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Brand Switching behaviour among Millennial Consumers of Fast Food Brands in Dublin, Ireland

Elete, Jolomi (2018) Brand Switching behaviour among Millennial Consumers of Fast Food Brands in Dublin, Ireland. Masters thesis, Dublin, National College of Ireland.

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Abstract

Brand switching behaviour is a concept that has received much attention in recent years owing to its potential to drain a company's profitability and overall performance. Many studies have been carried out to examine the factors prompting consumers to exit one product or service usage for another such as in mobile telecommunications usage and tangible product usage, none has looked into the factors engendering brand switching behaviour in the context of fast food restaurant in Dublin, Ireland. Thus, this study investigates the factors most likely to result in a desire to switch fast food restaurant patronage. The study is a quantitative research enquiry in which a total of one hundred and fifty fast food restaurant consumers were surveyed by means of a structured questionnaire and the findings revealed that consumers were prone to switching fast food brands if they perceive that certain aspects of the overall service delivery process fell below their expectation. Among these are the food quality, service quality, price, sales promotion which all had a significant effect on brand switching behaviour while consumers were less likely to switch fast food brand on the basis of a strong and well-known brand name in the quick service restaurant industry.

Item Type: Thesis (Masters)
Subjects: H Social Sciences > HF Commerce > Marketing > Branding
H Social Sciences > HF Commerce > Customer Service
H Social Sciences > HD Industries. Land use. Labor > Specific Industries > Food Industry
H Social Sciences > HF Commerce > Marketing
Divisions: School of Business > Master of Science in Marketing
Depositing User: CAOIMHE NI MHAICIN
Date Deposited: 02 Nov 2018 11:06
Last Modified: 02 Nov 2018 11:06
URI: http://trap.ncirl.ie/id/eprint/3406

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