| Attributes | Values |
|---|
| rdf:type
| |
| 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 industry all over the world, marketing variables like advertising and other sale promotions (marketing communication) that are adopted by firms tend to affect the rational proposition of the consumer behaviour theory. These variables enable the firm to maximize their revenue, increase their competitiveness and consequently increase their share of the market
- 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 industry all over the world, marketing variables like advertising and other sale promotions (marketing communication) that are adopted by firms tend to affect the rational proposition of the consumer behaviour theory. These variables enable the firm to maximize their revenue, increase their competitiveness and consequently increase their share of the market (en)
|
| Title
| - The theory of consumer behaviour in fast food marketing: strategies for competitive advantage
- The theory of consumer behaviour in fast food marketing: strategies for competitive advantage (en)
|
| skos:prefLabel
| - The theory of consumer behaviour in fast food marketing: strategies for competitive advantage
- The theory of consumer behaviour in fast food marketing: strategies for competitive advantage (en)
|
| skos:notation
| - RIV/70883521:28120/11:43866607!RIV12-MSM-28120___
|
| http://linked.open...avai/riv/aktivita
| |
| http://linked.open...avai/riv/aktivity
| |
| http://linked.open...vai/riv/dodaniDat
| |
| http://linked.open...aciTvurceVysledku
| |
| http://linked.open.../riv/druhVysledku
| |
| http://linked.open...iv/duvernostUdaju
| |
| http://linked.open...titaPredkladatele
| |
| http://linked.open...dnocenehoVysledku
| |
| http://linked.open...ai/riv/idVysledku
| - RIV/70883521:28120/11:43866607
|
| http://linked.open...riv/jazykVysledku
| |
| http://linked.open.../riv/klicovaSlova
| - fast food, competitive, consumer behaviour, marketing (en)
|
| http://linked.open.../riv/klicoveSlovo
| |
| http://linked.open...ontrolniKodProRIV
| |
| http://linked.open...v/mistoKonaniAkce
| |
| http://linked.open...i/riv/mistoVydani
| |
| http://linked.open...i/riv/nazevZdroje
| - 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)
|
| http://linked.open...in/vavai/riv/obor
| |
| http://linked.open...ichTvurcuVysledku
| |
| http://linked.open...cetTvurcuVysledku
| |
| http://linked.open...UplatneniVysledku
| |
| http://linked.open...iv/tvurceVysledku
| - Asamoah, Emmanuel Selase
- Chovancová, Miloslava
|
| http://linked.open...vavai/riv/typAkce
| |
| http://linked.open.../riv/zahajeniAkce
| |
| number of pages
| |
| http://purl.org/ne...btex#hasPublisher
| |
| https://schema.org/isbn
| |
| http://localhost/t...ganizacniJednotka
| |
![[RDF Data]](/fct/images/sw-rdf-blue.png)
![[cxml]](/fct/images/cxml_doc.png)
![[csv]](/fct/images/csv_doc.png)
![[text]](/fct/images/ntriples_doc.png)
![[turtle]](/fct/images/n3turtle_doc.png)
![[ld+json]](/fct/images/jsonld_doc.png)
![[rdf+json]](/fct/images/json_doc.png)
![[rdf+xml]](/fct/images/xml_doc.png)
![[atom+xml]](/fct/images/atom_doc.png)
![[html]](/fct/images/html_doc.png)