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

Kód výsledku v 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>

Výsledek na webu

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DOI - Digital Object Identifier

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Jazyk výsledku

angličtina

Název v původním jazyce

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

Popis výsledku v původním jazyce

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

Název v anglickém jazyce

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

Popis výsledku anglicky

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

Druh

D - Stať ve sborníku

CEP obor

AE - Řízení, správa a administrativa

OECD FORD obor

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Projekt

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Návaznosti

S - Specificky vyzkum na vysokych skolach

Rok uplatnění

2011

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název statě ve sborníku

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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Počet stran výsledku

6

Strana od-do

51-56

Název nakladatele

WSEAS Press

Místo vydání

Montreux

Místo konání akce

Montreux

Datum konání akce

29. 12. 2011

Typ akce podle státní příslušnosti

WRD - Celosvětová akce

Kód UT WoS článku

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