BRAND ATTITUDE AND CUSTOMER PURCHASE INTENTION TOWARDS LOCAL RESTAURANTS IN JEDDAH: A CASE OF SKETCH BURGER AND RYAN'S BURGER

Abstract

Burger restaurants are becoming essential in Jeddah and Saudis are starting their own restaurants and also business in fast food industry. This study aims to determine the brand attitude and customer purchase intention towards local restaurants such as Ryan's burger and Sketch burger, where both are well-known and successful burger joints. This is a qualitative study using online survey to collect the data and 100 random respondents who live in Jeddah, Saudi Arabia have participated. Besides that, this study also conducted a face to face interview with the owner of Ryan's burger and Sketch burger in order to determine the how they started and their success factors, their future plans, their background, from there I conducted a survey to see, reflect and observe whether the positioning of both brands are successful and the brand image in the consumers' minds are what they were aiming for. The finding shows there is a great of brand attitude and customer purchase intention towards a local restaurant, the brand attitude is highly loyal towards the local restaurants, and the purchase intention is always in favour of the proper local burger restaurants.