DUGiDocsThe factors affecting the fast-food industry and consumer trends in Sri Lanka
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ENG- This doctoral thesis analyzes the consumption of fast-food in Sri Lanka with a focus on the consumers (demand side) and the fast-food restaurants (supply side), with the aim of providing new and recent evidence on the main influential factors and trends. To do this, several research objectives were covered: analyze consumers’ food preferences, motives for fast-food consumption and their determinants; identify the factors affecting fast-food consumption behavior; determine consumers’ level of satisfaction with the fast-food; the attributes defining a fast-food consumption experience from the perspective of the consumer; analyze fast-food consumption environment with a focus on the fast-food restaurants and their characteristics; identify consumers’ perceptions related to the sustainable practices of the fast-food restaurants; look into the social media and advertising strategies promoted by the fast-food restaurants and their impact on consumers’ fast-food purchasing behavior; identify the main changes to be undertaken by fast-food managers and the marketing implications within the framework offered by the 7Ps of the marketing mix; identify the most popular fast-food restaurant brands in Sri Lanka and the main implications for marketers in the fast-food industry of Sri Lanka and in the context of the global fast-food market. The empirical research is based on primary quantitative and qualitative data and secondary information provided by a case study. Data (459 observations and 10 qualitative interviews) were analyzed with quantitative and qualitative techniques. The thesis is structured into seven chapters: introduction, review of the related literature, fast-food restaurants’ integrated marketing communication strategies and main trends; the fast-food industry of Sri Lanka, method and data, results and discussion, and conclusions/limitations. Findings add to the existing evidence on the role of generational and gender differences in the formation of fast-food consumption habits in general, offering new evidence for the case of Sri Lanka with the role of family gastronomic culture as a determinant factor. The analysis extends existing research with the incorporation of new variables focused on fast-food restaurants, the assessment of the experience of consuming fast-food, the marketing strategies and promotional media used by fast-food restaurants, and sustainability and management practices from a marketing mix perspective, contributing to increase the value added of the research, and providing new evidence for the case of Sri Lanka, and also for international comparisons
L'accés als continguts d'aquesta tesi queda condicionat a l'acceptació de les condicions d'ús establertes per la següent llicència Creative Commons: http://creativecommons.org/licenses/by-nc-nd/4.0/