This paper examines the applicability of a Western-derived model of brand equity measurement to Asia/Pacific cultures, with reference to a large-scale validation exercise - both qualitative and quantitative. The authors demonstrate that the overall branding model - taking account of both the softer side of branding (âYinâ) and the harder performance/functional issues (âYangâ) - is equally applicable to Western and Eastern cultures, although the attributes that are used to describe each element of the model need to be tailored to each culture.
Youth-focused research studies of the past have been less than comprehensive in their coverage of the Asia Pacific region. It has been left to marketers and advertisers to decide whether the findings of North American or European studies can be applied to Asia, or whether research conducted in key Asian markets can be representative of the region as a whole. Against this background the authors reveal key findings from âNew GenerAsians ⢠â, an extensive study of the opinions, lifestyles and behaviour of children living in the Asia Pacific region.
This paper estimates the size of the market research industry and relates size and growth of the industry to (.DP, C.NP per capita and to the advertising industry with comparisons from developed countries in Europe and elsewhere. Analysis has shown that size of the market research industry relates closely to GDP absolute size in value size while growth relates closely to GDP annual growth. Generally the market research industry grows at three times the GDP growth for that country. The second part of this paper analyses the effect of globalization of the market research industry in Asia. Globalization has been swift in recent years and shows no sign of abating. Within the next few years, global market research companies will account for 85% - 90% of market research business in Asia.
The international joint industry Audience Research Methods (ARM) Group plans to publish GGTAM, its Global Guidelines for Television Audience Measurement, in spring 1999. This paper first reviews the origin of these internationally endorsed and professional guidelines, and subsequently summarizes the ten (guiding) principles of the guidelines, along with some key components, such as data collection and data reporting.
This paper presents the impact of the economic crisis in Asia (which has been labelled âTiger Economyâ) and how it is affecting consumers in Indonesia Malaysia and Philippines in terms of their outlook of life lifestyle and values. Apart from consumer sentiments it takes a closer look at coping strategies devised and employed by consumers and the implications to marketers.
This paper reviews two consumer coping studies conducted during the Asian economic crisis of the early 1990s and the present Asian economic crisis at the end of the 1990s. Drawing on the analysis detailed in this report conclusions and recommendations are provided. The survey design measured two aspects of consumer coping behavior One was the consumerâs perception of income. The second coping behavior measurement concerned the housewifeâs expenses for the family separating expenditure questions on recurrent consumption items from expenditures on household durables.
This paper discusses why CATI (Computer Assisted Telephone Interview) has yet to be adopted in Asia to the extent it has been in the United States and Europe and highlights the scope for such a development in the immediate future. It explains how CATI can benefit clients and researchers throughout Asia when the circumstances are correct. Finally, this paper argues that the Asian recession should not delay the adoption of this well proven technology.
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 in large cities have become affluent in terms of possession of durables measured by the Mono-Mochi Scale. Consumption attitudes of those young people have become increasingly cautious and mature, somehow similar to young consumers in developed countries. Their values have also been shifting from traditional group orientation to Western individual orientation. However, the current tough economic conditions in each country and influence of cultural differences should not be overlooked. Although Asian youth is generally going in the same direction, the extent of change still varies by country.
Personal values are a valuable tool in differentiating people and market segments. For many the concept of Asian Values has been offered as a reason why things are done differently in Asian countries. This paper looks at data from a study carried out in 1997 across thirty-five countries that looked in detail at personal values. It investigates key global values and where these are held in common or are different between Asian countries and those in other regions. It also looks at areas of concern that are seen to affect individuals personally and how these compare across countries. It then looks in more detail at differences in the importance of specific values between countries within the region and within one country China. It also raises the question as to whether the personal values held can be an indicator of political or economic change.
The traditional method of face-to-face interviewing in India has clear advantages. However, questions arise in its applicability to all types of research can it be used to get feedback on personal topics? How feasible is it when one needs continuous feedback from a difficult target segment? This paper describes the use of self-administered questionnaires as an alternate method of interviewing. It identifies how data collected was different from the face-to-face technique and how response rates faired in two quite diverse fields: a product aimed at the fun side of sex and automobiles.
This paper sets out to review a number of important issues in advertising and media in Asia. The introduction is taken up with describing some changes in marketing and advertising practise in Asia over the past ten to fifteen years. The impacts of these changes on media are then discussed. This serves to explain why there is a need for primary research into media effectiveness in Asia. The Media Observer technique and theoretical framework is then introduced. In the conference presentation, the final section will be comprised of data from the first Media Observer study in Hong Kong, which is currently being processed at the time of submission of this paper. The Hong Kong data will be compared with norms derived from European Media Observer studies.
This paper gives an overview of consumers' evaluation of TV advertising expression in China and Thailand, and identifies the route and mechanisms which form their appreciation and attitude towards advertising. A number of denominators to increase the evaluation of TV commercials are also shown. TV advertising is especially important for advertisers to communicate their brands to consumers in Asia, given that in most Asian countries the television ownership ratio is over 90%.