This is Da, Wendy and Melanie. Here are the questions for Monday discussion:
Please answer the first three questions and check the latter two (post here for you to think of, no need to answer here, we will discuss them in class!)
Questions:
1. For International
students: Is there any similarity or differences of purchase behavior you
observe when you are in the US?
For US students: Is there any
similarity or differences of purchase behavior you observe from people out of the states?
2.
As the article An
International Look at Attitude toward Advertising, Brand Considerations, and
Market Expertise mentioned, the young generation has very different value and
attitude from the elder ones. Do you find your price sensitivity and brand
loyalty different from your parents? Please specify.
3.
Please indicate
some main values of your culture, for example, individualism, collectivism,
freedom and conservation. Did it happen to you that your perceptions of
advertising appeals are contradicted with the above cultural values?
In-class questions: (You don't need to answer these questions, but please
think about them.)
1) According to the articles and our introduction, advertising
industry in China is growing and will grow rapidly. Do you agree with it? Based
on your understanding, why does or doesn’t advertising industry in China have
such a prominence and bright future?
Wish you a nice weekend! Stay warm and see you guys on Monday!
1.For differences, I noticed that many local consumers use coupons when they buy things. But in Chine, we don’t have this kind of promotion strategy. Also in U.S., consumers are more sensitive to the calorie of the food or drinks. For similarities, in terms of my observation, consumers are all interested in “on sale” products. No matter in U.S. or in China, products on sale are sold out quickly.
ReplyDelete2.Yes, I find differences both in price sensitivity and brand loyalty when compared to my parents. In regard of price sensitivity, my parents are sensitive to the price. They remember the regular or original price of the product so when the price changed they will notice it immediately. While I am quite not sensitive to price and I will not pay attention to the price of the product. Also my parents are more likely to be influenced by on sale product. They always choose “price cut” product but to me I will choose the product I like. When it comes to brand loyalty, I think I have more loyalty than my parents, like my mom always buy different kind of shampoos because she thought there is no difference but I will be loyal to my favorite shampoo.
3.Chinese culture is featured by collectivism, conservation, nationalism, and following traditional values. Some Nike’s commercial may be contradictory to Chinese values. Nike’s commercials always indicate the strength of individual by utilizing a sport start. This kind of individualism is at odds with Chinese collectivism.
1. First of all, I found some differences of purchase behavior regarding luxury items. Many people in Korea are highly interested in buying expensive goods or high-end product. Even college students feel pressured to have at least one brand product to get along with peer groups. However, ever since I got here, it is hard to find students wearing luxury brands on campus. On the other hand, the similarity can be found in grocery shopping. Both consumers of two different countries seem to care about organic produce or healthy food.
ReplyDelete2. Most of the time, I follow my parents' choice of brand since I feel familiar to those brands they have been using. For instance, they have been using nothing but Clinique cosmetic products. When one of our acquaintances told us that it can be highly irritant to some sensitive skin types, my parents didn't care about it while I was swayed away and considering other brands. We are all somewhat price-conscious in common, but when it comes to brand loyalty, I think my parents are more loyal than me.
3. One of the most famous ads in Korea was contradicted with our cultural value, but it turned out to be successful by pointing out its absurd aspect. The message of the ad was about saying no while everyone says yes. In this collectivism society , it is somewhat hard to say the opposite out loud agains the public. But the ad pointed this out and indicated that their company can be the one who could say the right thing for their customers. It provoked many positive responses and became an issue at the time.
1. I noticed the difference that people in America don't seem to care much about the brand when they purchase household products like detergent and soap. While in China, we have several big brands in these products categories and most people only choose them. The similarity is that all people like to have things on sale or have discounts.
ReplyDelete2. Of course. My parents are conservative in consuming products, and they only rely on brands with an old history and good brand image. They are especially loyal to brands they have tried and had good experience with, unlike me as I'm always willing to try new brands and new products.
3. I think the main Chinese value is collectivism, people like to follow the majority and don't want to stay out of the main trend. Advertisements always try tell people that you should buy certain products because everyone else is using them. And Chinese people like to have products that could show their social status or establish a high self image to others. But I thin the advertising campaign of a cloth brand named VANCL in China contradicts with the popular Chinese value. Its products are of very low prices, and its focus isn’t broad stroked Chinese cliche; or a usage of celebrities commonly seen promoting a myriad of products. Rather the campaign seems to aim for the heart, using popular cultural figures that are reflections of China’s introspective youth; the focus seems no longer to trumpet conformity and security in common opinion, but rather floats toward individual understanding, acceptance and a strength in sense of self. This is advertising that adds value to individualism.
