How brand element influence consumer buying decision on fast food

Md Fadilah, Mohd Syafi’ie (2019) How brand element influence consumer buying decision on fast food. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

	Text (24 Pages) How Brand Element Influence Consumer Buying Decision On Fast Food.pdf - Submitted Version Download (676kB)
	Text (Full text) How brand element influence consumer buying decision on fast food.pdf - Submitted Version Restricted to Registered users only Download (1MB)

Abstract

Fast food restaurant in one of the most turbulent market environment due to increased competition, promotion, price, quality and its trends. Due to this quick development of fast food witness the changing eating habit of youthful and grown-ups. This research is carried out the factors of brand elements and how these factors can influence consumer buying decision on fast food. The factors involve are brand name, logo, symbol, packaging and slogan. This factor might also influence purchasing power of consumer towards fast food restaurant. The instrument utilized in this research to gather the information and data which through survey question which consist of scale from 1 to 5 for each question. The respondents are 152 which are randomly selected from respondent around Melaka area. The result will show that consumer buying decision (dependent variable) on fast food and brand name, logo, symbol, packaging and slogan (independent variable) are factors that can influence consumer buying decision on fast food.

Actions (login required)

View Item