International Marketing: Hong Kong

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A. Hong KongA1. Consumer characteristicsA1.1. Dining habitIn Hong Kong, dining out is the primary way in which people socialize. Because of busy lifestyles and a lack of space in most people’s apartments (due to high population density and absurdly high housing cost), social gatherings at home are limited. Thus, consumers in Hong Kong have a high tendency to dine out. According to Euromonitor, eat-in accounted for 93% of value sales while takeout only accounted for a mere 7% (2009). Indeed, office workers dine out the most. A majority of them dine out for lunch 5 times in a week because this is often the most convenient and cheapest option; as for dinner, because many of them need to work overtime until at least 8 pm, they cannot go back home in time for dinner, an evening eat-out often follows work. In a survey that I sent out to Hong Kong citizens at Cornell, more than 70% of the respondents said that they dine out more than 7 times in a week when they are in Hong Kong.

A1.2. Concern for ambience and lifestyle Hong Kong is always known for being a highly fashionable and image-conscious society. Together with the fact that the market in Hong Kong is becoming more affluent, ‘premiumisation’ has become a trend that drives the consumer foodservice industry in Hong Kong. Consumers began to look for premium dining experiences and demand more in terms of restaurant ambience and lifestyle branding. A trendy and fashionable setting in restaurants greatly appeals to the consumers in Hong Kong. In the last decade, even fast-food restaurants have begun to revitalize their old images to fit into the trend. For instance, a famous self-service cafeteria chain - Fairwood Holdings rebranded their restaurant recently so that the environment of t...

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