1. I buy food for myself both at home and in the States, because I eat separately and cook my own food.
ReplyDeleteIn the States I mostly buy frozen vegetables, while at home almost all vegetables and fruit are fresh. This happens because, to me, U.S. vegetables and fruit are tasteless. They’ve been tampered with so many chemicals that they lack the vitamins/minerals we need and are not good to eat. They are also much more expensive here than at home, so I buy them from supermarkets rather than farmers directly (at home).
There is also no cheese or meat I can buy here. Meat tastes strange (sweet) and is fattier, and I haven’t found a cheese equivalent to mainstream European, so I end up not eating cheese and good meat for months. Luckily I take Calcium pills.
2. I’m much more price-conscious and less brand loyal than my parents. It’s very difficult for me to resist buying store brands rather than branded items, even though I sometimes wish it. For example, Walmart brand cookies are $1 cheaper than Oreos, and although I love Oreos I never buy them. $1 is so little but I somehow can’t justify spending it if there is a cheaper alternative.
On the other hand, my mother often tries new things being advertised (which I consider a waste of money) and refuses to buy another brand of detergent even when it’s just as good and massively on sale (which I also consider a waste of money; detergent is detergent – who cares? my mother has used the same brand for 20 years).
Mother is also much more quality-oriented than I am. I never eat premium or high-priced brands because I can’t justify to myself spending more money on food. My mother, on the other hand, always buys the best butter, the best meat, etc. (which I consider a waste of money). When I go home I actually eat more because they don’t skimp on the good stuff.
3. The culture I grew up in is individualistic, but also collectivistic in the sense that we’re educated to care about each other. Everyone is thought to be polite and sensitive, and the predominant Orthodox Christian religion (87% of the population) stresses helping each other. Actually the greatest insult is to call someone “insensitive;” people who behave like that are disregarded in society.
People have different interests, of course, but we’re taught to always make sure they don’t harm anyone else. For instance, students never eat during class in my country because it’s considered impolite to disturb the lecture with the smell and sounds of eating. Some teachers expel students who eat; plus, there’s ample time to eat during breaks, when everyone does. On the other hand, people always bring candy to school on their birthday and pass the plateau around during class; i.e., if everyone has a bite, it’s ok.
I think freedom/conservation go along the same lines. You’re free to do what you want, basically, but you have to respect others, which is derived from Christian teachings. According to God, both absolute freedom and absolute conservation are not desirable, so people have to be flexible and find a positive balance. In my country this is easier than in the U.S. because people confess often in church and the ‘burn in hell’ idea is not pushed as fervently as here. As a result, they can make more flexible decisions and be free as well as conservative.
Advertising appeals usually reflect this, because people are very sensitive to outside influences. If you make an ad that is very free, in-your-face, people are going to say you are copying American media and won’t think highly of it. On the other hand, if it’s too conservative it’s boring and nobody remembers it. That’s why most ads at home are humorous; if they skew free or conservative, it’s perceived as dramatic effect.
1. In grocery shopping, I notice that many US consumers tend to choose ready-made meals and frozen vegetables. In China, we usually buy fresh vegetables and meat from supermarket and farmer’s market. Although there’s farmers’ market here, it happens only once a week. Another difference is that US consumers is very conscious about calories of food products, but in China, most people don’t pay attention to that, except for girls who care about gaining weight.
ReplyDelete2. My parents are more sensitive to price than me, especially my mom. I think that’s because China was in an era of scarcity when they were growing up, which made them develop thrifty habits. In terms of brand loyalty, my parents are not as loyal as I am for most products, however in cosmetics, my mom always use the same brand. So I think that depends.
3. Collectivism and conservation are main characteristics of Chinese culture. Most Chinese ads used to be based on these values. However, in recent years, there seems to be a transition toward reflecting individualism, especially brands and products that target young people, such as the Vancl ads mentioned by Liz. As for me, although I grew up and was educated in the culture of collectivism and conservation, I prefer Western advertising appeals that emphasize individualism and openness.
