Marketing Interview - Essay Example

Marketing Interview Introduction Interview is one of the most significant processes of selection method that also assist to analyze others opinion.Interview serves large number of purposes relating to study, any occupation as well as operations related to research. The interview method is also effective in collecting relevant information with respect to satisfying the objective of the research study. There are several type of interview session that can be useful in gathering relevant information for the research project. Interview approach is one of the most significant processes that can be helpful in collecting relevant data for evaluating the actual result of the research. The interview process is useful in identifying the individual’s perception regarding the key subject of the research (Valenzuela & Shrivastava, 2002). The prime objective of the study is to conduct an interview session of an individual who belongs to US culture. The interview has been conducted with regard to specific food product that is Cheese Burger. It is worth to state that the interview will identify the perception of the people belonging to US culture regarding the consumption behavior. Discussion of Questions By conducting interview, it has been identified that in US the cheeseburger is regarded to be most popular fast food product. The respondent belongs to New York City, where the fast food products are highly popular among the people. It has been further identified that people belonging to USA region are highly accustomed with the fast food eating. By conducting, the interview it can also been identified that the country USA is a well developed country with high growth in industrial field. It has been identified form the data collected that out of several cities New York is one of the busiest cities within the country of USA (Briley, 2007). Despite the differences in racial background, people prefer the consumption of fast food regularly. The respondent to the interview is a boy who is a Filipino American lives in New York. . The evaluation of the interview response reveals the preset scenario of the US fast food market. It further signifies the fact that people belonging to Filipino Americans mostly prefer to have fast food. This is turn signifies more demand for cheeseburger in New York .It will be worth to state that people of New York are having very busy schedules this in turn signifies increased consumption of fast food to save time. This busy schedule has forced individual to include fast food in their daily routine. The respondent has affirmed that the people belonging his respective community i.e., Filipino Americans are highly prefer the consumption of fast food. It has also identified through the interview session that the cuisine of Filipino Americans also inspire the ingredient of fast food (Lysonski, Durvasula & Zotos, 1996). The next question to the respondent of interview is based on the preference of the respondent with respect to fast food consumption. The response gathered from the interviewee signifies needs and requirements as well as choice of the customers over the fast food products. The respondent is highly affirmed that he preferred to eat fast food in daily manner. It has been further evaluated form the response given by the individual that he loves to eat burger out of all fast food items. It has also evaluated the fact that out of all fast food list especially numerous types of burgers the respondent prefers cheese burger for including it in his daily menu. With respect to next questions, the person is regarded to be very affectionate to having cheeseburger in daily basis. The respondent has affirmed that he can consume three giant size cheeseburgers in a single day that in turn signifies his consumption pattern (Nayeem, 2012). Furthermore, people belonging to Filipino American cultural community are highly affectionate to the fast food consumptions. It has been evaluated that every American prefers eating fast food and some of them are habituated to eat Cheeseburger daily. Specially, mentioning that eating Burger is a symptom of the people of USA nationality. In this regard, the respondent has also affirmed about having cheeseburger in his meal. By evaluating the result, it can be analyzed that people belonging to USA loved to eat cheeseburger in their daily meal. It is also affirmed by the respondent that people belongs to the Filipino Americans are eating cheeseburger in every occasions, despite of being lunch, diner, in holidays or in any parties also (Lysonski, Durvasula & Zotos, 1996). By reviewing, the answer given by the respondent it has affirmed that eating fast food is oriented from the assimilation of the consumption habits of the several people, belonging to different racial background of USA. It has also identified that the burger eating is a symbols of the people belongs to USA. The responded also reflected that historically, burger recognized as hamburger among the residents of USA people. As per the response of the interviewee, it can be identified that the cheeseburger in USA is having different flavor in terms of taste with respect to consumption pattern of local residents. In this context it has been further identified that USA is recognized as a major innovator that has develop a new trend of including burgers within the fast food product line (Briley, 2007). Through the conducting interview, it can be identified that the cheeseburger is one of the most popular fast food that is consumed by the large numbers of people of US belonging to different cultural background. It has also identified that the cultural attributes of people belonging to different race made a great impact over the eating habits as well as food ingredients of those people. In this regard, it can also recognize that eating cheeseburger is also regarded to be a cultural influences over the people belongs the USA. By reviewing the answer of the respondent, it can also be evaluated that the people belonging to USA have an emotional feeling relating to eating cheeseburger. As per the respondent the families belong to typical USA culture are very fond of preparing barbeque burgers in any occasions (Doran, 1994). Cultural of the Respondent The respondent belongs to an American ethnic community name Filipino Americans.. It has also identified that the racial community from which he is belongs to are the second largest populations of the descent of Asian America. Specifically, mentioning that the Filipino Americans are living in