The fashion style in Hong Kng people was closely influenced by the pop culture. A similar phenomenon happens in Hong Kong caused by the Korean Wave, Hallyu. Since the Hallyu, Korean popular culture becomes a social influence that greatly affect the young people in Hong Kong.
1. Introduction Hallyu is came from the Chineses term “Hánlíu” which can be easily translated “the Korean wave” is a term which shows the popularity of Korean culture especially music (K-pop), dramas, foods and fashion. This wave became extremely popular in Asian countries such as Vietnam, China, Thailand, Singapo, Hongkong and so on. Besides, in recent years, the Hallyu is also widespread in Europe and American and be well-known over the world. Since the turn of the 21st century, South Korea has emerged as a major exporter of popular culture and tourism (Wikipedia), which plays an extremely important factor in its economy.
Research Topic: Impact of advertisement on consumer purchasing behavior of Korean cosmetic products in Malaysia among Generation Y 1.0 Background of Research In these days, advertising has become one of the most powerful and effective promotional tools to reach customers among marketers. Advertising gives information, persuades, reminds, and as well as creates a brand image of a particular product or service. According to Cohen, advertising is a business activity that employs creative techniques to design persuasive communication in mass media that promote ideas, goods, and services in a manner consistent with the achievement of the advertiser‘s objective, the delivery of consumer satisfaction and the development of social and economic
Attraction of customer is base on company’s offered product which attracts the customers according to their needs and wants. If company is providing the product according to customer need and wants that thing increase the satisfaction of customer and brand loyalty. According to Bayous (1992) that analysis provide help the company and retailer to identify the brand loyalty which related customer means that make brand attractive. There are number of variables which influence the re purchase trend. This influencing variables are still hidden they are not explored.
Winter Sonata was an excellent hallmark not only contributes to the flourishing in K-Pop industries, however, it helps to increase the gross domestic products (GDP) of South Korea. Winter Sonata excellently presented the diversity of attractiveness atmosphere in Nami Island (Naminara Republica), foods and culture through the drama and become one of the most visit country in Asia. This is the starting point where the K-Pop recognized as an epidemic in mass media. This epidemic called as Hallyu (Korean Wave). The Associated Press (March 2001) reported that pop culture in Asia was once dominated by Tokyo and Hollywood has changed and diverted to Hallyu.
If companies can em-ploy multisensory branding correctly, they will be able to deliver superior experiences for consumers and create competitive advantage over any single sensory broadcast. (Calvert & Dr. Abhishek Pathak, 2015) Nowadays, instead of buying services or products alone, customers search for emotional experiences provided by brands. Previous research pa-pers suggested that brands should convert from providing services products to experience products to preserve customer loyalty. (Hultén, Sensory marketing: The multi-sensory brand-experience concept, 2010, pp. 257-258) Managers have to focus on the concept of customer experience as competition in retail has aggravated.
Some empirical evidence confirmed that there is a positive relationship between brand loyalty and brand image, as a result of considering the committed relationship between consumer and company (Hanzaee, 2011). Previous authors Biel (1992) proposed that a positive brand image builds when consumers relate themselves to a specific brand by unique relationship and they may recommend that given brand to other people, at the meanwhile, maintain a positive attitude towards that brand. A research study by Saeed, et al. (2009) affirmed that if the customers prefer the image of a brand they would undoubtedly build loyalty for it as well. Lin and Chen (2006) in their studies found that brand image plays a pivotal role in deciding customers’ preference of purchase and recommendation.
SWOT ANALYSIS The strengths of Zara arise from its unique business model as well as expansion strategy that encompass short lead time, stock management, affordable prices, global reach and brand awareness. Moreover Zara`s strategy to follow the tendencies lets it avoid the risk of inappropriately gauging apparel trends. All these provide benefits to the company helping to overtake the rivals. Due to pushed forward global growth strategy at some moment limited stock may become a weak point and have an adverse affect on sales. With this in mind Zara should carefully monitor and analyze sales and demand in order to increase production facilities when necessary.
The creative contents and unique concepts being developed along with the careful selection of casts would increase the appeal and popularity of the show in domestic market. The competitive advantage possessed by the broadcasting companies plays an important role in the dissemination of the show and the provision of resources that would influence the production of the variety show. Besides gaining popularity as product of the domestic entertainment industry, variety show also serves as a medium for promotion where individuals from other sectors of the entertainment industry could participate in the variety show whilst marketing themselves according to their sectors whether it is drama, music, movie or comedy. Meanwhile, globalization and digitalization become the driving forces for Korean variety shows’ rising popularity in the global market. The incorporation of global concepts, international casts and overseas filming locations into the variety shows illustrates the ambition of Korean variety shows to achieve reversed cultural flow and propel the shows’ sphere of influence in international entertainment
A consumer who prefers a particular brand basically agrees to select that brand over others based primarily on his or her perception of the brand and its value. The consumer will reward the brand owner with dollars, almost assuring future cash flows to the company, as long as his or her brand preference remains intact. Advertising and Consumer Behaviour Advertiser’s primary mission is to reach prospective customers and influence their awareness, attitudes and buying behaviour. They spend a lot of money to keep individuals (markets) interested in their products. To succeed, they need to understand what makes potential customers behave the way they do.