BRS20103 RESEARCH METHODOLOGY

SESSION: FEBRUARY 2023

BRS20103 RESEARCH METHODOLOGY

FINAL REPORT

PREPARED FOR:
Dr. NURUL AQILAH MHD YUSAK
Individual Report
PHOTO STUDENT NAME MATRIX ID (100 Marks)
Weightage: 30%

MUHAMMAD ARIFFIN BIN TAJMULLA 012022090670

KHAN

DEPARTMENT OF BUSINESS MANAGEMENT AND LAW

FACULTY OF BUSINESS MANAGEMENT & PROFESSIONAL STUDIES
MANAGEMENT AND SCIENCE UNIVERSITY

DATE OF SUBMISSION: 2 JUNE 2023

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THE FACTORS AFFECTING PURCHASE INTENTION IN FAST FOOD INDUSTRY

Muhammad Ariffin Bin Tajmulla Khan and Shazlin

Suhaiba Binti Samaan

Faculty of Business Management & Professional

Studies
Management and Science University

muhdariffin288@gmail.com

ABSTRACT

The purpose of the present study was to investigate the factors that influence the purchase
intentions towards the fast-food industry (McDonald’s and KFC) among private university
students in Klang Valley. Nowadays, purchase intentions are an important aspect of
organizational long-term success in the fast-food industry. In addition, purchase intentions are
the critical element in competing with other competitive environmental concerns; hence, it is
important for the fast-food industry to pay a significant attention to this matter. The present study
was conducted to identify the key determinants that impact the purchase intention of students
towards the fast-food industry in Klang Valley. As for methodology, the data is expected to
collect from 384 private university students around Klang Valley are using survey instrument.
The collated data will be analyzed using SPSS. Another purpose of this study was to provide
important insights to Klang Valley fast food restaurants in understanding the purchase intentions
among students. Therefore, theleaders and managers of Klang Valley local fast-food restaurants
can enhance customers’ experience, solve their problems, and ultimately obtain high quality
business by understanding the key factors of purchase intentions in fast food industry.

Keywords: Purchase intention, Environmental Concern, Klang Valley, Students & fast-food
industry

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1.0 Table of Contents

Table of Contents
1.1 (CHAPTER 1) INTRODUCTION ........................................................................................................ 4
1.2 PROBLEM STATEMENT .............................................................................................................. 5-6
1.3 RESEARCH OBJECTIVES ................................................................................................................. 6
1.4 RESEARCH QUESTIONS ................................................................................................................. 6
1.5 DEFINITION OF KEY TERMS ........................................................................................................... 7
1.6 SIGNIFICANT OF STUDY ......................................................................................................... ….8-9
2.1 (CHAPTER 2) LITERATURE REVIEW…………………………………………………………………………………………. 10-14

