Consumer Behavior Research
Understanding the influence of culture on the consumer decision process is an important
part of a marketer’s job. Cultural norms and values, along with consumer perceptions,
family, and group influences, are all factors that can significantly impact the diffusion of
new products or services. Many firms realize that they must adapt existing product or
service models when introducing them into a foreign market.
First, you’ll read the Global Opportunity box titled “Fast-Food Rulers in China” in Chapter 8
of your textbook. Then, you’ll examine the two different strategic approaches adopted by
the fast-food chains KFC and McDonald’s when they expanded into China. Which, in your
opinion, would be the more effective strategy for expanding into India, and why?
Sample Answer
Cultural values all over the world is what defines people and accounts for the existence of different norms yet same human family. It’s the culture of a given person that dictates the way one behaves and carry out his or her activities. Its in this sense that this beliefs forms part of an individual and contributes immensely into habits, values and principle including the individual’s buying decision based on what they see from their immediate environment and a family as away of life.