1.Differences: When I was in china, my peers are seldom wearing luxury brands. However, when I get here, I find many students like to buy luxury brands and they like online shopping maybe due to the demographic factor. And here people pay more attention on the comfortable level of product, but in China, we care more about the style. And we don’t buy a lot of stuff one time in supermarket, we just buy what we need recently. But in American, people buy the whole week food or daily stuff.
ReplyDeleteSimilarity: People care about the quality of the product. And people are interesting in on sale product.
2.Yes, for me, I have high price sensitivity, but my parents don’t care about price. But when mentions daily product, they are more sensitive. They will compare the prices of products in the same category. They pay attention on the history, celebrity of the brand, so when they decide to buy certain brand, they will repeat their behaviors and form high brand loyalty. But I care about the style and I don’t have high brand loyalty.
3.Chinese are more conservation. Most advertising appeals are comply with cultural values. Most of advertising convey the group trend to let people follow it. But with the globalization, Chinese gradually accept western culture that emphasize individual. So, we could now accept some advertising which convey freedom, personality and etc. For example, Nike’s culture is ‘”just do it”. actually, it is contradict to the culture of China, it is to radical. But we now accept this characteristic and like it.
1.Difference, Chinese often buy grocery in small amount but relatively more frequent going for shopping. Americans, at least to my observation go to buy grocery once a week. For similarities, we all buy things that we don't really need.
ReplyDelete2.Considering the purchase power,I'm more sensitive to price. I'm not loyal to certain brands, I always want to try new things. For my parents, they don't care about price as much as I do, but I think they are bad shoppers,for the reason that they have fewer knowledge than I do, the brands they choose, from my viewpoint, are not worth the money they paid.
3.Some traditional values are being replaced, but in a gradual way. The fault some ad made is that they wanted to feature this change but they overdid it. For example, the sexy Chinese bra commercial we saw last week. Surely we are no longer as conservative as our grandparents were, but that commercial is kind of challenging my values, don't you think it's a degradation of female? or say, reinforcing some unfair stereotypes for pretty girls? To what degree should the ads represent the change is a core part of creativity.
Thank you for these great questions!
ReplyDelete1. For International students: Is there any similarity or differences of purchase behavior you observe when you are in the US?
First, I think people from different countries all have some kind of loyalty to some brands, however, their attitude toward several brands are quite different, and that's due to different strategies in different countries; Second, I think American like to storage groceries, which is rare in China, maybe it's because grocery stores have more sales than stores in China, and even I am used to buying a lot every time I go to grocery stores, I mean, I always purchase two xxx, because the second one could enjoy a 50% discount; Third, American are not so crazy about luxury brands as many Chinese are, which I think is good, some Chinese buy luxuries that they cannot afford just to show off.
2. As the article An International Look at Attitude toward Advertising, Brand Considerations, and Market Expertise mentioned, the young generation has very different value and attitude from the elder ones. Do you find your price sensitivity and brand loyalty different from your parents? Please specify.
Yes, of course. Different from my parents, there are bunch of brands related with technology they are not familiar with, as well as there are many classic brands I know little about. I think it's very interesting that when they plan to buy things like cell phone, they would ask my opinion, and I will need their suggestion if I want to buy jewelry or something else. And, another obvious difference I noticed is that, is that some brands like Hengyuanxiang, are big brands in my parents' minds, however, they are old-fashioned, and their ads are maybe ridiculous to me.
3. Please indicate some main values of your culture, for example, individualism, collectivism, freedom and conservation. Did it happen to you that your perceptions of advertising appeals are contradicted with the above cultural values?
I think collectivism and conservation are main values in traditional Chinese culture. My parents or grandparents definitely cannot get advertising appeals those are presented in bold ways, and they really care about what other people are using.
But in terms of my generation, I think these values are fading due to internet and other medias. We grew up watching Hollywood movies, Japanese cartoons, we are open to any value and we accept what we want. It's therefore very common for me to prefer appeals which are contradicted with collectivism and conservation.
Starcy
1. (U.S. Student) The only difference in purchase behavior that I notice is when shopping it seems as if international people take a longer time deliberating between similar items.
ReplyDelete2. I do, I feel as if my parents are much, much more loyal to certain brands then I am. I am very willing to change brands if there is one that offers me the same thing for a much lower price. I am loyal to the brand that offers me the most for the cheapest price.
