Greener Journal of Business and Management Studies

Excellence and Timeliness

Change Language

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

 ISSN: 2276-7827 

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.


View/get involved, click [Post Review]


Burns D J and Warren B H (2008). Consumer Warfare: Implications For Marketing Strategy, Journal of Business Strategy, Vol 29 No.6  pp44-62. Emerald Group Publishing


Dagevos H and Ophem J (2013). Food Consumption Value: Developing A  Consumer –Centered Concept of  Value in The Field of Food, British Food Journal Vol 115 No. 10 pp1473-1486.


Ho SK and Choi A (1997). Achieving marketing success through Sun Tze’s Art of Warfare, Marketing intelligence and Planning, Vol. 15/1, pp. 38-47


Jobber D (2010). Principles and Practice of Marketing, 6th Edition, London; McGraw-Hill Education.


Kotler P and Gary A (2013). Principles of Marketing, 14th Edition, Boston; Pearson Education Limited.


Kotler P and Keller K L (2006). Marketing Management, 12th Edition, New Jersey; Prentice Hall.


Reinartz W and Kumar V (2002). The Mismanagement of Customer Loyalty, Harvard Business Review, July 2002, page 86-94.


Richins M L (1997). “Measuring emotions in the consumption experience”, Journal of Consumer Research, Vol. 24 No. 2, pp. 127-46.


Roddie A R and Martin C L (2001). Competing in the service sector: The entrepreneurial challenge, International Journal of Entrepreneurial Behaviour and Research, Vol. 7, No. 1, pp. 5-21


Srinivasan S, Vanhuele M and Pauwels K (2010). Mind-sets Metrics in Market Response Models: An Integrative Approach, Journal of Marketing Research; Vol 47, No. 4 August 2010.


Wood V R, Pitta D A and Franzak F J (2008). "Successful marketing by multinational firms to the bottom of the pyramid: connecting share of heart, global “umbrella brands”, and responsible marketing", Journal of Consumer Marketing, Vol. 25 Iss: 7, pp.419 – 429.

Call for Papers/Books/Thesis

Call for Scholarly Articles

Authors from around the world are invited to send scholary articles that suits the scope of this journal. The journal is currently open to submissions and will process and publish articles daily immediately they are they ready.

The journal is centered on quality and goes about its processes in a very timely fashion. Seasoned editors/reviewers will be consulted to review each article(s), profer quality evaluations and polish the articles with expertise before publication.

Simply send your article(s) as an e-mail attachment to or

Call for Books

You are also invited to submit your books for online or print publication. We publish books related to all academic subject areas.    Submit as an e-mail attachment to



Login Form

Other Journals