A Study of Cross-Cultural Adaption of Kfc in China

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Chapter One INTRODUCTION ............................................................................................1 1.1 Significance of the Study .............................................................................................1 1.2 Research Purposes .....................................................................................................3 1.3 General Organization ...................................................................................................4 Chapter Two LITERATURE REVIEW .................................................................................6 2.1 Cultural Patterns...........................................................................................................6 2.2 Cultural Adaptation Theory .........................................................................................8 2.2.1 Adaptation ...........................................................................................................9 2.2.2 Kim’s Cross-cultural Adaptation Theory and Model ........................................ 11 2.3 Related Studies........................................................................................................... 18 2.3.1 Studies abroad ................................................................................................... 18 2.3.2 Studies in China ................................................................................................ 29 Chapter Three METHODOLOGY....................................................................................... 22 3.1 Research Questions .................................................................................................... 22 3.2 Subjects ...................................................................................................................... 23 3.3 Instruments................................................................................................................. 23 3.4 Procedure ................................................................................................................... 25 3.5 Data Collection .......................................................................................................... 25 Chapter Four RESULTS AND DISCUSSIONS .................................................................. 26 4.1 Discussionsof the results of the Questionnaire .......................................................... 26 4.1.1 Discussions of the Results on Environment...................................................... 26 4.1.2 Discussions of the Results on Reasons of Choosing KFC................................ 30 4. 1. 3 Comparison of Promotion Strategies ................................................................ 37 4.2 Results and Discussions of the Follow-up Survey......................................................... 39 4.3 Comprehensive Discussions of the Whole Investigation ............................................. 44 Chapter Five CONCLUSION .............................................................................................. 48 5.1 Major Findings........................................................................................................... 48 5.2 Limitations and Suggestions for Further Studies....................................................... 51 References............................................................................................................................ 53Appendix I ........................................................................................................................... 58 AppendixⅡ.......................................................................................................................... 62List of Figures Figure 1 Forms of Acculturation.......................................................................................... 11 Figure 2 Relationships among Items Associated with Cross-cultural Adaptation............... 12 Figure...
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