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This Author published in this journals
All Journal Journal of the Community Development in Asia International Journal of Accounting & Finance in Asia Pasific
Dilip D
CMS Business School
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Effective/Differentiating Marketing Strategies of McDonald’s in Malaysia And Indonesia Dilip D; Rupesh Sinha; Ooi Ler Wei; Daisy Mui Hung Kee; Oh Jia Leei; Pua Ke Shuang; Teoh Jia En; Velia Nofira Permatasari; Liem Gai Sin; Eugene Boadu; Junaid Saifi
Journal of the Community Development in Asia (JCDA) Vol 4, No 1 (2021): Journal of The Community Development in Asia (JCDA)
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (258.729 KB) | DOI: 10.32535/jcda.v4i1.995

Abstract

McDonald's has become one of the world's most known fast-food companies. The success of McDonald's in growing business makes some individuals genuinely curious as to how McDonald's developed their marketing process and strategy as marketing strategies perform crucial roles for businesses to grow eventually. This case study aims to determine the effective marketing strategies of McDonald in Malaysia compared to with those in other countries such as Indonesia and provide recommendations to deal with the situation McDonald's is faced with. This research, using comparative analysis and focusing on 4P marketing mix components, focuses on the analysis of products, prices, places, and promotions.
The Influence of Brand Equity on Consumer Purchase Decisions at Starbucks Dilip D; Rupesh Sinha; Chin Pei Wen; Daisy Mui Hung Kee; Choong Shu Ching; Lew Ke Er; Somya Agarwal; Rudresh Pandey; Theofilus Welyna Putra; Liem Gai Sin; Yap Wen Yan
International Journal of Accounting & Finance in Asia Pasific (IJAFAP) Vol 4, No 1 (2021): International Journal of Accounting & Finance in Asia Pasific (IJAFAP) February
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (287.685 KB) | DOI: 10.32535/ijafap.v4i1.1031

Abstract

The purpose of this research is to study the influence of brand equity on consumer purchase decisions at Starbucks. Specifically, we predicted the brand equity of Starbucks would definitely affect the consumer purchase decisions. We distributed survey questionnaire consisting of 4 major aspects of brand equity with purchase decision and the results collected were analysed in order to obtain a meaningful conclusion. For the implementing, we designed a conceptual framework and hypothesized the correlation among its constructs which are brand equity and purchase intention. All the hypothesis which are tested based on the brand equity and consumer purchase decisions was accepted. The results showed that brand equity has a positive influence on consumer purchase decisions.
Co-Authors Chin Pei Wen Choong Shu Ching Daisy Mui Hung Kee Eugene Boadu Junaid Saifi Lew Ke Er Liem Gai Sin Oh Jia Leei Ooi Ler Wei Pua Ke Shuang Rudresh Pandey Rupesh Sinha Somya Agarwal Teoh Jia En Theofilus Welyna Putra Velia Nofira Permatasari Yap Wen Yan