This topic is about studying and understanding of how culture is related consumer's behavior and how they interact. The essay will mainly discuss the cultural effects in relations to Asian country and global organizations, Samsung and McDonald's. Body When In Rome, do as the Romans ad Is an old saying that probably most people have heard of. As the world we are living in has become and still becoming more global the barriers of communication and interaction between countries have been lowered. Therefore it is now very challenging for many marketers to understand consumer's behavior related to their culture. Ore than 10% of proportion is used when explaining a 'consumer behavior' it is critical and essential factor, as more than 10% of proportion s used when explaining a 'consumer behavior'. (*Textbook 1 56) Consumer Culture theories and developments In recent 1. Cultural norm, / cultural sanction / power distance 'Cultural Norm' can be defined as what is acceptable in their society. In China, many people go to shopping with only wearing their pajamas and slippers. This behavior will be looked as an insane act in most of the western countries but is acceptable in China.
In South Korea, if female smoke cigarette in a public, or anywhere noticeable by even one person, she will definitely be looked down and people will think her as a prostitute. Sometimes Inappropriate actions caused by misunderstanding one's culture can lead to cultural sanction. In South Korea, where power distance Is so great, college students who Just enrolled In their first year will get punished by their senior students without a reason. Any student who tries to avoid or question the 'punishment' is likely to be teased and rejected by other students.
C. Farrell Role expectation Every each country has different expectations of individual's role. Understanding the 'role expectation' will helps marketers to understand how cultural norms and how sanctions are developed within their society. South Korean population is estimated to be half a million with density of teatimes greater than Australia. Despite the demand, markets in Korea are comparably competitive. In Korea there is a word saying 'Customer is king which makes the role of Aesthetic labors so stressful.
Recently in South Korean, research from 'E-daily News' indicated that within the past three month, South Korean female telephone consultants experienced more than 300 sexual harassment. These customers would ask if she is wearing a pants or stocking, and some were persistently asking to meet in face to face or even have a sexual allegations. These behaviors of consumer should not be tolerated however in Korea, when telephone consultants are trained, they are told to be polite and nice to even these harassing customers.
Because customers have these certain expectations, telephone consultants making any unkindness conversations, or actions like reporting to police will make customers to feel offended. Kim Sang Yon ([email protected]) 03/06/13 http://www. Daily. Co. Kerr/news/Newsreader. Eddy? SAD=JEEZ Ecological Factor / tradition Ecological factors sometimes can be essential element in analyzing consumer's behavior or purchasing pattern. In South Korea where population density is 7th highest in the world, with comparably small area of 99538km2, supply for area- consuming products such as beef is very low with a high in demand.
Exportation of beef market to South Korea is enormous. It is third largest beef export market/ country for Australia (125,000 metric tons a year) and 5th for U. S (246,595 metric tons a year) In South Korean Tradition, citizens of Korea eats 80% of the cow, such as head, tail, feet, mistiness and even eyeballs when in western countries only consume 10%. For example, marrowbone from a cow in Australia is usually very cheap(less than $1 per ill) and only used to feed dogs but in South Korea its easily marrowbone price is around $10-?$15 per kilo.
This tradition of eating marrowbones or cow tails might seem strange to foreigners but for south Koreans, this tradition is uncultured from their kid age. Teenage girl eating grilled-skewered cow nesting on the street is very normal in South Korea. Because of this reason, many country demands to export their beef to South Korea, the margin per cow when sold to Korea is much greater than any other countries. "Most Koreans eat 85 parts of the cow, compared with Americans who eat only about 10 parts. And Koreans eat parts of the cow that are highly susceptible to prison that Christine Ann..
Foreign Policy In Focus www. If. Org Foreword by Daniel Reid: http:// www. Dandier. Org/health-alerts-south-Korea-America-beef. Asp From 2011 to 2012, a national conflict was raised between South Korea and US regarding beef exportation. A 'mad cow disease' was found in few of the cows at U. S and there were incidents where people died from eating these infected cows. At that time, most countries stopped importing U. S beef, and in South Korea, some minorities protested against beef importation, however FAT for beef import was sustained.
Like Chinese, South Korean do value 'Guiana'. Since U. S got involved and helped Korean war in 1950 and until now long-term orientation was built between South Korea and U. S government. Majority of citizens did not want to ruin the long-term orientation by weakening the bond but rather take the risk of 'mad cow disease'. Also by forwarding the FAT of beef import, Korea could expect some kind of Reneging from U. S government. "SEOUL, South Korea -? Tens of thousands of people demonstrated in South Koreans capital Saturday against U.
S. Beef imports," Copyright 2008 The Associated Press. All rights reserved. This material may not be published, broadcast, rewritten or redistributed. Associated press updated 7/5/2008 PM ET Individualism vs. Collectivism Unlike any individualistic countries such as CANNAS, Korea has close cultural distance with BRICK nations with very low masculinity score of 18. Http://egger- hefted. Com/south-Korea. HTML Consumer's behavior in collective countries are highly influenced and affected by group's influence such as recent trends.
In collective countries, usually highly invested or successful advertisements consists group influencer such as movie star or famous singer, consumers tries to follow societal norm and not left behind by arching products that are advertised by well-known celebrities Masculinity vs. feminine / modeling / shaping / acculturation Therefore, males are becoming more feminine and character of Masculinity is diminishing. Research from BBC news indicates that Feminine males are also called as 'Flower men' and South Korean flower men buys 20% of all the men's cosmetics sold worldwide.
By JOCOSE CHOC (@Jooheecho) SEOUL, south Korea swept. 27, 2012 http://absence. Go. Com/alienation/Korean-flower-men-increasingly-turning- Studebaker Femininity of Korean males enhanced by Colonization and Modeling celebrities such s idol singers and Movie stars. As discussed above, unlike independent individualism character, people from collective nations tend to be afraid of being left behind the group or becoming an innovator. This can be explained by applying instrumental conditioning theory.
Despite one's personal preference or taste, sometimes people only follow these C.V. Just to avoid any cultural sanctions. For example, a Korean male with strong masculinity is not seen attractive by females anymore and On the other hand, feminine males in Korea are more advantaged and tend to show higher succeed rate in their Job interview. These positive reinforcements and rewards will enhance their shaping process of adapting femininity. "The standard of beauty has evolved from strong masculine to a softer look with small and slender face features. They're called 'flower men' referring to good looking guys in Korean dramas or movies with feminine features,"" By JOCOSE CHOC (@Jooheecho) cosmetics- Studebaker Uncertainty Avoidance Heftiness C.V. scoreboard indicates South Koreans Uncertainty Avoidance is 85 which is reasonably high. Scarce product, Myth and superposition Marketers try to make unfamiliar more familiar to avoid high uncertainty, Countries tit high uncertainty value scare product comparably higher than countries with lower uncertainty. Superstitions and myths play a bigger role among high uncertainty avoidance cultures.