DefinePK

Abstract

Nations all over the world are continually changing their cultural norms under the force of globalization that results in changing the purchasing behavior of the consumers. It is providing opportunities to businesses in spreading out from the frontiers of host countries to other ones. Like other industries, the fast-food industry has become a pioneer in this regard. Cultural forces like cosmopolitanism, ethnocentrism, and susceptibility, play a vital role in adopting the offers of foreign countries, especially in developing countries where people are strictly bound with their norms. So, the main object of this study was to investigate the impact of these cultural forces on purchasing behavior in the fast-food industry. The current study is conducted in Pakistan that has many charms for the fast-food industry, because of its majority of the young population that is found of fast food. The study evaluates that all cultural forces like cosmopolitanism, ethnocentrism, and susceptibility are significantly affected the consumers' attitude as well as purchase intention of consumers in the fast-food industry. Moreover, through this study, it is also revealed that the mediating role consumers' attitude between cultural values and purchase intention is significant. This study provides a guiding principle to researchers and practitioners in understanding the scope of businesses in foreign countries. Locality and time restraints limited the scope of the current study.