2.2 UNDERPINNING THEORY…………………………………………………………………………………………………………... 15

2.3 CONCEPTUAL FRAMEWORK………………………………………………………………………………………………………. 16

2.4 HYPOTHESES DEVELOPMENT…….……………………………………………………………………………………………... 17

3.1 (CHAPTER 3) METHODOLOGY

INTRODUCTION……………………………………………………………………………………………………………………………… 18

3.2 POPULATION……………………………………………………………………………………………………………………………. 19

3.3 UNIT OF ANALYSIS…………………………………………………………………………………………………………………… 20

3.4 SAMPLING………………………………………………………………………………………………………………………………. 21

3.4.1 CONVENIENCE SAMPLING…………………………………………………………………………………………………….. 22

3.5 QUESTIONNAIRE DESIGN………………………………………………………………………………………………………23-24

REFERENCES …………………………………………………………………………………………………………………………………. 25

RUBRIC …………………………………………………………………………………………………………………………………………. 26

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Chapter 1

1.1 Introduction

The mental process that leads a customer from detecting a need to generating possibilities and
selecting a specific product and brand is known as purchase intention. Some expenditures are
simple. such as buying toothpaste, while others are big, such as purchasing a home. Purchase
intentions is a customer's eagerness to acquire a specific product or service. Purchase intentions
is a dependent variable that is influenced by both external and internal influences. Purchase
intentions are a measure of a respondent's willingness to buy a product or use a service.
Factor affecting purchase intention in fast food industry are a critical marketing measure. In truth,
marketing based on intentions or intent marketing is the practice of marketing products and
services based on the consumer's intentions or the consumer's purpose to accept, acquire, or
use a specific product or service that may or not have been explicitly acknowledged by the
company or brand. Purchase intentions are an excellent metric for developing marketing actions
or promotions. A customer’s intent may make it extremely straightforward to iterate exactly what
sort of material should be delivered in an advertising. Intentions might reveal information about
the consumer's understanding levels. On the basis of this measurement, marketing actions may
be designed. A consumer base's purchase intents may be studied to provide an integrated map
of how to approach an advertising campaign.
Marketing using purchase intentions as a metric increases the return on investment in terms of
marketing activity. Having a concept or an accurate measure of a customer's intents may assist
develop marketing activities in ways that reach the target demographic and provide the desired
results, which include better customer participation and a higher return on investment. This occurs
because there is no need to create awareness about a brand's product or service in the
consumer's mind before advertising it. Purchase intentions can be anticipated or recorded based
on behavioral data or an interaction database, and they are expressly collected when a client
attempts to purchase a product or service and the transaction is cancelled or the purchase does
not occur. In today's environment, purchasing intents assist marketers in determining what to
include and exclude from product presentations.

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1.2 Problem Statement

There are four aspects that impact consumer behavior in general. These elements influence
whether or not a marketer's target customer purchases their goods. They are of the cultural,
social, personal, and psychological kind.
Culture and societal variables may have a significant impact on a product's appeal. Because
industry groups understand how influential culture can be on industry sales, they spend a lot of
money trying to influence common opinion. In addition to culture, societal variables such as family
or religious duties may have a part in a product's success. When developing a marketing strategy,
keep cultural and societal issues in mind. Marketers, aim to get as many consumers as possible
while not offending anyone.
Personal variables, in addition to cultural and societal influences, impact consumer behavior.
Tastes evolve throughout time. Senior consumer behavior, according to ageing experts, is very
varied, which means that as a group, they have more reasons to buy something than teens. If this
is the marketer's intended audience, it's critical to understand why. Lifestyle, personality, and
economic status may all have an impact on behavior. Class has an influence on education,
background, career, and health. As a result, the purchasing habits of one economic class may
differ greatly from those of another. Marketers strive to ensure that their product is available to all
members of their target audience, regardless of age or economic status. The greater the number
of individuals who have access, the better. This is especially true for payment methods.
Consumer behavior is influenced by four psychological factors: motivation, perception, learning,
and attitude or belief system. Motivation addresses the consumer's interior demands.
Understanding how to inspire a marketer's consumer is a valuable skill. The way their target client
views the world or learns about their product, whether online or in person, may also have an
impact on their behavior. Finally, belief systems have the power to impact all of the preceding.
Some people, for example, learn best visually. Regardless of religious system, professional
photos and images of their product or service may speak a thousand words. This is why photos
and visuals are so crucial in marketing.

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Every day, consumers make purchasing decisions. When they decide to promote other people's
products, they are thinking about filling a need. A lot of variables may contribute to this
requirement. Each of the aforementioned characteristics may be linked to ways a small business
might utilize its storefront or online to boost the likelihood of a sale. Marketers When creating
marking materials, keep these aspects in mind.

