Seeing as the overall purpose of this thesis is to gain a deeper understanding of what affects consumer preferences on a local market, various factors need to be studied as can be seen in the model below. Moreover, we wish to look at the relationship between the different factors in the analysis model. Note: international advertisement embodies media placement and foreign language, and local target group includes age. The reason for choosing to look at whether or not there is a difference among the target groups is due to the fact that consumer preference theories indicate that there is a difference in consumer behaviour depending on, for example, age.