Consumer Behavior in Asia (Hardcover)

by Hellmut Schütte (Author), Deanne Ciarlante (Author)

Editorial Reviews

Product 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.

About the Author

Hellmut Schütte is a professors at INSEAD, the European Institute of Business Administration, in Fontainebleau, France.

Deanne Ciarlante holds an MBA from INSEAD and currently works in marketing in the cosmetics industry.

Product Details

• Hardcover: 275 pages
• Publisher: NYU Press; First Edition edition (December 1, 1998)
• Language: English
• ISBN-10: 0814781144
• ISBN-13: 978-0814781142
• Product Dimensions: 9.5 x 6.4 x 0.9 inches
• Shipping Weight: 1.3 pounds (View shipping rates and policies)
• Average Customer Review: 3.9 out of 5 stars See all reviews (9 customer reviews)
• Amazon.com Sales Rank: #594,055 in Books (See Bestsellers in Books)

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Customer Reviews

Most Helpful Customer Reviews

8 of 9 people found the following review helpful:

3.0 out of 5 stars fair textbook, May 27, 1999

By A Customer

This book lies somewhere in the middle between extreme opportunism (the author has been writing through Asian bad and good times) and deep understanding. The marketing chapters are adequate, but not as comprehensive as Kotler's "Marketing management, Asian perspective". The book also lacks the in-depth understanding of process of Haley's "New Asian Emperors". But, it is an adequate text. Although I could not shake off the suspicion that the authors had never worked for an Asian or tried to sell anything in Asia -- other than their books :-).

6 of 7 people found the following review helpful:

2.0 out of 5 stars Not without merits!, September 25, 1999

By	Expat in Asia "JO" (Bangkok, Thailand) - See all my reviews

As an experienced manager in Asian markets I see this book being not without its merits. However, it is based more on hear-say than actual management experiences in Asia! For the novice to Asia it gives a good overview of what might have shaped consumer behavior. It falls short of acknowledging that Asian consumers quickly assume new roles outside of their traditional attitudes, more geared towards Western-style consumer motivation. Market realities quickly outlive the authors' assumptions already! Maybe the authors try too hard to construct fundamental differences, where there aren't. Looking closer, much of that are rather local facets of doing business in a global marketplace.

1 of 1 people found the following review helpful:

3.0 out of 5 stars Did the crisis change anything?, May 25, 1999

By A Customer

Good textbook -- actually very similar to Shutte's other books written over the years. Few real-life Asian company examples, which is disappointing. Also never answers the question -- did the crisis change anything, really? Looks like it is business as usual.