Consumer perception of fast food brands: An exploratory study of university students in Ghana and the Czech Republic

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F70883521%3A28120%2F10%3A63509679" target="_blank" >RIV/70883521:28120/10:63509679 - isvavai.cz</a>
Result on the web
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DOI - Digital Object Identifier
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Result language
angličtina
Original language name
Consumer perception of fast food brands: An exploratory study of university students in Ghana and the Czech Republic
Original language description
http://gfa2010.univie.ac.at/fileadmin/user_upload/GFKconference/GFA2010/documents/GFA-ConferenceProceedings_final.pdf In this era of internationalization of businesses, having a strong brand image is indispensable in influencing consumer perception to gain competitive advantage in the marketplace. This paper explores the variables that determine the choice of fast food brands amongst young university students in Ghana and Czech Republic. This study makes use of both qualitative and quantitative measuresto investigate university students? perception of fast food brands and the factors that influence their purchasing habits. Factor analysis is carried out on data collected from a pilot study to determine the dominant variables (i.e. food quality, quality of service, price, promotion, packaging, peer influences and convenience) that influence university students? perception and choice of fast food brands. Using these variables, views were sampled from respondents and the conjoint analysi
Czech name
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Czech description
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Publication year
2010
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

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