Abstract:

In the rapidly growing markets of Asia, new products, brands and services will increasingly compete for consumer attention. As marketers move towards building global brands, the need for market data which are actionable and provide real insight into consumer motivation will be of paramount importance, as will be the need to guide communication that truly differentiates them from their competitors. The study, conducted by Research International in a total of thirty- four countries worldwide encompassing six Asian markets, seeks to aid understanding of a generation in transition; a generation often brought up in strong traditional cultures but now eagerly embracing a new, western and very foreign way of life.