Consumer behaviour and branding: Perspectives from the fast food industry in different markets

Abstract

The book focuses on the issues in consumer behaviour in different cultures and its impact on brand strategy development of firms in the global fast food industry. The book contains extensive empirical literature on cross cultural brand management, cross cultural consumer behaviour, fast food marketing, fast food franchising, marketing mix, monopolistic market structures, cultural orientations, mass customization and mass production. The book explores different branding strategies used by fast food enterprises in the Czech Republic and Ghana and examines the behaviour of consumers towards fast food brands and outlets in the two countries. Using empirical scientific analysis, it brings out new knowledge to the concept of cross cultural consumer behavior and marketing. It describes the problem associated with consumer behaviour and brings out the relevant variables for the development of branding strategies of firms for the purposes of internationalization, expansions and operations in different cultural contexts. In doing this, it creates a model for cross cultural branding strategy in the global fast food industry. The content of this book does not only add to theory, but also, it will help managers to understand the intricacies involved in managing fast food brands in different cultural settings. It is established in this book that, the competitive ability of global fast food firms is directly related to their ability to understand the significant role individual preferences as well as the role culture plays in consumer decisions making. Thus, for a fast food firm to be successful in consumer markets, they do not have to concentrate only on their internal activities, but also, they must understand and inculcate specific cultural variables into their marketing and branding activities. This book will be useful for students and researchers in cross cultural consumer behaviour and brand management.