To investigate the relationship between marketing

by

Acknowledgement

I would take this opportunity to thank my research supervisor, family and friends for their support and guidance without which this research would not have been possible.

DECLARATION

I, [type your full first names and surname here], declare that the contents of this dissertation/thesis represent my own unaided work, and that the dissertation/thesis has not previously been submitted for academic examination towards any qualification. Furthermore, it represents my own opinions and not necessarily those of the University.

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Abstract

            This research find out that convenience is likely to be affiliated with comprehensive food processing, as in the demonstration of assembled snack foods; such snacks are glimpsed as befitting but unhealthy, while unprocessed “fruit as a snack” are glimpsed as healthy but inconvenient. Fast food repasts based on burgers and deep-fried chicken (e.g. MacDonald's, KFC) more over are inclined to be glimpsed as befitting but unhealthy. There has been a sustained increase in the demand for convenience foods and snacks over some years (Traill, 1994; Keynote, 2003). Moreover, a bigger capability of fast food is expended in the Vietnam than in any other homeland in Europe (Schlosser, 2001).

Table of Contents

CHAPTER 1: INTRODUCTION2

1.1 INTRODUCTION TO DISSERTATION TOPIC2

1.2 MOTIVATION TO THE STUDY THEME3

1.3 OBJECTIVES AND STUDY TOPIC4

1.4 OVERVIEW OF CHAPTERS4

CHAPTER 2: LITERATURE REVIEW5

2.1 INTRODUCTION5

2.2 CRITICAL RECONSIDER OF PUBLICATIONS6

2.3 RESEARCH FRAMEWORK8

SWOT9

2.4 SUMMARY10

CHAPTER 3: METHODOLOGY12

3.4 RESEARCH CONCEIVE AND DATA ANALYSIS13

3.5 ETHICAL MATTERS14

3.6 LIMITATIONS OF STUDY METHOD14

3.7 SUMMARIES15

CHAPTER # 4: RESULTS AND DISCUSSION16

CHAPTER # 5: CONCLUSIONS AND RECOMMENDATIONS30

REFERENCES33

Chapter 1: Introduction

 

1.1 Introduction to dissertation topic

            The Vietnam fast-food market is worth an approximated $7.82 billion every year (Keynote, 2003), amounting to a signify spend of $20/month per mature one-by-one (McDonald, 2003). Due to busier consumer modes of life and dual-working families with juvenile young children, aim is progressively being put on very fast assisting of nourishment responses (Atkins and Bowler, 2001). This has made in a market growth of 19 per hundred in fast food since 1998 (Keynote, 2003). Vietnam consumers are inclined to address convenience and wholesomeness as polar opposites, other than a complementary kind of food value (Jack et al., 1997, 1998). Recently, the concept that processed convenience foods are aiding to an fatness outbreak has administered to litigation proceedings opposing to McDonald's. At the equal time, some fast-food companies and food manufacturers have reassessed the fat and sugar contents of their product diversity, and reassessed the proportions of the portions they offer. New “healthy options” (e.g. pasta salad, crop dismisses, corn-on-the-cob) can now be acquired from fast-food outlets adjacent accustomed burger and chicken meals. Another newest innovative strategy by McDonald's and KFC endows dietary facts and numbers for each assisting of nourishment to be accessed by nutritional calculator apparatus on each company's world very broad world broad web position (see www.kfc.com and www.mcdonalds.co.Vietnam).

 

1.2 Motivation to the study theme Consumer value performances a vital function at the heart of all marketing undertaking as it mentions to things of value that have been conceived for a exact market (Holbrook, ...