Welcome to Francis Academic Press

Academic Journal of Business & Management, 2022, 4(4); doi: 10.25236/AJBM.2022.040420.

The Analysis of Customer Behavior across Cultures Based on Marketing Activities of Dove Chocolate


Xiaoying Meng1

Corresponding Author:
Xiaoying Meng

1School of Economics and Management, Tianjin Transportation Technical College, Tianjin, China


Dove is a famous chocolate brand worldwide, whose marketing activities are excellent as same as its smooth texture and delicious taste. To analyze the influence of customer behavior across cultures on Dove’s marketing activities, two TV advertisements are compared, broadcasted in US and China separately. Both describe well-designed stories with various core connotation, created in different cultural backgrounds, to satisfied customer’s expectation ultimately. Besides, an outstanding event activity named Choc Bar held in Beijing will be shared to show how motivation and needs influence the Dove’s marketing activities. The study is based on Maslow’s model of hierarchy of needs, showing the impact of belonging and love needs on the customer behavior, as the key to success for Dove’s marketing activities. Recommendations are mentioned at the end.


Marketing Activities, Customer Behavior, Motivation and Needs

Cite This Paper

Xiaoying Meng. The Analysis of Customer Behavior across Cultures Based on Marketing Activities of Dove Chocolate. Academic Journal of Business & Management (2022) Vol. 4, Issue 4: 101-106. https://doi.org/10.25236/AJBM.2022.040420.


[1] Martensen, A., Grønholdt, L., Bendtsen, L., & Jensen, M. (2007) Application of a Model for the Effectiveness of Event Marketing. Journal Of Advertising Research, 47(3), 283-301.

[2] Baidu. (2017) Dove. Baidu.com. https://baike.baidu.com/item/.

[3] Jobber, D., & Ellis-Chadwick, F. (2013) Principles and practice of marketing (7th ed.). Mcgraw-Hill Education.

[4] Dove. (2017) Homepage. Dove. https://dovechocolate.com/tagged/ourbelief.

[5] Hofstede, G. (2017) National Culture. Geert Hofstede. https://geert-hofstede.com/china.html.

[6] Avery, J., & Banwari Mittal. (2010) Consumer behavior : human pursuit of happiness in the world of goods (2th ed.). Open Mentis.

[7] Mars. (2017a) HOME: WHO WE ARE. Mars.com. http://www.mars.com/global/about-us.

[8] Mars. (2017b) MARS CHOCOLATE. Mars.com. http://www.mars.com/global/brands/chocolate.

[9] Mooij, M.D. (2017) Customer behavior and culture: Consequence for global marketing and Advertising (2th ed.). SAGE.

[10] Sina. (2017) Sina Visitor System. Weibo.com. https://www.weibo.com/p/100808a520a2ccc25e 70641ac304502f9cf21e?k=%2525E5%2525BE%2525B7%2525E8%25258A%252599choc+bar&from=526&sudaref=s.weibo.com&display=0&retcode=6102&_from_=huati_topic#_loginLayer_1513041364903.

[11] Chia, S. C., & Poo, Y. L. (2009) Media, Celebrities, and Fans: An Examination of Adolescents’ Media Usage and Involvement with Entertainment Celebrities. Journalism & Mass Communication Quarterly, 86(1), 23–44.

[12] Wikipedia. (2017) Mars. Wikipedia.org. https://zh.wikipedia.org/wiki/.

[13] Wikipedia. (2016) Dove. Wikipedia.org. https://zh.wikipedia.org/wiki/.

[14] YouTube. (2016) DOVE® Chocolate – Each and Every Day :60. Youtube.com. https://www.youtube. com/watch?v=JCXLtt8vVpA&feature=youtu.be.

[15] YouTube. (2015) Dove Advertisement Full Ver. Li Yifeng. Youtube.com. https://www.youtube.com/ watch?v=q311Be9I3BQ.