What this desk answers
The questions from the assignment, for both countries.
Question 1
What cultural values influence customer behavior?
Question 2
How might each country’s demographics and education levels affect successful promotions?
Question 3
What are the primary buying habits of consumers, and how price-sensitive is the local customer?
Question 4
Which media channels and social media platforms most shape purchasing decisions?
Consider: privacy laws, key local and international competitors, market size, and economic trends affecting consumption.
Singapore and Vietnam, side by side
The short answer to each question; the sections that follow give the evidence.
Singapore
- Values: group-minded and hierarchical, but deal-hungry (kiasu) and persuaded by proof.
- Demographics: 6.1 million people, older (median 43.7) and highly educated: promotions must inform.
- Buying habits: rich but squeezed by the cost of living; more than half hunt discounts.
- Channels: YouTube, LinkedIn and Meta for reach; Shopee for the sale. Social selling is still small.
- Business buyers: evidence, formal vendor comparison, and LinkedIn for reach.
Vietnam
- Values: family, word of mouth and a trusted country of origin drive choices.
- Demographics: 102 million people, young (median 33.4) and mostly rural: promotions must be visual and simple.
- Buying habits: price comes first, but quality and safety matter; cash on delivery still rules online.
- Channels: Facebook, Zalo and TikTok; customers message brands and buy on livestreams.
- Business buyers: introductions, relationships and senior sign-off; expect longer timelines.