Demystifying the Influence of CSR Perception, Satisfaction &

Price Fairness on the Purchase Intention in Fast Food Industry

Member Name Registration ID Group United

Nazneen Jawed 14602 Group Leader
Samreen 14624 Member
Hafiza Mahrukh Ahmed Quadri 14921 Member
Mariam Shabu 15032 Member
Areeba Rab 14465 Member
 Acknowledgment

With the blessings of Almighty Allah who is most merciful and beneficial, we are very delighted to
present our little contribution to the development of this research. We are grateful to our faculty, without
his help and guidance this research would not have been completed. We hope that our research project
could be informative to other professionals.
 Table of Content

Chapter Description Page #

1 Introduction

1.1 Background of the study 4

1.2 Problem Statement 5

1.3 Research Objectives 5

1.4 Research Questions 5

1.5 Significance of the Study 6

1.6 Limitations and Delimitations 6

1.7 Organization of the Study 6

2 Literature Review

2.1 Theoretical Background 7

2.2 Hypothesis Development 8, 9 & 10

2.3 Conceptual Model 11

3 Methodology

3.1 Research Purpose 11

3.2 Research Approach 11

3.3 Research Design 12

3.4 Sampling Techniques 12

3.5 Target Audience /Populations 12

3.6 Sample Size 12

3.7 Statistical Techniques 13

3.8 Questionnaire and Measurement Instrument 13, 14, 15 & 16

3.9 Ethical Consideration 16

 Demystifying the Influence of CSR Perception, Satisfaction &
Price Fairness on the Purchase Intention in Fast Food
Industry

1.1 Problem statement:

The fast-food industry is highly competitive, and companies within this sector constantly strive to attract and
retain customers. One key factor that influences consumer behavior is their perception of a company's
corporate social responsibility (CSR) initiatives. Understanding the impact of CSR perception, customer
satisfaction, and price fairness on purchase intentions can provide valuable insights for fast food businesses to
develop effective marketing strategies. However, there is a need to demystify the relationship between CSR
perception, customer satisfaction, price fairness, and purchase intention in the fast-food industry. While
previous studies have examined each of these factors individually, there is limited research that explores the
interplay between these variables specifically within the context of fast-food consumption. By examining these
variables and their relationships, this research will provide a comprehensive understanding of the factors that
influence purchase intentions in the fast-food industry. The findings can inform fast food businesses about the
importance of CSR perception, customer satisfaction, and price fairness in attracting and retaining customers,
and help them develop effective marketing strategies to enhance purchase intention.

3.4 Sampling Technique

In this study, a convenience sample technique was employed to collect data from international fast-food chains.
The non-probability sampling approach is another name for this (Cooper & Schindler, 2014). Where a sample is
drawn from a readily accessible or contactable group of people Grab sampling and availability sampling are
other names for this kind of survey.

3.5 Target Audience/ Population

Adult members made up our sample. Our target audience was made up of students who were either pursuing
an undergraduate or graduate degree at any university. We use social media platforms during our study time to
reach our intended audience. The available information also supports our notion that students frequently eat at
fast food joints (Harun et al., 2018).

3.6 Sample Size

The sample size for the data was chosen based on the recommendations made by Comrey and Lee
(1992); Raza et al. (2015); Sharif and Raza (2017), who stated that a sample size of 50 is considered to be
poor, a sample size of 300 is good, a sample size of 500 is very good, and a sample size of 1,000 is
considered to be an excellent sample with respect to factor analysis.
3.7 Statistical techniques
In this study, descriptive statistics were used to summarize. This was made possible using the statistical
product and service solution (SPSS), which was used for data analysis. The sample profiles' frequency
distributions were calculated with demographic data and fast-food restaurant experience. Frequency
distributions of the sample profiles were tabulated with demographic information and experience of
eating in fast-food restaurants. To ensure internal consistency and scale reliability, reliability analysis was
conducted using Cronbach’s alpha test and Confirmatory Factor Analysis. Structural Equation Modeling
tested the relationships among motivation, fit, timing, attitude toward brand, brand image, and
behavioral intention PLS-SEM is regarded as a suitable statistical technique, especially when examining
the correlations between the most recent data, despite some of its shortcomings. To investigate the
connections between the research variables, PLS-SEM is used. Sequential mediation with PLS
bootstrapping made it possible to discover novel and intriguing study findings that are validated by the
literature.

3.7.1 Measurement Model

Evaluation of the measurement model includes reliability and validity analysis. As the four research
concepts were reflexive in nature, the factor loads are analyzed. All the loadings showed satisfactory
results another important measure of the measurement model, was examined through the
HTMT values (Hetrotrait-Monotrait ratio)

3.7.2 Structural Model

The evaluation of the structural model begins with the examination of the coefficients of determination,
Purchase intention can be explained by the other three model search variables. Purchase intention,
being a broad marketing concept, depends on many exogenous factors. Thus, this coefficient of
determination should be considered satisfactory in the present case.
3.8 Sampling Technique
In this study, a convenience sample technique was employed to collect data from international fast-food
chains. The non-probability sampling approach is another name for this (Cooper & Schindler, 2014).
Where a sample is drawn from a readily accessible or contactable group of people Grab sampling and
availability sampling are other names for this kind of survey.

3.9 Ethical consideration

The necessary data that is willingly accumulated from the accused through questionnaire for the purpose
of research study is totally confidential and any type of personal information of individuals cannot be
circulated anywhere. It is purely for the purpose of attaining the research objective. Also respect for the
dignity of research participants is highly prioritized and are not subjected to harm in any ways.
References:

Alnawas, I., & Aburub, F. (2016). The effect of benefits generated from interacting with
branded mobile apps on consumer satisfaction and purchase intentions. Journal of Retailing and
Consumer Services, 31, 313–322.

