ABSTRACT

To help multinationals meet consumer needs in the People’s Republic of China (PRC), this paper provides basic information about culture and consumer behavior with respect to fast food. A joint effort of researchers from two countries resulted in two PRC surveys and one USA survey using East-, East/West-, and West-influenced instruments, respectively. Results explain the frequency of purchasing fast food and differentiate the segment preferring “fast” from the segment preferring “food” (taste and nutrition), and the younger from the older consumer segment. Results have implications for planning culture-relevant research and marketing mix for similar products and consumers.