Abstract
In recent years, a major food consumption trend in urban parts of developing countries is that more consumers are eating increasingly more meals outside of their homes. Most of the growth in away-from-home eating has been in the fast food sector. In this increasingly competitive industry, franchising has become a popular vehicle for the fast food sector's growth and maintaining profitability in the shrinking market share. The findings of this study offer need-oriented types of marketing strategies in Turkey to enable fast food outlets to be more competitive.
Original language | English (US) |
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Pages (from-to) | 99-113 |
Number of pages | 15 |
Journal | Journal of Euromarketing |
Volume | 5 |
Issue number | 4 |
DOIs | |
State | Published - 1996 |
All Science Journal Classification (ASJC) codes
- Geography, Planning and Development
- Marketing