Impact of cultural diversity on frozen food consumption patterns: Comparison of Turkey and Poland

Culture determines the needs and behavior of the individual. As culture differs from society to society, also it affects the individual?s behavior in a society. In other words, culture addresses the consumption style, needs, priorities and satisfaction ways. Marketing associates need to understand the consumer behavior differences among societies and must develop new strategies to reach consumers.Nowadays, consumers have more sense about the products -which they eat or drink- they want to get the maximum benefit from the products. This awareness makes a difference on their trends and life styles. When individual?s realized that fast food meals cause harm, they tend to reach for frozen products which are also very practical to cook. Even though we don?t get much demand for frozen foods in Turkey?s Market, both Europe and United States have a very large Market on frozen foods.This study indicates the impact of cultural diversity on frozen food consumption patterns. For this purpose, this study has references from Turkey and Poland. Data contains; secondary data on consumption (production, consumption, foreign trade statistics) and a survey about habit of using frozen foods. Survey was held in Wroclaw, Poland with 300 participants and in Sakarya, Turkey with 300 participants. The data collected from the participants are analyzed with SPSS. According to the results, both countries have different attitudes and perspectives for frozen goods.