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Please use this identifier to cite or link to this item: http://dspace.bu.ac.th/jspui/handle/123456789/2260

Title: The Study Of Consumer's Brand Choice Decision For Quick Service Restaurant (QSR) in Yangon, Myanmar,Focusing on Fast Food Brands(KFC,Pizza Huts &Seasons)
Authors: Phyo Lai Yee Win
Keywords: Consumer's Brand Choice Decision for Quick Service Restaurant
Quick Service Restaurant
Brand Choice Decision
Yangon, Myanmar
Issue Date: 2016
Publisher: Bangkok University
Abstract: Quick service restaurant (QSR) industry has been developing rapidly throughout the world. Today, the business is grossly illustrated by the rapid transformation caused by the relentless increase in the market globalization. Food is a key part of many cultures in Society. People cannot run away from food to sustain life and growth. Food choices while influenced by taste and nutritional value are also typically influenced by past experiences, many of which are social in nature. Food and eating behaviors of people are closely related with culture and life style. The survey research used the questionnaires as an instrument to collect the data information. The target population this study is customers of KFC, Pizza Hut and SEASONS which are located in Yangon, Myanmar with the age of 15 to 60 years old in both gender of male and female and all nationalities and sample size is 414. According to the results, consumer behavior, brand equity and marketing mix factors are strongly influence in making decision for fast food restaurant. This independent study provides the suggestion for the culture of country, Myanmar, and hope that can help somehow when making decision for fast food business in Myanmar for marketing strategy according to the references.
Description: Independent Study (M.B.A)--Graduate School, Bangkok University, 2016
Advisor(s): Sumas Wongsunopparat
URI: http://dspace.bu.ac.th/jspui/handle/123456789/2260
Appears in Collections:Independent Studies - Master

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