A Comparative Study on the Impact of Brand Image towards Local Consumers Buying Behavior in Franchised Fast Food Restaurants (With Special Reference to Colombo District)

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dc.contributor.authorMalshan, G.S.
dc.contributor.authorWijayasundara, W.G.S.R.
dc.contributor.authorRajapaksha, R.M.M.C.
dc.date.accessioned2021-01-29T05:31:36Z
dc.date.available2021-01-29T05:31:36Z
dc.date.issued2020
dc.description.abstractFast food is one of the most pronouncing words in the world and it is one of the fastestgrowing sectors in the food industry. Fast food could be identified as the mostly purchased foods in the quick service restaurants format due to its unique attributes such as convenience, taste, and lower price. The main objective of this study was to identify the difference between the impact of brand image on consumers’ buying behavior of “Residents” and “Non-residents” in the Colombo district. This research was carried out as a comparative study that compares resident and non-resident fast-food consumers. The convenient sampling and purposive sampling methods were followed and 150 resident and non-resident respondents in the Colombo district were interviewed with a structured questionnaire. As the analytical methods, descriptive statistics and regression were used. The results of the study indicated that there was a positive significant impact of the brand image on consumers’ buying behavior of both groups. Since this study found that Pizza Hut is the most preferable fast-food brand, it is recommended that foods like Pizza may be profitable type of fast food. Furthermore, brand attitudes and perceived benefits were the key influential factors for consumers’ buying behavior. Hence, it can be recommended that, when marketing a brand, it is necessary to concern about advertisements, functional, and experimental benefits. Future researchers can focus on different areas in the local context and can access the impact of brand equity, different promotional tools towards consumers’ buying behavior. Keywords: Consumers’ buying behavior, Brand Image, Brand attitude, Brand attribute and Perceive benefitsen_US
dc.identifier.isbn9789550481293
dc.identifier.urihttp://www.erepo.lib.uwu.ac.lk/bitstream/handle/123456789/5690/proceeding_oct_08-163.pdf?sequence=1&isAllowed=y
dc.language.isoenen_US
dc.publisherUva Wellassa University of Sri Lankaen_US
dc.relation.ispartofseries;International Research Conference
dc.subjectBusiness Managementen_US
dc.subjectMarketingen_US
dc.subjectFood Scienceen_US
dc.titleA Comparative Study on the Impact of Brand Image towards Local Consumers Buying Behavior in Franchised Fast Food Restaurants (With Special Reference to Colombo District)en_US
dc.title.alternativeInternational Research Conference 2020en_US
dc.typeOtheren_US
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