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C/M/2144. An examination of the impact of Western fast food advertisements on Chinese customers

WORDS:
6300
DATE:
2011
PRICE:
69.99 GBP

This study aims to examine what Chinese customers think of Western food, and assesses what impact Western food advertisement has on the perception of food. The paper begins by identifying the aims of the study as well as the rationale. The objectives are to find out what Chinese customers think of Western food, to discover factors that influence Chinese customers to consume Western food, focusing on fast food, to examine the influence of Western food promotion and advertising on eating habits of Chinese customers, and to discover what should be done in terms of marketing communication to promote Western food among Chinese customers. The review of literature discusses topics like consumer behaviour, the Chinese dining culture, and the impact of fast food advertisement. This is then followed by a methodology, which highlights all aspects of the current research. The paper concludes with a findings and analysis section.

 

KEYWORDS: Chinese customers, Western food, Western food advertisement, consumer behaviour, Chinese dining culture!,

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