Title: Perception study of customers of a global fast food restaurant in India and USA

Authors: Rajesh Srivastava; Manimoy Paul; Sandeep Bhanot

Addresses: Sydenham Institute of Management, University of Mumbai, India ' Business Analytics and Actuarial Science, School of Business, Siena College, New York, USA ' SIESCOMS, Mumbai, India

Abstract: The purpose of the research is to find out about differences in the US and Indian customers based on awareness, popularity, value for money, amenities, services, and lifestyles moderated by demographic about McDonald's - a global fast-food restaurant in two, distinct culture. The study has been conducted, where primary data has been collected by means of interview method through the intercept technique in India, and in the USA through interviews after taking permission. There is a significant difference between Indian customers and US customers about perception of value for money, amenities, lifestyle, service, and classiness of a global fast-food restaurant - McDonald's. An application of two theories - consumer culture theory and social exchange theory, gave an insight to the customer perception towards a global brand-McDonald's.

Keywords: perception; country culture; fast food restaurants; McDonald restaurants; brand communication; consumer culture theory; CCT; social exchange theory; SET; India; USA.

DOI: 10.1504/IJICBM.2022.124593

International Journal of Indian Culture and Business Management, 2022 Vol.26 No.3, pp.379 - 406

Received: 09 Feb 2021
Accepted: 15 May 2021
Published online: 29 Jul 2022 *

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