1.3 Research Objectives

RO 1- To investigate the positive relationship between brand attitude and purchase intention in
fast food industry
RO 2- To investigate the positive relationship between price fairness and purchase intention in
fast food industry
RO 3- To investigate the positive relationship between environmental concern and purchase
intention in fast food industry
RO 4- To investigate the positive relationship between customer service and purchase intention
in fast food industry

1.4 Research Questions

RQ 1- Does brand attitude has a positive relationship with purchase intention in fast food industry
RQ 2- Does price fairness has a positive relationship with purchase intention in fast food industry
RQ 3- Does environmental concern has a positive relationship with purchase intention in fast food
industry
RQ 4- Does customer service has a positive relationship with purchase intention in fast food
industry

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1.5 Definition of key terms

The terms used to discover the dependent variable and independent variable for the research
used for better understanding and an instance of terms used are defined as below:

Term The Operational definition of terms

Purchase Intention Purchase Intention is an individual’s intention or planning to engage
in a specific purchase behavior in the future (Lee et al., 2020).
Brand Attitude Brand attitude is an overall evaluation of consumers of a brand. It
mentions that this evaluation might consider the attributes of the
product, such as durability, disability, loyalty and performance.
(Ajzen, 1985, 1991).
Price Fairness Price fairness judgements are a consumers’ subjective comparison
between the reference price and the price being judged. Research
has suggested that consumers consider prices to be fair if their
perceived benefit meets or better yet, exceeds their perceived
costs (Xia, Monroe, & Cox, 2020).
Environmental Concern Environmental Concerns Refers to issues, problems, and
challenges that arise due to the impact of human activities on the
natural environment. In the context of the fast-food industry, it
includes the negative environmental effects caused by the
production, distribution, consumption, and disposal of fast-food
products. (Cachero- Mart_ınez, 2020; Tandon et al., 2020).
Customer Service The assistance and support provided by a business to its
customers before, during, and after a purchase. In the fast-food
industry, customer service encompasses all interactions between
customers and employees, including taking orders, addressing
inquiries or concerns, and ensuring a positive dining experience.
(Kendall, 2019 and Yang et al 2019)

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1.6 Significant of study

This research will be approached to find out the Factor affecting purchase intention in fast food
industry. The significance of this study will benefit a lot for the Brand Attitude, Price Fairness,
Environmental Concern and Customer Service.

For Brand Attitude, the fast-food industry in Malaysia is highly competitive, with many local and
international brands vying for market share. Despite this, the overall brand attitude towards the
fast-food industry in Malaysia is generally positive, with consumers viewing fast food as a
convenient and affordable option for meals on-the-go. One of the factors that contribute to a
positive brand attitude towards the fast-food industry in Malaysia is the emphasis on offering
localized menu items that cater to local tastes and preferences. For example, both local and
international, offer menu items that are unique to Malaysia, such as the KFC Zinger Burger and
McDonald's Nasi Lemak. This emphasis on localization helps to establish a connection between
the brand and its customers, leading to a more positive brand attitude.

Besides that, Price fairness is a critical factor that influences the purchase intention of consumers
towards the fast-food industry in Malaysia. Consumers expect fast food chains to offer products
at a reasonable and fair price point, considering the quality and quantity of the food they receive.
The fast-food industry in Malaysia is highly competitive, with numerous local and international
brands vying for market share. This competition has led to a situation where fast-food chains are
constantly adjusting their prices to remain competitive. As a result, consumers in Malaysia can
expect to find a wide range of prices for fast food products across different brands. One way that
fast food chains in Malaysia maintain price fairness is by offering value meals and promotions
that make their products more accessible and affordable to consumers. For example, McDonald's
Malaysia offers a range of value meals, such as the McValue Lunch and Happy Meal, which
provide a complete meal at an affordable price point.

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For Environmental concern, Environmental concern expresses consumers' general attitude

towards the environment reflecting the worry they feel about threats to the environment.
Environmental concern is a specific approach towards the environment that is associated with a
more comprehensive value-oriented behavior. For example, in Malaysia, environmental concern
is water pollution which is arguably the most fundamental environmental issue in Malaysia, since
the country's pollution problems began with water pollution caused by the three traditional
industries of tin mining, natural rubber, and palm oil, as mentioned above. The government's
environmental programs therefore give high priority to control of water pollution.

