Please use this identifier to cite or link to this item: http://repository.kln.ac.lk/handle/123456789/17496
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
Authors: Perera, H.M.H.N.
Gayathree, D.A.G.P.K.
Keywords: Brand loyalty
Food Quality
Promotions
Revisit intention
Issue Date: 2017
Publisher: Department of Marketing Management, University of Kelaniya,Sri Lanka.
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.
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.
URI: http://repository.kln.ac.lk/handle/123456789/17496
Appears in Collections:2nd-2017

Files in This Item:
File Description SizeFormat 
88.pdf97.64 kBAdobe PDFView/Open


Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.