Research Report

:
“Impact of globalization on consumer choice”
The impact of globalization on consumer behavior on fast-food industry in Pakistan and determine why companies go for globalization. Customer behavior study is based on consumer buying behavior, with the customer playing the three distinct roles of user, payer and buyer.

8/25/2011

Impact of Globalization on Consumer Choice

Assigned By: SIR HA Submitted By: Ali Arshad BA"#"$% & '(# A!

aster)s in Business Administration
Semester:

Summer #"''
!e*artment:

Lahore Business School +LBS,

Literature Review:
Effect of globalization on consumer choice

2

Impact of Globalization on Consumer Choice

Table of Contents
Impact of Globalization on Consumer Choice........................................................................6 1. Executive Summary............................................................................................................... 7 2. roblem Statement................................................................................................................ 7 !. Intro"uction............................................................................................................................ # $. %iterature revie&.................................................................................................................... ' (. )b*ective of our stu"ies......................................................................................................1+ 6. ,etho"olo-y........................................................................................................................ 1+ !ample................................................................................................................................... "# $ethod of !ampling............................................................................................................... "# Techni%ue of Collection of &ata............................................................................................."# 'uestionnaire......................................................................................................................... "# 7. .in"in-s................................................................................................................................ 11 'uestion (o. ") *ender of +espondents................................................................................"" ,-planation)........................................................................................................................ "" 'uestion (o. 2) .ge of +espondents....................................................................................."2 ,-planation)........................................................................................................................ " 'uestion (o. ) &o you have knowledge about globalization/..............................................."0 ,-planation)........................................................................................................................ "0 'uestion (o. 0) &o you think that the globalization affects the consumer preference/.........."1 ,-planation)........................................................................................................................ "1 'uestion (o. 1) Can globalization enhance the consumer preference/................................."2 ,-planation)........................................................................................................................ "2 'uestion (o. 2 &o you think increasing the trend of fast food industry is due to globalization/ ............................................................................................................................................... "3 ,-planation)........................................................................................................................ "3 'uestion (o. 3) &o you think globalization is effect on consumer buying behavior/.............."4 ,-planation)........................................................................................................................ "4

Impact of Globalization on Consumer Choice
'uestion (o. 4) Can globalization enhance the consumer preference/................................."5 ,-planation)........................................................................................................................ "5 'uestion (o. 5) Can women prefer to eat fast-food/..............................................................2# ,-planation)........................................................................................................................ 2# 'uestion (o. "#) &oes fast-food attracts the consumer because it is ready to eat/...............2" ,-planation)........................................................................................................................ 2" 'uestion (o. "") 6ast 6ood becomes most popular through media/.....................................2 ,-planation)........................................................................................................................ 2 'uestion (o. "2) &oes globalization changes the trend of eating in Pakistan/......................20 ,-planation)........................................................................................................................ 20 'uestion (o. " ) 7s fast-food become a need of a country now/...........................................21 ,-planation)........................................................................................................................ 21 'uestion (o. "0) &oes buying behavior of consumer changes with the change in income level/...................................................................................................................................... 22 ,-planation)........................................................................................................................ 22 'uestion (o. "1) &o u think that fast food is a healthy food for Pakistani people/.................23 ,-planation .....................................................................................................23

'uestion (o. "2) $ostly middle class people like to eat fast food/........................................24 ,-planation)........................................................................................................................ 24 'uestion (o. "3) $ostly youngsters like to eat fast food/.....................................................25 ,-planation)........................................................................................................................ 25 'uestion (o. "4) 7 prefer fast food more than continental/.................................................... # ,-planation)........................................................................................................................ # 'uestion (o. "5) 7 eat fast food because 7 don8t like continental food/.................................. " ,-planation)........................................................................................................................ " 'uestion (o. 2#) 7 think fast food gives me high level of energy/.......................................... 2 ,-planation)........................................................................................................................ 2 'uestion (o. 2") *lobalization create positive image in fast-food sector/............................. ,-planation)........................................................................................................................ 0

Impact of Globalization on Consumer Choice
#. Conclusion........................................................................................................................... !$ +esearch analysis and conclusion......................................................................................... 0 *roup analysis on globalization ............................................................................................. 0 ,conomy growth .................................................................................................................... 1 7ncrease in employment opportunities.................................................................................... 1 Calling up of foreign investors ............................................................................................... 1 $oney circulation................................................................................................................... 1 9iving style and customer buying behavior ............................................................................ 1 :usiness opportunities ......................................................................................................... 1 Creating value for country ..................................................................................................... 2 !6 '. /ecommen"ation................................................................................................................. !6 1+. /eferences......................................................................................................................... !7 11. 0ppen"ix 11 Cover %etter..................................................................................................!' 12. 0ppen"ix 21 2uestionnaire..............................................................................................$1

1

Impact of Globalization on Consumer Choice

Im*act of -lobalization on .onsumer .hoice 0C34)5%E6GE,E47

Acknowledgement

We owe a great thanks to a great people who helped and supported us during the completion of this project. Our deepest thanks to sir Hammad, the professor of the project, for guiding and correcting various documents with attention and care. He has taken pain to go through the project and make necessary correction as and when needed.

We would also thank our Institution and our faculty mem ers without whom this project would have een a distant reality. We also e!tend my heartfelt thanks to our family and well"wisher.

Ali Arshad

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Impact of Globalization on Consumer Choice

1. Executive Summary
#he glo ali$ation is changing everything from people%s way of thinking to other attitudes towards life, with more years passing y, time is running out and we all want to achieve more in less time consumption. #he o jective of this research is to provide an understanding of the fast food industry and its popularity secrets in &akistan. We have chosen to study the growing trends of fast food consumption among youth. #he purpose of this research is to e!plore the underlying causes for this growing trend and to access the consumer awareness and attitude regarding fast food due to the glo ali$ation. We collected information with the help of 'uestionnaire from the (ustomers who ate fast food. #hen we have analy$ed the collected data through )&)) and made a decision y analy$ing and interpreting the data. We took * days for the research work till the analysis and findings of the assigned project i.e. /Im*act of globalization on consumer choice0 1eywords: +lo ali$ation, ,ast ,ood, ,ast ,ood in &akistan.

2.

Problem Statement

;ow many customers are involved in fast food industry due to globalization/

3

Impact of Globalization on Consumer Choice

3.