Customer service is a critical factor that can influence purchase intention of consumers towards
the fast-food industry in Malaysia. Consumers expect fast food chains to provide a high level of
customer service, including friendly and efficient service, clean and well-maintained premises,
and timely delivery of food. Overall, the fast-food industry in Malaysia places a strong emphasis
on customer service, recognizing that it is a key driver of customer satisfaction and loyalty. Fast
food chains invest in training their employees to provide excellent customer service, and many
have established customer feedback mechanisms to monitor and improve their service standards.
One way that fast food chains in Malaysia provide excellent customer service is by offering a
range of ordering and delivery options. For example, many fast-food chains in Malaysia have
introduced digital ordering platforms, such as mobile apps and online ordering, that allow
customers to place their orders in advance and avoid long queues. Additionally, some fast-food
chains offer home delivery services, providing convenience and accessibility to customers who
are unable to visit their outlets in person.

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Chapter 2

2.1 Literature Review

2.1.1 Purchase Intention

Purchase Intention study aims to analyse the influence of perceived corporate social responsibility
on purchase intention, this study also examines the mediating effect of generation Y’s attitude
towards the brand and the moderating effect of their attitude towards Purchase Intention (Lee et
al., 2020). In addition, we find that many studies have investigated age groups demographically
as a contextual variable without further exploring the effect of different age groups’ attitudes of
consumers. This highlights a need to examine the possible effects of consumer generation
cohorts in predicting purchase intention, by incorporating generation-specific attitudes into
existing models. Understanding the determinants of purchase intention is crucial for marketers
and researchers as it helps them devise effective marketing strategies and predict consumer
behaviour. This review discusses various theoretical models and empirical studies that shed light
on the key factors that shape purchase intention, including individual and situational factors,
psychological constructs, and external influences. The findings from this review can provide
valuable insights for marketers aiming to enhance their understanding of consumer behaviour
and optimize their marketing efforts. Consequently, we find that extant studies have not made a
significant theoretical contribution in explaining the interaction between the HOE model and
generational attitudes, while there is little evidence on how generational cohorts’ attitudes shape
different patterns, attitudes and intentions in retail consumption contexts (Nash,2019).

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2.1.2 Brand Attitude

Brand Attitude, Clarifying the link between CSR and customer–brand interactions are essential
for understanding brand attitudes and their influence on consumer reactions (Kumar and Reinartz,
2019). However, for this research we will try to maintained scope of the variable to be generalized
due to time and resource constraints. Hence, CSR may be used to foster positive brand
sentiments (Ferrell et al., 2019). Although Rivera et al. (2019) concluded that CSR and brand
attitude have no significant relationship, divergent results point to inconclusive evidence in extant
literature. To explain these inconsistencies, numerous theoretical frameworks have been
deployed to analyse the link between PCSR and purchase intention. In particular, the hierarchy
of effects (HOE) model has been recommended for use in CSR contexts, as it is argued to offer
a better assessment of CSR’s behavioural outcomes in light of its increasingly appealing
advantages for both firms and their stakeholders (Murray, 2019). Accordingly, we adopt the HOE
framework, which helps to measure and emphasize CSR activities and purchase intention by
identifying three stages: cognitive, affective and conative (Jung and Seock, 2019).

