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Factors Influencing the Brand Loyalty towards the Fast Food Industry in Sri Lanka: with Special Reference to Internationally Franchised Fast Food Brands in Sri Lanka

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dc.contributor.author Perera, H.M.H.N.
dc.contributor.author Gayathree, D.A.G.P.K.
dc.date.accessioned 2017-09-18T06:29:45Z
dc.date.available 2017-09-18T06:29:45Z
dc.date.issued 2017
dc.identifier.citation Perera, H.M.H.N. and Gayathree, D.A.G.P.K.(2017). Factors Influencing the Brand Loyalty towards the Fast Food Industry in Sri Lanka: with Special Reference to Internationally Franchised Fast Food Brands in Sri Lanka.2nd Student Research Conference on Marketing (SRCM), Department of Marketing Management, University of Kelaniya, Kelaniya. p 88. en_US
dc.identifier.uri http://repository.kln.ac.lk/handle/123456789/17496
dc.description.abstract Fast food industry in Sri Lanka can be considered as a very competitive industry with the rivalry being intensified every single day with the entry of new players to the market. There are both local and international fast food brands currently operating in the country, which adds to the competition. In such a situation, marketers are faced with the challenge of making their customers loyal to their fast food brand. Therefore, the purpose of this research is to identify which factors contribute to create brand loyalty towards the fast food industry in Sri Lanka, with special reference to the internationally franchised fast food brands currently operating in the country. The researcher also intends to investigate the extent to which these factors impact on generating brand loyalty towards the fast food industry. The sample of 150 respondents of this study was selected from Colombo and Gampaha Districts representing the Western Province, using convenience sampling method. A questionnaire based survey method was used to gather the primary data required for the study. en_US
dc.language.iso en en_US
dc.publisher Department of Marketing Management, University of Kelaniya,Sri Lanka. en_US
dc.subject Brand loyalty en_US
dc.subject Food Quality en_US
dc.subject Promotions en_US
dc.subject Revisit intention en_US
dc.title Factors Influencing the Brand Loyalty towards the Fast Food Industry in Sri Lanka: with Special Reference to Internationally Franchised Fast Food Brands in Sri Lanka en_US
dc.type Article en_US


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