Introduction

,irst we start from the word what is glo ali$ation. #he term glo ali$ation means to increase economic condition through the reduction of some arriers in international trade such as tariff, e!port fees and import 'uotas. #he history of this word shows good results in the past. #HO-.) /. ,RI01 -02 e!plain this word into three parts 34567849::;, +lo ali$ation 7 349::87:::; and +lo ali$ation < 37:::"present; the first part shows glo ali$ation of culture the second shows glo ali$ation of companies and the third show the glo ali$ation of individual. +lo ali$ation refers to the increasing unification of the world=s economic order through reduction of such arriers to international trade as tariffs, e!port fees, and import 'uotas. #he goal is to increase material wealth, goods, and services through an international division of la or y efficiencies cataly$ed y international relations, speciali$ation and competition. It descri es the process y which regional economies, societies, and cultures have ecome integrated through communication, transportation, and trade. #he term is most closely associated with the term economic glo ali$ation: the integration of national economies into the international economy through trade, foreign direct investment, capital flows, migration, the spread of technology, and military presence. I. II. However, glo ali$ation is usually recogni$ed as eing driven y a com ination of economic, technological, sociocultural, political, and iological factors. #he term can also refer to the transnational circulation of ideas, languages, or popular culture through acculturation. .n aspect of the world which has gone through the process can e said to e glo ali$ed.

(onsumer ehavior is the study of when, why, how, and where people do or do not uy a product. It lends elements from psychology, sociology, social anthropology and economics. It attempts to understand the uyer decision making process, oth individually and in groups. It studies characteristics of individual consumers such as demographics and ehavioral varia les in an attempt to understand people=s wants. It also tries to assess influences on the consumer from groups such as family, friends, reference groups, and society in general. (ustomer ehavior study is ased on consumer uying ehavior, with the customer playing the three distinct roles of user, payer and uyer. Relationship marketing is an influential asset for customer ehavior analysis as it has a keen interest in the re"discovery of the true meaning of marketing through the re"affirmation of the importance of the customer or uyer. . greater importance is also placed on consumer retention, customer relationship management, personali$ation, customi$ation and one"to"one marketing. )ocial functions can e categori$ed into social choice and welfare functions. 1oes +lo ali$ation #hreaten or 2urture /ocal -arkets> In ?#he World is flat,@ 2ew Aork #imes columnist #homas /. ,riedman argues that computer technology has created a world in which, to a greater e!tent than ever efore, individuals can compete and colla orate glo ally.
4

Impact of Globalization on Consumer Choice
/inked y a fi er"optic network, he says, we have all ecome ne!t"door neigh ors 3,arrar, )traus and +irou!, 7::B;. -uch has een made of this so"called flattening of the world. ,riedman descri es the penetration of glo al culture into some of the most unlikely places on earth. Cut as the planet continues to shrinkDand as the wildest dreams of Eathmandu turn into the facts of Eew, will individual cultures vanish in the process>

4.

Literature revie

#o critically understand all the 'uestions and issues that arise in wide ranging studies of consumer ehavior we e!amine all the previous studies regarding this topic. On the asis of those studies we are going to determine. What 'uestion we should discuss in our studies. .ll previous research and studies which are conducted in &akistan are not fulfilling the merit of research. #he previous research glo ali$ation and the changing network of food supply. #hey are using post"productivity demand for the new consumers in the F.E. #hose are encouraging this horticultural system in Eenya. #his research focuses on the importation of fresh horticulture produce from Eenya to FE. .nother research shows the difference of human ehavior in which multilevel of consumer involvement in international segmentation which give the comparison etween inter and intra cultural ehavioral homogeneity. #his framework shows appropriate results in international marketing strategy. What we (onclude from the article is that access should e provided to the customer within a culture. Coth physical and economic access
<;.T *9=:.97>.T7=( =?,+!;.&=<! @!=67. (.!!T+=$A

What is the connection etween modern democratic thought and glo ali$ation> #his article e!amines the rationale ehind the present crisis of democracy. It demonstrates that the pro lem facing modern democratic thought has less to do with the asymmetries associated with the forces of glo ali$ation and more to do with an asymmetry within popular sovereignty itself the fact that the oundaries of democracy cannot themselves e democratically legitimated another research shows the study finds the perceived control and shopping enjoyment can increase the intention of new we customers to return ut seemingly influence repeat customers to return. .nother research ?Eenneth ,. )cheve@ professor of political science descri es a new deal of glo ali$ation. In that research he tells a out the features of F.) economy has emerged. #he income of an individual has een decrease if he compares the income of high earner. #he mi! of forces ehind this trend is not yet clear. #oday not only ladder are hurting even college graduates and worker%s with non"professional degree their income level is also decreasing. Cy some measures ine'uality in the Fnited )tates is greater than any time since 467:s. .s glo ali$ation is causing a new trend, it changes the lifestyle of consumer. ,or that glo ali$ation is carrying oth positive and negative effects with it. +lo ali$ation of consumption
5

Impact of Globalization on Consumer Choice
is a process of findings reflection with respect to consumer function%s on the market. #he first step in glo al consumption is on market environment of consumer and fulfilling their needs. #he second dimension shows the purchase ha it of the consumer. #he last sphere shows the hierarchy of purchaser needs their life style and attitudes.

!.
I. II.

"b#ective of our studies
#he core o jective of our study is to determine the impact of glo ali$ation on consumer ehavior on fast food industry in &akistan. One more main reason is to determine why companies go for glo ali$ation>

O jective of our study is following:

$.

%et&odolo'y
<e have selected 0## samples for our research from fast food restaurant

Sam(le

%et&od of Sam(lin'
!imple random sampling was used in this research study. B. sample of size Cn8 is defined to be a simple random sample. .mong the 0## sample, all %uestionnaires were filled up by the customers from different restaurant. !ample size of "## was filled up from D6C "## from $c&onalds, and "## from pizza hut, and 1# from ;ardees and 1# from subway.

Tec&ni)ue of Collection of *ata
'uestionnaire was distributed to all the selected customer of $c&onalds, pizza hut, ;ardees, and subway 9ahore and after five days all %uestionnaire were collected from the customers.

+uestionnaire
&ata collection source used in our research study is %uestionnaire. .ll the %uestionnaire were designed in ,nglish format asked in %uestionnaire were closed ended with liked scale that included five possible answers for each %uestion strongly disagree, disagree, neutral, agree and strongly agree. 'uestionnaire consists of four parts. The first part of %uestionnaire was demographic in which *enderETitle, name and age. The second part of %uestionnaire covered the general knowledge about globalization in third part of %uestionnaire covered the impact of globalization on consumer behavior on fast food industry in Pakistan and last part was about is to determine why companies go for globalization. • . system of methods used in a particular field is called methodology. F=-ford ,nglish dic. th revised additionA.

