Shoppers of Asia: A Comparative Study on Differences and Similarities
Korakoj NirutnapaphanThe Nielsen Company, Thailand
Himanshu VashishthaThe Nielsen Company, Middle East and Pakistan
Aruni GhoshThe Nielsen Company, United Arab Emirates
CONTEXT: MARKET ATTRACTIVENESS IN ASIA
Asia today has a population of more than four billion people, which translates roughly to almost two-thirds of the world's population. This coupled with the highest rate of economic growth (highest GNP growth in the last three decades) means this is a market which very few marketers can afford to ignore.
Most marketers believe “Asia is different”, and this assumption is right...