A comprehensive understanding of cultural background of customer is important for marketers. Customer buying behavior is influenced by cultural, traditional, social and lifestyle. According to Kotler et al. (1996) identified that culture is the most basic cause of a person’s wants and behavior.
This is clearly reflected in the example of many KFC restaurants in terms of food culture style in difference countries. Asian cultures and Western cultures are distinctly different. We can see KFC products are different in term of flavor and ingredients around the world. KFC adapt the product to be appropriate with a local.
For example, KFC in China offered the bamboo shoots in spring and customer can buy the lotus roots in summer. As well as, some of dishes are cooked by adding Chinese ingredient such as sesame oil, Chinese cinnamons and aniseeds.( www.kfc.com.cn )
While, KFC in Vietnam, a meal will be served with a Vietnamese style soup. And KFC in Thailand, chicken are cooked by Thai herb to make a food more spicy and sour taste as thai style food. Some menu, chicken is served with green curry and rice.
We can see that KFC’ international menus seem to have no limits what they serve as a Chinese version, Vietnamese version, J apanese version and Thai version. The product strategy of KFC is mainly affected by traditional taste. However, understanding local consumer behavior help to design the product strategy and to reasonably develop product suitable for local people in several location.
As a result of customizing meals to local taste and preferences,consumer would perceive lower level of risk including financial and functional risk because they know that by buying food from KFC they can fullfill their hunger and their money will not be wasted.