"#

Impact of Globalization on Consumer Choice
• . body of practices, procedures, and rules used by those who work in a discipline or engage in an in%uiry is termed as methodology.

,.

-indin's

+uestion .o. 1/ 0ender of 1es(ondents
2able ': !escri*tive Statistics of -ender

Gender Valid N (list wise)

N 400 400

Descriptive Statistics Minimum Maximum 1 2

Mean 1.48

Std. Deviation 0.5

2able #: !istribution of Study -rou*s of -ender

Gender Frequency Male Female otal 207 193 !"" Percent 51.8 48.2 #""."

Ex(lanation/
This table shows the results of gender. <e have already mentioned in the research proposal about the sample size which is about 0##. =ut of 0## respondents, 2#3 are the male who participated in our research and female respondents were about "5 . This concludes that 1".4 percent are the male who answered our %uestions and the percentage of the females are 04.2. The following tables show the descriptive stats and the number of respondents of the study groups. ""

Impact of Globalization on Consumer Choice
+uestion .o. 2/ 2'e of 1es(ondents
2able %: !escri*tive Statistics of Age

$%e Valid N (list wise)

N 400 400

Descriptive Statistics Minimum Maximum 15 43

Mean 22.36

Std. Deviation 3.769

2able 3: !istribution of study grou*s of Age

$%e 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 40 43 otal

Frequency 1 5 12 16 37 60 70 50 38 25 21 11 13 14 12 3 3 1 1 2 2 2 1 !""

Percent 0.2 1.2 3 4 9.2 15 17.5 12.5 9.5 6.2 5.2 2.8 3.2 3.5 3 0.8 0.8 0.2 0.2 0.5 0.5 0.5 0.2 #""

"2

Impact of Globalization on Consumer Choice

Ex(lanation/
7n this table the result shows that the minimum age is about "1 and the ma-imum age is 0 , these are the ma-imum and the minimum age of the consumers who answered our %uestionnaire. The sample size is about 0##. The graph shows that the ma-imum ages are of 2" and the minimum age is about "1. These are the age of those consumers which gives their suggestion and e-planation about the impact of the globalization. <e don8t set any age limit to answer our %uestioner because of the less time. <e find mostly youngster to answer of %uestion. Goungsters are very much familiar with the Hunk food so we think that they provide us better information regarding our topic.

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Impact of Globalization on Consumer Choice
+uestion .o. 3/ *o you &ave 3no led'e about 'lobali4ation5
2able (: !escri*tive Statistics of 4uestion %

Descriptive Statistics N Do you &ave 'nowled%e a(out %lo(ali)ation* Valid N (list wise)
2able 5: !istribution of 4uestion % Res*onses

Minimum 1

Maximum 2

Mean 1.19

Std. Deviation 0.393

400 400

Frequency +es No otal 324 76 !""

Percent 81 19 #""

Valid Percent 81 19 #""

#he graphically represents there percentage is under:

Ex(lanation/
In this ta le the <75 out of 5:: consumer say%s they have knowledge a out the glo ali$ation the percentage of that peoples are 94G and the *H consumers say%s out of 5:: they not have any idea of glo ali$ation the percentage of that peoples is 46G. #his percentage among oth costumers who have knowledge a out glo ali$ation and who have no idea a out glo ali$ation is shown in under the graph.
"0

Impact of Globalization on Consumer Choice
+uestion .o. 4/ *o you t&in3 t&at t&e 'lobali4ation affects t&e consumer (reference5
2able 6: !escri*tive Statistics of 4uestion 3

6escriptive Statistics ,inimu 4 m 6o you thin8 that the -lobalization 0## " affects the consumer preference9 :ali" 4 ;list &ise< 0##
2able 7: !istribution of 4uestion 3 Res*onses

,aximu m 1

,ea n .02

St". 6eviation ".#05

Strongly Disagree Disagree Neutral Agree Strongly Agree otal

Frequency 27 41 118 165 49 !""

Percent 6.8 10.2 29.5 41.2 12.2 #""

Valid Percent 6.8 10.2 29.5 41.2 12.2 #""

,umulative Percent 6.8 17 46.5 87.8 100

Ex(lanation/
In this ta le the glo ali$ation affect the consumer preference is 7* out of 5:: strongly disagree in the percentage of that peoples is just H.9G and 54 disagree out of 5:: they are 4:.7G in the percentage and 449 says its natural out of 5:: the percentage of that peoples 76.BG. 4HB peoples agree with this fact the glo ali$ation affects the consumer preference out 5:: in the percentage they are 54.7G.and 56 out of 5:: peoples strongly agree the percentage of that peoples is 47.7G. #he graphically represents there percentage is under:

"1

Impact of Globalization on Consumer Choice

+uestion .o. !/ Can 'lobali4ation en&ance t&e consumer (reference5
2able $: !escri*tive Statistics of 4uestion (

6escriptive Statistics ,inimu 4 m Can -lobalization enhance the consumer 0## " preference9 :ali" 4 ;list &ise< 0##

,aximu m 1

,ea n . 5

St". 6eviation ".# 1

2able '": !istribution of 4uestion ( Res*onses

Strongly Disagree Disagree Neutral Agree Strongly Agree otal

Frequency 20 59 113 161 47 !""

Percent 5 14.8 28.2 40.2 11.8 #""

Valid Percent 5 14.8 28.2 40.2 11.8 #""

,umulative Percent 5 19.8 48 88.2 100

Ex(lanation/
In this ta le the glo ali$ation enhance the consumer preference is 7: out of 5:: strongly disagree in the percentage of that peoples is just BG and B6 disagree out of 5:: they are 45.9G in the percentage and 44< says its natural out of 5:: the percentage of that peoples 5:.7G. 4H4 peoples agree with the glo ali$ation enhance the consumer preference out 5:: in the percentage they are 5:.7G. .nd 5* out of 5:: peoples strongly agree the percentage of that person is 44.9G. #he graphically represents there percentage is under:

"2

Impact of Globalization on Consumer Choice

+uestion .o. $ *o you t&in3 increasin' t&e trend of fast food industry is due to 'lobali4ation5
2able '': !escri*tive Statistics of 4uestion 5

Descriptive Statistics N Do you t&in' increasin% t&e trend o-ast -ood industry is due to %lo(ali)ation* Valid N (list wise)
2able '#: !istribution of 4uestion 5 Res*onses

Minimum 1

Maximum 5

Mean 3.35

Std. Deviation 1.149

400 400

Strongly Disagree Disagree Neutral Agree Strongly Agree otal

Frequency 32 66 89 157 56 !""

