Consumer Behaviour in Asia

By: Hellmut SchÃ¼tte, Deanna Ciarlante

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Hardcover | 5 November 1998 | Edition Number 1

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Hardcover
288 Pages

Dimensions(cm)
24.13 x 15.24 x 2.54

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Success in the Asian market is crucial to many firms. Yet many marketing strategies are based on a 'western' perspective of what consumers want and respond to. In Consumer Behaviour in Asia , the authors argue that Asian culture is so fundamentally different to Western Culture that existing consumer behaviour concepts cannot be applied to Asian consumers. In this book the authors outline and explain these differences and put forward modifications to many well-known consumer behaviour concepts. Consumer Behaviour in Asia shows how firms need to modify their marketing strategies in such areas as segmentation, positioning and the marketing mix in order to successfully penetrate these markets.

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Non-Fiction Society & Culture Social Issues & Processes Consumerism Miscellaneous Items Business & Management Sales & Marketing Market Research Management & Management Techniques Economics International Economics International Business

List of Figures
List of Tables
List of Abbreviations and Acronyms
Acknowledgements
An Alternative Consumer Behaviour Theory for Asia	p. 1
Distinguishing Features of Asian Culture	p. 17
The Mind-set of the Individual Consumer	p. 58
Driving Forces in Asian Consumer Behaviour	p. 90
An Example of Asian Consumer Behaviour: The Leisure Industry	p. 118
Marketing Implications	p. 129
The Marketing Mix	p. 156
Modernisation versus Westernisation of Asian Consumer Behaviour	p. 194
Appendix: Case Studies	p. 200
References	p. 263
Name Index	p. 270
Subject Index	p. 273
Table of Contents provided by Blackwell. All Rights Reserved.

Consumer Behaviour in Asia

At a Glance

Hardcover

Shipping

How to return your order

Defective items

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