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INDIVIDUAL ASSIGNMENTC O N S U M E R

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I . I N T R O D U C T I O N

1 . 1 . O v e r v i e w o f t h e b r a n d 1 . 2 . S T P S t r a t e g y

1 . 3 . A i m s : A n a l y z e t h e i m p a c t o fc u l t u r e o n c o n s u m e r b e h a v i o rI I . B O D Y P A R T

2 . 1 . D e f i n i t i o n o f c u l t u r e a n dr e l a t e d f a c t o r s

2 . 2 . D e f i n i t i o n o f c o n s u m e rb e h a v i o r

2 . 3 . C u l t u r e o f t h e c o u n t r y( V i e t N a m )

2 . 4 . C o n s u m e r b e h a v i o r i n

p u r c h a s i n g t h a t p r o d u c t i n t h a tc o u n t r y

2 . 5 . A n a l y z e t h e i m p a c t o f

c u l t u r e o n c o n s u m e r b e h a v i o r i nt h a t C o u n t r y

I I I . C O N C L U S I O NI V . R E F E R E N C E S

TABLE OF CONTENTS

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M a r k e t e r s s h o u l d a l w a y s r e s e a r c h a n d b e k n o w l e d g e a b l e o n t h e t o p i c o f c o n s u m e r b e h a v i o r . T h i s h a s b e e n t e s t e d a n d

e v a l u a t e d a s o n e o f t h e i m p o r t a n t f a c t o r s a f f e c t i n g t h e e f f e c t i v e n e s s o f a d v e r t i s i n g a n d b r a n d i n g . R e s e a r c h i n g c o n s u m e r b e h a v i o r i s e s s e n t i a l f o r t h i s r e a s o n . T h e i n f l u e n c e o f c u l t u r e o n c o n s u m e r b e h a v i o ri s p a r t i c u l a r l y s i g n i f i c a n t . I n e a c h c o u n t r y , e a c h e t h n i c g r o u p w i l l h a v e i t s o w n c u l t u r e .A s a r e s u l t , c o n s u m e r b e h a v i o r a l s o

c h a n g e s . T h e w r o n g p r o d u c t , i n c o r r e c t

m a r k e t i n g c a m p a i g n , o r e v e n i n a p p r o p r i a t e l a n g u a g e c a n t e a c h b r a n d s m e m o r a b l e

l e s s o n s . T h e r e a r e m a n y u n i q u e c u l t u r a l f e a t u r e s i n V i e t n a m t h a t t h e l o c a l s c a n n o t i d e n t i f y . T h e i r w a y s o f c o n s u m i n g a n d t h e i r w a y s a r e d i r e c t c o n s u m p t i o n h a b i t s . B r a n d sn e e d t o r e s e a r c h a n d l e a r n a l o t t o b e

s u c c e s s f u l a n d c r e a t e l o c a l i z e d p r o d u c t s . T h i s e s s a y w i l l a n a l y z e t h e c u l t u r a l f a c t o r s a f f e c t i n g t h e p u r c h a s i n g b e h a v i o r o f

V i e t n a m e s e u s e r s t o w a r d s t h e f a s t b u t n o n o b e s e f o o d b r a n d < S u b w a y = .

-I. INTRODUCTION

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C u r r e n t l y , V i e t n a m i s a l u c r a t i v e m a r k e t f o r f o r e i g nb r a n d s b e c a u s e o f c o n s u m e r s ' i n t e r e s t i n f o r e i g n b r a n d s .M o r e o v e r , f a s t f o o d i s a v e r y n e w d i s h t o t h e V i e t n a m e s em a r k e t b e c a u s e o f i t s f o r m a n d t a s t e , s o m a n y b r a n d sf r o m t h e U S h a v e t r i e d t o p e n e t r a t e t h i s m a r k e t o f 9 0m i l l i o n p e o p l e . T h e S u b w a y b r a n d i s n o e x c e p t i o n . W i t ht h e n a m e S u b w a y V i e t n a m , t h e c o m p a n y h a s f o c u s e d o na t t a c k i n g t h e V i e t n a m e s e m a r k e t w i t h t h e d e s i r e t oc h a n g e i t s e a t i n g h a b i t s . S u b w a y i s a n A m e r i c a nm u l t i n a t i o n a l f a s t - f o o d r e s t a u r a n t f r a n c h i s e w i t h