Percent 8 16.5 22.2 39.2 14 #""

Valid Percent 8 16.5 22.2 39.2 14 #""

,umulative Percent 8 24.5 46.8 86 100

Ex(lanation/
7n this table the globalization increasing the trend of fast food is 2 out of 0## strongly disagree with this. in the percentage of that peoples is Hust 4I and 22 disagree out of 0## they are "2.1I in the percentage and 45 says its natural out of 0## the percentage of that peoples 22.2I. "13 peoples agree with this fact the globalization increasing the trend of fast food industry out 0## in the percentage they are 5.2I.and 12 out of 0## peoples strongly agree the percentage of that peoples is "0I. The graphically represents there percentage is under)

"3

Impact of Globalization on Consumer Choice
+uestion .o. ,/ *o you t&in3 'lobali4ation is effect on consumer buyin' be&avior5
2able '%: !escri*tive Statistics of 4uestion 6

Descriptive Statistics N Do you t&in' %lo(ali)ation is e--ect on consumer (uyin% (e&avior* Valid N (list wise) 400 400 Minimum 1 Maximum 5 Mean 3.37 Std. Deviation 1.143

2able '3: !istribution of 4uestion 6 Res*onses

Strongly Disagree Disagree Neutral Agree Strongly Agree otal

Frequency 36 52 94 164 54 !""

Percent 9 13 23.5 41 13.5 #""

Valid Percent 9 13 23.5 41 13.5 #""

,umulative Percent 9 22 45.5 86.5 100

Ex(lanation/
In this ta le the glo ali$ation effect on consumer uying ehavior is <H out of 5:: strongly disagree in the percentage of that peoples is just 6G and B7 disagree out of 5:: they are 4<G in the percentage and 65 says its natural out of 5:: the percentage of that peoples 7<.BG. 4H5 peoples agree with this fact out 5:: in the percentage they are 54G.and B5 out of 5:: peoples strongly agree the percentage of that peoples is 4<.BG. #he graphically represents there percentage is under:

"4

Impact of Globalization on Consumer Choice
+uestion .o. 6/ Can 'lobali4ation en&ance t&e consumer (reference5
2able '(: !escri*tive Statistics of 4uestion 7

Descriptive Statistics N ,an %lo(ali)ation en&ance t&e consumer pre-erence* Valid N (list wise)
2able '5: !istribution of 4uestion 7 Res*onses

Minimum 1

Maximum 5

Mean 3.39

Std. Deviation 1.035

400 400

Strongly Disagree Disagree Neutral Agree Strongly Agree otal

Frequency 20 59 113 161 47 !""

Percent 5 14.8 28.2 40.2 11.8 #""

Valid Percent 5 14.8 28.2 40.2 11.8 #""

,umulative Percent 5 19.8 48 88.2 100

Ex(lanation/
7n this table the globalization enhance the consumer preference is 2# out of 0## strongly disagree in the percentage of that peoples is Hust 1I and 15 disagree out of 0## they are "0.4I in the percentage and "" says its natural out of 0## the percentage of that peoples 0#.2I. "2" peoples agree with the globalization enhance the consumer preference out 0## in the percentage they are 0#.2I. .nd 03 out of 0## peoples strongly agree the percentage of that person is "".4I. The graphically represents there percentage is under)

"5

Impact of Globalization on Consumer Choice

+uestion .o. 7/ Can omen (refer to eat fast8food5
2able '6: !escri*tive Statistics of 4uestion $

Descriptive Statistics N Minimum Maximum ,an women pre-er to eat -ast.-ood* 400 1 5 Valid N (list wise) 400
2able '7: !istribution of 4uestion $ Res*onses

Mean 3.44

Std. Deviation 1.202

Strongly Disagree Disagree Neutral Agree Strongly Agree otal

Frequency 25 74 89 122 90 !""

Percent 6.2 18.5 22.2 30.5 22.5 #""

Valid Percent 6.2 18.5 22.2 30.5 22.5 #""

,umulative Percent 6.2 24.8 47 77.5 100

Ex(lanation/
In this ta le tells a out the women prefer to eat fast food. #he 7B out of 5:: strongly disagree in the percentage of that peoples is H.7G and *5 disagree out of 5:: they are 49.BG in the percentage and 96 says its natural out of 5:: the percentage of that peoples 77.7G. 477 peoples agree with this fact out 5:: in the percentage they are <:.BG.and 6: out of 5:: peoples strongly agree the percentage of that peoples is 77.BG. #he graphically represents there percentage is under:
2#

Impact of Globalization on Consumer Choice

+uestion .o. 19/ *oes fast8food attracts t&e consumer because it is ready to eat5
2able '$: !escri*tive Statistics of 4uestion '"

Descriptive Statistics N Does -ast.-ood attracts t&e consumer (ecause it is ready to eat* Valid N (list wise) 400 400 Minimum 1 Maximum 5 Mean 3.64 Std. Deviation 1.205

2able #": !istribution of 4uestion '" Res*onses

Strongly Disagree Disagree Neutral Agree Strongly Agree otal

Frequency 29 48 68 146 109 !""

Percent 7.2 12 17 36.5 27.2 #""

Valid Percent 7.2 12 17 36.5 27.2 #""

,umulative Percent 7.2 19.2 36.2 72.8 100

Ex(lanation/
In this ta le shows the fast food attract the consumer ecause it is ready to eat. 0veryone have no enough time the 76 out of 5:: strongly disagree in the percentage of that peoples is *.7G and 59 disagree out of 5:: they are 47G in the percentage and H9 says its natural out of 5:: the percentage of that peoples 4*G.
2"

Impact of Globalization on Consumer Choice
45H peoples agree with this fact out 5:: in the percentage they are <H.BG.and 4:6 out of 5:: peoples strongly agree the percentage of that peoples is 7*.7G. #he graphically represents there percentage is under:

22

Impact of Globalization on Consumer Choice
+uestion .o. 11/ -ast -ood becomes most (o(ular t&rou'& media5
2able #': !escri*tive Statistics of 4uestion ''

Descriptive Statistics N Fast Food (ecomes most popular t&rou%& media* Valid N (list wise) 400 400 Minimum 1 Maximum 5 Mean 3.65 Std. Deviation 1.215

2able ##: !istribution of 4uestion '' Res*onses

Strongly Disagree Disagree Neutral Agree Strongly Agree otal

Frequency 30 46 70 141 113 !""

