Asian Youth and Implications for Marketing Strategies: Changes and Differences in Consumption Attitudes and Lifestyle Values
Mariko Yasue andGu Xiang Wen Marketing Resources Development Division, Dentsu Inc., Japan.
INTRODUCTION
Asian youth are marketing targets to which a growing number of corporations pay attention in the light of the massive size of the population. Population ratios of those under 30 years old in major Asian countries are: 67% in Indonesia; 65% in Vietnam; 63% in Malaysia; 58% in China, 52% in Taiwan; 46% in Singapore. It is extraordinary that on average close to 60% of the...