Cross Cultural Influences On Brand Identity Impressions

Submitted By: Akanksha Singhal Ankita Negi Karan Aggarwal Shringar Bhuwania Swapneela Biswas

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Agenda

Theoretical Background And Content Of Paper Methodology And Analysis Section Of Paper Key Findings Discussion And Limitations Managerial Implications

Theoretical Background And Content Of Paper

What Is Brand Identity?

PROPERTIES
Restaurant faade Color Scheme & Dcor Indoor Ordering Dining area Lighting Restroom facilities

PRODUCT
Menu item Names

Methodology And Analysis Section Of Paper

Portion size
Food Appearance Smell/ Taste Ingredients Nutrition

Key Findings

CUSTOMER IMPRESSIONS
Discussions And Limitations

Assortment

PRESENTATIONS
In store place settings Take out Packaging

PUBLICATIONS
Consumer Advertising Web pages Outdoor Signage In store promotions

Managerial Implications

Employee Appearance
Efficiency Courtesy

Trade characters

Theoretical Background And Content Of Paper

Cultural Impressions
Global Identity Expressions Standardization to achieve economies of scale in marketing Restaurant signage, store layouts, trade characters, customer service interactions

Methodology And Analysis Section Of Paper

Key Findings

Localized Identity Expressions Offerings congruent with local expectations Menu offerings influenced by cultural values like Maharaja Macs for MacD India, Teruyaki Burgers for Japan Advertising, outdoor signage, in native language Cultural Frames of Reference Beliefs Values Norms Customs Lifestyles Competitive Standards Level of economic development

Discussions And Limitations

Managerial Implications

Challenge and the goal. Of marketing management..

Managing brand identity internationally Adjusting identity elements ( the 4 Ps ) to local consumer response Retain the advantages of global image

Theoretical Background And Content Of Paper PDI Methodology And Analysis Section Of Paper

Hofstede Comparison
Chinese high level of inequality of power and wealth within the society > > < < < American greater equality between societal levels, including government, organizations, and even within families

IDV

close and committed member 'group', be that a family, extended family, or extended relationships collectivist culture

more individualistic attitude and relatively loose bonds with others populace is more self-reliant and looks out for themselves

Key Findings MAS High degree of gender differentiation but lesser than american strict laws and rules, safety and security measures, belief in absolute Truth more emotional, and motivated by inner nervous energy < > > fewer rules not attempt to control all outcomes and results tolerance for a variety of ideas, thoughts, and beliefs. higher degree of gender differentiation

Discussions And Limitations

UAI

LTO Managerial Implications

society's time perspective and an attitude of persevering overcoming obstacles with time

> > >

societies' belief in meeting its obligations appreciation for cultural traditions

Theoretical Background And Content Of Paper

Chinese

Research Objectives

American

Methodology And Analysis Section Of Paper

Key Findings

Investigate consumer impressions of KFC brand identity in China and United States break into 3: 1st objective: To quantify cross-cultural differences in fast-food consumption behavior (eating behavior: inside vs take away, eating speed) 2nd objective: To study differences and similarities of the 2 cultures in assessments of brand identity (localization of KFC, perceptions of properties, products, presentations and publications) 3rd objective: To determine how different brand identity elements and their items predicted overall customer satisfaction and future patronage (assessing the different aspects of service quality that are important in different cultures and correlating with that of KFCs)

Discussions And Limitations

Managerial Implications

Theoretical Background And Content Of Paper

Research Methods
Questionnaire Design 4 Parts Eating at KFC (frequency; time of day, spent in vs out; friend vs family) Overall Satisfaction and likelihood of visiting again Impressions of identity elements: property & product (8) and presentation & publications (5) Respondent demographics, lifestyle & aspirations
Special items to measure phonetic readability and sound of KFC name

Methodology And Analysis Section Of Paper

Key Findings

Discussions And Limitations

Checks: draft version and revision, language translation, time check

Managerial Implications

Theoretical Background And Content Of Paper

Research Methods
Choice of Respondents

Methodology And Analysis Section Of Paper

Key Findings

Students (eaten in KFC in past 2 years) Homogeneous across cultures in demographics Different in cultural frames of reference Consumers of fast food Always in pursuit of future consumer trends

Discussions And Limitations

Universities close to KFC outlets California State University (385) Quingdao University (410)