Percent 7.5 11.5 17.5 35.2 28.2 #""

Valid Percent 7.5 11.5 17.5 35.2 28.2 #""

,umulative Percent 7.5 19 36.5 71.8 100

Ex(lanation/
In this ta le data shows the fast food is most popular through media is <: out of 5:: strongly disagree in the percentage of that peoples *.BG and 59 disagree out of 5:: they are 44.BG in the percentage and 5H says its natural out of 5:: the percentage of that peoples 44.BG. 454 peoples agree with this out 5:: in the percentage they are <B.7G and 44< out of 5:: peoples strongly agree the percentage of that peoples is 79.7G. #he graphically represents there percentage is under:

2

Impact of Globalization on Consumer Choice
+uestion .o. 12/ *oes 'lobali4ation c&an'es t&e trend of eatin' in Pa3istan5
2able #%: !escri*tive Statistics of 4uestion '#

Descriptive Statistics N Does %lo(ali)ation c&an%es t&e trend o- eatin% in Pa'istan* Valid N (list wise)
2able #3: !istribution of 4uestion '# Res*onses

Minimum 1

Maximum 5

Mean 3.52

Std. Deviation 1.214

400 400

Strongly Disagree Disagree Neutral Agree Strongly Agree otal

Frequency 34 51 80 144 91 !""

Percent 8.5 12.8 20 36 22.8 #""

Valid Percent 8.5 12.8 20 36 22.8 #""

,umulative Percent 8.5 21.2 41.2 77.2 100

Ex(lanation/
In this ta le the glo ali$ation changes the trend of eating in &akistan is <5 out of 5:: strongly disagree in the percentage of that peoples is 9.BG and B4 disagree out of 5:: they are 47.9G in the percentage and 9: says its natural out of 5:: the percentage of that peoples 7:G. 455 peoples agree with this fact out 5:: in the percentage they are <HG.and 64 out of 5:: peoples strongly agree the percentage of that peoples is 77.9G. #he graphically represents there percentage is under:

20

Impact of Globalization on Consumer Choice
+uestion .o. 13/ Is fast8food become a need of a country no 5
2able #(: !escri*tive Statistics of 4uestion '%

Descriptive Statistics N /s -ast.-ood (ecome a need o- a country now* Valid N (list wise)
2able #5: !istribution of 4uestion '% Res*onses

Minimum 1

Maximum 5

Mean 3.41

Std. Deviation 1.198

400 400

Strongly Disagree Disagree Neutral Agree Strongly Agree otal

Frequency 32 68 78 148 74 !""

Percent 8 17 19.5 37 18.5 #""

Valid Percent 8 17 19.5 37 18.5 #""

,umulative Percent 8 25 44.5 81.5 100

Ex(lanation/
In this ta le the data will show a out the fast food ecome a need of a country now> #he <7 out of 5:: strongly disagree in the percentage of that peoples is just 9G and H9 disagree out of 5:: they are 4*G in the percentage and *9 says its natural out of 5:: the percentage of that peoples 46.BG. 459 peoples agree with this fact out 5:: in the percentage they are <*G.and *5 out of 5:: peoples strongly agree the percentage of that peoples is 49.BG. #he graphically represents there percentage is under:

21

Impact of Globalization on Consumer Choice
+uestion .o. 14/ *oes buyin' be&avior of consumer c&an'es it& t&e c&an'e in income level5
2able #6: !escri*tive Statistics of 4uestion '3

Descriptive Statistics N Does (uyin% (e&avior o- consumer c&an%es wit& t&e c&an%e in income level* Valid N (list wise)
2able #7: !istribution of 4uestion '3 Res*onses

Minimum 1

Maximum 5

Mean 3.52

Std. Deviation 1.238

400 400

Strongly Disagree Disagree Neutral Agree Strongly Agree otal

Frequency 33 57 78 132 100 !""

Percent 8.2 14.2 19.5 33 25 #""

Valid Percent 8.2 14.2 19.5 33 25 #""

,umulative Percent 8.2 22.5 42 75 100

Ex(lanation/
In this ta le shows the uying ehavior of consumer will changes if the change in there income level. #he << out of 5:: strongly disagree in the percentage of that peoples is just 9.7G and B* disagree out of 5:: they are 45.7G in the percentage and *9 says its natural out of 5:: the percentage of that peoples 46.BG. 4<7 peoples agree with this fact out 5:: in the percentage they are <<G.and 4:: out of 5:: peoples strongly agree the percentage of that peoples is 7BG. #he graphically represents there percentage is under:

22

Impact of Globalization on Consumer Choice
+uestion .o. 1!/ *o u t&in3 t&at fast food is a &ealt&y food for Pa3istani (eo(le5
2able #$: !escri*tive Statistics of 4uestion '(

Descriptive Statistics N Do you t&in' t&at -ast -ood is a &ealt&y -ood -or Pa'istani people* Valid N (list wise) 400 400 Minimum 1 Maximum 5 Mean 2.84 Std. Deviation 1.319

2able %": !istribution of 4uestion '( Res*onses

Strongly Disagree Disagree Neutral Agree Strongly Agree otal

Frequency 71 112 88 69 60 !""

Percent 17.8 28 22 17.2 15 #""

Valid Percent 17.8 28 22 17.2 15 #""

,umulative Percent 17.8 45.8 67.8 85 100

Ex(lanation
7n this table shows the buying behavior of consumer will changes if the change in there income level. The "3 out of 0## strongly disagree in the percentage of that peoples is Hust "4I and ""2 disagree out of 0## they are 23I in the percentage and 44 says its natural out of 0## the percentage of that peoples 22I. 25 peoples agree with this fact out 0## in the percentage they are "2I.and 2# out of 0## peoples strongly agree the percentage of that peoples is "1I. The graphically represents there percentage is under)

23

Impact of Globalization on Consumer Choice
+uestion .o. 1$/ %ostly middle class (eo(le li3e to eat fast food5
2able %': !escri*tive Statistics of 4uestion '5

Descriptive Statistics N Mostly middle class people li'e to eat -ast -ood* Valid N (list wise)
2able %#: !istribution of 4uestion '5 Res*onses

Minimum 1

Maximum 5

Mean 3.06

Std. Deviation 1.21

400 400

Strongly Disagree Disagree Neutral Agree Strongly Agree otal

Frequency 49 87 102 115 47 !""

