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How differing demographic factors impact consumers’ loyalty towards national or international fast food chains: A comparative study in emerging markets

R.K. Srivastava (SIMSREE, University of Mumbai, Mumbai, India)

British Food Journal

ISSN: 0007-070X

Article publication date: 2 April 2015

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Abstract

Purpose

The purpose of this paper is to study differing demographic factors affecting fast-food customers loyalty towards national or international fast food chains. It also compares the variation between global and local fast food chains as the products offered are culturally different.

Design/methodology/approach

A variety of variables used to gain a holistic view, which includes factors such as quality, price, food and demographic profile of consumers affecting loyalty of fast food chains. The study adopts the theory and method of the trust-commitment-loyalty explanation chain and examines the consumer survey adapted from Fast food by Sahagun et al. (2014). The present analyses 542 filled questionnaires in which systematic sampling is used. Systematic sampling procedure is adopted.

Findings

Indians prefer global fast food chains compared to Indian fast food chains. Loyalty towards global brands is higher than that for Indian brands because they are found to be of better quality which leads to higher frequency of visit and recommendation of the brands to their friends and colleagues. There are ethnic variations towards global and Indian fast food chains. Global brand of food chains generated more good word of mouth publicity compared to Indian food chains. Demographic factors play a role in the patronage of fast food chains.

Research limitations/implications

One of the limitations of this research is the study adapts the theory and method of the trust-commitment-loyalty explanation chain and examines the consumer survey adapted from a study of Sahagun et al. (2014) on fast food for emerging markets. Only India is studied, but the addition of other countries like Brazil, China, Russia and South Africa can add value.

Practical implications

Fast food managers had to illustrate the satisfaction on affective response, such as quality of food, convenient location, variety, service and value for money. Demographic variables like gender, age, education, income and ethnicity, global and local Brand will affect the perceptions.

Originality/value

This is the first attempt to study the loyalty of consumers in emerging markets, which is witnessing the entry of many fast food global chains. It studies the demographic variables effect on the loyalty and the behaviour of consumers and compares to local and global brand fast food chains. The research will be use to global managers who are planning to expand in emerging markets like India.

Keywords

Acknowledgements

The author will like to acknowledge the contribution for refining this paper.

Citation

Srivastava, R.K. (2015), "How differing demographic factors impact consumers’ loyalty towards national or international fast food chains: A comparative study in emerging markets", British Food Journal, Vol. 117 No. 4, pp. 1354-1376. https://doi.org/10.1108/BFJ-07-2014-0230

Publisher

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Emerald Group Publishing Limited

Copyright © 2015, Emerald Group Publishing Limited