AN ANALYSIS OF THE IMPACT OF CULTURE ON MCDONALD’S CONSUMER BEHAVIOUR IN INDONESIA

• Main Author: Halyda Herdimansyah, Arlenea
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/61067
• Institution: Institut Teknologi Bandung

This dissertation analyses the impact of culture on consumer behaviour and investigates the ways cultural factors influence consumers’ decision-making process, as well as how a brand is perceived by the local community. The spread of globalization has impacted the food and beverage industry’s marketing strategy. This only stresses the importance of awareness regarding the relationship between a target market’s culture and how it affects the consumer behaviour of said target market. This study aims to comprehend the ways in which Indonesian culture might affect McDonald’s consumer behaviour in the country. Looking at existing findings on the impact of culture on consumer behaviour, this dissertation asks: does culture affect the visiting frequency and how the brand is perceived by the consumers? The definition that is used to analyse this phenomenon in this context is Indonesian food culture. Based on the literature review and ways consumer behaviours relate to culture and marketing, the researcher recruited McDonald’s Indonesia consumers as interview respondents. Respondents were given a set of questions they needed to answer in regards to this matter. Analysis of the responses showed that although the existence of culture in localized menus does not considerably impact customer’s visiting frequency, it does influence how the brand is perceived by customers. The results indicate that culture does affect consumer behaviour to a certain extent. Based on this, it is recommended that researchers and marketers alike be mindful of one’s culture when doing international marketing. Further research is needed to discover factors that might influence a more successful international marketing campaign.