factors Affecting Brand Preferences (Fast Food Restaurants) That implies that fast food restaurants image can be identified by such mentioned functional attributes of taste and quality, price of product, delivery of product, staff and the environment, availability and value for money. So consumer can develop image regardless of many other unidentified factors. Markets consist of number of buyers with the differences in wants, resources, geographic locations, consumption,


Factors effecting….

Abasyn Journal of Social Sciences Vol. 5 No. 2

Attribute lifestyles and buying. According to Kotler (2009), The American Marketing Association defines brand as 'a name, term, sign, symbol, or design, or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors'. Aaker (1995) defines a brand on different levels, stating that a brand is not merely the physical product, but is also composed of brand attributes, symbols, brand--consumer relationships, benefits of self-expression, consumer profiles, associations with the culture of the country of origin, and corporate identity. In essence, the brand provides a simple means for the consumer to distinguish it from its peers. Charlene R. (University of Twente, Netherlands) stated that 'A successful brand is an identifiable product, service, person or place augmented in such a way that the buyer or user perceives relevant, unique added values which match their needs most closely. Furthermore, its success results from being able to sustain these added values in the face of competition.' Successful brands deliver benefits to satisfy consumer needs. These needs include rational needs (such as features, packages or the price of a brand) and emotional needs (such as prestige, distinctiveness, style or the social reassurance of a brand). Bhat and Reddy (1998) reported that brands have practical and Emblematic importance for consumers. Gottdeiner (1985); McCracken (1986) also found the emblematic importance, which is attached to brands, and is often broadcasted via the use and consumption of brands. Erickson, 1996; Mehta (1999) Previous research indicated that self image/self expression affect consumers’ product preferences and their purchase intentions. Parasuraman and Grewal (2000) added but, service is also a logical driver of perceived value. Parasuraman and Grewal (2000) studied for the reason that outstanding before/after sale services provided by the seller really increase the benefits obtained (the take factor) and also “decrease the buyer’s non-monetary costs,
Muhammad Usman, Dr Farzand, M. Farooq, & M. Faheem 30

Factors effecting….

Abasyn Journal of Social Sciences Vol. 5 No. 2

such as time, effort, and mental stress” (the give factor). Parasuraman and Grewal (2000) said consequently, consumer perceived value was composed of “service quality,...

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