  This research aims to mine the relationship between demographic variables and
brand associations, and study the relative importance of these variables. The
study is conducted on fast-food restaurant brands chains in Jordan. The result
ranks and evaluates the demographic variables in relation with the brand
associations for the selected sample. Discovering brand associations according
to demographic variables reveals many facts and linkages in the context of
Jordanian culture. Suggestions are given accordingly for marketers to benefits
from to build their strategies and direct their decisions. Also, data mining
technique used in this study reflects a new trend for studying and analyzing
marketing samples.
