CONSUMERS PERCEPTION REGARDING BRAND EQUITY OF FAST FOOD RESTAURANTS IN DISTRICT PESHAWAR, PAKISTAN

Abstract

The study was carried out in district Peshawar, Pakistan to assess the consumer’s perception regarding brand equity of fast food restaurants in district Peshawar. Likert scale rating was used to categories the consumer’s perception in five categories. Z test was used to figure out the proportional difference among the determinants of brand equity of the fast food restaurants in the highest category. The results of the study indicate that there is significant difference between the proportions of KFC and other restaurants regarding the awareness of the consumers in the highest category indicating that consumers are more aware about the brands of KFC compare to Chief Burger and Pizza Hut. For proportional difference among consumer’s perception regarding usage of brands there is significant difference between the proportions of KFC and Chief Burger and Chief Burger and Pizza Hut. There is also significant difference between the proportions of KFC and Pizza Hut, Chief Burger and Pizza Hut regarding the judgment of fast food brands. There is no significant difference among the proportions of the there restaurants regarding performance and image.