The impact of intellectual property protection trademarks into customer in the food and beverage industry

Md Zamri, Muhammad Fitri (2025) The impact of intellectual property protection trademarks into customer in the food and beverage industry. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

This study examines the relationship between intellectual property trademarks in the F&B industry and their impact on consumers, focusing on McDonald’s. Trademark infringement and counterfeiting pose significant challenges, affecting brand value and customer trust. The research objectives are: (i) to assess how trademarks influence customer perceptions of product quality, (ii) to examine their role in shaping purchasing decisions, and (iii) to analyze their impact on customer loyalty. A quantitative survey method was employed, collecting data from McDonald’s customers. SPSS was used for data analysis, with descriptive statistics providing insights into research questions. Findings indicate a strong positive correlation between trademark protection and consumer behavior. Customers associate trademarks with higher product quality, fostering trust and influencing purchasing decisions by reducing perceived risks. Trademark protection also enhances customer loyalty through brand familiarity and consistent quality. For future research, expanding beyond McDonald’s to other industries will provide broader insights (Kotler & Keller, 2022). A mixed-methods approach will improve research reliability (Bryman, 2021), while a longer data collection period will capture evolving consumer trends (Malhotra & Dash, 2020). A more diverse respondent base (Hair et al., 2019) and integrating offline and online data (Saunders et al., 2021) can enhance findings. Lastly, comparing multiple fast-food brands will help identify competitive advantages (Solomon, 2020).

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