Chapter 7: Challenges of Marketing to Asian Consumers: Exploring the Influence of Different Cultures, Life Styles and Values on Consumer Behaviour in Asia
7. Challenges of marketing to Asian consumers: exploring the inﬂuence of diﬀerent cultures, life styles and values on consumer behaviour in Asia Piyush Sharma, Cindy M.Y. Chung, M. Krishna Erramilli and Bharadhwaj Sivakumaran The last quarter of the twentieth century witnessed many monumental events including the splintering of the former Soviet Union into several independent nations, demolition of the Berlin wall, opening up of erstwhile closed economies in Asia, and the emergence of globalization. As a result, the early 1990s was abuzz with the news of the arrival of global consumers who were supposed to share a common set of consumption-related symbols such as product categories, brands and consumption activities (Terpstra and David, 1991). Mass-media programming, ﬂowing primarily from the US, was supposed to have played a major role in the creation, learning and sharing of such consumption symbols (Appadurai, 1990). In the last decade or so, however, companies around the world seem to have faced a reality check. The notion that global thinking would gradually break the wall of economic nationalism and chauvinism seems no longer to be taken for granted (Suh and Kwon, 2002). It is argued that globalization may not be able to obliterate cultural diﬀerences and standardize consumer behaviour around the globe (Schütte and Ciarlante, 1998). Rather, consumer behaviour may well become more heterogeneous because of cultural diﬀerences. As consumer incomes converge across countries, the manifestation of value diﬀerences may become even stronger (de Mooij and Hofstede, 2002). This phenomenon...
You are not authenticated to view the full text of this chapter or article.
Elgaronline requires a subscription or purchase to access the full text of books or journals. Please login through your library system or with your personal username and password on the homepage.
Non-subscribers can freely search the site, view abstracts/ extracts and download selected front matter and introductory chapters for personal use.
Your library may not have purchased all subject areas. If you are authenticated and think you should have access to this title, please contact your librarian.