Food Cultures and International Marketing

ABSTRACT - During the last three years the author has visited more than ten different countries to interview local marketing people who collaborate with Danish international marketers of the food industry. In this paper the author uses the collected data first to see if it is appropriate to make distinctions of food culture on the basis of the well established three geographical areas: Asia, Europe and America. Then, the author introduces some key patterns - and major differences - in the way consumers relate food to nature, aesthetics, the social (the public sphere, language, status), space and time. Different ways of using food consumption in gift-giving and friendship are also presented. Finally consequences for consumer research as well as for marketing strategies are drawn. The countries mentioned in this paper are: China, Hong Kong, South Korea, Japan, Mexico, USA, Spain, France, Denmark, Sweden and Russia.



Citation:

Dominque Bouchet (1996) ,"Food Cultures and International Marketing", in AP - Asia Pacific Advances in Consumer Research Volume 2, eds. Russel Belk and Ronald Groves, Provo, UT : Association for Consumer Research, Pages: 38.

Asia Pacific Advances in Consumer Research Volume 2, 1996      Page 38

FOOD CULTURES AND INTERNATIONAL MARKETING

Dominque Bouchet, Odense University

ABSTRACT -

During the last three years the author has visited more than ten different countries to interview local marketing people who collaborate with Danish international marketers of the food industry. In this paper the author uses the collected data first to see if it is appropriate to make distinctions of food culture on the basis of the well established three geographical areas: Asia, Europe and America. Then, the author introduces some key patterns - and major differences - in the way consumers relate food to nature, aesthetics, the social (the public sphere, language, status), space and time. Different ways of using food consumption in gift-giving and friendship are also presented. Finally consequences for consumer research as well as for marketing strategies are drawn. The countries mentioned in this paper are: China, Hong Kong, South Korea, Japan, Mexico, USA, Spain, France, Denmark, Sweden and Russia.

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Authors

Dominque Bouchet, Odense University



Volume

AP - Asia Pacific Advances in Consumer Research Volume 2 | 1996



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