The Mind of the Asian Consumer
August 2001
Speaker:
- Dr Giana M. Eckhardt, AGSM
Many of the theories about how consumers behave in the marketplace are based on economic and psychological assumptions that may not be relevant in an Asian context. For instance, research has shown Asian consumers are not as rational as Western consumers during the purchasing process, but rather social concerns tend to dictate purchase decisions. Moreover, Asian consumers tend to demonstrate more holistic evaluations of products, being able to fit inconsistent information together seamlessly to form opinions in the marketplace. Dr Eckhardt looks at what this suggests for how consumers will identify with and interpret brands.
Panelists:
- Marion Scully, Principal, Booz Allen Hamilton
- Richard Martin, Managing Director, IMA Asia
Resources:
“Cultural Paradoxes Reflected in Brand Meaning: McDonalds in Shanghai China”
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