Japanese customers prefer morsel sized food, US food company had to adjust product size to meet needs of Japanese customers

"KFC found that, for its Japanese consumers, it needed to change it's product's shape and size because they prefer morsel-sized food"










Source:
Chapter 9, page 265
International Marketing

By Dana Nicoletta Lascu

2008. Atomic DOg, Cengage Learning

Mason, Ohio, USA

ISBN:978-1-4266-2752-1