Multinational Fast Food Chains’ “Global Think, Local Act Strategy” and Consumer Preferences in Turkey
Bibliographic record
Abstract
In global competitive environment, to move one step forward fast-food companies turn to different methods of international marketing. Foremost among these international marketing methods is “Think global, act local”. There are lots of differences among the nations’ cultures and it may affect the cooking or preparing the food and beverage. In this context, to adapt their selves to local communities, global fast-food chains have to take into consideration about the economic, cultural and religious properties of the consumers who live all over the world. The purpose of this study is to investigate consumers’ perceptions and behaviors regarding the multinational fast-food chains’ glocal activities in Turkey. The paper also addresses a research question that Turkish consumers pay attention to multinational fast-food chains’ strategy or not. The results of individual surveys show that marital status and age of the consumers have positive impacts on preferring and perceiving glocal menus of the multinational fast-food chains. Also, it is found that the advertisements regarding the multinational fast-food chains have positive effect on perception and they increase the perception level of the fast food chains’ glocal menus. Mc Donald’s restaurants’ and Domino’s Pizza restaurants’ customers have the highest perception possibility regarding the glocalized menus. This result indicates that marketing managers of fast-food chains should take a glocalized approach via advertisements to success in the local markets. In regards, by theoretical and empirical analysis at our study it is aimed to contribute literature on the subject.
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How this classification was reachedexpand
Full frame distilled prediction
Teacher imitationNot calibrated prevalence, not ground truth. Human validation pending. Learned from the 10,348 direct Codex labels and 10,348 direct Gemma labels. Candidate is the union of thresholded teacher heads; consensus is their intersection. These outputs are machine_predicted_unvalidated and are not human labels or direct frontier model labels.
Codex and Gemma teacher scores by category
| Category | Codex | Gemma |
|---|---|---|
| Metaresearch | 0.001 | 0.001 |
| Meta-epidemiology (narrow) | 0.000 | 0.000 |
| Meta-epidemiology (broad) | 0.000 | 0.000 |
| Bibliometrics | 0.000 | 0.000 |
| Science and technology studies | 0.000 | 0.000 |
| Scholarly communication | 0.000 | 0.000 |
| Open science | 0.000 | 0.000 |
| Research integrity | 0.000 | 0.000 |
| Insufficient payload (model declined to judge) | 0.000 | 0.000 |
Machine scores (provisional)
The two teacher heads of the student model, read on this work. A score orders the frame for review; it never asserts a category, and the validation status ships verbatim with every row.
Baseline scores from an immature model (maturity gate not passed, 7 training rounds). Scores rank; they never assert a category.
score_only:v0-immature-baseline · verbatim from the scoring run: score_only means the number may rank works, and no category label ships from itClassification
machine, unvalidatedMachine predicted; a candidate call from one teacher head, not a consensus.
How this classification was reached, model by model and score by score, is at the end of the page under "How this classification was reached".