3. Some of the main values of my culture is individualism and freedom. In the U.S. I haven’t actively noticed any commercials that conflict with these cultural appeals because I believe that U.S. advertisers are advertising towards this culture, not to a more global audience.
1. The way I make my choices didn't change – always looking for healthy and quality first, and then price, just like in Brazil. However, it certainly became more difficult to do this here – I have to read the labels more careful and I feel that I never really get the product that I would like to. The products here have high sodium content, which we avoid in my house. The worst part regards to fruits, vegetables and meat because they are cheaper, more tasteful (grass fed) and varied in Brazil.
ReplyDeleteAlso, because eating out in US is cheaper than in Brazil, I have been eating out very frequently – I enjoy this a lot.
2. This is a hard question for me because I have left my parent’s house more than 10 years ago and I don’t really know how they behave now – certainly they have a much better financial life than my family and I guess because of this they tend to always buy the same brands even if the prices vary a lot – as we grow older we don’t have the patient to look for alternatives anymore.
3. In Brazil we are collectivists and this reflects in our care with the other and the affection we show to people. Nowadays, with globalization, we accept more and more advertisements that may differ with our core values – I cannot remember of any particular example back in my country right now. But in general, most of the ads are still aligned with our culture. The one think I certainly notice here is that commercials on TV, for example, don’t touch me in anyway because they highlight values that I disregard.
Thank you for your questions! I think they are so interesting! :)
ReplyDelete1.
Similarity: Both Taiwan and United States stores give out coupons to attract consumers to purchase. People can receive coupons through many ways. There are coupons on the street, on the newspaper, in the mailbox and e-mail newsletter. The coupons offer discounts such as buy one get one free or prize cuts. People in Taiwan and United States use coupons to buy things in order to save money.
Difference:
In United States, people go to supercenter such as Walmart and Meijer every weekend to buy the grocery and convenience goods. They usually buy a lot of things at one time and the products they purchase have big capacities. Going to the supercenter will be scheduled as a task and it is a routine for family and individuals. This kind of purchase behavior is a little bit different from Taiwan. In Taiwan, people buy grocery and convenience goods whenever they have time. The supercenter and supercenter are very close to the residential area. Thus people don’t have to worry about running out of things.
2.
My parents are not sensitive about the prize for high-involvement products. They want the best quality and service and so the prize is not their priority concern. However, prize is one of my biggest concerns when I purchase high-involvement products. I will try my best to find a best deal which enables me to buy the best product with the lowest prize. On the other hand, we have different attitudes toward the prize for low-involvement products as well. For the convenience goods, my parents like to save money on that but I tend to buy the products I think is good and don’t care a lot about the prize because the prize per product won’t be too expensive. As for brand loyalty, my parents have some deep brand loyalty to certain brands such as Lexus. They had already owned a Lexas car for several years and they receive the magazine from Lexus every month. The brand has become a life style and a sense of taste which is hard to change easily. However, they like to listen to other’s opinion in order to know about new brands as well. For example, my parents like Muji products because they hear other people saying it’s a good brand. It seems that word-of-mouth marketing has an impact on them because they don’t look up brand information actively. For me, I listen to my friend’s recommendations as well but for most of the cases I like to discover the brand I like by myself. I will look up the brand’s information and see if it fits my personality. Also, my brand loyalty often comes from celebrities who I think have a good sense of taste.
3.
I regard the main value of Taiwan as collectivism. This can be shown in school and in corporate. However, people can receive different information through websites and medias and it seems that people now can embrace different values. They tend to be more individualism and have more freedom than before, especially for the younger generation.
1.I believe differences are easier to capture because we naturally concentrate more on differences. The most significant difference to me is that people in the US here get nearly all their daily supplies including grocery from supermarkets and grocery stores. People drive to a distant huge store like Walmart and shop a huge lot and drive back home. While in China, I think most people buy food and vegetables in a much less standardized marketplace like an open-air bazaar. Supermarkets are not located at a remote place, but the central business zones.
ReplyDelete2. In some way, yes. My parents as an older generation with richer life experience would be much more sensitive to the price change in grocery, like the price of eggs or cabbages. I can be more aware of the price change of iPhone or Samsung Galaxy and stuff.
