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September 1, 2009 / Raffy Pekson II

5 Asian ‘Brand Tribes’ in Shopping

Harish, Grey Group Asia Pacific’s regional communications planning director, has identified five Asian ‘Brand Tribes’ in a comprehensive study which included interviews with over 33,000 people from Australia, Bangladesh, China, Hong Kong, India, Indonesia, Japan, Korea, Malaysia, New Zealand, the Philippines, Singapore, Sri Lanka, Taiwan, Thailand and Vietnam.

(1) Perceived Value Seekers, (2) Function Firsts, (3) ‘New’ Brand Enjoyers, (4) Individualistic Believers, and (5)  Status Seekers.

These five Asian Brand Tribes offer distinct clues to marketers on how brands can formulate their in-store messages to effectively target and engage shoppers across channels. Each mindset is looking for a very distinct retail experience and has different expectations when it comes to ambience, sales staff and the nature of messages.

Source: Inside Retailing.


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