Shopping Behavior in Asia by Laurent Sausset
"Shopping Behavior in Asia by Laurent Sausset"
What Retailers Need to Know for Success in the Far East |
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Price: | $34.95 |
Availability: | In Stock |
Item #: | 1076 |
Author: | Sausset, Laurent |
Average Rating: | Not Rated |
The Far East will be the next middle-class market for retailers and manufacturers in all categories. Name brands are especially sought, especially when they are sold by department stores where customers can be assured that they are not fakes. Retailers like Tesco, Walmart, and Carrefour are already in the region, but there is plenty of room for more modern retailers as consumers gain more discretionary income.
Laurent Sausset has been surveying customers in the Far East for many years through his company, DistriSurvey Ltd. He understands their likes and dislikes, shopping behaviors, and the differences among them, by country and ethnic background.
In Shopping Behavior in Asia he discusses all aspects of retailing in the region including such topics as location, parking and traffic patterns, promotions, product assortment, pricing, signage, customer loyalty, and employee training. He offers specific examples and recommendations for success, category by category.
Whether your niche is appliances, packaged goods, furniture, books, DIY, personal care, sporting goods, or leisure products, you will find useful information that will lead to a better understanding of your potential customers in Asian markets.
Seeing is believing in the minds of most Asian consumers and Sausset helps you “see” how to succeed in Asia.
(200 pp., ISBN 978-0-9830436-5-2, paperback)
Contents
Introduction
Chapter 1: Market Commonalities and Differences
Traditional shopping behaviors
Demographics
A few details about income and households
Living arrangements
Physical conditions in a market
Local culture
Chapter 2: Seeing Is Believing
The importance of observation
Observation and perception
A few keys to better understand Asian shoppers
It’s Confucianism again
Seeing—something measurable
Believing, being tricked or missing a chance
The principle of charity
Chapter 3: A Visit to a Store
A typical shopping trip
Shopping gallery and food court
The hypermarket
Hypermarket: The non-food floor
Apparel and accessories
Hypermarket: The food floor
Checking out
Chapter 4: What Location Means in Asian Markets
Visibility
Accessibility
Catchment area
Gravity Laws
Competitive environment
Cannibalization
The real three challenges
Sidebar: Being careful with numbers
Chapter 5: A Nice Price Is Not Enough
Poor people need low prices
Price: The sole reason for selecting a store?
Caveat about price satisfaction
Price sensitivity
A tale about psychological price and price elasticity
Price and value for money
How Asians define quality
How local minorities perceive prices
Chapter 6: The Ambiguities of Promotions
If it’s on promotion, it must be bad
High-low and EDLP
Promotion with deferred benefit
Country variations
Promotions with immediate effect
Are Asians different when it comes to promotions?
Loyalty to brands or loyalty to promotions
Promotions and four customer profiles
Chapter 7: The Key Is Assortment
Assortment as criterion to select a store
Width and depth of assortment
Show me something new
There are many kinds of shopping malls downtown
Store brands and private labels
For minorities too, the key is assortment
Chapter 8: Service, Facilities and Staff
Facilities: Entering a store
Shopping environment
Trolleys or shopping carts
Locating products
Locating prices
Cleanliness and resting areas
Product shortage
Checkout counters
Staff competence
Staff attitude
Chapter 9: How to Create Loyal Customers in Asia
Exclusive shoppers and membership cards don’t imply loyalty
Satisfaction does not imply loyalty either
Supermarkets: Try to differentiate with imported foods
Hypermarkets: Make shopping easier and diversify the non-food selection
Department stores: Surprise your customers
Perfume, cosmetic and soft-line retailers: Provide a creative content
Category killers: Showcase your expertise
Leisure products: Focus on modernity
Chapter 10: A Few Words about the Future
The “PR x SF x AT” formula
The notion of quantity
A problem with trust
Retail density
Electronic commerce and new concepts
Chapter 11: The Growing Asian Middle Class Presents New Challenges
Bibliography
Index
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