At a macro level this paper establishes the relationship between 'Culture' and 'Shopping Behaviour'. The paper also identifies the unifying and differentiating themes which define and differentiate between the shopper segments across the globe. This will help in having a fundamental understanding of the shoppers. At a micro level, the segments are analyzed in detail to understand the key hooks. They are profiled on demographics and behaviour, which provides a comprehensive view of the segments. By analysing the macro structures and micro compositions, strategic recommendations are provided.
Asia today has a population of more than 4 billion people, a market size which very few marketers can afford to ignore. As the region grows and the markets mature further, understanding and accommodating the various tastes, culture and the vast regional expanse is critical. Marketers need to understand the countries and their shoppers to pick the right entry strategy to capture a share in the pie to review and refine their proposition to stay competitive. However, there have been very few attempts to look at Asiaas a market comprehensively. This study tries to understand Asian shoppers in the overall global context, and tries to look at the various shopper segments within the key major Asian markets. In this paper, shoppers in the key markets of Asia (e.g. India, China, Thailand, Phillipines, etc..) are segmented and compared with the Global scenario (25+ countries across continents) to draw strategic conclusions. This study will serve as a reference for any business planning to succeed in the competitive market of Asia.
With the rapid growth of market research in Asia Pacific, the requirement for talent in the region is growing and is one of the key challenges for most of the organizations. However, it has been long recognized that our industry does not get its fair share of fresh talent. Though increasingly the industry is waking up to the challenge and trying to recognize the problem, any definitive effort to understand the issues and prioritizing the action areas has been lacking. This presentation identifies the issues and their severity and provides clearly defined action points for the short term and long term.
Shopper research is a buzzword today. As the traditional brand building vehicles such as mass media become increasingly saturated and, as a consequence more fragmented, it is theoretically easier to reach a consumer inside a store while he or she is shopping, primarily because of the following:1. A higher proportion of the target audience can be reached with lesser effort. This is not the case with mass media, where the proportion of irrelevant eyeballs is much higher.2. The consumer is more in the relevant frame of mind, they are already purchasing, as against relaxing (watching television) or driving to his work, which is the case with other media interaction moments.3. Better connect possible, therefore making it easier to persuade the consumer to buy your brand more.4. More captive audience as lesser irrelevant distraction present, like thinking about the impending meeting present. Marketers primarily have only other brands to compete with.