Abedi, E., & Jahed, A. (2020). Investigating the effect of customer experience affinity
and brand on brand equity with the mediating role of customer satisfaction in Iran Insurance
company (case study: Tehran province branches customers). International Journal of Information,
Business and Management, 12(1), 165–176.
https://www.proquest.com/openview/ a498c25461fa3fed917f4cbf8bb0d1c4/1?cbl

Alnawas, I., & Hemsley-Brown, J. (2019). Examining the key dimensions of customer
experience quality in the hotel industry. Journal of Hospitality Marketing & Management, 28(7),
833–861. https://doi.org/10. 1080/19368623.2019.1568339

Brown, T. J., & Dacin, P. A. (1997). The company and the product: Corporate
associations and consumer product responses. Journal of Marketing, 61(1), 68–84

Berger, I.E., Cunningham, P.H. and Drumwright, M.E. (2007), “Mainstreaming corporate
social responsibility: developing markets for virtue”, California Management Review, Vol. 49
No. 4, pp. 132-157.

Cardozo, R. N. (1965). An experimental study of customer effort, expectation, and

satisfaction. Journal of Marketing Research, 2(3), 244–249.
 Carroll, A. B. (1991). The pyramid of corporate social responsibility: Toward the moral
management of organizational stakeholders. Business Horizons, 34(4), 39-48.
http://doi.org/10.1016/0007-6813(91)90005-G

Chiguvi, D., & Guruwo, P. T. (2017). Impact of customer satisfaction on customer

loyalty in the banking sector. International Journal of Scientific Engineering and Research
(IJSER), 5(2), 55–63. https://www. researchgate.net/publication/324601595

Dahlsrud, A. (2008). How corporate social responsibility is defined: An analysis of 37

definitions. Corporate Social Responsibility and Environmental Management, 15(1), 1–13.

Heider, F. (1946). Attitudes and cognitive organization. The Journal of Psychology,

21(1), 107–112. Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing
discriminant validity in variance-based structural equation modelling. Journal of the Academy of
Marketing Science, 43(1), 115–135

Herrmann, A., Xia, L., Monroe, K. B., & Huber, F. (2007). The influence of price
fairness on customer satisfaction: an empirical test in the context of automobile purchases.
Journal of product & brand management.

Khraim, H. S. (2011). The influence of brand loyalty on cosmetics buying behavior of

UAE female consumers. International Journal of Marketing Studies, 3(2), 123.

Kotler, P., & Armstrong, G. (2010). Principles of marketing. Pearson education.

Lee, J., & Lee, Y. (2015). The interactions of CSR, self-congruity and purchase intention
among Chinese consumers. Australasian Marketing Journal, 23(1), 19-26.

http://doi.org/10.1016/j.ausmj.2015.01.003
 Levy, M., Weitz, B. A., Grewal, D., & Madore, M. (2012). Retailing management (Vol.
6). New York: McGraw-Hill/Irwin.

Lee, S., Illia, A., & Lawson‐Body, A. (2011). Perceived price fairness of dynamic
pricing. Industrial Management & Data Systems.

Lisa Y. Chen (2003) Vol.5, No.2, The quality of mobile shopping system and its impact
on purchasing intention and performance, department of information management.

Lee, S., & Heo, C. Y. (2009). Corporate social responsibility and customer satisfaction
among US publicly traded hotels and restaurants. International Journal of Hospitality
Management, 28(4), 635-637.

McGuire, M. (1963). On conscience. The Journal of Philosophy, 60(10), 25

Matute‐Vallejo, J., Bravo, R., & Pina, J. M. (2011). The influence of corporate social
responsibility and price fairness on customer behaviour: Evidence from the financial sector.
Corporate social responsibility and environmental management, 18(6), 317-331.

Mirabi, V., Akbariyeh, H., & Tahmasebifard, H. (2015). A study of factors affecting on
customers purchase intention. Journal of Multidisciplinary Engineering Science and Technology
(JMEST), 2(1).

Shourov, M. J., Talukder, A. R., & Rahman, L. (2018). Customers satisfaction on the retail
banking sector in Bangladesh: A case study in city bank limited. International Journal of
Engineering and Management Research (IJEMR), 8(5), 151–155.
https://doi.org/10.31033/ijemr.8.5.18
 Wickliffe, V. P., & Pysarchik, D. T. (2001). A look at product attributes as enhancers of
group integration among US and Korean consumers. International Journal of Retail &
Distribution Management.

Yip, J., Chan, H. H. T., Kwan, B., & Law, D. (2011). Influence of appearance orientation,
BI and purchase intention on customer expectations of service quality in Hong Kong intimate
apparel retailing. Total Quality Management and Business Excellence, 22(10), 1105–1118

Comrey, A.L. and Lee, H. B. (1992), A First Course in Factor Analysis, Lawrence
Eribaum Associates Publishers, Hillsdale, NJ.

Raza, S.A., Jawaid, S.T. and Hassan, A. (2015), “Internet banking and customer
satisfaction in Pakistan”, Qualitative Research in Financial Markets, Vol. 7 No. 1, pp. 24-36.

Sharif, A. and Raza, S.A. (2017), “The influence of hedonic motivation, self-efficacy,
trust and habit on adoption of internet banking: a case of developing country”, International
Journal of Electronic Customer Relationship Management, Vol. 11 No. 1, pp. 1-22.