PRESENTED By:

SADDAM HUSSAIN: BB-7590

Wajahat Hussain: BB-8140
Laiba kamran: bb-6511
 ACKNOWLEDGEMENTS

we would like to give acknowledgment to the most merciful and powerful almighty Allah, to

provide me strength and capability to accomplish this research thesis without any hurdles. I

am also very thankful to ILMA UNIVERSITY teachers and specially my course instructor,

specially respected Sir Mr. Asfand Ali Abbasi who have supported and guided me time to

time to complete this research thesis. Last but not least, I would also like to thank my loving

parents and friends who were always with me for every kind of support to complete this

research.
 CHAPTER 1: INTRODUCTION
In Pakistan “Burger King commenced its business in 2014 by entering into master franchise agreement
with MCR which in turn has established branches and sold sub franchise in several major cities of
Pakistan”(Burger King, 2020a). Burger King Pakistan provides 100% halal food and in addition to its
famous burgers it has included products as per taste and requirements of Pakistani customers”Millions of
people’s daily visit Burger King outlets across the world to taste its specialty foods. It is because Burger King is
famous for serving top notch and incredible tasting food in reasonable prices. The fast food industry is established
and is increasing day by day Burger King is an established and known name worldwide and thus it will be easy to
introduce it in Pakistan but certain marketing strategies and objectives are needed. With competitors such as
McDonald and Hardees in Pakistan a strong cultured and social relation are needed to make the Burger King a
strong name in the industry
 Problem Statement:

 To study the impact of global Fast food Brand Burger King.

The fast food industry in different cities of Pakistan has been facing
different challenges on consumer purchase intention and satisfaction in
this current pandemic situation. In this modern world the competition
has been increased. A company’s ability to effectively manage,
influence and increasing efficiency is required to achieve organizational
goals. The importance of conducting this research is that the increasing
development of globalization and advanced technology have changed
the mindset and working behavior of all the consumers.

Research Objective:
The objective of this research study was to examine the
consumer buying behavior toward the global fast food
brands, specific Burger King in Pakistan. This research
targets to study the impact of consumer buying behavior and
satisfaction in fast food brand Burger King in Pakistan.
Significance of research:
The importance of current research in the business of global fast food brand specific to
Burger King to design marketing strategies to increased C.P.I. Consumer behavior covers
a broad variety of consumer based on diversity in age, sex, culture, taste, preference,
educational level, income level, etc. consumer behavior can be defined as “the decision
process and physical activity engaged in evaluating, acquiring, using or disposing of goods
and services.”
CUSTOMER
SATISFICATION

FOOD ENVIRONME SERVICE &

PRICE
VARIETY NT QUALITY
CHAPTER # 02: LITERATURE REVIEW

l Conceptual Research Model

Consumer
Purchase
Intension

Hypothesis Development
H1: Price has a positive impact on Consumer Purchase Intension.
H2: Quality has a positive impact on Consumer Purchase Intension.
H3: Brand Image has a positive impact on Consumer Purchase Intension.
 Consumer Purchase Intension:
It is suggested that intensions represent a person’s
immediate behavioral orientation towards engaging
in a given behavior and it reflects the person’s
motivation toward that behavior. Purchase intension
is an important concept of marketing and in the
literature, authors consider and analyze purchase
intension in a difference ways purchase and intention
is analyzed together with other attitude measures
used for predicating actual purchase behavior.
Price:
Price is undoubtedly one of the most influential factors in the
perception of products on the market. Price is a real clue that
consumers use in their purchasing decision. The price variable
is always present in the daily purchase and represents the
value of the economic expenditure zeithmal (1988) refers as the
sacrifice value that must be given up by consumers to carry
out a certain purchase transaction.
Quality:
The present study analyzes the quality services perception and its relation with the satisfaction for the fast
food consumers of Burger King. To achieve the objective of this study, a quantitative and correlation
investigation was designed, where data was collected from a survey. Customer satisfaction is one of the most
important aspects of any organizations. Customers expect high quality, and nothing less. High quality ensures
higher customer satisfaction and a greater chance of continue partnership. If customers are not satisfied, they
will not return to you for business and will lost likely voice their dissatisfaction to others and ruin your
reputation within the industry.

Brand Image:
They argue that in such situations, their final
decision depends on the image they relate with
dissimilar brands. Additionally, the authors
express that the brand image has increased
reputation as the feelings and image associated
with brand and a well-known and accepted
brand image one of the most important assists
a firm possesses.
DATA COLLECTION

Collected
Data

Social Survey
Interview
Media Form

DATA TABLE
Price % Quality % Brand Image %
Affordable 0.70 Good 0.34 Good 0.40

Expensive 0.28 Bad 0.08 Bad 0.10

High Expensive 0.02 V. Good 0.08 V. Good 0.04

Normal 0.00 Normal 0.50 Normal 0.46

 PRICE IMPACT QUALITY IMPACT Brand Image Impact
60

50
50

High Expensive
4%
Ex-
pen- 40
sive
28%
Good
34 40%
Normal
30
46%

20 V,Good Bad
Af- 4% 10%
ford-
able
68%
10

8 8

0
Good Bad V.Good Normal
 CONCLUSION &
RECOMMENDATION
 Burger King is the second largest Hamburger Brand in all over the world.
 Burger King Provides 100% Hilal foods and addition to Hamburger and other
Products.
 Burger King Have good Quality Fast Food to serving all over the world.
 Finally, we can understand from the case the every business organization should
understand the importance of ethics by culture regulatory issues in different countries.

 Burger King needs the kind of managerial specially marketing team who address the
company value.
 As a second largest , fast food provider BK could be more profitable by investing to
external business ideas.
 Burger King can enhance business sales by broadening their understanding of these
consumer’s desire in the restaurant industry value chain.
 The overall need is to define the Burger King fast food and disclose opportunities to
capture the market share.
WE ARE THANKFUL
FOR YOUR
IMPORTANT TIME
AND ATTENTION.