How Differing Demographic Factors Impact upon Customer Loyalty Towards National or International Fast-Food Chains: A Comparative Study in Emerging Markets

ABSTRACT

The aim of this paper is to study differing demographic factors affecting fast-food customers loyalty towards national or international fast food chains. 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. 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 is ethnic variation towards global and Indian fast food chains.

KEYWORDS:

• Fast-food chains
• fast foods
• global brands
• local brands
• loyalty