This study will allow us to understand how local consumers make decisions to buy. Based on those facts, we will be able to have an effective strategy and avoid mistakes related to cultural differences. CONSUMERS PERCEPTIONS
COUNTRY OF ORIGINS
First, we will look at the perception of the country of origin. In that case, France's opinions toward the United States vary widely. Therefore, it is hard to say if we ought to display ostentatiously the origin of the American Product. United States and France are political allies since the American Revolution (1776-1783). Both countries had never been at war with each other. Both have helped teach other previously during crisis. However, political tension has appeared since the Iraq war (2003), which embedded a bad opinion of the US in France. In addition, the re-election of George W. Bush (2004) increased this feeling. On one hand, we can perceive rejection toward US culture and US global domination. The US culture is considered very poor and aggressive in France. Even if American entertainment is widely consumed there, the elite and most of the population judge that American Culture is empty and offensive, and that France’s culture has to be preserved against this threat. The reason for this can be that the more intelligent aspects of American culture are not very known in Europe and France, while mainstream culture is widely spread. We can also see a strong rejection of Puritanism and the importance of religion found in the US. Mainly this rejection is found because French people are not very religious. They also attach a big importance to the separation between the state and religion. French people can also be considered as more free on certain questions as sexuality. Moreover, there is a strong rejection of American food, which is considered a threat to health and the French heritage. For example, several McDonald's were destroyed by strikers in 1999. On the other hand, the US keeps a good...
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