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...