CONSUMER BEHAVIOR
Extra Assignment – Cultural Values
Student name: Huynh Thi Thuy Trang (Tracy)
Student ID: RA6097206
Culture is one of the most important factors that a multinational company concern. In
which, sensual gratification and abstinence are the self-oriented values which affect customer
behaviour different way in different cultures. These values related to the acceptance of sensual
gratification, which means satisfy the desire of food, drink, or sex beyond the minimum
requirement. For example, some European cultures have high sensual gratification in which people
openly talk about sexual activity, for example; while in some Asia societies, this topic is not
allowed to mention on the mass media.
Assume that a perfume company would like to promote its product into two different
cultures in terms of sensual gratification and abstinence, they must make different strategies in
their advertising to appeal to customers in these different cultures.
Firstly, we will discuss a little about perfume products. Perfume is a special category that
cannot show visible results; therefore, marketers should tap people’s feelings and moods rather
than focus on the function or ingredient in the product. To be more specific, perfume advertising
should sell a mood, a feeling, or a concept related to intangible products to the target market. So
how can attract people in the two different cultures in perfume advertising?
For sensual gratification culture, we can use sex appeal in advertising to catch people’s
admiration from people around. For example, a female celebrity wearing a fancy dress, walking
with a charming perfume that made everyone around to look back and admire.