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2.1.3 Price Fairness

Price Fairness, judgements are a consumers’ subjective comparison between the reference price
and the price being judged. Research has suggested that consumers consider prices to be fair if
their perceived benefit meets or better yet, exceeds their perceived costs (Xia, Monroe, & Cox,
2019). If customers see a company engaging in CSR activities, this may increase their perceived
benefit and they may evaluate the price as fairer (Habel, Schons, Alavi, & Wieseke, 2019). When
a company engages in CSR, it gives out the image that it cares about the environment and its
customers. This causes its customers to label the product price as reasonable (Semuel
&Chandra, 2019). It is expected that CSR will have a direct positive effect on price fairness.
Understanding how consumers evaluate price fairness is crucial for businesses as it directly
impacts purchase intentions, customer satisfaction, and long-term relationships. This review
examines theoretical perspectives on price fairness, empirical studies on consumer perceptions,
and the factors that influence price fairness judgments. The findings provide insights for marketers
to develop pricing strategies that align with consumers' fairness expectations, enhance customer
satisfaction, and maintain a competitive advantage in the market. Furthermore, satisfaction and
price fairness are also found too sequentially mediate the relationship between students’
perception and purchase intentions. (Yu, Han, Ding, & He, 2021).

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2.1.4 Environmental Concern

In today’s world, it is undeniably true that individuals prefer to have meals outside more
frequently. Customers, nowadays, are willing to spend a premium to help them save time and
have a better environmental concern. These factors stimulate restaurateurs to emphasize their
effort in designing and offering a more comfortable environment for customers (Qi et al., 2020).
Found that restaurant environment a significant antecedent of customers’ pleasure, arousal and
behavioural intention in an upscale restaurant context. A considerable number of studies have
demonstrated that it is necessary to make the ambience more pleasant and innovative to ensure
the success of a company. Moreover, it was also discovered that the ambience of a fast-food
restaurant is regarded to be more important than the fast food itself. Hence, the current research
postulated that establishing the ambience of fast-food restaurants is the single most significant
attribute because it is always perceived to be more important than the food served. The
environment of a restaurant will establish the expectation of customers as a result of the dining
experience before the fast food is served. Services quality further strengthen the intangible
aspects of the present study, particularly in regard to the surrounding of a restaurant. (Qi et al.,
2020). The fast-food industry has other environmental impacts, such as water and air pollution,
land use, and deforestation. The use of fertilizers and pesticides in food production by the fast-
food industry contributes to water and air pollution. The cultivation of livestock for meat production
by the industry requires significant land use and deforestation, leading to environmental
degradation. Moreover, the fast-food industry's transportation sector contributes to carbon
emissions, further impacting the environment (Narayan et al., 2021).

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2.1.5 Customer Service

Customer service refers to satisfying the customer’s needs and expectations (Kendall and Yang
et al. 2019) suggested the inclusion of the whole gamut of services spanning consumer
encounters, including the pre-purchase and post– purchase stages. Customer service consists of
product selection assistance, consultation support, responding to customer enquiries and
problem-solving. Fast Food Industry use e-mail and other online message channels for handling
various communications, including payment transactions and home delivery service for the
customers (Cao et al., 2020). Contextual studies from emerging markets have highlighted
customer service issues like the unavailability of 24/7 customer care assistance and inefficient
after-sales service (Bhattacharya et al., 2021). It explores various studies and research articles
published in recent years to gain insights into the strategies, challenges, and impact of customer
service on the fast-food industry. The review highlights key findings related to customer
satisfaction, employee training, technology integration, and customer loyalty. The aim of this
review is to provide a comprehensive overview of the current knowledge and identify areas for
future research in improving customer service within the fast-food industry. (Yang et al., 2019;
Murali et al., 2020)

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2.1 Underpinning Theory

The hierarchy-of-effects theory is adopted in this study. HOE was developed by Robert J. Lavidge
and Gary A. Steiner (1961). The hierarchy-of-effects theory is a model of how advertising
influences a consumer's decision to purchase or not purchase a product or service. The hierarchy
represents the progression of learning and decision-making consumer experiences as a result of
advertising.

A hierarchy-of-effects model is used to set up a structured series of advertising message

objectives for a particular product, to build upon each successive objective until a sale is ultimately
made. The objectives of a campaign are (in order of delivery): awareness, knowledge, liking,
preference, conviction, and purchase.

