The Impact of Marketing Strategies in the FastFood Industry

Title

The Impact of Marketing Strategies in the FastFood Industry

Creator

Balalrishnan, Srinivasan Moharkonda; Moharkonda, Priyadarshini Srinivasan; Paul, Ryan

Description

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 segmentsMillennials, 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 Spearmans 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. 2025 by IGI Global Scientific Publishing. All rights reserved.

Source

Innovative Trends Shaping Food Marketing and Consumption;pp.15-56

Date

01-01-2025

Publisher

IGI Global

Coverage

Balalrishnan S.M., Christ University, India; Moharkonda P.S., Christ University, India; Paul R., Christ University, India

Rights

Restricted Access; Hardcopy may be available in the library

Relation

ISBN: 979-836938544-9; 979-836938542-5;

Format

online

Language

English

Type

Book chapter

Identifier

https://doi.org/10.4018/979-8-3693-8542-5.ch002

https://www.scopus.com/pages/publications/105009576805?origin=resultslist