Consumer Behaviour

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.

4.1 Apply the knowledge of consumer behavior in determining the present marketing concepts and strategies MKT320 Research Project

READING ASSIGNMENT

Your project must be submitted as a Word document (.docx, .doc)*. Your project will be individually graded by your instructor and therefore will take up to a few weeks to grade. Be sure that each of your files contains the following information:

Your name Your student ID number

Page 1Copyright Penn Foster, Inc. 2019 Course Version: 1

The exam number Your email address

To submit your graded project, follow these steps:

Log in to your student portal. Click on Take Exam next to the lesson you’re working on. Find the exam number for your project at the top of the Project Upload page. Follow the instructions provided to complete your exam.

Be sure to keep a backup copy of any files you submit to the school!

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.

Page 2Copyright Penn Foster, Inc. 2019 Course Version: 1

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.

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 (owl.en

glish.purdue.edu/owl/resource/747/05/) for information about MLA-

formatted works cited pages.

Grading Criteria