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2.2 Conceptual Framework

Brand
Attitude

Price Fairness PURCHASE

INTENTION

Environmental
Concern

Customer
Service

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2.3 Hypotheses Development

Clarifying the link between CSR and customer–brand interactions is essential for understanding
brand attitudes and their influence on consumer reactions. For Example, a company’s CSR
behaviour has a significant impact on how customers feel about the brand. Hence, CSR may be
used to foster positive brand sentiments. Hence Price Fairness judgements are a consumers’
subjective comparison between the reference price and the price being judged. For Example, if
customers see a company engaging in CSR activities, this may increase their perceived benefit
and they may evaluate the price as fairer (Habel, Schons, Alavi, & Wieseke, 2019). When a
company engages in CSR, it gives out the image that it cares about the environment and its
customers. This causes its customers to label the product price as reasonable. Thus, we
hypothesize:

I. There is a positive relationship between brand attitude and purchase intention

II. There is a positive relationship between price fairness and purchase intention
III. There is a positive relationship between environmental concern and purchase intention
IV. There is a positive relationship between customer service and purchase intention

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Chapter 3
3.1 Introduction
This chapter covers the methodology of this study. The sources of data, theoretical framework
and unit of analysis were discussed in this section. It also detailed the ethical consideration
necessary for the conduct of the study. This research also targeted young generation students in
Klang Valley to investigate their intentions in purchasing fast food.

The research methodology consists of two techniques which are qualitative technique and
quantitative technique. Qualitative technique usually referred to a sample that is small in size
which aimed to have detailed description of result while quantitative technique used for a large
size sample and aimed to classify features, count them and construct statistical models in an
attempt to explain the observation (Beech, 2020). Therefore, in this research project, the
technique that will be used is quantitative technique since the sample size is large and involves
calculation in determining the result. The quantitative technique is defined as a method that
emphasizes objective measurements and also the statistical, mathematical, or numerical analysis
of information collected through polls, questionnaires, and surveys, or by manipulating pre-
existing statistical data using computational techniques. Quantitative technique focuses on
gathering numerical data and generalizing it across groups of individuals or to elucidate a specific
phenomenon. The information collected in this research is from questionnaire where the Likert
Scale for variables of Purchase Intentions, Brand Attitude, Price Fairness, Environmental Concern
and Customer Service.

To conclude, the further discussion will be discussed on the steps of conducting a research
methodology that include determining the population, unit of analysis, sampling and questionnaire
design. The questionnaire will utilize the Likert Scale (1-strongly disagree to 5-strongly agree) for
all of the determinants that will be analyzed in this study.

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3.2 Population
A research population is mostly an outsized collection of people or objects that's the most focus
of a scientific query. Next, for the good thing about the population that research is done (Miller &
Lu, 2019). However, because of the big sizes of populations, researchers often cannot test every
individual within the population because it's too expensive and time-consuming. This is often
explained because researchers depend on sampling techniques. A research population is
additionally referred to as a well-defined collection of people or objects known to own similar
characteristics. All individuals or objects within a specific population usually have a typical, binding
characteristic or trait. In this research, the population that related to the research is a private
university student.

According to Erik Erikson's stages of human development, a young generation students could be
a person between the ages of 19 and 39, whereas a youngster could be a person between the
ages of 13 and 18 (Krebs-carter, 1980). The young adult stage in human development that leads
to middle adulthood. an individual within the middle adulthood stage is between the ages of 40
and 60. In late adulthood, an individual is 60 years old or older. In many societies, young adults
in their late teens and early 20s encounter a variety of issues as they finish school and start to
carry full-time jobs and tackle other responsibilities of adulthood. Within the late teens and early
20s, young generation students become individuals and can set themselves apart. Self becomes
the most reliant. Young generation students will strive to become independent from parents, take
responsibility for themselves and make their own decisions. In addition, the reason young
generation students are chosen in the research is because according to the previous researcher,
Purchase Intention among private university students through fast food is represent a critical
consumer segment with enormous purchasing power (Mishra 2019). This shows that young
generation students are one of the important consumer segments that have high possibilities in
Purchase Intention.