Percent 12.2 21.8 25.5 28.8 11.8 #""

Valid Percent 12.2 21.8 25.5 28.8 11.8 #""

,umulative Percent 12.2 34 59.5 88.2 100

Ex(lanation/
#he ta le show the mostly middle class people like to eat fast food round 56 out of 5:: strongly disagree in the percentage of that peoples is just 47.7G and 9* disagree out of 5:: they are 7.94G in the percentage and 4:7 says its natural out of 5:: the percentage of that peoples 7B.BG. 44B peoples agree with this fact out 5:: in the percentage they are 79.9G.and 5* out of 5:: peoples strongly agree the percentage of that peoples is 44.9G. #he graphically represents there percentage is under:

24

Impact of Globalization on Consumer Choice

+uestion .o. 1,/ %ostly youn'sters li3e to eat fast food5
2able %%: !escri*tive Statistics of 4uestion '6

Descriptive Statistics N Mostly youn%sters li'e to eat -ast -ood* Valid N (list wise)
2able %3: !istribution of 4uestion '6 Res*onses

Minimum 1

Maximum 5

Mean 3.63

Std. Deviation 1.344

400 400

Strongly Disagree Disagree Neutral Agree Strongly Agree otal

Frequency 41 52 59 109 139 !""

Percent 10.2 13 14.8 27.2 34.8 #""

Valid Percent 10.2 13 14.8 27.2 34.8 #""

,umulative Percent 10.2 23.2 38 65.2 100

Ex(lanation/
In this ta le the giving data will e represent a out the youngster like to eat fast food mostly. #he 54 out of 5:: strongly disagree in the percentage of that peoples they are 4:.7G and B7 disagree out of 5:: they are 4<G in the percentage and B6 says its natural out of 5:: the percentage of that peoples 45.9G.

25

Impact of Globalization on Consumer Choice
.nd 4:6 peoples agree with this fact out 5:: in the percentage they are 7*.7G.and 4<6 out of 5:: peoples strongly agree the percentage of that peoples is <5.9G. #he graphically represents there percentage is under:

+uestion .o. 16/ I (refer fast food more t&an continental5
2able %(: !escri*tive Statistics of 4uestion '7

Descriptive Statistics N / pre-er -ast -ood more t&an continental* Valid N (list wise)
2able %5: !istribution of 4uestion '7 Res*onses

Minimum 1

Maximum 5

Mean 3.05

Std. Deviation 1.242

400 400

Strongly Disagree Disagree Neutral Agree Strongly Agree otal

Frequency 43 110 89 99 59 !""

Percent 10.8 27.5 22.2 24.8 14.8 #""

Valid Percent 10.8 27.5 22.2 24.8 14.8 #""

,umulative Percent 10.8 38.2 60.5 85.2 100

Ex(lanation/
#his ta le represent a out how much I prefer the fast food more than continentals. 5< out of 5:: strongly disagree in the percentage of that peoples is just 4:.9G and 44: disagree out of 5:: they are 7*.BG in the percentage and 96 says its natural out of 5:: the percentage of that peoples 77.7G. #hen 66 peoples agree with this out 5:: in the percentage they are 75G.and B6 out of 5:: peoples strongly agree the percentage of that peoples is 45.9G.
#

Impact of Globalization on Consumer Choice
#he graphically represents there percentage is under:

+uestion .o. 17/ I eat fast food because I don:t li3e continental food5
2able %6: !escri*tive Statistics of 4uestion '$

Descriptive Statistics N / eat -ast -ood (ecause / don0t li'e continental -ood* Valid N (list wise)
2able %7: !istribution of 4uestion '$ Res*onses

Minimum 1

Maximum 5

Mean 2.73

Std. Deviation 1.185

400 400

Strongly Disagree Disagree Neutral Agree Strongly Agree otal

Frequency 59 139 86 82 34 !""

Percent 14.8 34.8 21.5 20.5 8.4 #""

Valid Percent 14.8 34.8 21.6 20.6 8.3 #""

,umulative Percent 14.8 49.6 71.2 91.7 100

Ex(lanation/
#he ta le tells a out likeness of fast food rather than the continental food. #he B6 out of 5:: strongly disagree in the percentage of that peoples is just 45.9G and 4<6 disagree out of 5:: they are <5.9G in the percentage and 9H says its natural out of 5:: the percentage of that peoples 74.BG. then 97 peoples agree out 5:: in the percentage they are 7:.BG.and << out of 5:: peoples strongly agree the percentage of that peoples is 9.7G.
"

Impact of Globalization on Consumer Choice
#he graphically represents there percentage is under:

+uestion .o. 29/ I t&in3 fast food 'ives me &i'& level of ener'y5
2able %$: !escri*tive Statistics of 4uestion #"

Descriptive Statistics N / t&in' -ast -ood %ives me &i%& level oener%y* Valid N (list wise)
2able 3": !istribution of 4uestion #" Res*onses

Minimum 1

Maximum 5

Mean 2.76

Std. Deviation 1.233

400 400

Strongly Disagree Disagree Neutral Agree Strongly Agree otal

Frequency 68 117 100 73 42 !""

Percent 17 29.2 25 18.2 10.5 #""

Valid Percent 17 29.2 25 18.2 10.5 #""

,umulative Percent 17 46.2 71.2 89.5 100

Ex(lanation/
In this ta le the figures represent a out I feel fast food gives the high level of energy. #he H9 out of 5:: strongly disagree in the percentage of that peoples is just 4*G and 44* disagree out of 5:: they are 76.7G in the percentage and 4:: says it%s natural out of 5:: the percentage of that peoples 7BG. .nd *< peoples agree with this fact out 5:: in the percentage they are 49.7G and 57 out of 5:: peoples strongly agree the percentage of that peoples is 4:.BG.
2

Impact of Globalization on Consumer Choice
#he graphically represents there percentage is under:

+uestion .o. 21/ 0lobali4ation create (ositive ima'e in fast8food sector5
2able 3': !escri*tive Statistics of 4uestion #'

Descriptive Statistics N Glo(ali)ation create positive ima%e in -ast.-ood sector* Valid N (list wise)
2able 3#: !istribution of 4uestion #' Res*onses

Minimum 1

Maximum 5

Mean 3.17

Std. Deviation 1.184

400 400

Strongly Disagree Disagree Neutral Agree Strongly Agree otal

Frequency 43 72 108 127 50 !""

