Understand the Asian consumer s demands and effective marketing
strategies The emergence of China as a viable consumer market has
created tremendous opportunities for international or multinational
firms looking for market entry or expansion in China. At the same
time, the evolution of the Chinese economy and the increasing
heterogeneity of Chinese consumers also pose a great deal of
challenges for global marketers trying to assess and evaluate the
Chinese market. Consumer Behavior in Asia: Issues and Marketing
Practice will help marketers and market researchers understand Asia
s consumer market by providing you with a consumer segmentation of
China s 1.25 billion population as it explores Asia s cultural
values, consumer perceptions, and attitudes. From this book, you
will discover everything from perceptions and preferences toward
advertising and different consumer goods to the emergence and
growth of different upper class sectors. Consumer Behavior in Asia
provides you with demographics, psychographics, and life-styles of
Asian consumers to assist you in successfully entering the Asian
market. Academics and business executives will be able to examine
the emergence of the Asian markets and focus on the similarities
and differences of Asian consumers with Western counterparts.
Consumer Behavior in Asia will enable you to accurately assess
market demands and enact effective marketing strategies. With this
essential book you will explore several studies that reveal
information on Asian consumers, including: marketing strategies for
firms to adjust and thrive as fast food providers in Asia market
segmentation considerations for rural and urban areas a complete
outline of China s population segments, buying preferences, and
spending power consumer decisions based on the country-of-brand and
brand of product Asian generation X-ers'perceptions toward
advertising influences of cultural forces on consumer behavior,
such as the importance of gift giving Consumer Behavior in Asia
provides you with a complete overview of China s economy and
highlights the attractiveness of the growing market. The plethora
of business opportunities in China is epitomized by the encouraging
words one would say to an ambitious merchant--"Go west, young
man--to the East "
General
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