An Assessment of Consumer Perception and Marketing Strategies of Major Korean Brands in Mali:

• 발행기관: 한국무역연구원
• 저자명: Woo-Chae Lee
• 간행물 정보: 『무역연구』제12권 제4호, 195~210쪽, 전체 16쪽
• 주제분류: 경제경영 > 무역학
• 파일형태: PDF
• 발행일자: 2016.08.30

영문 초록

This paper aims to investigate the marketing strategies of Korean manufacturers of brand products in the Mali market and the perception of consumers using these products. The research focused on two brands for each product type: Samsung Electronics and LG Electronics for electronic products and Hyundai and Kia for cars. A survey composed by 34 questions were distributed to 100 Malian consumers capture consumer perception on these products. This survey’s objective was to find out how four companies mentioned above helped other corporations who wish to enter the Mali market. It also aimed to research about Mali consumers’ perception on Korean brands. After data collection, this paper used SPSS to analyze the survey information. The study comes out with a lot of findings that will be good as references for these companies to know their position in the Mali market and also their degree of competitiveness. It can be concluded that Mali consumers had positive perception on Korean brands. The highquality and positive image that Korean companies have caused them to be competitive in the Mali market.

키워드

Mali Consumer Perception Korea Electronic Products Marketing Strategies Prolocalization