|The purpose of this study is to investigate the effects of marketing mix activities on brand image and brand loyalty in fastfood restaurant, to provide preliminary data for effective management. The questionnaire was distributed from September 1st to 25th in 2014, of the 300 distributed questionnaire 253 copies were used in the analysis. To analyze the data, frequency, reliability, factor, pearson correlation, multiple regression analysis were used with SPSS 18.0 program.
The findings are as followed; First, product mix(t=3.947, p=.000) and promotion mix(t=3.914, p=.000) showed a positive significant effect on brand image. Second, product mix(t=4.555, p=.000) itself showed a positive significant effect on brand loyalty. Third, brand image showed a positive significant effect on brand loyalty. It indicated that customers didn"t think fastfood is a junk food and the fastfood restaurant strived to develop healthy food to grow the market-share. Limitations of this study is that 4P"s Mix has been used as a Marketing Mix and gathering the data from unversity students. It requires of much study about foodservice industy in size and scope.