s a n d w i c h e s , s a n d w i c h e s , s a l a d s , a n d s o f t d r i n k s . S u b w a yw a s f o u n d e d b y 1 7 - y e a r - o l d F r e d D e L u c a a n d s p o n s o r e db y P e t e r B u c k i n 1 9 6 5 a s P e t e ' s S u p e r S u b m a r i n e s i nB r i d g e p o r t , C o n n e c t i c u t . T h e r e s t a u r a n t w a s r e n a m e dS u b w a y t h r e e y e a r s l a t e r , a n d f r a n c h i s i n g b e g a n i n 1 9 7 4w i t h a s e c o n d r e s t a u r a n t i n W a l l i n g f o r d , C o n n e c t i c u t .S i n c e t h e n , i t h a s e x p a n d e d t o b e c o m e a g l o b a l f r a n c h i s e .S u b w a y s e r v e s a w i d e r a n g e o f t o p p i n g s , a l l o w i n g

c u s t o m e r s t o c h o o s e w h i c h t o p p i n g s a r e i n c l u d e d i n t h e i rs a n d w i c h e s . S u b w a y ' s l o n g s t a n d i n g s l o g a n , " E a t F r e s h " , i sm e a n t t o d e n o t e

F r e s h i n g r e d i e n t s a r e u s e d i n t h e i r b r e a d . I t w a s t h ef a s t e s t - g r o w i n g f r a n c h i s e i n t h e w o r l d i n 2 0 1 5 a n d a s o fJ u n e 2 0 2 1 , i t h a s 3 7 , 5 4 0 l o c a t i o n s i n o v e r 1 0 0 c o u n t r i e sa n d t e r r i t o r i e s . M o r e t h a n h a l f o f t h e f a c i l i t i e s ( 2 1 , 7 9 6 o r5 8 . 1 % ) a r e i n t h e U n i t e d S t a t e s . I t i s a l s o t h e l a r g e s ts i n g l e - b r a n d r e s t a u r a n t c h a i n a n d l a r g e s t r e s t a u r a n to p e r a t o r i n t h e w o r l d . I t s i n t e r n a t i o n a l h e a d q u a r t e r s a r ei n M i l f o r d , C o n n e c t i c u t . B u t S u b w a y V i e t n a m h a s

c o m p l e t e l y f a i l e d t o c o v e r t h i s m a r k e t .

1.1. OVERVIEW OF THE BRAND

I. INTRODUCTION

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W h e n M c D o n a l d ' s f i r s t s e t f o o t i n V i e t n a m , t h e g o a l w a s t o o p e n 1 0 0 s t o r e s i n 1 0 y e a r s . T o r e a c h t h i s n u m b e r , M c D o n a l d ' s h a s t o o p e n 1 0 s t o r e s o na v e r a g e e a c h y e a r . B u t a f t e r 4 y e a r s , t h i s " b i gm a n " h a s o n l y o p e n e d 1 7 s t o r e s . I f S u b w a y ' s " t o w n m a t e s " d o n ' t s u c c e e d , t h e n S u b w a y i n V i e t n a m d o e s n ' t g e t a n y b e t t e r w h e n i t ' s o p e n a n y w h e r e , t h e h o l e i s r i g h t t h e r e . T h e m a r k e t i n g s t r a t e g i e s o f S u b w a y V i e t n a m t o e x p a n d t h e s t o r a g e s y s t e m w h i c h h a d n o t y e t o p e n e d h a d t o b e c l o s e d . A l l t h i s i s b e c a u s e o f t h e e x t r e m e l y f i e r c e c o m p e t i t i o n f r o m V i e t n a m e s e s t r e e t b r e a d s h o p s .

