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