The Analysis of Customer Behavior across Cultures Based on Marketing Activities of Dove Chocolate

Abstract

Dove is a famous chocolate brand worldwide, whose marketing activities are excellent as same as its smooth texture and delicious taste. To analyze the influence of customer behavior across cultures on Dove’s marketing activities, two TV advertisements are compared, broadcasted in US and China separately. Both describe well-designed stories with various core connotation, created in different cultural backgrounds, to satisfied customer’s expectation ultimately. Besides, an outstanding event activity named Choc Bar held in Beijing will be shared to show how motivation and needs influence the Dove’s marketing activities. The study is based on Maslow’s model of hierarchy of needs, showing the impact of belonging and love needs on the customer behavior, as the key to success for Dove’s marketing activities. Recommendations are mentioned at the end.