Marketing

Group Assignment 2:

SK, Chapters 5-9 of Schiffman. 

Compare and contrast as to how two (2) aspects or theories of consumer behaviour as discussed in Schiffman applies to this country and how it differs from that in Australia. Show how this may provide a marketing opportunity for an Australian exporter.

Introduction

This document contrasts the theories of both the Family as a social unit, and Social class, representing a person’s prestige, and discusses how these two theories differ when applied to the Australian and South Korean (SK) society and culture. Also discussed is how these theories may provide a marketing opportunity for an Australian exporter when branching out into the overseas market of SK. The comparison of a collectivist SK culture and an individualistic Australian culture is vital to the discussion of both ideas of though, and illustrates the main causes of the difference.

The family as a social unit has a major influence on the consumption-related behaviours of its members. This social unit is where our preparation as consumers commences, and also where it continues to grow for years. Families make up a majority of the consumption units for products and services within any society, with marketers from for-profit sectors, governments and non-profit sectors, often focusing on and targeting families.

Additionally discussed is the theory of social class or social position, which as well as signifying a person’s prestige, also signifies their status relative to others within the same or different social class groupings. Social class can be measured by numerous factors such as; wealth or economic assets, power (their extent personal choice or influence over others), and prestige, which is their degree of recognition attained from other people. These factors are often attained through family situation and income, occupational status and education level and attainment. Social status is recognisable in both SK and Australian culture...