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3.3 Unit of Analysis

A unit of analysis is that the major entity that researcher analyses in the research, probably what
the things that bear in mind to be the most focus of on the research (Barquero, Bosch and Gascón,
2019). It is the ‘what’ or ‘who’ that is being studied and the unit of analysis is important in order to
create a summary description for the study.

In this research, the unit of analysis is a young generation students and private university student
that purchase fast food and lives in Klang Valley. Not all young generation students will purchase
fast food, hence it is important for the research to focus on young generation students purchasing
fast food so that they can be more understanding when answering the questionnaire.

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3.4 Sampling
According to (Gschwend, 2021), a sampling is a process of choosing a sufficient number of
subjects from the research population to handle the research objective. Sampling makes research
more precise and efficient. It’s the sampling method which actually determines the generalizability
of the research findings. The researcher can choose a sample drawn by assigning selection
probabilities with each draw through a sampling scheme. There are mainly two forms of sampling
techniques which are probability sampling and non-probability sampling. In probability sampling,
each sample has an equal probability of being chosen. Hence, can say a probability sample is
one within which each element of the population features a known non-zero probability of
selection. This method of sampling gives the probability that our sample is representative of a
population. There are two types of sampling, namely probability sampling and non-probability
sampling, as shown in Figure1.

Probability Sampling Nonprobability Sampling

Systematic Sampling Convenience or Haphazard Sampling
Stratified Sampling Volunteer Sampling
Cluster Sampling Quota Sampling
Multi stage Sampling Snowball or Network Sampling
Multi-phase Sampling Judgement Sampling

Figure1: Types of Sampling.

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3.4.1 Convenience Sampling

Convenience sampling is a non-probability sampling technique where individuals or items are

selected for a study based on their easy accessibility and proximity to the researcher. It involves
choosing participants who are readily available and convenient to include in the study, rather than
using a random or representative sampling method. While convenience sampling is quick and
convenient, it may introduce bias and limit the generalizability of the findings to the broader
population.

Convenience sampling has several advantages. It is quick and easy to conduct, and it can be
used to collect data from a variety of participants. However, convenience sampling also has
several disadvantages. The sample may not be representative of the population, and the results
of the study may not be generalizable.

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3.5 Questionnaire Design

Variable Items Author

Brand Attitude I do trust the Fast-Food Industry H.A Dimuthu
I do trust the food production of Fast-food Industry Maduranga
Arachi (2022)
will give the best for the customers
I do trust the Fast-Food Industry very favorable
I do trust the Fast-Food Industry very pleasant
I do trust the Fast-Food Industry very likeable
Price Fairness I do believe the Fast-Food Industry will sell the Aruna Jha and
product with reasonable price Khushi
Srivastava
I do believe the Fast-Food Industry will set the
(2022)
price same& fair to all Customers
I do believe the Fast-Food Industry offer the best
possible price plan to customer’s
I do believe the Fast-Food Industry gives value for
money
I do believe the Fast-Food Industry provide
superior pricing compared to non-fast-food
providers
Environmental I do believe the Fast-Food Industry will keep the Francesca De
Concern place clean& hygienic Canio and Elisa
Martinelli (2021)
I do believe the Fast-Food Industry will emphasize
their effort in designing and offering a more
comfortable for customers
I do believe the Fast-Food Industry will take
responsible for protecting the environment
I do believe the Fast-Food Industry will preserving
and protecting the environment should be one of
the priorities

