Nowadays, firms try to comprehend crucial factors impacting on consumer behaviour to sustain themselves in\nthe market. Although these factors may vary and depend on many external and internal environmental influences this\nstudy examines the role of branding, promotion and sub-culture in influencing the consumption of breakfast cereals in\nThailand through a qualitative, interpretive approach using as a case study Kellogg�s a well-known international cereal\nbreakfast company. Grounded theory used to analyse findings suggests: branding influences consumer�s purchase\ndecision making in Thailand while age is a contributing factor to consumers� choices and especially with reference\nto breakfast cereals. Hence it is important that firms keep adjusting their marketing strategy in line with the changing\nconsumption patterns if they want to keep themselves ahead of the game.
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