How do culture difference influence on the consumer buying behavior?/ Tea consumption in Denmark and China

Zheng, Rudan

4. term

Culture, Communication and Globalization, Master

2019

2019-09-15

44

Globaliseringen giver forbrugere flere valgmuligheder og flere lejligheder til at prøve produkter fra hele verden. Det ændrer også deres købsadfærd. Kultur er en central faktor, fordi den præger menneskers verdenssyn, tænkning og handlemåder. Denne afhandling undersøger, hvordan kulturelle forskelle påvirker forbrugeradfærd med te som case. Kina og Danmark er valgt, fordi deres te-kulturer er markant forskellige. Formålet er at forstå, hvordan kultur former måden, folk opfatter, bruger og køber te på i hvert land. Arbejdet bygger på litteratur om kulturforskelle under globalisering og om te-kultur i begge lande. Som teoretisk ramme anvendes praksisteori, der fokuserer på hverdagsrutiner og sociale normer. Primære data er indsamlet gennem semistrukturerede interviews. Analysen viser, at kultur påvirker mange sider af forbruget: hvordan te forstås og værdsættes, hvornår og hvorfor den drikkes, og hvordan den vælges og købes. Forskelle i kulturel betydning og praksis fører til forskellige købsbeslutninger. Den gennemgående forklaring er, at kultur former forbrugernes opfattelser, hvilket udmønter sig i forskellige vaner og valg. Studiet giver grundlæggende viden om forholdet mellem kultur og forbrug. Det kan hjælpe markedsførere med at udvikle strategier, der tager højde for kulturelle betydninger, og det giver et udgangspunkt for videre forskning i sociologi og marketing.

Globalization gives consumers more choices and more opportunities to try products from around the world. This also changes how they make purchasing decisions. Culture is a key factor because it shapes people’s worldviews, ways of thinking, and everyday practices. This thesis examines how cultural differences influence consumer behavior using tea as a case. China and Denmark are chosen because their tea traditions differ markedly. The goal is to understand how culture shapes how people perceive, use, and buy tea in each country. The study builds on literature about cultural differences under globalization and on tea culture in both countries. It uses practice theory as a framework, which focuses on everyday routines and social norms. Primary data were collected through semi-structured interviews. The analysis shows that culture affects many aspects of consumption: how tea is understood and valued, when and why it is consumed, and how it is chosen and purchased. Differences in cultural meanings and practices lead to different buying decisions. The underlying mechanism is that culture shapes consumers’ perceptions, resulting in different habits and choices. This qualitative study provides foundational insight into the relationship between culture and consumption. It can help marketers design strategies that align with cultural meanings and offers a basis for further research in sociology and marketing.

[This abstract was generated with the help of AI]

Culture influence ; consumer buying behaviour ; Cultural difference ; Tea consumption ; Tea culture

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