3. I think collectivism and conservation are thought to be very specific to China's mainstream value but it's easy to find advertising appeals contradicted with these values. I can feel ads made in a western style that represents individualism or freedom can be more popular. They seem more modern to me.
Hi! Thank you for sharing interesting questions! Da, Wendy, and Melanie! :-)
ReplyDeleteHere are my answers to your questions!
1. For International students: Is there any similarity or differences of purchase behavior you observe when you are in the US? For US students: Is there any similarity or differences of purchase behavior you observe from people out of the states?
In my opinion, international students are more prudent when they make a decision to buy a new product, because they are not familiar with the US products as people who live in US. Also basically there are tones of similar products at the food corner, and it overwhelms a person from foreign country. For example, I always ponder what cereal to buy at cereal corner. Lots of cereal packages and characters frequently make me feel confused. However, regardless of nationality, the more positive experience to a specific brand people have, the more people are easily be loyal customers to the brand, because they do not want to waste their time again what to buy at the food corner with myriad of brands.
2. As the article An International Look at Attitude toward Advertising, Brand Considerations, and Market Expertise mentioned, the young generation has very different value and attitude from the elder ones. Do you find your price sensitivity and brand loyalty different from your parents? Please specify.
I think I am more sensitive to price than my parents. They have their favorite brands in specific product categories such as coffee, cheese, wine, meat, etc., and they don’t care whether the product is expensive or not; they just purchase it. In contrast, I always care about the price first. No matter how the product has a high quality, I don’t purchase it if the price is too high for me. I am loyal to the product in good quality which is not very expensive.
3. Please indicate some main values of your culture, for example, individualism, collectivism, freedom and conservation. Did it happen to you that your perceptions of advertising appeals are contradicted with the above cultural values?
The main values of my culture are collectivism and conservation like China. Consumers in Korea don’t want to be very unique among people and don’t show up very much. Of course they tend to show their status indirectly using luxury brands such as Prada, Audi, and so forth; they do not exaggeratedly do something to show up. However, because of this tendency, I think advertising appeals using opposite values of Korean cultures such as individualism and freedom attract more people to pay attention. Gangnam Style, which became one of the famous songs, got attention from Korean people because it was so striking contrary to many people’s expectation, and I think appealing with opposite value of Korean is the key element which led Psy to success.
I see international people buying based on word of mouth. They don’t know the US brands or trust the US brands, so they depend heavily on what their peers advice.
ReplyDelete2. Yes, my mom has brand loyalty to certain brands and I am still trying things out for myself. She has lived in the same area for two decades, so she is familiar with her purchases; she buys brands that I believe she can’t even afford (Sarah Lee Bread $4 a loaf), but because she has always purchased this brand, she probably will never switch. I’ve moved to multiple towns (for college) so each time I’m changing my buying habits based on price, but not so much based on the brands.
3. I value individualism; I don’t adhere to what is perceived to be my culture and I don't try to be different from others, I just am. I don’t contradict myself because I buy based on product, not based on what’s currently trending. So when I need eggs, I will buy what I need, I don't have to buy organice or free range, I don't care if everybody else is going green, I just need eggs. I will buy what evers the most affordable at the time and the most convient for me. (Hope that's not contradicting).
1.For US students: Is there any similarity or differences of purchase behavior you observe from people out of the states?
ReplyDeleteI don't think that I've really observed purchase behavior of people from out of the states enough to comment on differences. I've only noticed comments made that they don't know the brands or products in the states because they are different than the brands that they have in their countries.
2.As the article An International Look at Attitude toward Advertising, Brand Considerations, and Market Expertise mentioned, the young generation has very different value and attitude from the elder ones. Do you find your price sensitivity and brand loyalty different from your parents? Please specify.
I find that I tend to buy the same brands of groceries and household goods as my mom and dad. They are the brands that I'm used to so I tend to stick to those. As for clothes and other goods I have some different brand loyalties than my parents, but I find a lot of times I think that I've found a new brand and it's actually an old brand that has had a resurgence.
3.Please indicate some main values of your culture, for example, individualism, collectivism, freedom and conservation. Did it happen to you that your perceptions of advertising appeals are contradicted with the above cultural values?
I think that advertising appeals try to go against a lot of values. This is a way to get attention, especially with the popularity of social media. Negative attention is still attention so when a brand goes against the values people raise this as a problem and thus the brand gets attention. I don't think that all brands do this. A lot of brands in the states try to have this "Americana" feel to them and that goes exactly along the lines of the values in the states. So I really think this depends on the brand.
