published_or_final_version / Business Administration / Master / Master of Business Administration

This study aimed to address consumers' stereotypical categorizations in the form of essentialist views about foreign cultures and their effect on individual consumers, including their negative or aroused emotions and subsequent retail patronage behaviors. The research mission was to empirically assess the salient dimensions of consumers' states of mind (positive and negative affect, psychological essentialism, epistemic curiosity), states of being (store atmospherics), and states of action (retail patronage behaviors) in a cultural context based on Mehrabian-Russell theory of environmental psychology. Specifically, the retail patronage setting was selected as foreign-based fast-food franchises because it represents both a relevant and timely situational context for consumer behavior. This dissertation makes several contributions to international retail patronage literature. First, it frames curiosity as an aroused emotional state and finds support for the relationship between consumer epistemic curiosity and retail patronage. Second, it provides support for the linkage between consumer affect and retail patronage in an international retail setting. Third, it reveals that affect has a greater impact on retail patronage than epistemic curiosity. The overarching finding of this study is an inability to tie the cultural elements in retail atmospherics, including signs, symbols, and artifacts, to consumer emotions. In addition, we were unable to frame psychological essentialism as a personality trait that would reduce the levels of affect and curiosity in retail store environments characterized by foreign-cultural elements.

Made available in DSpace on 2016-08-03T12:31:10Z (GMT). No. of bitstreams: 1 Texto Completo.pdf: 2185041 bytes, checksum: 6e4bafaf0991775415dbdf8e67821864 (MD5) Previous issue date: 2010-04-06 / Coordenação de Aperfeiçoamento de Pessoal de Nível Superior / O objetivo deste trabalho foi entender o uso estratégico do entretenimento na comunicação mercadológica voltada às crianças no ponto de venda das redes de fast food. O eixo teórico-metodológico aplicado foi o estudo de casos múltiplos. As redes de fast food selecionadas foram Bobs, Habibs e McDonalds. A pesquisa foi realizada em 15 lojas, durante os meses de junho a outubro de 2009. Pela análise dos dados coletados, pudemos concluir que o uso do entretenimento na comunicação direcionada às crianças é uma prática efetiva das redes de fast food. A maioria das promoções, inclusive, utiliza personagens licenciados de sucesso na TV ou no cinema para atrair o público infantil. No PDV, o entretenimento é o protagonista das mensagens, por meio de ações de merchandising e promoção de vendas, enquanto as informações sobre os alimentos oferecidos às crianças, tanto nas lojas quanto nas embalagens dos kits dos lanches analisados, são bastante restritas. No geral, as redes se valem de uma ética que não leva em consideração o que o produto pode causar em quem o consome. A dita liberdade de expressão comercial se sobrepõe aos direitos fundamentais da pessoa humana, já que, na abordagem mercadológica, via de regra predominam os interesses corporativistas.(AU)

The purpose of the Master's Thesis is to create the complex business plan for a healthy fast food restaurant and find out if it is viable. It should serve as a source of realization after finishing studies. The Thesis consists of these parts: introduction, theoretical part, practical part and conclusion. Theoretical part outlines the theoretical basis of creating business plan and practical part uses these basis to actual creation of concrete business plan for company Roll To Go!. It addresses all areas of business related to the best possible start and advance operation of the company. This plan describes concept of realization of boot, recipes, marketing mix, financial plan and analyses strengths and weaknesses of the project. A summary of information I found out about this business plan is in conclusion.

