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Submitted By: Akanksha Singhal Ankita Negi Karan Aggarwal Shringar Bhuwania Swapneela Biswas
VS
Agenda
Theoretical Background And Content Of Paper Methodology And Analysis Section Of Paper Key Findings Discussion And Limitations Managerial Implications
PRODUCT
Menu item Names
Portion size
Food Appearance Smell/ Taste Ingredients Nutrition
Key Findings
CUSTOMER IMPRESSIONS
Discussions And Limitations
Assortment
PRESENTATIONS
In store place settings Take out Packaging
PUBLICATIONS
Consumer Advertising Web pages Outdoor Signage In store promotions
Managerial Implications
Employee Appearance
Efficiency Courtesy
Trade characters
Cultural Impressions
Global Identity Expressions Standardization to achieve economies of scale in marketing Restaurant signage, store layouts, trade characters, customer service interactions
Key Findings
Localized Identity Expressions Offerings congruent with local expectations Menu offerings influenced by cultural values like Maharaja Macs for MacD India, Teruyaki Burgers for Japan Advertising, outdoor signage, in native language Cultural Frames of Reference Beliefs Values Norms Customs Lifestyles Competitive Standards Level of economic development
Managerial Implications
Theoretical Background And Content Of Paper PDI Methodology And Analysis Section Of Paper
Hofstede Comparison
Chinese high level of inequality of power and wealth within the society > > < < < American greater equality between societal levels, including government, organizations, and even within families
IDV
close and committed member 'group', be that a family, extended family, or extended relationships collectivist culture
more individualistic attitude and relatively loose bonds with others populace is more self-reliant and looks out for themselves
Key Findings MAS High degree of gender differentiation but lesser than american strict laws and rules, safety and security measures, belief in absolute Truth more emotional, and motivated by inner nervous energy < > > fewer rules not attempt to control all outcomes and results tolerance for a variety of ideas, thoughts, and beliefs. higher degree of gender differentiation
UAI
society's time perspective and an attitude of persevering overcoming obstacles with time
Chinese
Research Objectives
American
Key Findings
Investigate consumer impressions of KFC brand identity in China and United States break into 3: 1st objective: To quantify cross-cultural differences in fast-food consumption behavior (eating behavior: inside vs take away, eating speed) 2nd objective: To study differences and similarities of the 2 cultures in assessments of brand identity (localization of KFC, perceptions of properties, products, presentations and publications) 3rd objective: To determine how different brand identity elements and their items predicted overall customer satisfaction and future patronage (assessing the different aspects of service quality that are important in different cultures and correlating with that of KFCs)
Managerial Implications
Research Methods
Questionnaire Design 4 Parts Eating at KFC (frequency; time of day, spent in vs out; friend vs family) Overall Satisfaction and likelihood of visiting again Impressions of identity elements: property & product (8) and presentation & publications (5) Respondent demographics, lifestyle & aspirations
Special items to measure phonetic readability and sound of KFC name
Key Findings
Managerial Implications
Research Methods
Choice of Respondents
Key Findings
Students (eaten in KFC in past 2 years) Homogeneous across cultures in demographics Different in cultural frames of reference Consumers of fast food Always in pursuit of future consumer trends
Universities close to KFC outlets California State University (385) Quingdao University (410)
Managerial Implications
Key Findings
Chinese more likely to eat within the restaurant Chinese more likely to stay more time in the restaurant
Respondents having food within the restaurants, were similarly likely to be accompanied by family and friends in both the countries Women were more likely to eat in KFC than men in both the countries
The culture of having food in the restaurant with family and friends to spend quality time together
Managerial Implications
Chinese women perceive KFC to be a safer hangout place, American respondents have family food procurement responsibilities
Key Findings
Similarity for some of the individual items for e.g. KFC food is very tasty, it is a complete dinner
Chinese have given lower ratings for product than property and presentation
High Cronbach Alphas ( >0.8) for all the items US Cronbach Alphas were higher except for product
Managerial Implications
Strong correlation between satisfaction and future patronage, but larger for US
Key Findings
For the Chinese, more number of property and presentation identity elements were highly correlated with satisfaction
Discussions And Limitations
For US, more number of product and publication identity elements were highly correlated with satisfaction
Managerial Implications
Limitations
1. Just One Method To Conclude
Only comparative method was used to conclude the results through just one questionnaire. Other investigative tools or methods like interviews, observation or focused group methods could have been used to have more confident results
Key Findings
2. Interpretation With Reasoning The results are interpreted but the reasoning behind it should also be seen in details. For example: From the findings it is clear that females are more likely to visit KFC in both US and China. In China: safe haven and in US: Family Food Procurement
3. Lack Of Diverse Sample The studys objective was to understand the brand impressions in whole of China and US but sample selected was only college students. The sample is thus skewed. Instead people from all age groups should have been selected like children, family members etc.
Managerial Implications
Limitations
4. Cultural Frame Of Reference There lies a difference in the results but there are many variables like cultural background and different competitors in both countries which should also be seen. The decor, service etc of KFC is different for Chinese but in USA it is of same standards with many others. Thus newness for China. 5. Different Product growth cycle
Key Findings
In China the company is in growth stage whereas in USA it is in mature stage. The image of KFC is unhealthy, high-calorie junk food restaurant while in China it is perceived as modern.
Discussions And Limitations
6. Courtesy Bias To please the investigators and being bore courteous the Chinese people might have given answers which are more acceptable and less frank. This would result in inflated results. The presence of California university letterhead in questionnaire design might have communicated a desirable foreignness in Chinese people.
Managerial Implications
Implications
Key Findings
Consumers
Managerial Implications
Challenges of a global brand manager: Be flexible enough to adapt to new cultures Appreciate and adapt to the common practices of the different cultures to succeed in doing business in foreign lands Adjust one or more of the four brand identity elements to maximize local consumer response without sacrificing the global image Try to standardize identity expressions to achieve economies of scale; standardized identity elements can change local consumer cultures