Cultural Factors and Segment Variables

Cultural Factors and Segment Variables Cultural Factors Analyzing the Consumer Market chapter 6 caper one: Describe and discuss the cultural factors that have the close to influence on consumers purchasing your product/service. “Cultural groups, whether delimit by gender, ethnicity, social kinfolk, religion, profession, age, region of the country, or part of the b all told are the media with which and within which individuals come to beâ€"to feel, to think, to doâ€"in culturally appropriate and resonant ways” (Heiman, Kitayama, Markus 1996 p. 898). It is because no great mystry as to why companies such(prenominal) as McDonald’s resturants tatget cultural groups and subgroups. Predicting and influencing consumer behavior are heavy influences upon the companies trade behavior. A well established successful company such as Mconald’s knows it must change as 1) subtlety and subculture changes and 2) if it wishes to engage new cultures. We may hear it said that American culture is Mom, apple pie, baseball and Chevy (if you believe the commercials). only it seems that the rest of the world adds to that list McDonald’s. When discussing the Americanization of other countries one of the describe indicators is the number of McDonald’s restaurants (Craig, Douglas & Bennett, 2009).



In It’s all McChange at McDonald’s, Emerald Group (2007) article points out that McDonald’s wants to be seen as an ethical company promoting diversity, caring for the planet, while encourage healthy lifestyle choices. The underlying tone of the article nonetheless is that McDonald’s is an agent spreading its culture in aforethought(ip) world(a)ization. McDonald’s could not however succeed in the broader global markets if it did not adapt to the local cultures including growing subcultures. A DM News (2010 32(17), 61) article discuses a McDonald’s Chinese marketing test in seven cities for seven days, promoting the offer through QQ (social media) and word-of-mouth. McDonald's combined a fried chicken giveaway with the...

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