Add Thesis

Factors influencing brand preferences for instant foods

A comparative study between Sweden and Bangladesh

Written by T. Huq, I. M. Sarker

Paper category

Master Thesis


Business Administration>Communication & Media




Master Thesis: Ready-to-eat food The term “food” refers to chemicals that are ingested in the body in order to maintain health and actively complete specific activities (Buil et al., 2013). Convenience foods help save time and effort to change people's lifestyles (Cengiz and Akdemir, 2016). Therefore, people are less willing to spend more time on family activities, and at the same time, food that requires less time to prepare is becoming more and more popular with people all over the world. Taking advantage of this situation, commercial companies ranging from small-scale manufacturers to multinational corporations have begun to radiate and commercialize convenience foods (Bahl, 2012). Consumers can buy different types of fast food in supermarkets to save time and energy. Instant foods are considered to be prepared foods with a shorter preparation time than consumption (Cengiz and Akdemir, 2016). Most of them only need to be prepared by adding water because they have been dehydrated before. The characteristics of fast food are simple, fast, easy to prepare and hygienic (Ramasamy and Kalaivanan, 2005). It is not contaminated by various microorganisms, making it easy for most people who want to cook food quickly. Fast foods mainly originated in Japan and can be found in most people's homes (Karuppusamy and Arjunan, 2012). Advances in science and technology have provided people with a heterogeneous new food processing system that can speed up cooking time and balance with mechanical life (Baskar et al., 2013). The changing lifestyles of men and women require employment outside (Buil et al., 2013). This means that people only have enough time to spend time cooking in traditional methods. In response to this situation, business people are investing in the commercialization of instant food. Convenience foods are very common in daily life. Canned, frozen, dried, preserved and convenience foods are considered instant foods. In addition, different types of marketing concepts have also been used for fast foods that occupy a large proportion of consumers' hearts. 2.5 Culture Culture is the collective planning of the mind, which mainly distinguishes a group of people in a specific category (Hofstede's, 2001). The learning and communication process of each culture is different from another (Wan et al., 2012). Every member of the culture follows theories and choices that influence behavioral processes (Gudykunst et al., 1996). According to Hofstede (2001), culture is composed of values, beliefs, attitudes, and lifestyles that force people to adopt common practices. 2.6 Factors Affecting Brand Preference 2.6.1 Marketing Communication Consumers’ purchasing decisions are affected by marketing communication, which has a direct impact on consumers’ brand preferences (Cătălin and Andreea, 2014). Marketing and communication are used in the promotion process of companies that require communication (Isik and Yasar, 2015). As follows, marketing represents an umbrella, and interface represents the basic components that influence consumer brand preferences. Marketing communication or promotion maintains three key elements, namely advertising, public relations and sales. Advertising includes factors that have an impact on consumers. It is part of marketing and is based on certain facts, such as the originality of the information, the substance and the use of categories (Latif et al., 2012). Effective marketing communication must determine the bridge between the product or brand and the perceived quality of consumers related to it. The following benefits of effective communication should be emphasized (Lema and Wodaje, 2018). In addition, when customers are looking for very different benefits, they will value the brand more than the product (Orth et al., 2004). Bagozzi and Dholakia (2006) explained that marketing communication helps to be closely related to brand participation and to actually achieve company goals. Brand preference increases consumer participation and various company activities (Bahl, 2012). Therefore, consumers will be exposed to brand ideas and participate in product promotions. Developing brand preferences in target customers requires appropriate communication methods and strategies for the organization (Hellström and Nilsson, 2011). At the same time, some customers mainly do not rely on any brand or product, nor participate in brand activities (Blythe, 2008). This means that they are not interested in marketing communications. Packaging is a marketing communication medium used to attract consumer interest; this involves the product selection process (Silayoi and Speece, 2007). Therefore, product packaging provides an opportunity to communicate and persuade consumers at the time of purchase (Atkin et al., 2006; Wigley and Chiang, 2009). Packaging represents the basic principle for consumers to choose a brand (Khan et al., 2017a, 2017b). Language, color and shape are still important factors in packaging and can affect customers (Khan, 2019). Thalhammer (2007) further added that consumers will be attracted by the packaging of the product and spread the news to others who determine their unique brand preferences. Read Less