CULTURAL ISSUES FACED BY MULTANATIONAL FOOD INDUSTRY

Abstract

pyKP@SE: The purpose of this research is to know about the preferences of the local customer about the food so that multinational food companies could adopt and meet those preferences. Also the areas have been discussed with are the main cause of the hindrance in the acceptance and success of the multinational companies when entering in the Pakistani culture METHODOLOGY/SAMPLE PATTERN: This research is exploratory in nature which is carried out to explore the problems faced by the multinational food industry with respect to the acceptance in local Pakistani environment. In this thesis I use a convenience sampling in which subjects are easily available. The respondents are from every age, group, lifestyle, colour and traditions. By using this sampling method primitive information can be gathered easily. Sample size 174 was taken.. To analyse the data Chi-square goodness of fit test applied. FDME>DM<§: It is found that people of Pakistan want spicy food along with the western touch at a reasonable price. In all multinational Pizza hut comes as top in retail food industry they are making their food according to the Pakistani taste. A multinational restaurant is facing tough competition from traditional restaurant and local restaurant. Forgetting more acceptances they should make their menu according to the local taste and should cut down their prices. Open space and attractive environment is also required by the customer in the multinational food chains. PRACTICAL IMPLICATION: This report will help multinational companies to understand Pakistani food taste in better way and to come up with strategies that create more business for them.