“To Martínez, one of the keys to the failure was the price”
What does it have to do with “culture,” then? Does Bolivia have a rich folk tradition of not overpaying for greasy hamburgers (or the equivalent in local taste)? Or are they just like everyone else when it comes to price?
I suppose that, if Big Macs had been appealing enough, people in Bolivia would have been willing to pay the higher price. In the end, the local fare ended up being more palatable (and much cheaper, of course).