Indian Journal of Marketing
By: Associated Management Consultants (P) Ltd.Single Issue
Single Issue
- IJM-Nov11-Article3-Fast Food Purchase Behaviour in Botswana: An Exploratory Study
- Price : 80.00
- Published on November 2, 2011
- Associated Management Consultants (P) Ltd.
- Issues 520
- Language - English
- Published monthly
About this issue
The current study is a preliminary investigation of perceptions that consumers in Botswana hold about fast-food restaurants in terms of health, convenience, price and service. A structured questionnaire was successfully administered to a sample of 185 consumers. Findings indicate that consumers in Botswana hold negative perceptions about fast-food restaurants with respect to health, price and the service they offer and positive perceptions about their convenience. Females also held stronger negative perceptions about the nutritional value of fast foods than males. Additionally, young and middle-aged consumers perceived fast-food restaurants as providing more convenience than older consumers. These results suggest that the managers of fast-food restaurants in Botswana need to amend consumers’ negative perceptions of health, service, and price, while consistently reinforcing positive perceptions of convenience.
About Indian Journal of Marketing
INDIAN JOURNAL OF MARKETING (ISSN 0973-8703) is a double blind peer reviewed refereed monthly journal, which was started in 1968. It is the oldest and the only monthly journal of Marketing in India. It is an authentic research publication dealing with Marketing; Advertising; Consumer Behaviour; Sales Management; Advertising & Promotion Management; Business Education; Business Information Systems (MIS); Business Law; Communication; Direct Marketing; E-Commerce; Global Business; Health Care Administration; Marketing Research; Marketing Theory & Applications; Office Administration/Management; Organizational Development; Production/Operations; Public Administration; Retailing; Sales/Selling; Services; Tourism, Hospitality & Leisure; and Industrial Organization.