Research On The Factors Affecting Cross Cultural Awareness

Brand awareness plays a major role in a consumer’s buying decision-making process. During this process, the category need is stimulated first. Consumers are more likely to choose the brand they recognize, before an unfamiliar brand. If the consumers do not choose according to theories, what are the factors that have a greater effect on the buying behavior?There is not much research about the brand awareness of Audi that comparing between two countries, which is why this subject was investigated. One of the purposes of this thesis was to do research about brand awareness; to see to what extent that Chinese and Indonesian are aware of Audi brand, how well they know Audi brand. One of the objectives is to measure the brand awareness score of each country, and then to eventually determine how the awareness of Chinese and Indonesian about Audi brand awareness is. The research group was limited to the respondent from two countries; China and Indonesia.The research questions were important since they structured the problem that was to be answered and made it easier to limit the scope of the thesis. The questionnaires that were handed out reflected this research questions. This made it possible to observe which factors that respondent can relate the most with Audi brand and which factors are that they recognized the least. The result was used in this research. The statistic computer program SPSS is used to statistically analyze the data gathered, to help seeing the significance of the results.The conclusion of the thesis is that Chinese respondent has higher brand awareness score that Indonesian respondent with the Chinese respondent scored 2.6301 and Indonesian scored 0.0746. The Chinese respondents are more familiar to Audi brand than Indonesian respondents. It is expected, since Audi entered China since the 1980s while Audi just started to reach Indonesian market in the 2010.