Greener Journal of Business and Management Studies

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Greener Journal of  Business and Management Studies  Vol. 6 (1), pp. 007-014, April 2016

 ISSN: 2276-7827 ©  2015 Greener Journals

Research Paper

Manuscript Number: 031416058



Evaluating Share of Mind and Share of Heart in the Fast Food Sector: A Case Study of Zimbabwean Fast Food Outlets


*Chikosha F, Chiunye TM


Department of Business Management, Zimbabwe Open University, 209 Hay Road Bindura.


Competing strategies have been found to be costly than focusing on the consumer. Businesses need to focus on how to increase their appeal to customers. This study aimed at evaluating the share of mind and share of heart for the leading fast food outlets in Harare. A questionnaire survey was administered on customers from the five leading fast food outlets in Harare. Chicken Inn emerged the lead outlet on customer share of mind and share of heart.


Keywords: Market Share, Share of Mind, Share of Heart, Fast Foods Industry.


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