Consumer Behaviour in Asia (Macmillan Business)

Schutte, Hellmut/ Ciarlante, Deanna

Palgrave Macmillan（1998/06発売）

• 製本 Hardcover:ハードカバー版／ページ数 288 p.
• 言語 ENG
• 商品コード 9780333736258
• DDC分類 380

Full Description

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.

Contents

An Alternative Consumer Behaviour Theory for Asia Distinguishing Features of Asian Culture The Mind-Set of the Individual Consumer Driving Forces in Asian Consumer Behaviour An Example of Asian Consumer Behaviour: The Leisure Industry Marketing Implications The Marketing Mix Modernisation vs. Westernisation of Asian Consumer Behaviour Appendix: Case Studies