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dc.contributor.authorKoutra, Christina
dc.contributor.authorThespol, Monlapak
dc.contributor.authorNgugi, Isaac K
dc.descriptionKoutra, C., Thespol, M., & Ngugi, I. K. (2015). The role of branding, promotion and sub-culture in the consumption of breakfast cereals in Thailand. Journal of Hotel Business Management, 4(1), 1-7.en_US
dc.description.abstractNowadays, firms try to comprehend crucial factors impacting on consumer behaviour to sustain themselves in the market. Although these factors may vary and depend on many external and internal environmental influences this study examines the role of branding, promotion and sub-culture in influencing the consumption of breakfast cereals in Thailand through a qualitative, interpretive approach using as a case study Kellogg’s a well-known international cereal breakfast company. Grounded theory used to analyse findings suggests: branding influences consumer’s purchase decision making in Thailand while age is a contributing factor to consumers’ choices and especially with reference to breakfast cereals. Hence it is important that firms keep adjusting their marketing strategy in line with the changing consumption patterns if they want to keep themselves ahead of the game.en_US
dc.titleThe role of branding, promotion and sub-culture in the consumption of breakfast cereals in Thailanden_US
dc.title.alternativeJournal of Hotel Business Managementen_US

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