Marketing 203 Group Assignment 2
Australian Export Opportunities to
Francesca Coralina Omorogbe
Asha Jane D’Cruz
Where once, the South Korean society solely relied on the produce of their country as a source of goods, they are slowly turning towards imports from other nations, such as Australia for their goods and services. Australia is renowned for their agricultural excellence, and hence has become a major exporter of foods to South Korea. In this essay, discussions about how South Korean culture may influence the nature and the decisions made in regards to food consumption. Additionally, the theories of family and social influence of Australia and South Korea will be applied, with an aim to reveal possible opportunities for the South Korean food industry to further improve its standings in South Korea.
Family is one of the most important aspects in life for South Koreans. The Korean community is well-known for their large and tight knit families, with an average of 2.97 persons per household, in comparison to an Organisation for Economic Co-operation and Development (OECD) average of 2.63 in 2009 (OECD, 2010). This is generally due to the high level of multigenerational families in Korea. Many Koreans regard the well-being of the family, as a whole, more important than that of individual members (NTAC, 2013). Food is also a predominant feature in the Korean culture; they often gather around for extravagant feasts with family and friends, especially on occasions such as New Years and Christmas. Therefore providing food to the family of the best quality is a high priority need.
Traditionally, men of the South Korean society are the breadwinners of the family, while women tend to stay at home and take care of family matters. The female employment rate in Korea, at 52.2%, in 2009 was below the OECD average of 59.6% (OECD, 2010), therefore reflecting the homemaker role that women play in the family.
In the eyes of the developed countries club (OECD), South Korea is considered a developed country of the Asia pacific. With advances in industrialisation and urbanisation, and despite the public policies that still uphold the patriarchal family system, the sex ratio (number of boys per 100 girls) has been remarkably decreasing in the last two decades. It seems that the drop in son preference was triggered by normative changes in the society, in comparison to individuals whose socioeconomic circumstances had changed (Chung & Gupta, 2007). Therefore, a potential target market for women arises. At this rate, there is a strong possibility that more women in the South Korean society.
Gender takes the centre stage of numerous brand narratives. Researchers conducted in Australia and New Zealand show that the female partner/wife is generally involved in the decision making process (Schiffman et al, 2010). Keeping young singles/married couples in perspective, marketers who used to target men are now targeting women through means of educating them about the importance of eating healthy, and family well-being. For example, introduction of diet Pepsi or diet coke, was made to attract men towards diet soda, so that they could monitor their calorie intake. But this claimed to be unsuccessful. To the contrary, when women were targeted towards consuming lower calorie drinks like Dr. Pepper Ten, Pepsi Max, Coke Zero, etc., it was observed that women were the major consumers, and they religiously rejected the notion that “diet cola [was] for men” and that “it's not for women.” (Avery, 2012)
Social influence marketing is composed of a combination of the use of social media and the day-to-day interactions consumers go through which may impact purchase decisions made by buyers (Murray, 1991). Social media plays a large role in influencing consumers, as content created by everyday people is...
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