Influence of brand name on consumer decision making among UiTM Malacca City Campus students: ‘a study on international fast food industry’ / Julaiha Mohammad Marzuki and Nur Hidayah Syasya Zamri

Influence of brand name on consumer decision making among UiTM Malacca City Campus students: ‘a study on international fast food industry’ / Julaiha Mohammad Marzuki and Nur Hidayah Syasya Zamri

Fast food restaurant represent one of the largest segments of food industry with over 200,000 restaurants and $120 billion in sales in the US alone. In Malaysia, consumers prefer to order fast food due to its convenience and fast serving of foods. As consumers are becoming more careful about daily m...

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Bibliographic Details
Main Authors: Mohammad Marzuki, Julaiha, Zamri, Nur Hidayah Syasya
Format: Student Project
Language:English
Published: Faculty of Business and Management 2016
Subjects:
Decision making
Food industry and trade. Halal food industry. Certification
Market surveys. Including brand choice. Brand loyalty
Online Access:https://ir.uitm.edu.my/id/eprint/26753/

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