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The influence of Eastern culture on Vietnamese food consumption behavior - 12


Appropriate compensation for customers to avoid losing user confidence.

2. Solutions to food production problems


2.1. Solutions on product types and product quality

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2.1.1. Solutions for fresh food items

The influence of Eastern culture on Vietnamese food consumption behavior - 12


As known through previous research, due to the influence of rural agriculture, Vietnamese people prefer to use fresh foods. However, this item is of little interest to food businesses, especially those in modern distribution channels. Therefore, the recommendation for businesses is to pay proper attention to this type of product, in order to attract a larger number of customers. In addition, due to the respect for tradition and fear of change, Vietnamese people often think that fresh food is only sold in markets, while food sold in supermarkets and stores is often expensive and not fresh. Understanding this mentality, food businesses need to ensure the quality and freshness of fresh food sold in this area. At the same time, businesses should also provide full information such as origin, source, packaging time of products - which products sold in markets do not have, to prove product quality and create trust for consumers.

2.1.2. Solutions for pre-processed goods


In addition, there are also some noteworthy things about processed products - the strength of food businesses. As we know, Vietnamese people are influenced by the natural lifestyle of Eastern culture, so they prefer products that retain their shape after processing.


fresh colors and flavors of nature. Therefore, when processing products, businesses need to pay attention to keeping the color close to the color of the product when not processed (for example, vegetables after processing need to keep their natural green color...), fresh flavors, suitable for Vietnamese tastes. These things will help businesses attract Vietnamese consumers - people who are not familiar with processed foods.

2.2. Solutions for product form and packaging


The issue of form and product packaging is also influenced by Eastern culture. As is known, Vietnamese people are influenced by a lifestyle close to nature, taking advantage of nature, and at the same time, they highly value traditional values, so businesses should use packaging with fresh colors, in harmony with natural colors, and at the same time, those packaging types should evoke traditional features related to the packaged products. For example, moon cake products often have red packaging with the image of a fairy under the moonlight, evoking the legend of Hang Nga. Or the packaging of ham and banh chung with paper and nylon with patterns similar to Dong leaves - the type of leaves often used to wrap ham in tradition. This has a significant impact on consumers' purchasing decisions when considering products with traditional packaging and appearance, close to nature compared to other products of the same type.

3. Solutions for food product distribution and display


3.1. Solution to product distribution problem


Currently, most Vietnamese food businesses often only focus on distributing their products through modern distribution channels and forget


Traditional distribution channels. In fact, traditional distribution channels are the main food distribution channels for Vietnamese people (85% of people buy food at this distribution channel). Given the above situation, Vietnamese businesses should pay more attention to distributing their food products at traditional distribution channels. However, due to the infrastructure of traditional distribution channels, typically markets, which are often weak and do not ensure food hygiene and safety, businesses should open booths with full facilities in or near markets to introduce and sell their products. This solution both overcomes the weakness of the infrastructure of markets, ensures the quality and hygiene and safety of the business's products, and helps businesses distribute their products at traditional distribution channels.

3.2. Solution for product display problem:


In Eastern culture and Vietnamese culture, the reason why Vietnamese people like to go shopping at the market is because when shopping here, they can communicate with many communities, specifically they can exchange, compare, negotiate with sellers about prices, quality as well as the type of products they need. Meanwhile, for supermarkets and stores, this is very difficult because the types and quantity of goods are quite large, the number of service staff is small, the arrangement makes it difficult for customers to access the products. This opens up a suggestion for businesses selling this item, which is that businesses should arrange food products in certain areas. Each area will display a type of product with many different manufacturers for consumers to easily compare. In addition, in each area there should be a consultant who understands that type of product well to be able to advise and discuss with customers. All of these things will create for consumers


using a comfortable, satisfied mentality when shopping, making them feel close to their traditional shopping habits. Specifically, businesses can learn from the business model of the Wall-Mart supermarket chain when they approach the Asian market, typically the Chinese and Indian markets - countries that are also greatly influenced by Eastern culture. In China, in each of its supermarkets, Wall-Mart always arranges fresh seafood stalls such as fish, shrimp ... like in traditional markets, helping customers easily choose when buying. On the other hand, this also makes customers always feel confident in the freshness of the products and somewhat satisfies their shopping habits. Or like in India, they have a strategy of mixing good quality and average quality food products to satisfy customers' selection habits when buying. Through these lessons, it can be seen that not only quality and price are important, but other issues such as product types, layout, etc. are also things that food businesses in Vietnam need to pay attention to.

