Influence of brand name on consumer decision making among UiTM Malacca City Campus students: ‘a study on international fast food industry’ / Julaiha Mohammad Marzuki and Nur Hidayah Syasya Zamri

• Main Authors: Mohammad Marzuki, Julaiha, Zamri, Nur Hidayah Syasya
• Format: Student Project
• Language: English
• Published: Faculty of Business and Management 2016
• Subjects: Decision making; Food industry and trade. Halal food industry. Certification; Market surveys. Including brand choice. Brand loyalty
• Online Access: http://ir.uitm.edu.my/id/eprint/26753/1/PPb_JULAIHA%20MOHAMMAD%20MARZUKI%20%20BM%20M%2016_5.pdf; http://ir.uitm.edu.my/id/eprint/26753/

Fast food restaurant represent one of the largest segments of food industry with over 200,000 restaurants and $120 billion in sales in the US alone. In Malaysia, consumers prefer to order fast food due to its convenience and fast serving of foods. As consumers are becoming more careful about daily m...