Questions:
ReplyDelete1. For International students: Is there any similarity or differences of purchase behavior you observe when you are in the US?
I think here in the US there is a big difference in terms of purchasing behavior when it comes to the variety of drinks and other items. For example, dutch people really just focus on the 'core' sodas like diet coke and sprite- the don't really have as much option as americans do. The grocery stores are a lot smaller, even the clothing options are limited. We just got stores like gap, we don't even have Abercrombie and Fitch. So i would say that purchasing behavior is different in terms of options, and it is also different in terms of quantity. Dutch people usually just shop a little bit at a time, we don't have the costcos or sam's where we can buy in bulk, and we tend to buy more fresh foods.
2. As the article An International Look at Attitude toward Advertising, Brand Considerations, and Market Expertise mentioned, the young generation has very different value and attitude from the elder ones. Do you find your price sensitivity and brand loyalty different from your parents? Please specify.
For my experience, i think that we both share the same price sensitivity and brand loyalty and we dont. Our generation tends to have the rebellious types that want to learn and do their 'own' things. But we also have those who grow up doing what their parents did because its what we know and how we were raised. I tend to lean more towards the latter, because I know that what my parents gave me and provided me with worked for me. I also think that this has alot to do with the economy these days- as things change purchasing sensitivity will change as well.
3. Please indicate some main values of your culture, for example, individualism, collectivism, freedom and conservation. Did it happen to you that your perceptions of advertising appeals are contradicted with the above cultural values?
My culture is more focused on individualism and freedom. We are a society that thrives on the fact that we are free to do what we want. In holland the laws are so lenient that people can get away with a lot, and they thrive on the idea that they have more freedom than other places like America. I think my perception of advertising appeals are related to the above cultural values- i not a conservative person- so if i see a risque add i'm not offended by it at all.
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ReplyDeleteThank you all for your interesting questions!
ReplyDelete1.Similarities: 1)all the consumers are very interested in “on-sale” products. When I went to Walmart or Meijer and saw some tags “on sale” at products, I often stopped by, and took a look of these products. In this moment, some local consumers also stopped and look through them. In most occasions, we didn’t put these”on-sale” products into our cart but we were also interested in what were “on sale” products? 2) I think any kinds of products with “price drop” tags or substantially discounted products are popular among all the consumers, based on my shopping experiences at Meijer and Walmart. 3) all the consumers are sensitive to the food components, for example calories, fat, sugar, and nutrition.
Difference: I found that most local consumers didn’t care about brands for daily use so much. However, most of consumers have their stable choice and loyalty to the household brands they use frequently.
2.Actually, there is also a huge difference between my parents. My mom are very sensitive to the price. She is a highly qualified housewife, realistic and practical. She prefers to choose products with high cost performance, a good quality and an reasonable price. For my mom, the brand image, emotional value brought from high-end brands are meaningless and she is also not willing to pay for them. However, for my dad, he has his own special brand choices of clothes and home appliances and doesn’t care about prices so much. He trusts the brands with a good reputation and a high popularity. For me, I am affected much by my mom. I am also sensitive to prices and haven’t a loyalty to any brand. Yet, if I do like a product so much, I will buy it without consideration of price, quality and brand.
3. In my opinion, collectivism and conservation are main values in Chinese culture for a long time. Majority of Chinese people care about their social image in front of the public and are easily to follow the main trend regardless of their personal opinions. However, for the younger generation in China, the individualism and freedom are becoming increasingly popular. In the current advertisements in China, you always accept this kind of information: the young generation is special, independent and cool. For example, the famous commercial of China Mobile. Its slogan is very popular among young people: I make my territory, and I control it! It stands for the culture change which is happening in the young generation in China.
1. For International students: Is there any similarity or differences of purchase behavior you observe when you are in the US?
ReplyDeleteFor US students: Is there any similarity or differences of purchase behavior you observe from people out of the states?
A: I tend to be more package aware rather than brand aware in some extent because there are so many brands that I haven't heard of or not familiar with.
2. As the article An International Look at Attitude toward Advertising, Brand Considerations, and Market Expertise mentioned, the young generation has very different value and attitude from the elder ones. Do you find your price sensitivity and brand loyalty different from your parents? Please specify.
