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C/M/2155. Dissertation. Impact of Western culture on Chinese consumer behaviour towards fast food

WORDS:
6300
DATE:
2011
PRICE:
69.99 GBP

The dissertation examines the behaviour and perceptions of Chinese customers towards fast food analyzing marketing strategies that can best promote fast food in China. Literature is reviewed on the theory of consumer behaviour, the Chinese dining culture, the impacts of fast food advertising of eating patterns, etc. Primary research is conducted through questionnaires distributed among 100 respondents. Conclusions are made about the role of Chinese culture in defining taste preferences of Chinese consumers.

 

KEYWORDS: Dissertation, Western culture, Chinese consumer behaviour, Chinese fast food, advertising,

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