Research Methodology
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ECON235
Methodology of Research
Proposal:
The effect of new Fast food franchising on the consumption patterns In Ramallah City
Handed to: Almutasem Abu Daqa
Prepared by: Karma Abu-Ayyash
Student Number: 1101469
Table of Contents
Introduction 3
Purpose of the study 4
Research Questions 4
Problem Statement 5
The Relevance of the study 6
Literature Review 7
Theoretical Frame work, the research methodology 13 • Research Design 15 • Hypothesis 15 • The Population and the sample of the study 16 • Data Analysis 16 • Data Sources and Collection method 17
Bibliography and Reference list 18
Introduction:
In this decade franchising is becoming a vital factor that plays a crucial role in the growth of many popular brands around the world. During these past couple of years, fast food franchising was introduced to the city of Ramallah. The introduction of this new concept of franchising had a huge impact on the Palestinian society, whether in the consumers’ life style or in his/her consumption patterns of the different products offered in the market.
This evident change in the consumer behavior in the society raised many questions. My proposed study will be addressing the consumer experience in the different franchises in Ramallah city, in terms of the buying behaviors/patterns and how those patterns are affected by the overall atmosphere of the franchise and its’ level of comfort, in addition to examining the possible relationships among and between the perceived value of the franchise in the minds of the customers and the augmented products offered to them, not to mention the franchises’ advertisements within the city of Ramallah and the effect it has on the consumers behavior and the perceived image already developed.
Purpose of the study: The main objectives of the research are: • To find out the impact of the new franchising on the consumption
ECON235
Methodology of Research
Proposal:
The effect of new Fast food franchising on the consumption patterns In Ramallah City
Handed to: Almutasem Abu Daqa
Prepared by: Karma Abu-Ayyash
Student Number: 1101469
Table of Contents
Introduction 3
Purpose of the study 4
Research Questions 4
Problem Statement 5
The Relevance of the study 6
Literature Review 7
Theoretical Frame work, the research methodology 13 • Research Design 15 • Hypothesis 15 • The Population and the sample of the study 16 • Data Analysis 16 • Data Sources and Collection method 17
Bibliography and Reference list 18
Introduction:
In this decade franchising is becoming a vital factor that plays a crucial role in the growth of many popular brands around the world. During these past couple of years, fast food franchising was introduced to the city of Ramallah. The introduction of this new concept of franchising had a huge impact on the Palestinian society, whether in the consumers’ life style or in his/her consumption patterns of the different products offered in the market.
This evident change in the consumer behavior in the society raised many questions. My proposed study will be addressing the consumer experience in the different franchises in Ramallah city, in terms of the buying behaviors/patterns and how those patterns are affected by the overall atmosphere of the franchise and its’ level of comfort, in addition to examining the possible relationships among and between the perceived value of the franchise in the minds of the customers and the augmented products offered to them, not to mention the franchises’ advertisements within the city of Ramallah and the effect it has on the consumers behavior and the perceived image already developed.
Purpose of the study: The main objectives of the research are: • To find out the impact of the new franchising on the consumption
Bibliography: and Reference list: - Gary J. Castrogiovanni, Robert T. Justis, (1998),"Franchising configurations and transitions", Journal of Consumer Marketing, Vol. 15 Iss: 2 pp. 170 - 190 - Denise Cumberland, Rod Githens, (2012),"Tacit knowledge barriers in franchising: practical solutions", Journal of Workplace Learning, Vol. 24 Iss: 1 pp. 48 – 58 - Avinandan Mukherjee, (2003),"Franchise management: a model of service-quality interactions", International Journal of Quality & Reliability Management, Vol. 20 Iss: 3 pp. 325 - 344 - Sheng-Tsung Hou, Mu-Yen Hsu, Se-Hwa Wu, (2009),"Psychological ownership and franchise growth: An empirical study of a Taiwanese taxi franchise", International Journal of Entrepreneurial Behaviour & Research, Vol. 15 Iss: 5 pp. 415 – 435 - Eugene Y. Roh, Ji-Hwan Yoon, (2009),"Franchisor 's ongoing support and franchisee 's satisfaction: a case of ice cream franchising in Korea", International Journal of Contemporary Hospitality Management, Vol. 21 Iss: 1 pp. 85 – 99 - Scott Weaven, Lorelle Frazer, Jeff Giddings, (2010),"New perspectives on the causes of franchising Conflict in Australia", Asia Pacific Journal of Marketing and Logistics, Vol. 22 Iss: 2 pp. 135 - 155 - Michael R. Solomon, (2010) “Consumer Behavior”, Ninth Edition, page.33.