An analysis of consumer behaviour and the concept of brand loyalty and their impact on the growing chained restaurant industry in the UK.
The aim of this study is to explore the extent to which brand loyalty has contributed to the recent success of chained casual-dining restaurants within the UK, with a focus on consumer behaviour and choice drivers when consumers select restaurants. The study adopted the qualitative method of intervi...
| Main Author: | |
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| Format: | Dissertation (University of Nottingham only) |
| Language: | English |
| Published: |
2016
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| Online Access: | https://eprints.nottingham.ac.uk/36813/ |
| _version_ | 1848795350371926016 |
|---|---|
| author | Wall, Hannah |
| author_facet | Wall, Hannah |
| author_sort | Wall, Hannah |
| building | Nottingham Research Data Repository |
| collection | Online Access |
| description | The aim of this study is to explore the extent to which brand loyalty has contributed to the recent success of chained casual-dining restaurants within the UK, with a focus on consumer behaviour and choice drivers when consumers select restaurants. The study adopted the qualitative method of interviews and focus groups to collect data from British and International consumers. This research found that consumers are loyal to chained restaurants when they search for convenience and consistency. However, the extent in which genuine loyalty, involving attitudinal, behavioural and emotional connections with a brand, is limited as consumers seek to differentiate themselves from their peers and rather their self-image was associated with exclusivity or uniqueness. |
| first_indexed | 2025-11-14T19:30:41Z |
| format | Dissertation (University of Nottingham only) |
| id | nottingham-36813 |
| institution | University of Nottingham Malaysia Campus |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-14T19:30:41Z |
| publishDate | 2016 |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | nottingham-368132017-10-12T21:28:13Z https://eprints.nottingham.ac.uk/36813/ An analysis of consumer behaviour and the concept of brand loyalty and their impact on the growing chained restaurant industry in the UK. Wall, Hannah The aim of this study is to explore the extent to which brand loyalty has contributed to the recent success of chained casual-dining restaurants within the UK, with a focus on consumer behaviour and choice drivers when consumers select restaurants. The study adopted the qualitative method of interviews and focus groups to collect data from British and International consumers. This research found that consumers are loyal to chained restaurants when they search for convenience and consistency. However, the extent in which genuine loyalty, involving attitudinal, behavioural and emotional connections with a brand, is limited as consumers seek to differentiate themselves from their peers and rather their self-image was associated with exclusivity or uniqueness. 2016-09-15 Dissertation (University of Nottingham only) NonPeerReviewed application/pdf en https://eprints.nottingham.ac.uk/36813/1/Hannah%20Wall_Dissertation_vfinal.pdf Wall, Hannah (2016) An analysis of consumer behaviour and the concept of brand loyalty and their impact on the growing chained restaurant industry in the UK. [Dissertation (University of Nottingham only)] |
| spellingShingle | Wall, Hannah An analysis of consumer behaviour and the concept of brand loyalty and their impact on the growing chained restaurant industry in the UK. |
| title | An analysis of consumer behaviour and the concept of brand loyalty and their impact on the growing chained restaurant industry in the UK. |
| title_full | An analysis of consumer behaviour and the concept of brand loyalty and their impact on the growing chained restaurant industry in the UK. |
| title_fullStr | An analysis of consumer behaviour and the concept of brand loyalty and their impact on the growing chained restaurant industry in the UK. |
| title_full_unstemmed | An analysis of consumer behaviour and the concept of brand loyalty and their impact on the growing chained restaurant industry in the UK. |
| title_short | An analysis of consumer behaviour and the concept of brand loyalty and their impact on the growing chained restaurant industry in the UK. |
| title_sort | analysis of consumer behaviour and the concept of brand loyalty and their impact on the growing chained restaurant industry in the uk. |
| url | https://eprints.nottingham.ac.uk/36813/ |