Research methodology In Management
Assessing Students Perception of fast food based
brand equity: A case study on McDonalds
Programme of studies: International Business Management, Year 2
Lecturer: Mrs P. Munhurrun
Submitted by: Student ID:
Taswina Binda 1110552
Hansye Hasnaa Bibi Wardah 1113538
,Acknowledgement
We would like to acknowledge the help and support and we wish to express our
deepest appreciation to Mrs.Munhurun, for her consistent support, guidance, patience and
encouragement.
My sincere appreciation extends to the members of the group members for their time,
effort, concern and expertise. It was indubitably interesting to work in a group of six people
as we exchanged cogent ideas, thoughts and gave an impetus to make this assignment easy
and accurate. This assignment has been made possible through invaluable input and support
provided by all the team members.
Best regards,
Shadoobuccus zeeyad
Taswina Binda
Hansye Hasnaa Bibi Wardah
Hosenally bibi Zainab
Mohun sarvesh
Seetaramadoo Kishen Decigen
Assessing Student’s perception of fast-food based brand equity: A case
study on McDonalds
Abstract
Purpose – it is to examine how potential customers (students) of tertiary educational
institutions perceive the branding on fast food and to estimate importance of various factors
affecting the choice of fast food outlets.
5
,Design/methodology/approach – Quantitative data were collected from students in the
University by using self-administered questionnaires to estimate importance of various
factors affecting the choice of fast food restaurants.
Practical implications – Fast food providers need to focus on quality and variety of food
besides other service parameters. There is need to communicate the information about
hygiene and nutrition value of fast food which will help in building trust in the food provided
by fast food players.
Originality/value – Estimates importance of various factors affecting the choice of fast food
restaurants by University Of Mauritius Student.
5
, Table of Contents
CHAPTER1:INTRODUCTION……………………………………
…………….……..……6
Background…………………………………………………………
………………...…..6
Fast Food
Restaurant…………………………………………………………
………….8
Problem
Statement……………………………………………………………
………….9
Research
Purpose………………………………………………………………
….…....11
Organization Of
study………………………………………………………….
……...13
CHAPTER 2: THEORITICAL FRAME
WORK……………………………………….......16
2.1. 1 Consumers behaviour.................................................................................................................14
2.1.2 Consumers buying behaviour......................................................................................................16
2.1.3 Factors influencing consumer perceptions of a brand.................................................................17
2.2 BRAND.........................................................................................................................................18
2.2.1 Brand..........................................................................................................................................18
2.2.1.1 Benefits of a strong brand........................................................................................................19
2.2.2 Brand equity................................................................................................................................19
5
Assessing Students Perception of fast food based
brand equity: A case study on McDonalds
Programme of studies: International Business Management, Year 2
Lecturer: Mrs P. Munhurrun
Submitted by: Student ID:
Taswina Binda 1110552
Hansye Hasnaa Bibi Wardah 1113538
,Acknowledgement
We would like to acknowledge the help and support and we wish to express our
deepest appreciation to Mrs.Munhurun, for her consistent support, guidance, patience and
encouragement.
My sincere appreciation extends to the members of the group members for their time,
effort, concern and expertise. It was indubitably interesting to work in a group of six people
as we exchanged cogent ideas, thoughts and gave an impetus to make this assignment easy
and accurate. This assignment has been made possible through invaluable input and support
provided by all the team members.
Best regards,
Shadoobuccus zeeyad
Taswina Binda
Hansye Hasnaa Bibi Wardah
Hosenally bibi Zainab
Mohun sarvesh
Seetaramadoo Kishen Decigen
Assessing Student’s perception of fast-food based brand equity: A case
study on McDonalds
Abstract
Purpose – it is to examine how potential customers (students) of tertiary educational
institutions perceive the branding on fast food and to estimate importance of various factors
affecting the choice of fast food outlets.
5
,Design/methodology/approach – Quantitative data were collected from students in the
University by using self-administered questionnaires to estimate importance of various
factors affecting the choice of fast food restaurants.
Practical implications – Fast food providers need to focus on quality and variety of food
besides other service parameters. There is need to communicate the information about
hygiene and nutrition value of fast food which will help in building trust in the food provided
by fast food players.
Originality/value – Estimates importance of various factors affecting the choice of fast food
restaurants by University Of Mauritius Student.
5
, Table of Contents
CHAPTER1:INTRODUCTION……………………………………
…………….……..……6
Background…………………………………………………………
………………...…..6
Fast Food
Restaurant…………………………………………………………
………….8
Problem
Statement……………………………………………………………
………….9
Research
Purpose………………………………………………………………
….…....11
Organization Of
study………………………………………………………….
……...13
CHAPTER 2: THEORITICAL FRAME
WORK……………………………………….......16
2.1. 1 Consumers behaviour.................................................................................................................14
2.1.2 Consumers buying behaviour......................................................................................................16
2.1.3 Factors influencing consumer perceptions of a brand.................................................................17
2.2 BRAND.........................................................................................................................................18
2.2.1 Brand..........................................................................................................................................18
2.2.1.1 Benefits of a strong brand........................................................................................................19
2.2.2 Brand equity................................................................................................................................19
5