This work deals with marketing communications of the selected brand in the QSR (Quick Services Restaurant) segment. The aim is to formulate appropriate recommendations that would increase the effectiveness of advertising. Recommendations will be based on the results of the analysis of communication activities focused on brand advertising, its effects on consumers' perception and evaluation. The theoretical part is devoted to the theory of marketing communications, effective communication, advertising, as such, and modern trends. The practical part begins with the introduction to the brand and its target group. Further, the model of marketing communications for selected brand with a focus on advertising is described and confronted with theoretical knowledge about creating effective advertising. Identified problem areas are subjected to a questionnaire survey. Based on the findings are formulated conclusions and recommendations for change in brand advertising.

by Tam Yuen-chiu, Stephen. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1994. / Includes bibliographical references (leaves 50-52). / ACKNOWLEDGEMENTS --- p.i / ABSTRACT --- p.ii / TABLE OF CONTENTS --- p.iv / LIST OF TABLES --- p.vi / CHAPTER / Chapter I. --- INTRODUCTION --- p.1 / Objectives --- p.2 / Chapter II. --- METHODOLOGY --- p.3 / Secondary Research --- p.3 / Primary Research --- p.4 / Definition --- p.6 / Limitations --- p.8 / Chapter III. --- THE FAST FOOD INDUSTRY IN HONG KONG --- p.9 / Fast Food Industry Background --- p.9 / Hong Kong Fast Food Chains With China Operations --- p.13 / Hong Kong Fast Food Chains Without China Operations --- p.17 / Chapter IV. --- FOREIGN FAST FOOD CHAINS IN CHINA --- p.18 / An Overview of the Retail Market Environment in China --- p.18 / Historical Development and Present Situation of Foreign Fast Food Chains --- p.20 / Chapter V. --- SUMMARY OF IN-DEPTH INTERVIEWS --- p.26 / Importance of China Business --- p.26 / Entry Motives --- p.29 / Forms of Entry --- p.30 / Problems Encountered --- p.32 / Attitude Toward Political Risks of the Tiananmen Incident --- p.36 / Competitive Advantage of Foreign Fast Food Chains in China --- p.38 / Business Results to Date Measured Against Expectations --- p.39 / Major Improvements Expected by Foreign Fast Food Chains --- p.40 / Chapter VI. --- CONCLUSIONS --- p.42 / APPENDICES --- p.43 / BIBLIOGRAPHY --- p.50

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Summary in Chinese. / Thesis (M.B.A.)--Chinese University of Hong Kong. / Bibliography: leaves 115-116.

This paper examines the changing nature of the quick-service food industry. From the introduction of the drive-in restaurant to the advent of the fast food industry to the niche market of fast casual dining we focus on the competitive environment that is clearly representative of a growing demand from value conscious consumers. Coupled with the economic growth post World War II, consumer preferences for fast and easy food options fueled the growth of the fast food industry. But not until the 1990's did we see competition for fast food firms from the fast casual niche sparked by changing consumer preferences. Most recently we see a merge between fast casual and fast food firms. We identify the difference between fast casual and fast food firms through a deep analysis of two of the most successful fast casual firms: Chipotle and Panera. By dissecting their cost structures it is clear where these firms succeed and by means of representation where fast casual firms have been most proficient at selling the new market idea. Then we dive into the areas in which fast food firms have adjusted their business models to attain market share back from fast casual firms. Some fast food firms have been successful while others fall by the wayside. Essentially, changing the identity of fast food to not only cheap and fast but also socially dignified and consumer driven. The firms that have been successful have pressured profit margins of fast casual firms and causing them to fast to meld business identities towards fast food firms. The result is a consolidation of the quick service market that has sparked the emergence of larger corporation as it becomes harder to survive.

KFC and McDonald’s are two representatives of American fast food brands who are operating in China.Considering the cultural differences between American and Chinese culture, whether and how they adaptthemselves to the Chinese culture caught the authors’ attention. This thesis aimed to explore the culturaladaptation patterns of these two brands, and find out what factors contribute to a successful culturaladaptation model from customers’ perspective.In order to find the answer, the authors based this study on academic theories and studies together withobjective information of KFC and McDonald’s, and carried on a survey based on Chinese market. Aftercombining empirical findings and analysis, two models were derived for KFC and McDonald’srespectively. After the analysis, this thesis also discussed implication and limitation of the results, andsuggestion for future study was presented.