Localizing global strategies: Hong Kong consumer behavior and the aperitivo brands Aperol and Campari

Abstract

This dissertation aims to analyze Hong Kong’s consumer behavior using the F&B industry, and in particular the spirits sector, as an empirical field. Starting from the colonial past till its present Chinese rule, this region’s special history is marked by a series of migration waves which shaped its society and unique culture drawing from both the East and the West. A comparison with Asian and Western traditions through Hofstede’s and Hall’s cultural characteristics becomes useful in understanding Hong Kong consumers’ habits and the underlying reasons guiding their purchase intentions. The concept of face and the importance of reputation in collectivistic societies become helpful in explaining why factors like the Country Of Origin are so important in the decision-making process. The high acceptance level of foreign F&B products, which is due to the lack of local production facilities, is a contributing aspect as well. The adaptation of global strategies to the local market, which goes by the name of Glocalization, turns out to be the effective way to target local consumers with foreign product offers. A case study on the Italian brands Aperol and Campari is therefore useful in understanding how these two Western products can successfully reach such a diverse public thanks to localized strategies. Drawing from Aaker’s brand equity model, and studying how to successfully increase it, brand awareness seems to be strictly connected to marketing events; these can create a brand experience being educational, entertaining or simply esthetic, but still having a strong effect on how the brand is kept in people’s mind. Finally, a general comparison between the Italian aperitivo and its Hong Kong adaptation is provided.