BUS 134A Consumer Behavior: The Consumer Decision Process

BUS 134A Consumer Behavior: The Consumer Decision Process

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BUS 134A Consumer Behavior

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Your project must be submitted as a Word document (.docx, .doc)*. Be sure that each of your files contains the following information: Your name Your student ID number The exam number Your email address 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? The link in the book for Reuters has changed please use the following: Reuters.com 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. Your project should be three double-spaced pages typed in a standard print font, size 12, with 1-inch margins. Be sure to provide a works cited page that lists reliable websites, journals, and any other references used in preparing the submission. Any sources referenced must be in proper MLA format. Visit Purdue Online Writing Lab for information about MLA-formatted works cited pages.

BUS 134A Consumer Behavior

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