Percent 10.8 18 27 31.8 12.5 #""

Valid Percent 10.8 18 27 31.8 12.5 #""

,umulative Percent 10.8 28.8 55.8 87.5 100

Ex(lanation/
In this ta le the glo ali$ation create the positive image in fast food sector the 5< out of 5:: strongly disagree in the percentage of that peoples is just 4:.9G and *7 disagree out of 5:: they are 49G in the percentage and 4:9 says its natural out of 5:: the percentage of that peoples 7*G. #hen 47* peoples agree with this fact out 5:: in the percentage they are <4.9G.and B: out of 5:: peoples strongly agree the percentage of that peoples is 47.BG

Impact of Globalization on Consumer Choice
#he graphically represents there percentage is under:

6.

Conclusion

1esearc& analysis and conclusion
<e have taken a number of response after taking conducting our research in Pakistan and we got various kinds of results in the form of strongly disagrees disagree neutral agree and strongly agree .nd what we have analyze after getting the results that maHority of our research sample size are in the favor of agreeJ and what they feel is about the globalization that it is happening due to the media activities in the Pakistan and other then this they feel happening of globalization in Pakistan is the positive point and they want the government sector and the private sector to work on this aspect because they feel a kind of change occurring in their life which they want to be remain as it is happening now a days in Pakistan . other than this there are number of people from our research sample size who are sticking on the neutral factor and why they are thinking like this because they feel it is a need of the time to get the business through globalization in Pakistan and they neither shows their positive attitudes and negative attitudes on the happening of globalization in Pakistan .further more in the minority sector a few falls in the category of strongly agree and disagree.

0rou( analysis on 'lobali4ation
.s we have done the research on the happening of globalization in the Pakistan. through this we got the same results as we were e-pecting before the conducting of our whole the research methodology now there are certain points on which we will make the discussion that how globalization impacting the image of Pakistan on the foreign market and the local society consumer. These points are given below.

0

Impact of Globalization on Consumer Choice
Economy 'ro t&
<hat we have analyze after conducting all the research on globalization we feel like happening of globalization in Pakistan have a great impact on the economy of Pakistan and it is very obvious that the foreign currency moves in the local society in Pakistan it will try to pull up the economy according to the foreign standard .

Increase in em(loyment o((ortunities
<hen there is the raise in the globalization sector it will also increase the employment opportunities simultaneously as multinational companies setup their business in Pakistan they will also need labor force to fulfill their operational work to run up their business up to the mark and this is how the opportunities of outsourcing and payroll increases as the country like Pakistan this factor really plays an important roles in the employment sector of Pakistan.

Callin' u( of forei'n investors
Through the globalization in a local society in a country, it creates a charm of doing business and a wish to move a foreign investor to invest in another areas of the globe and in Pakistan there are number of foreign investor who move themselves a decade ago and right now they are running up their business in a very suitable condition whether it is related to their profit or whether it is related to the local customer.

%oney circulation
The stagnant money always become a cause of falling an economy and also decreases the business opportunities. *lobalization is the factor which can overcome on this problem because when globalization occurs in the society it pushes the money to circulate in the economy through this it will helps the policy maker to make it monetary policy according to the need.

Livin' style and customer buyin' be&avior
9iving style of the society always depends upon the available market and through globalization we have seen the noticeable difference among the local societies. .nd globalization become a base through which a customer can creates a change in its buying behavior like we don8t have foreign brands in the previous history of Pakistan but from the last few years through globalization there are number of foreign brands move through the techni%ue in Pakistan and had a great influence on the buying behavior of the local customer.

;usiness o((ortunities
6or some e-tent globalization creates completion wars among the organizations which also encourages other organization to step in and compete with the competitors and grow up their business in an other societies like if we discuss the fast food industry in Pakistan we were only have subway and $c&onald but with the passage of time kfc came in the competition with its competitors and grab a large number of market shares which were previously maintain by $c&onalds and subway and similarly ;ardees makes its move to years back and break the market share of kfc by launching the consumer needed product in the market and now a days burger king which is the well known famous brand are planning to open up their outlet in Pakistan through the business of globalization. 1

Impact of Globalization on Consumer Choice
Creatin' value for country
.s globalization e-ceeds, it8s not only influence on the society, economy business, investor, customer buying behavior living styles and money circulation but it also creates a positive image of the country on the foreign scale .and we have such an e-amples of our own local business which moves into foreign countries by adopting the method of globalization such as nirala sweets in &ubai and gourmet bakers in KD. .nd these two local organizations are totally based on our Pakistani culture but still they are earning a good business growth while sitting in another country which put a very positive image on the image of Pakistan.

7.
• • • • • • • • • •

1ecommendation
*overnment should makes such policies to attract the foreign investor ,ncouragement plans should be given to local investors Creates a leniency program while a adopting a method of globalization Proper environment should be given Policy adHustment method should be adopt $aintain the checks on the happening of globalization in the region Creates the policy to reverse the threats in to opportunities of the business Correctly e-amine the buying behavior of the society *ive subsidies to the local investor who is running their business in another country Proper ta- implementation and ta- rebate system should be adopted

2

Impact of Globalization on Consumer Choice

19. 1eferences
=1> =2> =!> =$> =(> =6> Consumer :ehavior) The http)EEwww.consumerpsychologist.comE Psychology Of Marketing

