’What Are You Giving Away?’ The Challenges of Marketing in Asia

Western companies looking to do business in Asia especially in China don’t always confront a homogenous market and the ways that consumers make decisions about what to buy aren’t always predictable according to a group of marketing experts who spoke at the 2007 Wharton Asia Business Forum. Like developed-world consumers many urban Chinese people are technologically savvy and comfortable seeking product information on the web. But unlike them they don’t typically show brand loyalty and are often more motivated by price than perceptions of product quality or prestige. Panelists included executives from Estee Lauder Bain & Co. Colgate Palmolive and Swain Tours.

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