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I do believe the Fast-Food Industry should take
responsibility for environmental issues and the
cause of environmental damage
Customer I do believe that Fast- Food Industry will consider Rajendra
Service 100% to customer priority Prasad Sharma
and Ashish
I do believe that Fast- Food Industry will satisfying
Gupta (2022)
the customer’s needs and expectations
I do believe that Fast- Food Industry will help in
problem solving customers problems
I do believe that Fast Food Industry will help and
enquires are answered by the industry
I do believe that Fast Food Industry will shows a
genuine interest in resolving problems/concerns

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References
H.A. Dimuthu Maduranga Arachchi and G.D. Samarasinghe (2022). Influence of corporate social
responsibility and brand attitude on purchase intention. Spanish Journal of Marketing ESIC
Emerald Publishing Limited 2444-9709 DOI 10.1108/SJME-12-2021-0224.
https://www.emerald.com/insight/2444-9709.htm

Aruna Jha and Khushi Kaul (2022). Demystifying the influence of CSR perception on the purchase
intention of Generation Z in fast food industry. LBS Journal of Management & Research Vol. 20
No. 1/2, 2022 pp. 1-20 Emerald Publishing Limited e-ISSN: 0974-1852 p-ISSN: 0972-8031
DOI 10.1108/LBSJMR-05-2022-0006
https://www.emerald.com/insight/0972-8031.htm

Francesca De Canio and Elisa Martinelli (2021). Enhancing consumers’ pro-environmental

purchase intentions: the moderating role of environmental concern. International Journal of Retail
& Distribution Management Vol. 49 No. 9, 2021 pp. 1312-1329 Emerald Publishing Limited 0959-
0552 DOI 10.1108/IJRDM-08-2020-0301
https://www.emerald.com/insight/0959-0552.htm

Rajendra Prasad Sharma and Ashish Gupta (2022). Country-of-origin and online retailing ethics:
the mediating role of trust and satisfaction on purchase intention. International Journal of
Emerging Markets © Emerald Publishing Limited 1746-8809 DOI 10.1108/IJOEM-08-2021-1233
https://www.emerald.com/insight/1746-8809.htm

The hierarchy-of-effects theory HOE was developed by Robert J. Lavidge and Gary A. Steiner
(1961).
https://www.investopedia.com/terms/h/hierarchy-of-effects
theory.asp#:~:text=The%20hierarchy%2Dof%2Deffects%20theory%20is%20a%20model%20of
%20how,as%20a%20result%20of%20advertising

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 BRS20103 RESEARCH METHODOLOGY
Evaluation Rubric for report
Assessment Criteria Points
criteria
4 3 2 1
Topic & Student properly Student Student requires Questions or
Introduction generates generates prompts to generate problems are
(RO, RQ) questions/ questions questions/ generated.
20 Marks problems around /problems. problems.
the topic.
Problem Every major Every major Every major point Some points
Statement point was point was was supported with were supported
20 Marks well supported adequately facts, statistics well, others
with supported with and/or examples, were not
several relevant relevant facts, but the relevance of
facts, statistics and/or some was
statistics and/or examples questionable
examples
Information Information is Information is Information is Information is
Gathering gathered from gathered from gathered from gathered from
10 Marks multiple multiple limited electronic non-electronic
electronic and electronic and and non-electronic or electronic
non-electronic non-electronic sources. sources only.
sources and cited sources.
properly.
Literature Numerous Several detailed Some detailed gaps The gaps are
Review detailed gaps are gaps are reached are reached from made from the
20 Marks reached from the from the the evidence evidence
evidence offered. evidence offered. Outdated offered. No
Updated citation offered. Updated citation citation
citation
Methodology Well-organized, Well organized Well organized but Weakly
(Sampling& demonstrates but demonstrates organized.
Questionnaire) logical demonstrates illogical sequencing
20 Marks sequencing and illogical and sentence
sentence sequencing or structures.
structure. sentence
structure.
Formatting Punctuation and There is one There are two or There are four
10 Marks capitalization are error/ in three errors in or more errors
correct. punctuation and/ punctuation and/ or in punctuation
or capitalization capitalization and/ or
capitalization
Total

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