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Lifestyles Related to Eating Habits in Ready Meal by Paulette Siekierski, Mateus Canniatti Ponchio

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By Paulette Siekierski, Mateus Canniatti Ponchio

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The consumer’s decision begins at the recognition of his purchase need, search for information, alternatives assessment, purchase, and its results. There is a direct relation between consumptions purchases and cultural values. Multicultural societies find relationship zones to obtain pacific coexistence through interculturality. Hofstede also developed this idea. Feeding does not only mean eating, but is a behavior that reflects a certain culture. The greatest challenge faced by companies that become international is to reconcile globalization with the specificity of each culture.

The social processes, on the other side, analyze how people relate with each other, including their motivations and emotions. Both processes affect mass as well as interpersonal communications that in turn, affect the advertising resources and styles. Therefore, it is possible to conclude that the choice for a kind of communication and advertisement is a consequence of the study of a certain culture and of multicultural studies (cross cultural and cross country studies) (Hofstede and Mooji, 2010).

The single adjustment made was related to the scores of factor 2, that had their signals reversed. 3% of the data’s original variability. In accordance to what was expected the indicators that should measure the same dimensions presented elevated correlations with the same factors. Therefore, factor 1 can be baptized as “convenience”, factor 2 as “opposite of health”, factor 3 as “opposite of tradition”, and factor 4 as “opposite of taste”. The factorial scores of this model of factorial analysis were used as indicators of convenience, health, taste and tradition, respectively, for the Rome samples’ individuals.

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