Journal of Hotel and Business Management
Open Access

Abstract

The Role of Branding, Promotion and Sub-culture in the Consumption ofBreakfast Cereals in Thailand

Christina Koutra, Monlapak Thespol and Isaac K Ngugi

Nowadays, firms try to comprehend crucial factors impacting on consumer behaviour to sustain themselves in the market. Although these factors may vary and depend on many external and internal environmental influences this study examines the role of branding, promotion and sub-culture in influencing the consumption of breakfast cereals in Thailand through a qualitative, interpretive approach using as a case study Kellogg’s a well-known international cereal breakfast company. Grounded theory used to analyse findings suggests: branding influences consumer’s purchase decision making in Thailand while age is a contributing factor to consumers’ choices and especially with reference to breakfast cereals. Hence it is important that firms keep adjusting their marketing strategy in line with the changing consumption patterns if they want to keep themselves ahead of the game.