several region of America such as California, Hawaii, Illinois, Texas, New Jersey and few region of New York metropolitan area (Schlosser, 2002). As per the point of view of the respondent the culture of Filipino Americans are highly influenced from the native culture of USA and Asia. It has also revealed that majority portion of Filipino Americans i.e., 90% belongs to Christianity community. Furthermore, the cuisines of Filipino Americans are also influence by fast food corners of USA in a very effective manner that in turn influences consumption behavior (Delener, 1994). It has also found that the preparing burgers by throwing a barbeque by several American families are the regarded to be one of the huge traditions of Americans that is been continued as a historical tradition of the Americans in the rest of their lives. By evaluating the response by the respondent it can also ascertained that people belongs to USA are very fond of playing baseball along with cooking barbeque burgers. Moreover, cuisines of Filipino Americans are highly influenced by the fast food products. In this regard, it can also identify that people belonging to US, Filipino Americans community highly preferred the fast food culture (Gehman, 2012). The decision making process of the individuals are influence by the differences in their cultural background that can be further identified form their consumption behavior. It has describes that the cultural aspects of people is highly influences the selection of the products for the future. People belongs to different cultural background are brought up with different values, norms as well as different types of expectations. This has becoming one of the most potential influences in the decision making process with respect to the purchase behavior consumers. It has also identified that the people belongs to different culture are also having different food preferences that influences their behavior while purchasing the respective product (Kacen & Lee, 2002). Though, the fast food is the assimilation of several ethnic foods of various cultures, so it has also expected that the people belongs to different culture can also preferred to have the fast food. The major elements relating to purchasing of new products are depends upon several factors. Specifically, mentioning that in case of taking decision for buying any food products the cultural factor has been playing a major role for influencing the decision of the people. As per the respondent, during buying any food products the person at first should pay focus over the ingredients of the food, hygiene factor of the food as well as development process of the food (Vitell, Nwachukwu & Barnes, 1993). It has also notified that development of the food as well as ingredients is highly significant factor that can influence the buying decision of the person. It will be eminent to state that ingredient is the major concern for the people belongs to Filipino American race. Every race is having few restrictions over the behavioral as well as cultural attributes that is likely to influence the consumption pattern. Food culture of a person also signifies effect of religion as well as race on the consumption habits. In this regard, it can also identify that the selection of food product is highly influenced by the culture of the people (Leng &Botelho, 2010). Conclusion By reviewing the overall study, it can be analyzed that people belonging to different cultural background are having different perception with respect to consumption of fast food. It is also identified that the people belongs to different cultural background are having different attitudes towards the food products. In this study an interview has been conducted that helps to identify about the actual perception of USA based people over the fast food products i.e., cheeseburger. Through the interview it has been notified that the cheeseburger is the one of the most favorite fast food of the people belonging to USA. The consumption of cheeseburger is one of the traditional symbols that have been continuing from one generation to another generation. Therefore, it has also indentified that people belongs to any racial community are preferred to have cheeseburger in their meal. It can be conclude that people of Filipino American racial community also preferred to have cheeseburger in their cuisine as well as in their meal also. References Briley, D. (2007). The effects of culture on decision-making and judgment. Retrieved from http://www.ugc.edu.hk/rgc/rgcnews13/west/07.htm Delener, N. (1994). Religious contrasts in consumer decision behavior patterns: their dimensions and marketing implications. European Journal of Marketing, 28(5), 36-53. Doran, K. B. (1994). Exploring cultural differences in consumer decision making: Chinese consumers in montr al. Advances in Consumer Research, 21, 318-322. Gehman, R. (2012). Fast food for the Filipino soul”: consuming identity at Jollibee in queens. American Studies Senior Theses, 1-38. Kacen, J. J. & Lee, J. A. (2002). The influence of culture on consumer impulsive buying behavior. Journal of Consumer Psychology, 12(2), 163–176. Lysonski, S., Durvasula, S. & Zotos, Y. (1996). Consumer decision making styles: a multi country investigation. Marketing Faculty Research and Publications, 30(12), 10-21. Leng, C. Y. & Botelho, D. (2010). How does national culture impact on consumers’ decision‐making styles? A cross cultural study in Brazil, The United States and Japan. Brazilian Administration Review, 7(3) 3, 260-275. Nayeem, T. (2012). Cultural influences on consumer behavior. International Journal of Business and Management, 7(21), 78-91. Schlosser, E. (2002). Fast food nation. The Penguin Group, 1-164. Vitell, S. J., Nwachukwu, S. L & Barnes, J. H. (1993). The effects of culture on ethical decision-making: an application of hofstedes typology. Journal of Business Ethics, 12, 753-760. Valenzuela, D. & Shrivastava, P. (2002). Interview as a method for qualitative research qualitative research. Retrieved from http://www.public.asu.edu/~kroel/www500/Interview%20Fri.pdf Appendix Interview Questions 1. From which place of USA you belong. 2. Which racial community you belong? 3. Which is your preferred fast food? 4. How much you preferred the consumption of Cheeseburger. 5. Is cheeseburger has been consumed by his respected racial people in regular manner? 6. What are the cultural essences of eating cheeseburgers? 7. How much consumption of Cheeseburger pay impact over the diversified culture of several people. Read More