Supervisor
Fawzi Abusalama
Programme
MA in International Business
Keywords
Brand Awareness, Customer Perception, Purchasing Decisions
Abstract
This study examines how brand awareness influences customer perception and purchasing decisions, and explores the branding challenges faced by small Chinese takeaway businesses in Ireland. A mixed-methods approach was used, combining 57 customer questionnaires with three semi-structured interviews with takeaway business owners.
The findings show that brand awareness influences customer purchasing behavior, as customers are more likely to choose familiar takeaway brands. However, its impact on customer perception, particularly perceived value and willingness to pay, is limited. Customers place greater importance on practical factors such as price, food quality, and service.
The study also identifies key branding challenges for small Chinese takeaway businesses, including strong market competition, rising costs, limited marketing resources, and reliance on delivery platforms. These factors restrict their ability to build strong brand identities.
Overall, the research concludes that brand awareness influences purchasing decisions more strongly than customer perception, supporting customer choice while having limited impact on perceived value. At the same time, small Chinese takeaway businesses face significant branding challenges in a competitive and digitalized market. The study provides both theoretical insight and practical recommendations for small takeaway businesses in Ireland.
Date of Award
2026
Full Publication Date
2026
Access Rights
open access
Document Type
Capstone Project
Resource Type
thesis
Digital Object Identifier (DOI)
https://doi.org/10.63227/652.299.171
Recommended Citation
Wang, J.
(2026) The Impact of Brand Awareness on Customer Perceptions and Purchasing Decisions at Small Chinese Takeaway Restaurants in Ireland CCT College Dublin.
DOI: https://doi.org/10.63227/652.299.171