The Role of Ambience in Building Brand Image. A Demographical Study of Pakistani Restaurants

The fast food industry is growing day by day. The demand for fast food product is now growing as it is convenience which suits the lifestyle of customers. With the changing lifestyle of Pakistani consumers, more educated people and affluent, people like to eatingout especially in fast food restaurants. Along with the heavy promotion through media and information technology exposure, customers have now variety of choices of fast food pattern and restaurants. Thatʹs why, all fast foods restaurants have to be sensitive to these changing trends and to be innovative and get prepare to change accordingly to avoid from losing their existing and future potential customers. The aim of this study is to examine how the Environment impacts the Brand Image of fast food restaurants in Pakistan. With this important and effective information, strategy planner or marketers can formulate or develop an appropriate strategy on these factors that able them to outdo the competitors. Furthermore, they also can find out which factors will influence customer loyalty more and made innovative changes to keep track and add value to their fast food restaurants. Moreover, this study will give important information to marketers` for Pakistan Fast Food Business, Multinational fast food restaurant business to become more competitive in the current business practices. It is because this study will provide respondents’ perception towards their preferred restaurants and also about other fast food chains that how they are taking above mentioned factors. The findings of this study indicated that fast food chains Environment is the dominant variable that drives the customer loyalty to preferred fast food restaurants.