Impact of Brand on Customer Perception of Fast Food - Case Study of Pizza Hut

Running head: IMPACT OF BRAND ON CUSTOMER PERCEPTION OF FAST FOOD
Impact of Brand on Customer Perception of Fast Food - Case Study of Pizza Hut
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IMPACT OF BRAND ON CUSTOMER PERCEPTION OF FAST FOOD
Table of Contents
1.0 Introduction:..............................................................................................................................2
1.1 Working Title:...................................................................................................................2
1.2 Background of the study...................................................................................................2
1.3 Rationale of the study.......................................................................................................3
1.4 Aims and objectives of the research.................................................................................3
1.4.1 Aims of the research..................................................................................................3
1.4.2 Research Objectives...................................................................................................3
1.5 Research questions.................................................................................................................4
1.6 Research hypothesis...............................................................................................................4
3.0 Research design and Methodology:...........................................................................................9
3.1 Research onion:...................................................................................................................10
3.2 Research Philosophy:...........................................................................................................10
3.3 Research approach:..............................................................................................................11
3.5 Sampling method:................................................................................................................11
3.8 Key issue of data collection:................................................................................................12
3.9 Data analysis:.......................................................................................................................12
3.10 Ethical issue:......................................................................................................................12
3.11 Gantt Chart:.......................................................................................................................12
3.11 Gantt Chart:.......................................................................................................................12
References......................................................................................................................................14

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IMPACT OF BRAND ON CUSTOMER PERCEPTION OF FAST FOOD
1.0 Introduction:
1.1 Working Title:
“The relationship between the brand and customer in the food industry- Pizza Hut”.
1.2 Background of the study
The competitive market has been identified with securing long-term profitability which
leads to focusing on the long-term profitability. It has been seen that business corporations
are now focusing on creating a brand loyalty which can aid in supporting the development of
delightful and loyal customer base. The amount of the brand loyalty is seen to be depicted in
the form of the customer's informed decision related to the frequent purchases (Anselmsson,
Vestman Bondesson and Johansson 2014).
It needs to be further discerned that the loyal customers are not only able to reflect the
intent of purchase but also their psychological dedication towards a brand. Henceforth, the
business organisation are depicted to incorporate several types of the brand loyalty programs
and promotional techniques such as offering the gift, rebates, promotional methods and credit
cards (co-branded). It needs to be also noted that the business organisations incorporate the
external cues of the brand including the "design, value and performance". The main aspects
of the research have been able to focus on the trend of the market which is depicted regarding
the globally emerging fast food chains.
The increasing nature of the differential price range, competition along with
environmental volatility has led to the increased competition. The growing concern for the
business in the recent time is seen with the factors which affect customer loyalty and interest
towards a brand (Lassoued and Hobbs 2015).
The procedure for establishing “customer loyalty” is understood with responding
to the requirement of the customer which is decisive and indispensable in the way a business
operates. It needs to be also understood that brand loyalty is seen to be encompassed with
essential factors for the business corporation which can improve the customer retention
which puts a constructive impact on the revenue generation. Regarding the present
background, the various facets of the study aim to perceive the brand and measurement of the

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IMPACT OF BRAND ON CUSTOMER PERCEPTION OF FAST FOOD
brand loyalty as per the customer's viewpoint especially in the fast food industry with
particular focus on Pizza Hut (Dessart, Veloutsou and Morgan-Thomas 2015).
1.3 The rationale of the study
The different aspects of the research study have been able to address the evaluation of the
relationship of the brand loyalty as per the target group in the fast food industry. Brand loyalty is
identified as a pivotal role in all sectors, which is seen to impact the revenue generation for the
business directly. It is understood that in the fast food industry the sales of products is depicted
with the crucial role of brand loyalty.
The current market environment identified in the fast food industry is considered as one
of the rapidly growing industries. In addition to this, brand loyalty affects the various types of the
supportive tools which directly influence the business industry regarding brand loyalty and
factors associated with the same (Khriyenko 2016).
1.4 Aims and objectives of the research
1.4.1 Purposes of the analysis
The study aims at suggesting appropriate ways which will be conducive regarding
addressing the research methodology and relate the same to goals and findings.
1.4.2 Research Objectives
The objectives of the study are listed as follows:
 Recognition of the factors for establishing brand reliance among business
organisation and customer.
 It also needs to scrutinise the critical role among the consumers concerning
adopting the product use such as fast food.
 The study will farther identify the factors which res identified to be countable to
the various aspects of their search which are seen be associated to establish brand
loyalty among the consumers and factors influencing the same.