Debunking Misnomers and Cultural Narratives Surrounding Foreign Fast Food Chains in Pakistan

Abstract

This study explored the perception of people on misnomers surrounding foreign food chains operating in Islamabad, Pakistan. Due to current issue of Israel and Palestine international food industry is also in risk and facing issues like boycott as many of international food chains are owned by Jews. These food chains are not only known for their quality and uniqueness in Pakistan, but they also confront particular difficulties because of misnomers, or misconceptions, that surround their business practices. The purpose of this study was to investigate how consumers view these misnomers and how they affect their purchasing decisions, brand loyalty, and trust. This study involved Qualitative research method. Data included secondary and primary data. Customers of food chains were interviewed with convenience sampling technique and managers of international food chains with purposive sampling technique in Islamabad. The study's focal point was Islamabad, a burgeoning metropolis with a varied populace. By investigating the underlying factors which contribute to these perceptions such as cultural biases and marketing strategies, this study intended to offer a thorough grasp of how these misnomers impact consumer behavior and decision-making in Islamabad, Pakistan. In order to close the gap between brand perception and consumer comprehension, the study aimed to offer insights to both consumers and global food chains. The results of this study added to the expanding corpus of research on global branding and customer behavior, with useful ramifications for multinational food chains looking to modify their tactics in culturally sensitive regions like Pakistan.

Keywords: Boycott, Consumer Behavior, Islamabad, Misnomer, International Food Chains, Culture