Managerial Implications

Theoretical Background And Content Of Paper

Findings: Demographic and Behavioral Comparisons

Findings Chinese students were younger on average, more likely to be male and worked lesser hours in a week Chinese visited KFC more frequently Underlying reasons Chinese devote more time in academics, one child policy resulting in more males and tradition of education of sons Not many similar fast food chain options in China Chinese students do not have automobiles

Methodology And Analysis Section Of Paper

Key Findings

Chinese more likely to eat within the restaurant Chinese more likely to stay more time in the restaurant

More expensive dining for Chinese

Discussions And Limitations

Respondents having food within the restaurants, were similarly likely to be accompanied by family and friends in both the countries Women were more likely to eat in KFC than men in both the countries

The culture of having food in the restaurant with family and friends to spend quality time together

Managerial Implications

Chinese women perceive KFC to be a safer hangout place, American respondents have family food procurement responsibilities

Theoretical Background And Content Of Paper

Findings: Brand Identity Analysis and Comparisons

Findings Underlying reasons Varying brand identity based on varying cultural values and frame of reference Cultural frames of reference intervene between the corporate expressions and consumer impressions KFC has globalized aspects of brand identity Significant differences for 21 out of 26 individual items Chinese had a more positive brand impression of KFC for all the four items

Methodology And Analysis Section Of Paper

Key Findings

Similarity for some of the individual items for e.g. KFC food is very tasty, it is a complete dinner

Discussions And Limitations

Chinese have given lower ratings for product than property and presentation
High Cronbach Alphas ( >0.8) for all the items US Cronbach Alphas were higher except for product

Chinese prefer to have the Western, fast food dining experience

Higher internal consistency due to better questionnaire administration Foreign bias and tendency of giving more socially acceptable answers among the Chinese

Managerial Implications

Theoretical Background And Content Of Paper

Findings: Satisfaction, Future Patronage and Brand Identity

Findings Underlying reasons Chinese were more satisfied for food and more likely to visit again Better brand impression among the Chinese

Methodology And Analysis Section Of Paper

Strong correlation between satisfaction and future patronage, but larger for US
Key Findings

Brand identity is a bigger driving force for US consumers

For the Chinese, more number of property and presentation identity elements were highly correlated with satisfaction
Discussions And Limitations

Chinese prefer the Western dining experience

For US, more number of product and publication identity elements were highly correlated with satisfaction
Managerial Implications

US consumers are more influenced by product and advertising

Theoretical Background And Content Of Paper

Limitations
1. Just One Method To Conclude

Methodology And Analysis Section Of Paper

Only comparative method was used to conclude the results through just one questionnaire. Other investigative tools or methods like interviews, observation or focused group methods could have been used to have more confident results

Key Findings

Discussions And Limitations

2. Interpretation With Reasoning The results are interpreted but the reasoning behind it should also be seen in details. For example: From the findings it is clear that females are more likely to visit KFC in both US and China. In China: safe haven and in US: Family Food Procurement
3. Lack Of Diverse Sample The studys objective was to understand the brand impressions in whole of China and US but sample selected was only college students. The sample is thus skewed. Instead people from all age groups should have been selected like children, family members etc.

Managerial Implications

Theoretical Background And Content Of Paper

Limitations
4. Cultural Frame Of Reference There lies a difference in the results but there are many variables like cultural background and different competitors in both countries which should also be seen. The decor, service etc of KFC is different for Chinese but in USA it is of same standards with many others. Thus newness for China. 5. Different Product growth cycle

Methodology And Analysis Section Of Paper

Key Findings

In China the company is in growth stage whereas in USA it is in mature stage. The image of KFC is unhealthy, high-calorie junk food restaurant while in China it is perceived as modern.
Discussions And Limitations

6. Courtesy Bias To please the investigators and being bore courteous the Chinese people might have given answers which are more acceptable and less frank. This would result in inflated results. The presence of California university letterhead in questionnaire design might have communicated a desirable foreignness in Chinese people.

Managerial Implications

Theoretical Background And Content Of Paper

Implications

Methodology And Analysis Section Of Paper

Cultural Frame of Reference

Key Findings

Global Brand Identity

Consumers

Reinterpreted Localized Brand Identity

Discussions And Limitations

Managerial Implications

Challenges of a global brand manager: Be flexible enough to adapt to new cultures Appreciate and adapt to the common practices of the different cultures to succeed in doing business in foreign lands Adjust one or more of the four brand identity elements to maximize local consumer response without sacrificing the global image Try to standardize identity expressions to achieve economies of scale; standardized identity elements can change local consumer cultures

Thank you for your attention. Any question?