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TABLE OF CONTENT
ACKNOWLEDGEMENT
2
ABSTRACT
.
3
TABLE OF CONTENT
.
4
CHAPTER 1: INTRODUCTION
7
1.1 BACKGROUND
.
7
1.2 FAST FOOD RESTAURANT
9
1.3 PROBLEM STATEMENT
10
1.4 RESEARCH PURPOSE
11
1.5 DEFINITION OF KEY WORDS
11
1.6 ORGANISATION OF THE STUDY
13
CHAPTER 2: THEORITICAL FRAME WORK
14
2.1 CONSUMER PERCEPTION AND BEHAVIOUR
14
2.1.1 Consumer behaviour
.
14
2.1.2 Consumers buying behaviour
.
15
2.1.3 Factors influencing consumer perceptions of a brand
18
2.2 BRAND
20
2.2.1 Brand
.
20
2.2.1.1 Benefit of a strong brand
22
2.2.2 Brand equity
23
2.2.3 Conceptualization of consumer based- brand equity
24
2.3.4 Brand equity in service industry
.
25
2.3 CONCEPTUAL DOMAIN OF CONSUMERS –BASED BRAND EQUITY
. 27
2.3.1 Brand awareness
.
27
2.3.1.1 Achieving brand awareness
29
2.3.2 Brand image
29
2.3.3 Perceived quality
.
31
2.3.4 Brand loyalty
.
31
CHAPTER 3: METHODOLOGY
34
3.1 RESEARCH DESIGN
.
34
3.2 RESEARCH APPROACH
35
3.3 DATA COLLECTION
35
3.4 DATA SOURCES
.
36
3.5 RELIABILITY AND VALIDITY
.
38
3.5.1 Reliability
38
3.5.2 Validity
.
39
3.6 QUESTIONNAIRE CONSTRUCTS
41
3.7 FOCUS GROUP
42
3.8 SAMPLING PROCEDURE
42
3.9 PRE-TEST STUDY
.
43
3.10 LIMITATION OF STUDY
44
4.1 CASE STUDY OVERVIEW
45
4.1.1 Max hamburger
.
45
4.1.2 MacDonald
.
46
4
4.2 CHARACTERISTICS OF RESPONDENTS
46
4.3 CUSTOMER BASED BRAND EQUITY RATING
48
4.3.1 Brand awareness
.
48
4.3.2. Perceived quality
49
4.3.4 Brand loyalty
.
52
4.4 INCOMPLETE QUESTIONNAIRES
.
54
4.4.1 CHARACTERISTICS OF RESPONDENTS
.
54
4.4.2 CUSTOMER BASED BRAND EQUITY RATING
.
55
4.4.2.1 Brand awareness
55
4.4.2.2 Perceived quality
56
4.2.2.3 Brand image:
.
57
4.4.2.4 Brand loyalty
58
4.4.3 Comparison between Complete and Incomplete Questionnaires.
60
CHAPTER 5: CONCLUSION, RECOMMENDATION AND FUTURE RESEARCH
. 61
5.1 CONCULSION
61
5.1.1 Which Among These Three Dimensions of Customer Based-Brand Equity
(Brand Image, Brand Loyalty and Perceived Quality) Appears To Have the Least
Brand Equity Rating?
.
62
5.1.2 Does Customer Based-Brand Equity Differ Between The Two Restaurants With
Respect To Each Attribute Of Brand Awareness, Brand Image, Perceived Quality And
Brand Loyalty?
.
63
5.2 RECOMMENDATION
.
65
5.3 FUTURE RESEARCH
68
REFERENCE
.
69
APPENDIX 1: COVER LETTER
76
.
77
APPENDIX 11: QUESTIONAIRES
.
78
APPENDIX 111: ANAYSIS 8
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Astudy to indicate the importance of consumer based brand equity on consumer perception of brand a case study of fast food restaurants
TABLE OF CONTENT ACKNOWLEDGEMENT 2 ABSTRACT . 3 TABLE OF CONTENT . 4 CHAPTER 1: INTRODUCTION 7 1.1 BACKGROUND . 7 1.2 FAST FOOD RESTAURANT 9 1.3 PROBLEM STATEMENT 10 1.4 RESEARCH PURPOSE 11 1.5 DEFINITION OF KEY WORDS 11 1.6 ORGANISATION OF THE
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