The theory of consumer behaviour in fast food marketing: strategies for competitive advantage

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F70883521%3A28120%2F11%3A43866607" target="_blank" >RIV/70883521:28120/11:43866607 - 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
The theory of consumer behaviour in fast food marketing: strategies for competitive advantage
Original language description
Economists believe that consumers behave rationally and given the chance they will chose the best alternative with their level of income and preference. This paper examines the consumer behaviour theory and its relevance in the marketing practices of fast food firms. The aim is to bring out the interrelationship between the consumer behaviour theory as explained by Alfred Marshall and the marketing aspects of fast food chains. The paper provides a comprehensive analysis of some conceptual and theoretical tools in consumer behaviour that contributes immensely to the development and implementation of viable marketing strategies in the fast food industry. Hence, the marketing aspects of fast food firms are analyzed within the framework of the concept of consumer behaviour. the paper concludes that although the consumer behaviour theory proposes the rationality of consumers and their desire to optimize utility with their scarce income, given the monopolistic nature of the fast food industr
Czech name
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Czech description
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Publication year
2011
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Article name in the collection
Proceedings of the 2nd International Conference on Business Administration (ICBA ´11), Conference on Finance and Accounting (ICFA´11), Conference on Design and Product Development (ICDP´11)
ISBN
978-1-61804-061-9
ISSN
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e-ISSN
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Number of pages
6
Pages from-to
51-56
Publisher name
WSEAS Press
Place of publication
Montreux
Event location
Montreux
Event date
Dec 29, 2011
Type of event by nationality
WRD - Celosvětová akce
UT code for WoS article
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