1.1. OVERVIEW OF THE BRAND

I. INTRODUCTION

Sources:

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2. INTRODUCTION

1.2. STP Strategy

- S E G M E N T A T I O N :

S u b w a y u s e s 3 m a i n m a r k e t s e g m e n t s , D e m o g r a p h i c ,P s y c h o g r a p h i c , a n d B e h a v i o r a l t o s e g m e n t c u s t o m e r s i n t og r o u p s o f p e o p l e w i t h c o m m o n c h a r a c t e r i s t i c s a n d n e e d s ,a l l o w i n g t h e m t o t a i l o r t h e i r a p p r o a c h t o e f f e c t i v e l y m e e tt h e n e e d s o f e a c h g r o u p .

- D e m o g r a p h i c :

+ A g e : S u b w a y ' s t a r g e t m a r k e t i s y o u n g a d u l t s a n d a d u l t sa g e s 1 6 t o 4 0 . M o s t a p p e a l i n g t o f i t n e s s - l o v i n g g i r l s a n d b o y sw h o c a r e a b o u t c a r b s a n d c a l o r i e s b e c a u s e i t ' s a l l a b o u tf r e s h a n d n u t r i t i o u s .

+ G e n d e r : M a l e a n d f e m a l e

+ I n c o m e : T o w a r d s t h e m i d d l e c l a s s . S u b w a y i s m a i n l y a i m e da t h e a l t h y e a t e r s l i v i n g i n u r b a n a n d r u r a l a r e a s .

- P s y c h o g r a p h i c s :

+ C u s t o m e r s i n t h i s s e g m e n t i n c l u d e y o u n g p r o f e s s i o n a l s o rs t u d e n t s w h o w i l l v i s i t d u r i n g l u n c h o r d i n n e r t i m e . M o s t o ft h e m a r e b u s y w i t h t h e i r w o r k o r s t u d y . T h e y w o n ' t h a v et i m e t o c o o k t h e i r o w n m e a l s . T h e y w a n t t o v i s i t f a s t f o o dr e s t a u r a n t s , e s p e c i a l l y S u b w a y b e c a u s e i t i s g o o d f o r t h e i rh e a l t h . M o r e o v e r , p e o p l e w o u l d l o v e t o h a n g o u t w i t hf r i e n d s , s o c i a l i z e a n d e v e n m e e t s o m e n e w f r i e n d s . I tb e c o m e s a

h a b i t o r l i f e s t y l e f o r y o u n g p e o p l e . T h e y l i k e t o t r y o u ts o m e t h i n g n e w a n d d i f f e r e n t . S u b w a y w o u l d b e o n e o f t h ep e r f e c t c h o i c e s f o r t h e m a s t h e r e a r e a l o t o f c o m b i n a t i o n so f t h e i n g r e d i e n t s a t S u b w a y .

- B e h a v i o r :

F o o d s a f e t y a n d f o o d q u a l i t y a r e p a r a m o u n t . S u p p l i e r s m u s ta d h e r e t o t h e R e g i o n a l o r G o l d S t a n d a r d F o o d S a f e t y a n dQ u a l i t y P o l i c y , t o e n s u r e o n l y t h e b e s t a v a i l a b l e p r o d u c e i sd e l i v e r e d t o S U B W A Y r e s t a u r a n t s .

