The Eden Project - Briefing Document
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Added on 2020-06-03
The Eden Project - Briefing Document
Added on 2020-06-03
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The Eden Project - BriefingDocument
The main objective is document is to find out and discuss relevant differences betweenChinese and British consumer behaviour using Hofstede's model of cultural dimensions andbased on the those differences to evaluate what the Eden project management should do to theirmarketing mix in order to enhance their service encounters.Consumer behaviour is analysed as study of individuals, organisation and groups alongwith all activities associated with the purchase, use and disposal of goods and services. It is thestudy of the analysing the individual behaviour, nature and attitude through which they behavewith other. It also involves consumer's mental, social, emotional and behavioural responses thatwill precede the activities. Study of this difference in behaviour of consumers in china andBritain is concerned with all the aspects of purchasing behaviours that relates- from pre purchaseactivities to the post purchase activities (Pak, 2015). It is concerned with all persons involvedeither directly or indirectly in the various purchasing decisions and consumption activitiesinvolving brand influencers and opinion leaders. Research has also provided understanding that,it is difficult to make predication of consumers behaviours. In different countries, people possesdistinctive thoughts, perception and culture which makes them different from others in termsbehaviour (Degens and et.al., 2017). Professor Geert Hofstede have also conducted one important study of how the values ofindividuals in the workplace are influenced by the culture (Degens and et.al., 2017). It hasdefined the culture as collection programming of the mind that differentiates the members of onegroup from another category. In this context, research of model is used to determined thedifference between the consumer behaviour in china and Britain. This model basically involvessix dimensions that represents one independent preferences and state of affairs over the anotherwhich differentiates the countries.Country scores on the dimensions are analysed which stated that culture can only be used byimportant comparison. First dimension of model is power distance index, that expresses the degree to which theless power full members of the society accept and except that the power has been distributedunequally. The main problems behind this is how a society or country will handle inequalitiesamong the people. China sits in higher ranking on power development index which means1
people in the society believes that the inequalities amongst the people are not acceptable.Consumer behaviours in the superiors and subordinate relationship are will be polarized andthere will no defence against power by the abusers (AlAnezi and Alansari, 2016). Havingreviewed the key cultural tradition of three ethnic groups, difference in cultural values andassociated consumers behaviour has been exhibited by three ethnic groups that will be analysedby using this Hofstede model. Further, significant difference has been provided on the basis ofthree main dimensions such as:IndividualismVscollectivism : The high side of dimension is identified as the individualism that can be defined aspreference of consumers as well as behaviour is affected by social framework in whichindividuals are expected to take care of themselves and the immediate families. In Britishcountries, behaviours of consumers is highly individualistic and they are analysed as privatepeople. At a score of 20 China is analysed as highly collectivist culture in which the consumersonly acts in their interest of the group and not necessarily of themselves. Consumer does not getaffected with the marketing of products and they used to buy the products by analysingbehaviour of other people. For example; In china, people are highly collectivist., thererelationships with their colleagues are cooperative for in groups they are cold or hostile for theout groups. While at highest score of 89, UK is identified at highest individualist score asconsumers in British countries are highly individualist. Research has determined that peoplefrom individualist cultural have a preference for products and services which are interlinkedwith being successful and autonomous as well as creating a personal gain (Beugelsdijk,Maseland and Hoorn, 2015). People from the collectivist culture have the preferences forproducts and service that always prevent the losses or negative outcomes. With help of theseapproaches, customer behaviour can understand by the company. These philosophies understandby the company in order to understand the nature and behaviour of the individual. Consumers inBritish countries are from individualistic culture because have been found willing to pay morefor an early delivery for their products and services when the message has been framed in a gainframe. For example enjoy the product with early delivery. Further consumers of china'scollectivist culture have been found willing to pay more for their products and services when themessage is framed in the loss frame. For example: “prevent delayed delivery for your product”Power distance: At score of 80, china sits on higher ranking in power distance index whereasUK sits at score of 35. Research has stated that impact of power distance belief on consumer's2
preference for the status background. On the basis of correlation al and casual results thatconsumers having high power distance in china, belief will tend to be stronger preference forstatus brands as compared to low distance belief (Rallapalli and Montgomery, 2015). In simplewords, consumers in china are more likely to buy the branded products which are highlymarketed in country and have a strong brand recognition whereas people in British countriesdoes not have strong preference for status brands as they tend to buy the products which areavailable in good quality at lowest prices.Masculinity: It is also important determinant which is used to state the difference between thepeople of consumers in China and British countries. A high score of Masculinity indicates thatthe society is driven by competition, achievement and success with the success to be defined bythe winner. Low score means that the dominant values in country are providing care for othersand quality of life (Saleem and Larimo, 2017). From the above analysis, At score of 66, China isanalysed as highly masculine society as the more oriented towards achievement and driven.Consumer behaviour is highly affected by this factor. It implies that people china are morefocused towards buying products which are more expensive and contains high quality ascompared to other. They are more concentrated towards products quality rather than high prices.Further, at the score of 66, UK also share the same place with China as it analysed that people inBritish countries are more result oriented. They will buy the products which are more profitablefor them and meet their requirements. For example : Chinese students provided majorconcentration on their care scores and ranking because this is the main criteria to achieve successor not. Uncertainty avoidance: Dimension of this uncertainty avoidance has been understood with theway that a society deals with the fact that the future can be never know. They should always tryto control the future. Further, this major ambiguity provides anxiety and distinct cultures forlearning to deal with these problems of Anxiety in different ways. It is also analysed as extent towhich the members of similar culture feel threatened by the ambiguous or unknown situations.And also have developed a belief as well as institutions that try to avoid these is reflected in thescore on uncertainty avoidance (Mazanec and et.al., 2015). At 30, china is having less score ofuncertainty avoidance. This states that the preference of people in china towards the products andservices in not fixed, it usually tends to change as per changed arise due to innovation andtechnology. For example: Consumers preference in china is high influenced by products which3
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