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Korea Market

In: Business and Management

Submitted By diivoqi
Words 2598
Pages 11
Assignment #2

Group 5:Yufan Qi 42318734 Keyoung-ae Yoo 41442091 Siyun Xiong 42491223
Yidan Cao 42312264 Fei Xue 42498155 Wednesday 4 pm. LPT

Introduction

As a great market exporter, the strategies using in export different country’s market are totally different, even on the same product, in this assignment we will analyze the consumer behavior in Korean market and Australian market through different advertisements preference, reference groups, the nature of families, the family life circle, and the socialization of family members.

Different advertisements perferences

With the rapidly development of new information technology, the competition between companies became more and more intense, great companies use genius ideas in their advertisements aim to capture more audiences to purchase their products and small companies use advertisements to promote their products to enable them survive in the high competition while there were already hundreds of ‘substitutes’ in the market nowadays.

As all companies use advertisements, the situation in Korean advertisement industries and Australian advertisement industries are totally different when sometimes objective, factual appeals are more effective in persuading a target audience, and sometimes emotional appeals are more effective. (Schiffman,2011), however ,in Korea advertisers never put fear appeal into their ads ,even the product will destroy people’s health like cigarettes or alcohols and they do not like to use sex appeal either, this may because Asian people are more introversion than Australians, when they saw some of ‘hot’ sex appeals, they would feel shy which may lead them forget the main information marketers wanted to send through the advertisement.

Humorous appeals are the most frequency appeals appears in Korean advertisements, because Korean people like humorous, we can tell this...

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