culture in marketing - New Year of Asia

Culture is one of the elements that can influences human behaviour. It defined by Solomon (2015) is the accumulation of shared meanings, rituals, norms and traditions. It is a society's personality, which shares people identities as individuals, as well as reflect the society and country's history.

Many markets understand if they want to a huge impact of their products/ services or forecasting consumption, they have to understand and analysis the culture from each country.

Based on costumers are more likely to want products which related with their culture’s at any given time. Otherwise, culture is so powerful which is sometimes difficult to grasp the importance of culture so it has a powerful effectives to the consumer’s behaviour with their concept and life. 

For example, Chinese New Year is one of the biggest Asia festival which has a huge impacts around the world at the same time. People love to buy many red ornament for decoration and people will have reunion dinner together as well. It feels like the Christmas that all shops and residents in western must put some stuff for decoration or give the gifts to others.

Different role/culture at different countries. For example, Chinese use red pocket to give the lucky money to children, but people are using green pocket in Brunei. 

Most marketers utilize the role to do the promotion to attract customers into the products. All Chinese understand that one of the Chinese New Year role is stay with family at the new year day, since long time a ago, people are busy with their works or studies outside, that always disregard their families. Based on this reason, there are some Chinese new year advertising which related with this role:

Otherwise, different countries in Asia have different date of their New Year or different methodologies of celebration. Thailand New Year on April, which called Songkran, there are some events on the main cities on that day, marketer utilize the festival to create different events and activities to effect people and attract local and international customers into it.