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Interkulturelles Marketing: Gegenüberstellung von Erfolgsfaktoren der Kundenansprache in der DACH-Region und Südkorea am Beispiel dekorativer Kosmetik

Author

Listed:
  • Günther, J.
  • Hartmann, K.
  • Simon, M.
  • Walter, G.

Abstract

This paper investigates whether it is advantageous for the cosmetics industry to address customers in the two target markets DACH region (Germany, Austria, and Switzerland) and South Korea in a differ-entiated way, adapted to the cultural values of the respective target market. For this purpose a survey of 100 inhabitants of the DACH region and 100 South Koreans was conducted. Cultural values and needs, preferences in advertising, the relationship between consumers and companies, and consumer behavior were surveyed using a questionnaire with identical content in German and Korean. It was found that consumers in the respective target markets differ in their reactions to identical advertising messages. Based on the results, a differentiated application is recommended for players in the cos-metics industry. However, companies should always consider the advantages in relation to the costs and resources involved.

Suggested Citation

  • Günther, J. & Hartmann, K. & Simon, M. & Walter, G., 2020. "Interkulturelles Marketing: Gegenüberstellung von Erfolgsfaktoren der Kundenansprache in der DACH-Region und Südkorea am Beispiel dekorativer Kosmetik," Research Journal for Applied Management (RJAM), International School of Management (ISM), Dortmund, vol. 1(2), pages 23-42.
    • Handle: RePEc:zbw:ismrja:324711
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    References listed on IDEAS

    as
    1. Wendi L. Adair & Nancy R. Buchan & Xiao-Ping Chen, 2009. "Conceptualizing Culture as Communication in Management and Marketing Research," Palgrave Macmillan Books, in: Cheryl Nakata (ed.), Beyond Hofstede, chapter 8, pages 146-180, Palgrave Macmillan.
    2. Ko, Eunju & Taylor, Charles R. & Sung, Heewon & Lee, Jooyeon & Wagner, Udo & Navarro, David Martin-Consuegra & Wang, Fanghua, 2012. "Global marketing segmentation usefulness in the sportswear industry," Journal of Business Research, Elsevier, vol. 65(11), pages 1565-1575.
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