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Table Of Contents

TABLE OF CONTENT
CHAPTER 1: INTRODUCTION
1.1 BACKGROUND
1.2 FAST FOOD RESTAURANT
1.3 PROBLEM STATEMENT
1.4 RESEARCH PURPOSE
1.5 DEFINITION OF KEY WORDS
1.6 ORGANISATION OF THE STUDY
CHAPTER 2: THEORITICAL FRAME WORK
2.1 CONSUMER PERCEPTION AND BEHAVIOUR
2.1.1 Consumer behaviour
2.1.2 Consumers buying behaviour
Figure 1: buying decision process; Source: Kotler et al (1999) pg.254
2.1.3 Factors influencing consumer perceptions of a brand
2.2.1 Brand
2.2.1.1 Benefit of a strong brand
2.2.2 Brand equity
2.2.3 Conceptualization of consumer based- brand equity
2.3.4 Brand equity in service industry
2.3 CONCEPTUAL DOMAIN OF CONSUMERS –BASED BRAND EQUITY
2.3.1 Brand awareness
2.3.1.1 Achieving brand awareness
2.3.2 Brand image
2.3.3 Perceived quality
2.3.4 Brand loyalty
CHAPTER 3: METHODOLOGY
3.1 RESEARCH DESIGN
3.2 RESEARCH APPROACH
3.3 DATA COLLECTION
3.4 DATA SOURCES
3.5.2 Validity
3.6 QUESTIONNAIRE CONSTRUCTS
3.7 FOCUS GROUP
3.8 SAMPLING PROCEDURE
3.9 PRE-TEST STUDY
3.10 LIMITATION OF STUDY
4.1 CASE STUDY OVERVIEW
4.1.1 Max hamburger
4.1.2 MacDonald
4.2 CHARACTERISTICS OF RESPONDENTS
4.3 CUSTOMER BASED BRAND EQUITY RATING
4.3.1 Brand awareness
Table 3: top-of-mind brand recall
Table 4: brand recognition
4.3.2. Perceived quality
Table 6: Mean difference of brand image between McDonald and Max hamburger
4.3.4 Brand loyalty
Table 8: Over all mean value for each dimension
4.4 INCOMPLETE QUESTIONNAIRES
4.4.1 CHARACTERISTICS OF RESPONDENTS
Table 9: demographical sample for incomplete questionnaires
4.4.2 CUSTOMER BASED BRAND EQUITY RATING
4.4.2.1 Brand awareness
Table1 0: top-of-mind brand recall
Table 11: brand recognition
4.4.2.2 Perceived quality
4.2.2.3 Brand image :
4.4.2.4 Brand loyalty
Table 14: Mean difference of brand loyalty between McDonald and max hamburger
4.4.3 Comparison between Complete and Incomplete Questionnaires
CHAPTER 5: CONCLUSION, RECOMMENDATION AND FUTURE RESEARCH
5.1 CONCULSION
5.2 RECOMMENDATION
5.3 FUTURE RESEARCH
REFERENCE
APPENDIX 1: COVER LETTER
APPENDIX 11: QUESTIONAIRES
APPENDIX 111: ANAYSIS
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Published by SheerazAnwerSaeed

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Published by: SheerazAnwerSaeed on Sep 17, 2009
Copyright:Attribution Non-commercial

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