Cultural Differences In Consumer Decision-making - Asian consumers, western research methods: What we've learned

This paper seeks to determine whether research methods developed within a Western conceptual framework can be applied to understanding decision-making among Asian consumers.

Cultural Differences in Consumer Decision Making

Asian consumers, Western Research Methods: What We've Learned

David G. BakkenMarketing Science and Advanced Analytics, Harris Interactive, United States

Vincent J. BreglioWirthlinWorldwide Asia, Hong Kong SAR

INTRODUCTION

Global marketers need to understand consumer decision processes for all regions in which they compete. This need has fostered a trend in applying “western” research methods to study Asian consumers, particularly as firms based in North America and Europe seek to expand into emerging markets in Asia.

Considerable attention has been paid to surface-level cultural differences that impact the ability to collect market research data...

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