The evaluation of glocalization examples of two cases: Mcdonald's mcturco and starbucks Turkish coffee

By the help of this research, it?s analysed the accomplishement of McTurco from McDonald?s and Turkish Coffee from Starbucks which are one of the important glocalization activities of those brands for Turkish market. The study was evaluated according to consumer behaviors. The achivements of brands are evaluated into four criteria; brand image, brand success, purchase intention and local taste. The research was performed with 200 consumers who were randomly selected from McDonald?s and Starbucks restaurants in İstanbul. The datas of this study is gathered by the help of a questionnaire that includes 23 questions for each of two brands. The questionnaire includes six main set of questions which are brand image, brand success, purchase intention, taste, consuming behaviour and demographical questions, as well.In this study, frequency analyses will be used to provide information about the sample. One sample t tests are done to analyse level of agreeness to the criterias. Furthermore, ANOVA tests are done to show relationships between certain variables. And finally, independent sample t test is executed for gender groups.The results show that Turkish coffee of Starbucks is a successful glocalization activity when it?s examined general intention of the respondents but McTurco has not so much positive results according to general intention of the consumers. On the other hand, the study shows that hypothesis creates differences according to variables. Results show that both glocalized products have either positive or negative effects on the selected criteria in this study.