+ S u b w a y c u s t o m e r s a c c u r a t e l y c o n v e y t h e t a s t e , t e x t u r e ,s m e l l , p r e s e n t a t i o n , a n d e n j o y m e n t o f t h e i r f o o d w h e nd i n i n g a t a S u b w a y r e s t a u r a n t . T h e y c o m m e n t n o t o n l y o nt h e s a n d w i c h b u t a l s o o n t h e a t m o s p h e r e , t h e s t a f f ' sk n o w l e d g e , a n d a t t e n t i v e n e s s , t h e w a y t h e s t a f f t r e a t s y o ua n d r e s p e c t s o t h e r c u s t o m e r s , t h e s p e e d o f s e r v i c e , a n d t h eo v e r a l l i m p r e s s i o n o f t h e r e s t a u r a n t .

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I. INTRODUCTION

- T a rg et in g :

S u b wa y a i ms t o t a r g et b o t h m a l e s a n d f e m a le s t o co me t o i t sr e s t au ra nt s . Ge ne ra ll y, m e n ea t mo re f as t f oo d th an w om e n,s o y ou c an as su me t ha t me n g en er al ly e at mo re S ub wa y t ha nw o m e n. F o r ex am pl e, a s t ud y by t he C DC st at es t ha t 46 .5 % o fm e n at e f as t fo od o n an y g iv en d ay b et we e n th e ye ar s 20 1 3-2 0 1 6 , co mp a re d to 4 3. 3% o f w om en . Fu rt he r , bo th m en a ndw o m e n fi n d Su bw ay a pp ea l in g fo r di ff er en t r ea so ns , wh et h ers a n d wi ch e s, s al ad s, c oo ki e s, o r mo re . Su b wa y cu st om er sc h o o se t o e at t he re b ec au s e th ey w an t to sa ve t im e an d e at ab i t he al th i er . Th at s ai d, t h e co mp an y is q u ic k to t ak e y ou ro r d e r, t oa s t an d pr ep ar e t he s an dw ic h, a d d to pp in gs a nds a u c es , an d h av e yo u ea ti n g wi th in m in ut e s af te r or de ri ng .S o , it s av e s so m uc h ti me co mp ar ed t o ot h er o pt io ns .A d d i ti on al l y, S ub wa y ta rg e ts h ea lt hy e at e rs w it h a ra ng e o fh e a l th ie r p ro te in o pt io ns , a s al ad i ns te ad of b re ad o pt io n ,a n d a va ri e ty o f fr es hl y c h o p pe d v eg et ab le t op pi n gs . Cl ea rl y,S u b w ay c u st om er s do n’ t m in d pa yi ng m or e f or a g en er ou sp o r t io n of fo od w it h fr es h i ng re di en ts . St i ll , Su bw ay o ff er sc o u p on s f or t ho se w ho w a nt t o sa ve s om e m on ey .

- P o si ti on i ng :

S u b w ay p o s i ti on s i t s p r o d uc t b y c o n t in ui n g t o b u i l d t h eb r a n d on t h e fr es hn es s p l a tf o rm . Su bw ay ’s p o s i ti on in g ha sa l w a ys b e e n < E a t f r e s h, = t h e n e w e f f o rt f o c u se s o n t hec o m p an y ’s a n d i ts c o n s u me rs ’ <a pp et it e f o r b et te r. = I n o n e o ft h e s p o t s, c a l le d < C l e an S l a te ,= a h e a v y se t m a n w o r k s o u t o n at r e a dm il l, a yo u n g fe m al e fo o t ba ll p l ay er go e s in t o th e g a m ea n d a d og i s r e s c ue d f r o m a sh el te r a s t h e v o i c e -o ve r t a l k sa b o u t i t s c l e a n f o o d e f f o rt s . T h e n e w l og o i s t he b r a n d ’s < n e x ts t e p = in i t s ev ol ut io n , li st en in g to c o ns um er s ’ de si re s an df o l l ow in g t h e a d d i ti on o f m o r e p r e mi u m m e n u i t e m si n c l ud in g c ar ve d tu rk ey b r ea st a nd r ot is s er ie -s ty le c hi ck e n.

