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The Impact of Marketing Strategies in the Fast-Food Industry
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Author(s): Srinivasan Moharkonda Balalrishnan (Christ University, India), Priyadarshini Srinivasan Moharkonda (Christ University, India)and Ryan Paul (Christ University, India)
Copyright: 2025
Pages: 42
Source title:
Innovative Trends Shaping Food Marketing and Consumption
Source Author(s)/Editor(s): Zahid Hussain (KASB Institute of Technology, Karachi, Pakistan), Ahmad Albattat (Management and Science University, Malaysia), Fatima Zahra Fakir (Department of Economics and Business Sciences 'Marco Fanno', University of Padua, Italy)and Zhao Yi (Academy of Culture and Tourism, Beijing International Studies University, China & Hebei Oriental University, China)
DOI: 10.4018/979-8-3693-8542-5.ch002
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Abstract
This study explores the effectiveness of marketing strategies in the fast-food industry, focusing on digital marketing, promotions, mobile app usage, celebrity endorsements, and perceived value for money. The aim is to provide insights for refining marketing strategies that engage key consumer segments—Millennials, Gen Z, and Gen X. These cohorts shape consumer behavior, making it crucial for businesses to understand how to effectively engage them. The research examines the relationships between marketing strategies and fast-food consumption frequency and investigates generational differences in consumer responses. A quantitative approach using surveys and questionnaires captures consumer preferences, perceptions, and behaviors. Statistical methods, such as descriptive statistics and Spearman's correlation, are employed for analysis. Findings reveal that digital engagement, promotions, mobile app usage, celebrity endorsements, and perceived value for money significantly influence fast-food purchase frequency.
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