Is this really a Starbucks or someone is just using the name to get customers in?
It’s indeed a Starbucks café located in Kawagoe Kanetsuki-dori, Saitama JAPAN to match the neighborhood’s nostalgic Little Edo townscape, the café was built to resemble a traditional warehouse. It’s complete with a light-colored wooden exterior made with local cedar wood, plus a typical tiled roof. This is just one example of how cultural factors are taken into consideration by brands.
Wouldn’t most of us imagine a Starbucks to look like this?
BUT Starbucks is well aware of the vast cultural disparities between Asian and American traditions and wisely acknowledged the profound impact of tea on Asian cultures. In response, the company astutely tailored its menu to accommodate these divergent preferences also recognizing that tea holds immense significance in Asian societies. Starbucks successfully positioned itself as a brand that respects and embraces local traditions, thereby appealing to Asian consumers on a deeper level.
Just imagine the sheer power that a business would have to read consumers’ minds.
This seemingly magical prowess, although bordering on the manipulative, has become a widespread phenomenon in today’s marketing landscape. It has become second nature for marketers to meticulously craft their strategies based on a comprehensive analysis of consumer behavior.
To comprehend its inner workings let’s talk about what consumer behavior is. Consumer behavior, a fascinating and insightful field of study, revolves around the exploration of individuals’ and groups’ decision-making processes about the selection, purchase, utilization, and disposal of goods, services, ideas, or experiences.
Five factors affect or influence consumer behavior. These factors help determine whether a person will purchase an item. Following are these five fundamental factors:
- psychological
- social
- cultural
- personal
- economic
When we talk about the Eastern and the Western world the main factor that influences consumer behaviour is Culture. How they buy, in what quantities they buy, at what price level they buy, and also the type of goods they buy are quite different when we talk about Eastern and Western markets.
Although in today’s interconnected world, indeed, Asian consumers and their Western counterparts often exhibit similarities. They might enjoy similar music, engage in shared digital pastimes, and even favor the same fashion labels. Nevertheless, it would be unwise for brands to overlook the profound cultural distinctions that persist. These distinctions encompass varying tastes, perspectives, and mindsets that can significantly impact consumer behavior. Therefore, brands stand to gain by adopting a tailored approach when targeting Asian consumers, encompassing meticulous research, strategic product and brand positioning, and the use of culturally resonant creative imagery.
Now let’s discuss how cultural factor influences consumer behavior.
Values and beliefs
In the Western sphere, particularly in North America and Europe, individualism is a dominant cultural value. Individualistic societies accord utmost importance to personal freedom, autonomy, and self-expression. Conversely, Eastern cultures, exemplified by those prevalent in East Asia, tend to extol collectivism. These societies place a premium on group harmony, interdependence, and societal obligations.
The ideology behind buying product/service
Western consumers frequently prioritize the functional and emotional advantages of their products. Whereas Eastern consumers often take a divergent path by emphasizing the spiritual and moral values intertwined in how they buy.
Expectations from product and services
Consumer expectations from products can vary between the Eastern and Western worlds due to differences in cultural values, economic conditions, and social norms. While it is important to recognize that generalizations can oversimplify the diversity within each region. Usually, we can see this in buying trends of Eastern consumers where they tend to buy products that give them value for their money. Consumers may prioritize utility over aesthetics or brand image. Whereas western consumers are more focused on experiences, brand image, and high-quality products.
Self-Centered Consumption Concepts and the Concept of “Unrealistically Comparison’
Eastern Traditional cultures often place a strong emphasis on social hierarchy and status. Consumption patterns can be influenced by the desire to gain or maintain a higher social standing within the community. People may be motivated to acquire and display products that are associated with wealth, luxury, or exclusivity as a way to enhance their social status and gain respect from others. While on the contrary western Self-centered consumption places a strong emphasis on immediate personal gratification. Consumers seek products and experiences that provide instant pleasure, enjoyment, or fulfillment of their desires and preferences. They prioritize personal satisfaction over long-term consequences or societal well-being.
