Marketing Dissertation A Comparable Analysis into Cultural Influences That Affect Consumer Behaviour - A Case Study of the Fast Food Industry. The aim of this dissertation was to explore how culture influences marketing strategy and consumer behaviour of fast food industry. Multiple case study method was adopted to see the cultural effect on McDonalds and KFC’s marketing strategies in the UK and India. Findings of this study were based on secondary data; no primary data were collected as a part of the study. Major sources of data include academic journals, articles, books, newspapers, company websites and company’s annual report. Hofstede’s cultural dimension and 4Ps of marketing mix framework were used as a conceptual framework.
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