Advanced Search
MyIDEAS: Login to save this article or follow this journal

An overview of the theory of Microeconomics (consumer behaviour and market structures) in fast food marketing

Contents:

Author Info

  • Emmanuel Selase Asamoah
  • Miloslava Chovancová
Registered author(s):

    Abstract

    This paper provides an overview of the application of microeconomic theories in fast food marketing. The aim is to bring out the interrelationship between marketing and microeconomics with respect to the fast food industry. The paper examines some conceptual and theoretical tools that will enhance the marketing practices of managers in the fast food industry. Hence, the marketing aspects of international fast food firms are analyzed within the framework of the concept of consumer behaviour and monopolistic market structures. The paper further analyzes the market structures and its implications on the profit, cost and revenue of fast food firms. The concluding part of this paper brings out the marketing implications of the theory of consumer behaviour and market structures and also describes the strategies that firms in a monopolistic market can use to increase their bottom line, become competitive and increase their market share.

    Download Info

    If you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
    File URL: http://www.vse.cz/polek/download.php?jnl=eam&pdf=127.pdf
    Download Restriction: free of charge

    File URL: http://www.vse.cz/eam/abstrakt.php?IDcl=127
    Download Restriction: free of charge

    As the access to this document is restricted, you may want to look for a different version under "Related research" (further below) or search for a different version of it.

    Bibliographic Info

    Article provided by University of Economics, Prague in its journal Ekonomika a Management.

    Volume (Year): 2011 (2011)
    Issue (Month): 1 ()
    Pages:

    as in new window
    Handle: RePEc:prg:jnleam:v:2011:y:2011:i:1:id:127

    Contact details of provider:
    Postal: nam. W. Churchilla 4, 130 67 Praha 3
    Phone: (02) 24 09 51 11
    Fax: (02) 24 22 06 57
    Web page: http://www.vse.cz/
    More information through EDIRC

    Order Information:
    Postal: Redakce Ekonomika a management, Vysoká škola ekonomická v Praze, nám. W. Churchilla 4, 130 67 Praha 3
    Email:
    Web: http://www.vse.cz/eam/

    Related research

    Keywords: marketing; fast food; market structures; consumer behaviour;

    Find related papers by JEL classification:

    References

    References listed on IDEAS
    Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
    as in new window
    1. Hoch, Stephen J & Loewenstein, George F, 1991. " Time-Inconsistent Preferences and Consumer Self-Control," Journal of Consumer Research, University of Chicago Press, vol. 17(4), pages 492-507, March.
    2. Macdonald, Emma K. & Sharp, Byron M., 2000. "Brand Awareness Effects on Consumer Decision Making for a Common, Repeat Purchase Product:: A Replication," Journal of Business Research, Elsevier, vol. 48(1), pages 5-15, April.
    3. Biswas, Tapan, 1977. "The Marshallian Consumer," Economica, London School of Economics and Political Science, vol. 44(173), pages 47-56, February.
    Full references (including those not matched with items on IDEAS)

    Citations

    Lists

    This item is not listed on Wikipedia, on a reading list or among the top items on IDEAS.

    Statistics

    Access and download statistics

    Corrections

    When requesting a correction, please mention this item's handle: RePEc:prg:jnleam:v:2011:y:2011:i:1:id:127. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Vaclav Subrta).

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If references are entirely missing, you can add them using this form.

    If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.