Consumer :ehavior, Wikipedia, http)EEen.wikipedia.orgEwikiEConsumerLbehaviour *lobalization, Wikipedia, http)EEen.wikipedia.orgEwikiE*lobalization <hat 7s *lobalization/, http)EEwww.globalization"#".orgE<hatLisL*lobalization.html *lobalization, http)EEwww.investorwords.comE2"42Eglobalization.html <orld Mournal of $anagement, Vol.1 No.1 September 2 !" Pp.#2$!% The &lobali'ation of (rab World) *mpacts on +ons,mers-, 9evel of $aterialism and ?anity, http)EEwbiaus.orgE3.-;elen-.pdf The impact of globali'ation on cons,mer beha.ior, http)EEtermpaperaccess.comEdocLtheLimpactLofLglobalizationLonLconsumerLbehaviuor Lopdd.html &oes globalization threaten or nature the local market http)EEwww.brandchannel.comEfeaturesLeffect.asp/pfLidN "5 <hat *lobalization =vershadows, !ofia (asstrom, !tockholm Kniversity, www.Hstore.org *eographers and OglobalizationO) @GetA another missed boat/, Peter &icken, www.Hstore.org 9ocal consumption cultures in a *lobalizing world, www.Hstore.org +egulating economic globalization, .sh .min, www.Hstore.org ;as globalization ended the rise and rise of the nation-state/, $ichael $ann !ociology, KC9. *lobalization and the political economy of risk Charlie &annreuther and +ohit 9ekh, www.Hstore.org *lobalization, govern mentality and e-pertise) creating a call center labor force <endy 9erner Kniversity of .uckland, www.Hstore.org The great escape/ *lobalization, immigrant entrepreneurship and the criminal economy ;. +ichard 6riman, www.Hstore.org (ew &eal for *lobalization Denneth 6. !chere and $atthem M. !laughter, www.store.org 3

=7>

=#> ='> =1+> =11> =12> =1!> =1$> =1(> =16> =17>

Impact of Globalization on Consumer Choice
=1#> =1'> Current .nd 6uture Trends 7n $arketing .nd Their 7mplications 6or The &iscipline, www.Hstore.org :ehavioral ;omogeny evaluation, 6ramework) multi-level evaluate ones of Consumer involvement in international !egmentation, www.Hstore.org

4

Impact of Globalization on Consumer Choice

11. 2((endix 1/ Cover Letter

Name:

____________________________

Age:

_________________

Gender: ____________________________

Education: _________________

The effect of globalization on consumer’s intension in fast food industry
ASLA &8&ALI19 :

1ear Respondent, #hese days, fast"food can e found everywhere, and it may seem like everyone=s eating them. 2ow a day we you%ll see a familiar sign sym oli$ing our fast food nation. Aou find them on the corners of streets, off the side of airports, malls, schools, gas stations, your local shopping center, and even in hospitals. -ore money is spent on ,rench fries than on higher education, personal computers, or new carsI /ooking at how our society has ecome faster paced, it is no wonder less time is spent. #oday, eating out definitely is part of our fast paced lifestyle, not just a special treat as it was in years past. ,ast food is mainly targeted to children. #he high fat foods taste good to these youngsters, which in turn make them elieve that fast food is 'uick, easy and satisfying. ,ast food restaurants are now making value meals for children that are increased in portion si$es. #oday, fast food has ecome a fashion, as customers are not only eating, they are enjoying the environment not adults, children are also fond of going to the fast food restaurants for cele rating their memora le occasions like irthdays, results and even get together parties. #he o jectives of our research areJ 4; #he core o jective of our study is to determine the impact of glo ali$ation on consumer ehavior on fast food industry in &akistan. 7; One more main reason is to determine why companies go for glo ali$ation> We will appreciate it if you spend a few minute completing this 'uestionnaire. Aour response will ena le us make a proper analysis of our research topic. We kindly ask you to complete this 'uestionnaire honestly 2han;s for your assistance as we await your response.

Aour sincerely ,
5

Impact of Globalization on Consumer Choice

Lahore Business School

0#

Impact of Globalization on Consumer Choice

12. 2((endix 2/ +uestionnaire
4: !o you have ;nowledge about globalization< a; Aes ; 2o 4: !o you thin; that the globalization affects the consumer *reference< a; )trongly disagree ; 1isagree c; 2eutral d; .gree e; )trongly agree 4: .an globalization enhance the consumer *reference< a; )trongly disagree ; 1isagree c; 2eutral d; .gree e; )trongly agree 4: !o you thin; increasing the trend of fast food industry is due to globalization< a; )trongly disagree ; 1isagree c; 2eutral d; .gree e; )trongly agree 4: !o you thin; globalization is effect on consumer buying behavior< a; )trongly disagree ; 1isagree c; 2eutral d; .gree e; )trongly agree 4: .an women *refer to eat fast&food< a; )trongly disagree ; 1isagree c; 2eutral d; .gree e; )trongly agree 4: !oes fast&food attracts the consumer because it is ready to eat< a; )trongly disagree ; 1isagree c; 2eutral d; .gree e; )trongly agree 4: =ast =ood becomes most *o*ular through media< a; )trongly disagree
0"

Impact of Globalization on Consumer Choice
; 1isagree c; 2eutral d; .gree e; )trongly agree 4: !oes globalization changes the trend of eating in >a;istan< a; )trongly disagree ; 1isagree c; 2eutral d; .gree e; )trongly agree 4: Is fast&food become a need of a country now< a; )trongly disagree ; 1isagree c; 2eutral d; .gree e; )trongly agree 4: !oes buying behavior of consumer changes with the change in income level< a; )trongly disagree ; 1isagree c; 2eutral d; .gree e; )trongly agree 4: !o u thin; that fast food is a healthy food for >a;istani *eo*le< a; )trongly disagree ; 1isagree c; 2eutral d; .gree e; )trongly agree 4: ostly middle class *eo*le li;e to eat fast food< a; )trongly disagree ; 1isagree c; 2eutral d; .gree e; )trongly agree 4: ostly youngsters li;e to eat fast food< a; )trongly disagree ; 1isagree c; 2eutral d; .gree e; )trongly agree 4: I *refer fast food more than continental< a; )trongly disagree ; 1isagree c; 2eutral d; .gree e; )trongly agree
02

Impact of Globalization on Consumer Choice
4: I eat fast food because I don)t li;e continental food< a; )trongly disagree ; 1isagree c; 2eutral d; .gree e; )trongly agree 4: I thin; fast food gives me high level of energy< a; )trongly disagree ; 1isagree c; 2eutral d; .gree e; )trongly agree 4: -lobalization create *ositive image in fast&food sector< a; )trongly disagree ; 1isagree c; 2eutral d; .gree e; )trongly agree 4: ?ho is res*onsible for the im*act of fast food due to globalization< @@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@ @@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@ @@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@ @@@@@@@@@@@@@@@ 4: How does the globalization of fast food affect our daily lives< @@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@ @@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@ @@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@ @@@@@@@@@@@@@@ 4: why com*anies go for globalization in fast&food< @@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@ @@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@ @@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@ @@@@@@@@@@@@@@@@@

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