Consumer Behaviour In Asia (Only Copy)

Description

Book Title: Consumer Behaviour In Asia (Only Copy)
ISBN: 9780333736258
By Author(s):SCHUTTE H
By Publisher:SPRINGER NATURE
Format:HC

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.