Market Development by Multinational Brands: Empirical Evidence from Indian Fast Food Retailing Business

Jaydeep Mukherjee

Vision, 2014, vol. 18, issue 1, 1-7

Abstract: One of the major dilemmas faced by the multinational marketer is to decide on opening up new markets. This study develops a framework for market development activity by multinational brands based on literature. In the framework, expected customer demand (ECD) is dependent on acceptance of global brand (AGB), image of the parent brand (IPB) and quality perception (QP) about the product. The framework is empirically tested in urban Indian fast food market. The results demonstrate that each of these variables have significant impact on ECD. The priority of marketing budgets allocation should be in order of improving the AGB and IPB and then on QP, so as to have the highest impact on the demand.

Keywords: Market Development; Expected Customer Demand; Food Retailing in Emerging Market; Marketing Budget Allocation (search for similar items in EconPapers)
Date: 2014
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Persistent link: https://EconPapers.repec.org/RePEc:sae:vision:v:18:y:2014:i:1:p:1-7

DOI: 10.1177/0972262913517325

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