Please note: In order to keep Hive up to date and provide users with the best features, we are no longer able to fully support Internet Explorer. The site is still available to you, however some sections of the site may appear broken. We would encourage you to move to a more modern browser like Firefox, Edge or Chrome in order to experience the site fully.

Supporting your high street Find out how »
Consumer Behavior in Asia, Hardback Book

Consumer Behavior in Asia Hardback

Hardback

Out of stock

Description

Asia currently accounts for a quarter of the world economy and half of the world's population.

Few international companies can afford to ignore a market of such size and importance.

Yet despite the centrality of Asia as a market, there exists a remarkable dearth of marketing theory specific to Asia.

Cultural differences strongly influence consumer behavior.

In the West, an effective brand name will be short, distinctive, memorable, and indicative of the product's functions.

In Asia, however, a strong belief in luck and fate means that additional qualities, such as whether the characters which make up a product name are "lucky" ones, has a significant effect on brand attitude.

Successful sales and marketing strategies in Asia must be rooted in an understanding of the cultural differences which affect Asian consumers' buying patterns.

Consumer Behavior in Asia provides an invaluable guide to Western companies seeking to maximize their marketing success in Asia. Drawing on illustrations from a variety of Asian markets, the volume outlines the differences between Asian and Western cultures along cultural dimensions such as religion, tradition, and philosophy, explaining the effect such differences have on communication styles, brand loyalty, perceptions of products offered, and effective advertising methods.

Information

£80.00

Out of stock
Add to Basket
Sign in to add to wishlist
 
Free Home Delivery

on all orders

 
Pick up orders

from local bookshops

Information