Insight Into France’s Consumer Insights:
Culture: The French are very proud of their national culture, history and traditions. In order to connect with French consumers, it is important to thoroughly localize content to French culture.
Environment: French consumers tend to be very environmentally conscious. They prefer products that are natural and environmentally friendly. (Martin, 2005)
Humor: Research has shown that the French are receptive to messages that are delivered using the “Humor Appeal”. For example, Tetly Herbal Tea uses the signature line, “Finally, an English product that is good for you.” (Biswas et al., 1992; Martin, 2005)
Heritage: The French are very dedicated to preserving their heritage and are at times, reluctant to embrace foreign brands. For example, major American brands like Coca Cola, McDonalds and Disney have felt the unwillingness of the French consumers to embrace Pan-American culture.
Communication: While the French tend to be individualistic in their work orientation, they tend to be relational in their communication and information societal roles. (Overby et al., 2004)
Product Attributes: French consumers prefer to rely on abstract attributes and relational consequences of a product, whereas cultures like the U.S. and Germany may emphasize the functional consequences and concrete attributes of a product. (Overby et al., 2004)
Traditions: The French tend to be deep thinkers and seek to embrace creativity and beauty in every day representations. This may be part of the long established traditions of art, gastronomy and architecture.