1.2. STP Strategy

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C o n s u m e r b e h a v i o r a n d c o n s u m e r c u l t u r ea r e f o u n d t o b e s i g n i f i c a n t l y a f f e c t e d b ys o c i a l v a r i a b l e s . C u s t o m e r s b e l o n g i n g t o t h e s a m e s o c i a l c l a s s t e n d t o b e h a v e s i m i l a r l y , a c c o r d i n g t o m a r k e t a n a l y s t s . C o n t r a r y t ot h i s , s h o p p e r s ' t a s t e s w i l l v a r y d e p e n d i n g o n t h e i r s o c i o e c o n o m i c s t a t u s a n d a r e a d i r e c t r e f l e c t i o n o f t h e c u l t u r a l v a l u e s t o w h i c h t h e y h a v e b e e n e x p o s e d . I t i s d i f f i c u l t t o i g n o r e c o n s t i t u t i v e a s p e c t s s u c h a s e t h n i c i t y ,

g e o g r a p h i c a l l o c a t i o n , r e l i g i o n , c r e e d , c l a s s o rc l a s s , a n d s o c i a l s t a t u s w h i l e d i s c u s s i n g

c u l t u r a l f a c t o r s . T h e s e f a c t o r s a l w a y s h a v e a n i m p a c t o n p e o p l e ' s i n t e r e s t a n d p e r c e p t i o n o ft h e v a l u e o f g o o d s a n d s e r v i c e s .

I. INTRODUCTION

1.3. Aims: Analyze the impact ofculture on consumer behavior

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There is no single definition of culture nor consensus among different thinkers. Mr. A.L. Korelaber and T. Parsons in an article on Concepts of Culture and Social Systems The American Journal of Sociology defined culture as <a complex set of values, ideas, attitudes, and symbols that have other meanings created by a person to shape human behavior and the facts that counter that behavior as they are passed on from generation to generation=.

There are many philosophers who feel that culture is a material and abstract element and it is difficult to define it. According to some researchers, culture is a challenging concept because "its primary focusis on the broadest component of social behavior in society as a whole". Psychologists, sociologists, and anthropologists study only one aspect of society but in culture, we study the whole structure of society. In other words, culture entails the study of all aspects of society including language, knowledge, law, religion, food customs, music, art, technology, and ways of working. , products, and other counteracts give a distinctive flavor to society. In a sense, culture is the personality of society.- Symbol:

Every culture is filled with symbols, or things that represent something else, and that often evoke different reactions and emotions. Some symbols are actually nonverbal communication, while others are actuallyphysical objects.

II. BODY PART

2.1. Definition of culture and related factors

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II. BODY PART

2.1. Definition of culture and related factors

- Language:

Our most important set of symbols is language. In English, the word chairmeans something that we sit on. In Spanish, the word silla has a similar meaning. As long as we agree on the interpretation of these words, a common language and therefore society is possible. At the same token, language differences can make communication difficult.

- Norms:

Cultures differ widely in their norms, or standards, and expectations forbehaving. We already saw that the nature of drunken behavior depends onsociety’s expectations of how people should behave when drunk. Norms ofdrunken behavior influence how we behave when we drink too much. • Norms are the formal and informal rules regarding what kinds ofbehavior are acceptable and appropriate within a culture.

• Norms are specific to a culture, time period, and situation.

Norms are often divided into two types, formal norms and informal norms.

In spite of so much differences culture provides the society a sense of uniqueness and common identity, common understanding and thoughts that have common attitudes, values, and behaviour at least as a consumer broadly spending following behaviours are influenced by culture but they are neither exhaustive of other cultures specially culture of other countries what is called cross culture or greater influences of subcultures.

As it is not possible to define society’s personality it is difficult to define culture. The problem of definition becomes all the more difficult for countries like India who has long history, people of different religions, languages and customs who have settled over centuries from different parts of the world and different regions of the country. Similarly, in many other countries there are wide variety of races and beliefs because people from different parts of world have settled. There is diversity of culture in many other countries too.

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