Consumer Behavior

Paper instructions:
Your assignment is to examine the two different
strategic aproaches adopted by the fast-food chains KFC and
McDonald’s when they expanded into China. Which, in your
opinion, would be the more effective strategy for expanding
into India, and why? Your report should include evidence
(such as Indian demographic statistics, comparison with
similar brand/product expansions into India, ethnographic
studies, the results of direct questioning and content analysis,
and so on) to support why the strategy you selected has the
best chance of success

Master thesis in business administration, should be less than 40 pages without references and so on ..
qualitative research would be better, yet quantitative is okay, better if the conclusion challenges the existing literature.
the following theories are important, and would be good if some are included
– Prospect Theory and Framing by Tversky and Kahneman
– Prisoner’s Dilemma by Tucker or Neuman
– “Social Traps” and “Social Fences” by John Platt
– Festinger’s theory on Cognitive Dissonance
– Fishbein’s Multi-Attribute Model
– Heiders Balance Theory
– Mowen’s Four Hierarchies of Effects
– Howard’s/Sheth’s Consumer Decision Model
– John Howard’s CDM and EPS/LPS/RPS
– Sherif’s Social Judgement Theory
the reference is Cambridge style
of course 0% plagiarism

thanks