Abstract:
This thesis explores consumer behavior toward fast-food franchises in Albania, emphasizing
the comparison between international franchises such as KFC, Burger King, and Popeyes
and local fast-food providers in influencing consumer preferences. It develops in the context
of globalization and urbanization in Albania, where an increasing number of international
brands are shaping day-by-day consumption patterns, especially among the younger
population. The Albanian economy is experiencing a growing integration with the
international markets, and foreign franchise operations are becoming very popular and
highly-rated for their standard service, brand power, and digital marketing. Local businesses,
on the other hand, often face obstacles in generating new business, because of small
marketing budgets, and unreliable quality and service delivery.
This study shows the effect of service quality, brand perception, and consumer attitudes in
purchasing behavior. Data were gathered by a structured survey that included 112 Albanian
customers chosen from a sampling that guarantees heterogeneity in age and sex, and
occupation. The study analyzed brand recognition, service quality, price, consumer choice,
and digital engagement. The data were analyzed by SPSS, such as descriptive statistics,
correlation analysis and regression analysis.
The findings indicate a preference for international franchises, especially among customers
aged 18-34. Marketing strategies, perceived service quality, and brand recognition are the
key drivers of this preference. Although pricing remains a consideration, it is not a dominant
factor in consumer decision-making. This reflects a shift among urban, middle-
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income groups in Albania that value experience, trust, and convenience over cost. The study
highlights some key challenges local businesses face, including a lack of brand consistency,
weak marketing strategies, and low service quality. Based on the findings, the thesis provides
practical recommendations for both local and international franchisors, and it also outlines
policy suggestions for supporting a healthy competition and improving service quality in the
food industry. It contributes to the limited academic literature on franchising and consumer
behavior in Albania and offers a framework for future studies into similar market transitions
in developing economies.