Abstract:
This study explores the perception of people on misnomers surrounding international food chains operating in Islamabad, Pakistan. Due to current issue of Israel and Palestine international food industry is also in risk and facing issues like boycott as many of international food chains are owned by Jews. These food chains are not only known for their quality and uniqueness in Pakistan, but they also confront particular difficulties because of misnomers, or misconceptions, that surround their business practices. The purpose of this thesis is to investigate how consumers view these misnomers and how they affect their purchasing decisions, brand loyalty, and trust. This study will involve Qualitative research method with quantitative support. Secondary data will be collected from university students and professors whereas for primary data customers of food chains will be interviewed. The study's focal point will be Islamabad, a burgeoning metropolis with a varied populace. By investigating the underlying factors which contribute to these perceptions such as cultural biases and marketing strategies, this study intends to offer a thorough grasp of how these misnomers impact consumer behavior and decision-making in Islamabad, Pakistan.. In order to close the gap between brand perception and consumer comprehension, the study aims to offer insights to both consumers and global food chains. The results of this study will add to the expanding corpus of research on global branding and customer behavior, with useful ramifications for multinational food chains looking to modify their tactics in culturally sensitive regions like Pakistan.
