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Deepa, Lakshmy (2025) Globalisation and Localisation in the Culinary Industry. Masters thesis, Dublin, National College of Ireland.
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Abstract
This research explores how global fast-food companies, in this case McDonalds in India and KFC in China, have managed to strike a balance between international standardisation and local culture adaptation in an attempt to generate consumer loyalty. Following Globalisation Theory, Hofstede Cultural Dimensions, and McDonaldization Thesis of Ritzer, it would take the form of positivist, quantitative research design where the survey data of 99 respondents would be obtained. Statistical test with SPSS indicates that the strongest driver of loyalty is the cultural menu adaptation, whereas price sensitivity and familiarity with the brand do not have a key role. Loyalty also has a positive correlation with localised advertising and the usefulness of culturally responsive marketing. The perceptions of brand familiarity differences across genders were insignificant and this implied similar application of recognition-based strategies. The findings point out to the fact that cultural adaptation does not only represent a marketing strategy, but a strategic response that ensures the longevity of loyalty in the face of culturally diverse markets. The paper contributes to the body of knowledge on global branding in theory and recommends to the fast-food companies in high-context, rich cultural countries on how to gain competitive edge through branding.
| Item Type: | Thesis (Masters) |
|---|---|
| Supervisors: | Name Email Nyiawung, Julius UNSPECIFIED |
| Subjects: | H Social Sciences > Economics > Business H Social Sciences > HD Industries. Land use. Labor > Specific Industries > Food Industry H Social Sciences > HC Economic History and Conditions > Globalisation |
| Divisions: | School of Business (- 2025) > Master of Science in International Business |
| Depositing User: | Ciara O'Brien |
| Date Deposited: | 13 Dec 2025 15:55 |
| Last Modified: | 13 Dec 2025 15:55 |
| URI: | https://norma.ncirl.ie/id/eprint/9035 |
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