International Marketing: Hong Kong

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Recommended: Eating out vs eating in

A. Hong KongA1. Consumer characteristicsA1.1. Dining habitIn Hong Kong, dining out is the primary way in which people socialize. Because of busy lifestyles and a lack of space in most people’s apartments (due to high population density and absurdly high housing cost), social gatherings at home are limited. Thus, consumers in Hong Kong have a high tendency to dine out. According to Euromonitor, eat-in accounted for 93% of value sales while takeout only accounted for a mere 7% (2009). Indeed, office workers dine out the most. A majority of them dine out for lunch 5 times in a week because this is often the most convenient and cheapest option; as for dinner, because many of them need to work overtime until at least 8 pm, they cannot go back home in time for dinner, an evening eat-out often follows work. In a survey that I sent out to Hong Kong citizens at Cornell, more than 70% of the respondents said that they dine out more than 7 times in a week when they are in Hong Kong.

A1.2. Concern for ambience and lifestyle Hong Kong is always known for being a highly fashionable and image-conscious society. Together with the fact that the market in Hong Kong is becoming more affluent, ‘premiumisation’ has become a trend that drives the consumer foodservice industry in Hong Kong. Consumers began to look for premium dining experiences and demand more in terms of restaurant ambience and lifestyle branding. A trendy and fashionable setting in restaurants greatly appeals to the consumers in Hong Kong. In the last decade, even fast-food restaurants have begun to revitalize their old images to fit into the trend. For instance, a famous self-service cafeteria chain - Fairwood Holdings rebranded their restaurant recently so that the environment of t...

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... Service in Hong Kong, China." 07 09 2010. n. pag. Passport GMID. Web. 21Apr 2011.

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"Consumer Food Service in Taiwan." 01072010. n. pag. Passport GMID. Web. 16 Apr 2011."Consumer Lifestyles in Taiwan." 05 06 2009. n. pag.Passport GMID. Web. 20 Apr 2011."Full Service Restaurants in Hong Kong, China." 07092010. n. pag. Passport GMID. Web. 14 Apr 2011.

Hong Kong Census and Statistics Department.Consumer foodservice Industry. Hong Kong: ,2010. Web. 20 Apr 2011.

"Hong Kong hungry for premium dining experiences ." 04302007. n. pag. Passport GMID.Web. 14 Apr 2011.

Li, Chris. "Hong Kong Food Service - Hotel Restaurant Institutional." Global AgriculturalInformation Network (2010): n. pag. Web. 18 Apr 2011.

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