CHOOSE WINE (EITHER RED OR WHITE WINE) AS THE PRODUCT
critically analyse South Korea’s growing beer market though the consumer behaviour concept of social class including its hierarchical structure, lifestyle profiles and mobility. Furthermore,consumer attitudeswill also be examined in relation to the strategies to change context and its differences between Australia and South Korea. By tying these two primary consumer behaviour elements, the report will explore South’s Korea burgeoning appetite for imported beer and how it develops an export opportunity for Australian beer companies such as Fosters.
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