Consumer preferences to towards foreign brand fast food in Vietnam and suggestions for marketing plan - The case of Kinh Do company
Abstract
The topic of this study is to determine consumer preferences towards foreign brand fast food and to find out the most important factors affecting choosing the favorite brand name to apply them to the case of domestic fast food company. In the research, firstly author will define the concepts related to consumer preferences and marketing strategies, secondly author will describe briefly about domestic fast food industry as well as introduction about Kinh Do Bakery, thirdly giving the method which will be used to collect data and then continuing analyzing those results, lastly author will use main findings to give the recommendations for marketing plan of Kinh Do Bakery company.