A: Yeah. I believe I'm more willingly to spend money on designer clothes while my parents usually don't even think about it. They are kind of old-school person and barely buy any fashion stuff but rather only buy those what can fit their basic needs.
3. Please indicate some main values of your culture, for example, individualism, collectivism, freedom and conservation. Did it happen to you that your perceptions of advertising appeals are contradicted with the above cultural values?
A: Conservation. Yeah, sometimes. Especially when my parents are fairly frugal, it's made me feel guilty when I spend a lot of money on something that I may not actually in urgent need.
1. For International students: Is there any similarity or differences of purchase behavior you observe when you are in the US?
ReplyDeleteFor US students: Is there any similarity or differences of purchase behavior you observe from people out of the states?
I think differences are more obvious than the similarities. Language and unfamiliar brands make me hard to choose. No familiar brands with local product such as milk, bread. Some brands are familiar such as Hear& Shoulders, Neutrogena. As a result, I will choose the brand I am familiar no matter whether I tried the brands before. (Fortunately, I tried those brands I have knowledge about.)
2. As the article An International Look at Attitude toward Advertising, Brand Considerations, and Market Expertise mentioned, the young generation has very different value and attitude from the elder ones. Do you find your price sensitivity and brand loyalty different from your parents? Please specify.
Yes, absolutely. Young generation are more likely to consume with brands together with fashion. But our parents are more concerned with the quality. Advertising would have a big impact on the behavior of young generations, but little effects on our parents. Because parents would like to buy products they have belief in. As this kind of brand loyalty has been build, it would be more hard to break this loyalty except some quality issue happens. But young generations are more interested in fashion trend, and the brands that can represent their tastes. This kind of brand loyalty is unstable than our parents'.
3. Please indicate some main values of your culture, for example, individualism, collectivism, freedom and conservation. Did it happen to you that your perceptions of advertising appeals are contradicted with the above cultural values?
From a traditional view, Chinese are always collectivism. Westerns are more individualism. But young generations are more influenced by western culture. So I think each kind of advertising is not contradicted with my culture value.
1. For the similarity, I find most of people will compare the price when shopping. But I find more differences, for example, Americans may be used to buying foods for a week or longer every time they go shopping. While we Chinese prefer buying less food just for couples of days. Also, I find most of Americans don’t care about brand, while Chinese are more likely to care about brand especially when we are shopping clothes or handbags.
ReplyDelete2. There are several differences between my price sensitivity/brand loyalty and my parents’. Parents are more price sensitive, it seems that they know more about the discount and spend more time comparing the price, while normally I spend more time comparing the style. And I have low brand loyalty, I feel I am more likely to try new brand. While parents are more likely to choose the same brand that they believe in.
3. I think some of our traditional cultures have been changed, for instance, freedom is a popular word among Chinese young people today. Chinese society is becoming more and more multi-cultural, so I feel the situation seldom happen to me : )
1. For International students: Is there any similarity or differences of purchase behavior you observe when you are in the US?
ReplyDeleteBoth in China and in U.S., consumers now drive to grocery shop. Compare with what they used to do, people would travel farther to shop in a larger supermarket than do so in their neighbor’s small market. But almost every modern city in China keeps its farmer market because people prefer buying vegetables there due to the relative low price, however, American buyers only purchase their cooking ingredients in supermarket.
2. As the article An International Look at Attitude toward Advertising, Brand Considerations, and Market Expertise mentioned, the young generation has very different value and attitude from the elder ones. Do you find your price sensitivity and brand loyalty different from your parents? Please specify.
Yes and no, it depends on the situation. I once left home to pursuit my bachelor degree. I was sensitive to price when I lived alone but act differently at home in holidays. Meanwhile, I have to admit that our generation has a better awareness of brands than those our parents have and I don’t think they can recognize as much logos as we can. However, in this sense, they may have a stronger loyalty toward those brands they know.
3. Please indicate some main values of your culture, for example, individualism, collectivism, freedom and conservation. Did it happen to you that your perceptions of advertising appeals are contradicted with the above cultural values?
Yes. Chinese are conservative. Though this image is changing but we are still affected by the cultural environment. For example, I found the bra Ad our classmates showed in Michelle’s class is pretty disturbing. I mean I do like those open minded girls but still it’s hard to accept if it goes too far.