consumer behavior case study
The main aim of this record is to analyze the gound beef and wines markets in South Korea with two theories of consumer behavior as subsequent, social classwhich include the profits of different numbers of class and their behavior toward beef and wine. Additionally , in this statement, the attitudes of buyer will also be considered as the main focus to evaluate the points of online marketing strategy and how To the south Korean customers buying tendencies different from Aussie. With social class and attitude both of these aspects of buyer behavior provides the Aussie beef and wine markers the better information about their particular target market and to understand how they response to the importing products.
The economy of South Korea is positioned eleventh on the globe and third among Parts of asia, thus unquestionably South Korea consumer includes a certain shopping for power and might be a potential market intended for Australia. Coming from Department of Environment and Primary Industries 2012, with a GROSS DOMESTIC PRODUCT of $1. 46 trillion (USDA, 2011), the economy of South Korean language was ranked 13th greatest in the world in 2010. Approximately 6. 1% economic climate inclined this year and that brings every capital of getting power about $ 40, 000 CHF (CIA, 2011). The demand for the healthful products and with high quality meals is increasing in Southern region Korean market. Owing to the climatic factors and the capacity of the terrain is limited in South Korea to grow the facilities and wines vineyard hence Australia continues to be one of main exporter to South Korea.
According to government statement, for Australian wine Southern Korea features became an important export industry. In 08, approximately 1 . 9 mil liters of wine, which valued $12. 7 , 000, 000 was released to Southern region Korea coming from Australia. The typical price of wine every liter $6. 71 AUD. More than 73% of exports to Southern region Korea from Australia happen to be bottled products and the gentle packs are popular, regarding 26% of Australian exports. Red is definitely the color of the choice, occupied 73% of Australian shipments (Clark, 2009).
To the south Korea is a third most significant exportВ country intended for Australian beef, about thirteen percent ofВ export volume that Australia export to global and $750В million of come back to the Australian red meat sector. For Aussie Cattle Authorities to work on progressing an Free Trade Agreement with South Korea is a initially priority pertaining to the beef industry to make certain that any prospect is grasped and stay competitive from this market. Sociable class position in South Korea
According to the theory of Schiffman, social class could be broken into several parts, which include upper-uppers, lower-uppers, top middles, middle section class, operating class as well as lower class. The consumer behavior varies from category to category. In general, the social composition of Southern Korea is known as a fairly mature structure in the industrialized countries. On the top of the social composition is upper-upper, which makes up 4. 3%. Lower-uppers rates high second, with the percentage of 23. 9%, followed by uppr middles in 24. 8% and middle section class in 8. 9%. Working course has the largest proportion of 29. 7%. At the bottom is leaner class, which will takes up almost eight. 4% (Kim et al. 2013). Bottom on Schiffman's theory income is one of the methods to position interpersonal class. Furthermore occupation and education are usually index to put level of sociable class. In 2012 South Korea's gross nationwide income (GNI) per capita reached $22700. On the basis of the information of the midsection class standard in 2012, those individuals whose salary is over 150% of GNI per household are categorized as upper class, with the salary of $34050(Lund et 's. 2010). Although those people in whose income is all about GNI per capita will be classified while middle class, those people whose income is definitely under GNI per capita are classified as decrease class.
Intake behavior by different interpersonal class
The meat market and wine industry are chosen in order to examination the consumer...
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