Multinational Fast Food Chains' "Global Think, Local Act Strategy" and Consumer Preferences in Turkey

By Metin, Ismail; Kizgin, Yildiray | International Journal of Marketing Studies, February 2015 | Go to article overview

Multinational Fast Food Chains' "Global Think, Local Act Strategy" and Consumer Preferences in Turkey


Metin, Ismail, Kizgin, Yildiray, International Journal of Marketing Studies


Abstract

In global competitive environment, to move one step forward fast-food companies turn to different methods of international marketing. Foremost among these international marketing methods is "Think global, act local". There are lots of differences among the nations' cultures and it may affect the cooking or preparing the food and beverage. In this context, to adapt their selves to local communities, global fast-food chains have to take into consideration about the economic, cultural and religious properties of the consumers who live all over the world. The purpose of this study is to investigate consumers' perceptions and behaviors regarding the multinational fast-food chains' glocal activities in Turkey. The paper also addresses a research question that Turkish consumers pay attention to multinational fast-food chains' strategy or not. The results of individual surveys show that marital status and age of the consumers have positive impacts on preferring and perceiving glocal menus of the multinational fast-food chains. Also, it is found that the advertisements regarding the multinational fast-food chains have positive effect on perception and they increase the perception level of the fast food chains' glocal menus. Mc Donald's restaurants' and Domino's Pizza restaurants' customers have the highest perception possibility regarding the glocalized menus. This result indicates that marketing managers of fast-food chains should take a glocalized approach via advertisements to success in the local markets. In regards, by theoretical and empirical analysis at our study it is aimed to contribute literature on the subject.

Keywords: consumer behaviors, international marketing, perceptions, fast-food chains

1. Introduction

There are lots of nations living in the world differs from each others and each nation has a nutrition style (Mehmet, 1992, pp. 149-150). Although each nation has own nutrition style, few country has a cuisine. Generally, shish kebab, sweet pastry and ayran are Turkish people's; pizza and macaroni are Italians'; cheese cake and black tea are English people's; sushi is Japans'; and croissant is French peoples' leading food and beverages. Although not having a cuisine such as France, China and Turkey; U.S.A. has operations with its multinational fast-food chains in all over the world. The first McDonald's restaurant outside of the USA opened in Canada and Puerto Rico in 1967. Another international fast food chain is KFC, which sells Chicken-related products and is the number one fast food company in the People's Republic of China (Wikipedia, 2014, p. 1). First Mc Donald's restaurant was opened in 1986, Pizza Hut restaurant come into service in 1989 and Burger King Restaurant was opened in 1995 in Turkey (Taylan, 2008, pp. 91-92). It indicates that the Fast Food chains are at the core of the globalization of international business.

International marketing activities of fast-food companies having operations in global scale such as McDonald's, Burger King, KFC, Pizza Hut, Domino's Pizza, Sbarro and Little Ceasers Pizza are discussed in this study. We aim to investigate consumers' perceptions and behaviors regarding the multinational fast-food chains' glocal activities in Turkey. The question is whether the glocalized marketing strategies of multinational fast-food chains are being understood or not by the Turkish consumers. Moreover, the study can inform multinational fast-food chains on how to promote and manage advertising activities for their businesses.

2. Conceptual Framework and Hypotheses

Based on the above discussion, the conceptual framework will be used to examine the importance of glocalization of fast-food menus in generating awareness. This framework draws on consumer behavior theory. This theory explains how the consumer's purchasing behavior leads to positive and negative attitudes toward glocal menus of multinational fast-food chains. And also this study explores consumer perceptions of multinational fast-food chains' glocal menus in Turkey. …

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