Answer: the McDonald Prosperity Burger Strategy: Cultural Adaptation, Attitude towards brand and advertisement Culture is one of the main cause of consumer’s wants and behavior. Each cultures have subcultures such as nationalities, religion, racial group, geographic religions and so on. McDonald’s tried to localize their food menu by designing new product according to different cultures and understood consumer buying behaviour. McDonald’s carefully standardized food items according to local tradition and culture. For example, In middle east Arab countries, McDonald’s consumer can get McArabia (grilled halal chicken with Arabic spices and bread), New menu for Vegetarian in India as some people don’t consume meat, in addition to this they avoided beef as cow is sacred in Hinduism i.e majority religion in India, Shogun Burgers in Hong Kong (Teriyaki pork), McShawarmas in Israel (Kosher meat), Bubur Ayam McDs in Malaysia (chicken porridge), McPaltas in Chile (a burger with avocado paste), Bulgogi Burgers in South Korea (thinly sliced meat in bulgogi marinade). McDonald’s marketing and advertising strategy were different for different regions. Their advertisement reflected different culture, subculture, racial group and social class. Also, regular and repeated exposure of an advertisement brings about a familiarity and positive feeling about the brand. Another important element in culture that might have significant impact to marketing strategy is cultural celebration such as Chinese New Year celebration. McDonald has introduce product and advertisement in particular to the celebration.
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