Asian Youth and Implications for Marketing Strategies. Changes and Differences in Consumption Attitudes and Lifestyle Attitudes

This paper identifies changes of consumption attitudes and characterizes values in the lifestyle of Asian youth, namely young people in their twenties, and their homogeneity and differences using survey results obtained from 1995 to 1997.

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...

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