The Culture Influence on the Collectivism of Chinese Customers Behavior in the Fast-Food Industry

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Energy Procedia Procedia 13 (2011) 4055 – 4062 Energy 00 (2011) 000–000

Energy Procedia ESEP 2011: 9-10 December 2011, Singapore

The Culture Influence on the Collectivism of Chinese Customers Behavior in the Fast-food Industry
Yu Wang a, Changbo Shi a, Yalan Gu b, Yong Du c,*
Tourism Management & Cuisine School, Harbin University of Commerce, Harbin, P.R. China b School of Cross Cultural Communication, Newcastle University, United Kingdom c School of Computer Science & Technology, Harbin Institute of Technology, Harbin, P.R. China a Abstract

With the development of Chinese economy, the importance of Chinese market is
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The advantages of this method are that the questionnaires are the standard and structural tools, and it can get known about psychology and consuming behavior of interviewees in a wide range. Moreover, interviewer can analyze the data based on the survey. According to the study of the literatures about relationship of cultural character and consumer behavior [7], we design the outline of the interview. See Appendix 1. The interview sample is selected several fastfood brand managers in Beijing, China, and interviews them face to face. See selection of managers in table 1.

Yu Yu Wangal. al. / Energy Procedia (2011) 4055 – 4062 Wang et et / Energy Procedia 13 00 (2011) 000–000
Table 1. Selection of interview sample
Types Brand Amount of managers in brand restaurants

4057 3

Chinese Fast Food Western Fast Food Japanese or Korean Fast Food Total

Real Kongfu Daniang Jiaozi Huali Fast Food Restaurant McDonald’s KFC AJISEN RAMEN Zhengyiwei Fast Food Restaurant

4 2 3 3 5 2 1


2.2. Proposed the research hypothesis
And according to the retrospect to previous literature [8, 9], and the interview with fast-food brand managers, we can put forward the following hypotheses Hypothesis 1: The impact of Chinese traditional culture on fast-food consumers is dependent on age. Hypothesis 2: Going to a fast-food restaurant in a group is related to customer’s age.

2.3. Designing the questionnaires This research designs three questions about cultural background


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