Consumer Behaviour in Asia

1. Front Matter

   Pages i-xii

   PDF

2. An Alternative Consumer Behaviour Theory for Asia

   • Hellmut Schütte, Deanna Ciarlante

   Pages 1-16

3. Distinguishing Features of Asian Culture

   • Hellmut Schütte, Deanna Ciarlante

   Pages 17-57

4. The Mind-set of the Individual Consumer

   • Hellmut Schütte, Deanna Ciarlante

   Pages 58-89

5. Driving Forces in Asian Consumer Behaviour

   • Hellmut Schütte, Deanna Ciarlante

   Pages 90-117

6. An Example of Asian Consumer Behaviour: The Leisure Industry

   • Hellmut Schütte, Deanna Ciarlante

   Pages 118-128

7. Marketing Implications

   • Hellmut Schütte, Deanna Ciarlante

   Pages 129-155

8. The Marketing Mix

   • Hellmut Schütte, Deanna Ciarlante

   Pages 156-193

9. Modernisation versus Westernisation of Asian Consumer Behaviour

   • Hellmut Schütte, Deanna Ciarlante

   Pages 194-199

10. Appendix: Case Studies

    • Hellmut Schütte, Deanna Ciarlante

    Pages 200-262

11. Back Matter

    Pages 263-275

    PDF

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.

• Asia
• consumer
• marketing
• success

HELLMUT SCHUTTE is a professor of International Management at INSEAD and represents core faculty at INSEAD's Euro-Asia Centre. He started his career in Asia marketing fast moving consumer goods for a British-Dutch multinational in Indonesia. He also lived and worked in the Philippines and was a visiting professor at the University of Tokyo. Schutte has conducted research, acted as a consultant, and taught management seminars for both Asian and Western managers in ten Asian countries.

DEANNA CIARLANTE was born in the USA, but spent most of her ten years as a young adult in Japan. After graduating from Duke University, she spent five years in New York working with Japanese financial institutions.

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