Answer to Question #159939 in Marketing for Mesfin Ayelework

Question

For Campbell, what are the likely marketing implications of gender, age, and regional influences on the way that consumers buy and use soup in China?

Answer 1

Marketing implications of gender, age, and regional influences on the way that consumers buy and use soup in China entail;

Virtually all Chinese families eat soup every day. Even if we stick to the western concept of soup (a savoury, liquid stock of meat and/or vegetables, enriched with chunks of meat, vegetables and other ingredients to create a compound sensation of flavours and textures), 60% of Chinese families eat soup every day, meaning about 500 million bowls of soup are consumed nationwide every 24 hours and some 320bn bowls of soup every year.

However, the Chinese word for soup – tang – has a much broader scope of reference than 'soup' in English. Broadly, while western dishes are usually dry, with a separately-prepared sauce added, a typical Chinese dish is stir-fried in vegetable oil. Other liquid ingredients like water, or soy sauce, can be added and the dish served. Influenced by traditional medicine, Chinese believe the liquid part of the dish contains extracted nutrient