4. Solution to product advertising problem

Advertising and marketing products is an indispensable step in business activities in general and food business activities in particular. However, due to the different nature of culture between regions, each region has different advertising methods to suit that region. In Vietnam, due to the profound influence of Eastern culture, when advertising and marketing products, food businesses need to pay attention to the content, form and method of their advertising. Specifically:

4.1. Solution on advertising content


The content of a product advertisement is the most important factor, having the greatest influence on the success or failure of an advertisement. The content of an advertisement is greatly influenced by culture. The success of an advertisement depends largely on whether it is suitable for the culture of the area being advertised. In Vietnam, because Vietnamese people are deeply influenced by the emotional lifestyle and respect for the traditions of Eastern culture, the content of the advertisement must first of all be suitable for good customs. Product images should be placed in contexts that create a friendly feeling, evoking traditional feelings such as family affection, community affection, or placed in scenes close to nature, emphasizing the natural origin of the product... This helps the advertisement to be more sympathetic to consumers. In addition, businesses need to especially avoid advertising content that is too modern, even ridiculous, causing offense to consumers.

In addition, because Vietnamese people are quite close to nature, they prefer foods with bright natural colors, so when advertising, businesses need to pay special attention to designing eye-catching product images, bright colors, attractive, stimulating the taste buds, creating a desire for consumers to try the product. This is also one of the prerequisites for the success of an advertisement.

4.2. Solutions on advertising forms


There are many forms of advertising, but in the food business, the two forms considered most effective are television advertising and event organization. Of these two forms, event organization is considered the more effective form of advertising, especially for processed products. Businesses should use this form for processed food products.


newly launched by their business. Businesses can organize booths to process that type of food (for foods that are easy to prepare on the spot) or use that product to prepare food (for spices) on the spot and invite customers to try it. With this form, not only can businesses advertise their products but they can also observe customers' reactions and survey their opinions about the new product, which, due to the characteristics of the flexible behavior culture of East Asia, Vietnamese people rarely directly comment on businesses.

The second form of advertising is television advertising. This form of advertising is also quite effective. The reason for this is because television channels are the voice of the community. Vietnamese people are greatly influenced by a lifestyle that emphasizes community, so this form of advertising can easily bring success to businesses. According to a survey by the Center for Consumer & Business Research - Saigon Marketing Newspaper, up to 56% of consumers look for information about food products through television channels. Although the benefits are quite obvious, this is also a form of advertising that requires a lot of effort and quite high costs.

Thus, after a process of studying Eastern culture and its influence on Vietnamese food consumption behavior, in chapter III of this topic, the author mentioned the distribution situation, business activities, and opportunities and challenges for each food business when Vietnam joined the WTO, and also proposed some cultural solutions to help businesses improve their food business activities in Vietnam. Although these are solutions that the author concluded after researching the topic, they are certainly still heavily theoretical, so when applied to each


Businesses need to base on the characteristics of the food products they trade as well as their business methods to choose and consider each appropriate solution.


CONCLUDE


After researching the topic "The influence of Eastern culture on Vietnamese food consumption behavior", we can clearly see the profound influence of culture in particular and Eastern culture in general on Vietnamese food consumption behavior. It is one of the factors that determine the success or failure of a business. At the same time, through this research topic, we also clearly see the current situation of the level of understanding as well as the level of application of the influence of Eastern culture on consumer behavior in the business of food enterprises in Vietnam. It can be said that most of our country's food businesses are not aware of applying these influences in business, leading to some stages in the business becoming ineffective and even causing negative reactions to customers. Because of all the above factors, in the coming time, Vietnamese food enterprises need to make every effort in researching and applying the influence of Eastern culture on Vietnamese food consumption behavior. Only then will they be able to satisfy customers and compete with food businesses around the world in the current integration period.

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