Asia-Pacific

V. Kumar ()
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V. Kumar: Brock University

Chapter Chapter 17 in International Marketing Research, 2024, pp 433-460 from Springer

Abstract: Abstract The countries that comprise the Asia-Pacific region tend to be extremely diverse in terms of culture as well as market characteristics. Several countries in Asia can be categorizedhigh-context cultures as high-context culturesculturehigh-context and low-context where there is significant emphasis placed on authority figures to endorse or suggest product usage. While advertising and marketing serve as effective means to determine consumer interest and purchase, the role of word of mouth and of role models is to be noted as well. Most Asian countries can be classified as collectivistic, where familial decision-making patterns, as well as group interaction, tend to be high as compared to the United States.

Date: 2024
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DOI: 10.1007/978-3-031-54650-1_17

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