IMPACT OF REBRANDING INITIATIVE OF DUNKIN’ DONUTS (DUNKIN’) ON CONSUMER PERCEPTION

Abstract

This study examines the impact of Dunkin’ Donuts’ rebranding initiative on consumer perception. It provides an overview of the background of the study, a review of related literature and studies, the theoretical and conceptual frameworks, and the research problem. Additionally, it outlines the hypothesis, scope and limitations, significance of the study, and key definitions of terms. Understanding how rebranding influences consumer perception will help businesses refine their marketing strategies and enhance brand positioning. This study employs a descriptive research design to analyze consumer responses to Dunkin’s rebranding. The research involves a survey questionnaire administered to selected respondents. The sampling technique, data collection tools, instrument development, validation process, and statistical methods used for analysis are detailed in this section to ensure reliability and accuracy of the findings. The results interpret the data collected from the survey, applying analytical techniques to categorize, manipulate, and summarize information. The findings highlight key consumer insights and behavioral responses to the rebranding. The analysis aims to determine patterns and trends that shape consumer perception, providing essential data to address the research problem. This section presents the summary of findings, conclusions, and recommendations based on the research results. The study evaluates the success of the rebranding initiative and suggests strategies for brand enhancement. Recommendations focus on optimizing marketing efforts and improving brand perception.