Abstract:
This thesis will throw some light on the brand images of restaurants and its impact
on the performance of the restaurants in the fast food industry within Islamabad.
Brand Image and branding of organizations is one of the effective strategies of
organizations. Recently, there has been an increasing trend of dining out among
the Islamabad residents. Each restaurant has a different brand image which spurs
a set of images in the minds of customers the moment the restaurant name is
mentioned to them. So, this thesis looks into the significance of brand image
building in the fast-food industry of Islamabad.
The research method used for this research was quantitative method because it
allows to conveniently converting qualitative factors in numerical form which is
then easier to calculate and measure. Another advantage of using a quantitative
approach is that it allows to gather large amount of data that can be arranged
easily and also made changes to. Questionnaires were used to get insight from
target audience who were the customers of various restaurants around Islamabad.
Most of the fast-food restaurant in Islamabad consider brand image to have a
major contribution in the sales and revenues of the organization. Failing fast-food
restaurants should work on improving their brand image among its customers.
Some limitations faced in this research were the authenticity of responses from
the respondents for the questionnaires. As some respondents unwillingly filled the
surveys without concentrating on the questions, the results of research might lack
some accuracy.
