Assignment: Consumer Behavior Research Question
OVERVIEW
Your goal for this assignment is to apply what you've learned about consumer behavior in this course. Use this research assignment to practice identifying and evaluating marketing concept strategies commonly found in today's marketplace. To accomplish the requirements for this assignment, you'll need to submit at least three pages of typed material.
INSTRUCTIONS
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?
Your project should include evidence to support why the strategy you selected has the best chance of success. Examples of evidence include Indian demographic statistics, comparison with similar brand/product expansions into India, ethnographic studies, the results of direct questioning and content analysis, and so on.
Format your assignment according to the following formatting requirements:
1. The answer should be typed, double spaced, using Times New Roman font (size 12), with one-inch margins on all sides.
2. The response also includes a cover page containing the title of the assignment, the student's name, the course title, and the date. The cover page is not included in the required page length.
3. Also include a reference page. The Citations and references should follow APA format. The reference page is not included in the required page length.
Attachment:- Fast-Food-Rulers-in-China.rar