IDEAS home Printed from https://ideas.repec.org/a/sae/vision/v18y2014i1p1-7.html
   My bibliography  Save this article

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

Author

Listed:
  • Jaydeep Mukherjee

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.

Suggested Citation

  • Jaydeep Mukherjee, 2014. "Market Development by Multinational Brands: Empirical Evidence from Indian Fast Food Retailing Business," Vision, , vol. 18(1), pages 1-7, March.
    • Handle: RePEc:sae:vision:v:18:y:2014:i:1:p:1-7
    DOI: 10.1177/0972262913517325
    as

    Download full text from publisher

    File URL: https://journals.sagepub.com/doi/10.1177/0972262913517325
    Download Restriction: no
    File URL: https://libkey.io/10.1177/0972262913517325?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Bart J. Bronnenberg & Carl F. Mela, 2004. "Market Roll-Out and Retailer Adoption for New Brands," Marketing Science, INFORMS, vol. 23(4), pages 500-518, September.
    2. James L. Oakley & Adam Duhachek & Subramanian Balachander & S. Sriram, 2008. "Order of Entry and the Moderating Role of Comparison Brands in Brand Extension Evaluation," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 34(5), pages 706-712, August.
    3. Kardes, Frank R, et al, 1993. "Brand Retrieval, Consideration Set Composition, Consumer Choice, and the Pioneering Advantage," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 20(1), pages 62-75, June.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Barsyte, Justina & Fennis, Bob M., 2023. "When innovation backfires: Preference for predictability moderates the spillover of functional food ambivalence to the entire parent category," Journal of Business Research, Elsevier, vol. 158(C).
    2. Chadwick J. Miller & Daniel C. Brannon & Jim Salas & Martha Troncoza, 2021. "Advertising, incentives, and the upsell: how advertising differentially moderates customer- vs. retailer-directed price incentives’ impact on consumers’ preferences for premium products," Journal of the Academy of Marketing Science, Springer, vol. 49(6), pages 1043-1064, November.
    3. Shao, Wei & Lye, Ashley & Rundle-Thiele, Sharyn, 2009. "Different strokes for different folks: A method to accommodate decision -making heterogeneity," Journal of Retailing and Consumer Services, Elsevier, vol. 16(6), pages 495-501.
    4. Steven M. Shugan, 2005. "Comments on Competitive Responsiveness," Marketing Science, INFORMS, vol. 24(1), pages 3-7.
    5. Ataman, B.M., 2007. "Managing brands," Other publications TiSEM 462dcbba-2ac1-46d1-a61c-f, Tilburg University, School of Economics and Management.
    6. Davies, Antony & Cline, Thomas W., 2005. "A consumer behavior approach to modeling monopolistic competition," Journal of Economic Psychology, Elsevier, vol. 26(6), pages 797-826, December.
    7. Rodríguez-Pinto, Javier & Carbonell, Pilar & Rodríguez-Escudero, Ana I., 2011. "Speed or quality? How the order of market entry influences the relationship between market orientation and new product performance," International Journal of Research in Marketing, Elsevier, vol. 28(2), pages 145-154.
    8. Sanjay Dominik Jena & Andrea Lodi & Claudio Sole, 2021. "On the estimation of discrete choice models to capture irrational customer behaviors," Papers 2109.03882, arXiv.org.
    9. Tammo H.A. Bijmolt & Michel Wedel & Wayne S. DeSarbo, 2021. "Adaptive Multidimensional Scaling: Brand Positioning Based on Decision Sets and Dissimilarity Judgments," Customer Needs and Solutions, Springer;Institute for Sustainable Innovation and Growth (iSIG), vol. 8(1), pages 1-15, June.
    10. Bart J. Bronnenberg & Michael W. Kruger & Carl F. Mela, 2008. "—The IRI Marketing Data Set," Marketing Science, INFORMS, vol. 27(4), pages 745-748, 07-08.
    11. Suresh Divakar & Brian T. Ratchford & Venkatesh Shankar, 2005. "Practice Prize Article—: A Multichannel, Multiregion Sales Forecasting Model and Decision Support System for Consumer Packaged Goods," Marketing Science, INFORMS, vol. 24(3), pages 334-350, July.
    12. Devetag, M Giovanna, 1999. "From Utilities to Mental Models: A Critical Survey on Decision Rules and Cognition in Consumer Choice," Industrial and Corporate Change, Oxford University Press and the Associazione ICC, vol. 8(2), pages 289-351, June.
    13. Mark D. Packard & Brent B. Clark & Peter G. Klein, 2017. "Uncertainty Types and Transitions in the Entrepreneurial Process," Organization Science, INFORMS, vol. 28(5), pages 840-856, October.
    14. Kevin Lane Keller, 2016. "Reflections on customer-based brand equity: perspectives, progress, and priorities," AMS Review, Springer;Academy of Marketing Science, vol. 6(1), pages 1-16, June.
    15. Breazeale, Michael & Ponder, Nicole, 2013. "Get the picture? Visual servicescapes and self-image congruity," Journal of Business Research, Elsevier, vol. 66(7), pages 839-846.
    16. Kwon, Ohjin & Singh, Tanya & Kim, SunAh, 2023. "The competing roles of variety seeking in new brand adoption," Journal of Retailing and Consumer Services, Elsevier, vol. 72(C).
    17. Michael J. Barone & Alexander Fedorikhin & David E. Hansen, 2017. "The influence of positive affect on consideration set formation in memory-based choice," Marketing Letters, Springer, vol. 28(1), pages 59-69, March.
    18. Hubert, Marco & Florack, Arnd & Gattringer, Rafael & Eberhardt, Tim & Enkel, Ellen & Kenning, Peter, 2017. "Flag up! – Flagship products as important drivers of perceived brand innovativeness," Journal of Business Research, Elsevier, vol. 71(C), pages 154-163.
    19. Catherine Viot, 2012. "Subjective knowledge, product attributes and consideration set : the wine case," Post-Print hal-01803724, HAL.
    20. Vijay Ganesh Hariharan & Ram Bezawada & Debabrata Talukdar, 2015. "Aggregate Impact of Different Brand Development Strategies," Management Science, INFORMS, vol. 61(5), pages 1164-1182, May.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:sae:vision:v:18:y:2014:i:1:p:1-7. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: SAGE Publications (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.