Curiosity To Comfort: Cultural Adaptation And Consumer Trust In Kfc

• Author(s):

  Harish V | Dr D Sharon

• Keywords:

  Cultural Adaptation, Consumer Trust, Fast Food Consumption, Brand Acceptance, KFC

• Abstract:

  This Research Investigates How Cultural Adaptation Influences Consumer Trust Toward KFC In India. While Initial Interactions With The Brand Are Largely Driven By Curiosity And Global Appeal, Sustained Acceptance Depends On Cultural Comfort And Perceived Reliability. The Study Analyses How Localized Menus, Culturally Sensitive Practices, And Consistent Service Quality Contribute To Trust-building Among Consumers. Primary Data Were Collected From 120 Respondents Through A Structured Questionnaire And Analysed Using Percentage Analysis, Ranking Analysis, And Likert Scale–based Weighted Averages. The Results Demonstrate That Cultural Familiarity And Hygiene Perception Significantly Enhance Consumer Confidence And Repeat Patronage. The Study Concludes That KFC’s Success Lies In Its Ability To Integrate Global Branding With Local Cultural Expectations, Transforming Curiosity-driven Trials Into Long-term Consumer Comfort.

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Other Details

• Paper id:

  IJSARTV12I3104626

• Published in:

  Volume: 12 Issue: 3 March 2026

• Publication Date:

  2026-03-03

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