|Author(s): Sangeeta Gupta, Smita Bhosale
Collection: Asia Pacific Conference 2006
Keywords: Culture, Purchasing Behaviour, Emerging Markets
ESOMAR Best Paper Award 2005/2006
|PDF version (download)|
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The world is looking intensely at Asia today, as it moves rapidly towards becoming not only the world's largest producer and consumer, but also the largest productive workforce. Marketers and policy makers everywhere are keen to know how to exploit this rapid transformation. The presentation provides a macro perspective on the environmental changes occurring in Asia today, then more closely examines consumers with selected insights about youth and women, ending with a discussion on how marketers can devise strategies to deal with this exciting new opportunity.