... chapter of the thesis presents a brief discussion of the background, followed by problem discussion, research purpose, research question and lastly disposition of the thesis.1.1 BACKGROUNDDue to the ... particular brand could either be by hearing, seeing, or thinking about it and this will help the brand to stick in their memory.121.6 ORGANISATION OF THE STUDYThe thesis consists of five ... task due to the fact that the products and services of many fast food restaurants are similar and their means of distributions are alike. Price in the form of discount and brand equity is the only...