Consumer Behavior in Asia

Issues and Marketing Practice

Erdener Kaynak, Tsang-sing Chan (Autoren)

Buch | Softcover

130 Seiten

2016
Routledge (Verlag)
9781138991682 (ISBN)

Artikel merken

Understand the Asian consumer’s demands and effective marketing strategies! The emergence of China as a viable consumer market has created tremendous opportunities for international or multinational firms looking for market entry or expansion in China. At the same time, the evolution of the Chinese economy and the increasing heterogeneity of Chinese consumers also pose a great deal of challenges for global marketers trying to assess and evaluate the Chinese market. Consumer Behavior in Asia: Issues and Marketing Practice will help marketers and market researchers understand Asia’s consumer market by providing you with a consumer segmentation of China’s 1.25 billion population as it explores Asia’s cultural values, consumer perceptions, and attitudes. From this book, you will discover everything from perceptions and preferences toward advertising and different consumer goods to the emergence and growth of different upper class sectors. Consumer Behavior in Asia provides you with demographics, psychographics, and life-styles of Asian consumers to assist you in successfully entering the Asian market. Academics and business executives will be able to examine the emergence of the Asian markets and focus on the similarities and differences of Asian consumers with Western counterparts. Consumer Behavior in Asia will enable you to accurately assess market demands and enact effective marketing strategies. With this essential book you will explore several studies that reveal information on Asian consumers, including:

marketing strategies for firms to adjust and thrive as fast food providers in Asia
market segmentation considerations for rural and urban areas
a complete outline of China’s population segments, buying preferences, and spending power
consumer decisions based on the country-of-brand and brand of product
Asian generation X-ers’perceptions toward advertising
influences of cultural forces on consumer behavior, such as the importance of gift giving Consumer Behavior in Asia provides you with a complete overview of China’s economy and highlights the attractiveness of the growing market. The plethora of business opportunities in China is epitomized by the encouraging words one would say to an ambitious merchant--“Go west, young man--to the East!”

Erdener Kaynak, Tsang-Sing Chan

Contents
Introduction

Product-Country Images in Canada and in the People’s Republic of China
The Effects of Country-of-Brand and Brand Name on Product Evaluation and Consideration: A Cross-Country Comparison
Communicating with the Cohort: Exploring Generation X (ASIA’S) Attitudes Towards Advertising
Segmenting China’s Consumer Market: A Hybrid Approach
Culture and the Fast Food Marketing Mix in the People’s Republic of China and the USA: Implications for Research and Marketing
Influence of Chinese Cultural Values on Consumer Behavior: A Proposed Model of Gift-Purchasing Behavior in Hong Kong
Index
Reference Notes Included

Erscheinungsdatum	06.09.2016
Verlagsort	London
Sprache	englisch
Maße	152 x 229 mm
Gewicht	240 g
Themenwelt	Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
	Wirtschaft ► Betriebswirtschaft / Management ► Personalwesen
	Wirtschaft ► Volkswirtschaftslehre
ISBN-13	9781138991682 / 9781138991682
Zustand	Neuware