| Author | Tripathi, Kartikeya |
| Call Number | AIT Thesis no.SM-02-6 |
| Subject(s) | Consumer behavior Asia, Southeastern
|
| Note | A thesis submitted in partial fulfillment of the requirements for the degree of Master of
Business Administration. |
| Publisher | Asian Institute of Technology |
| Abstract | This study has been undertaken to better understand and define the Consumer behavior in the
S.E. Asian region. The Study is a reflection of the responses from the survey carried out in
Malaysia, Thailand and Philippines. In this study we have attempted to study , evaluate and
dissipate the existing myths about the buying behavior of the S.E. Asian consumer. Due to
paucity of time and financial constraints the study is limited to three countries only as have
been previously mentioned. Our focus has been to study the consumer buying behavior with
respect to fast-moving consumer goods. We have also focused on the, much debated issues of
religious and cultural diversity of the region and its effects on the purchase decisions of the
consumer. Other critical factors such as Brand and Quality have also been tested and
evaluated through the questionnaire survey in the respective countries.
It has been our endeavor to use this study as a means to provide better understanding to
marketers from non Asian backgrounds as an update on the current features of the Consumer
buying behavior and nuances which need to focused on while developing marketing plans for
products in the fast moving consumer goods category in order to meet a higher success rate.
We have made certain critical recommendations, which would significantly help marketers in
approaching the Asian markets. |
| Year | 2002 |
| Type | Thesis |
| School | School of Management (SOM) |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (MBA) (Publication code=SM) |
| Chairperson(s) | Quang, Truong; |
| Examination Committee(s) | Ramachandran, N.;Bechter, Clemens |
| Scholarship Donor(s) | Asian Institute of Teclrnology - Partial
Scholarship |
| Degree | Thesis (M.B.A.) - Asian Institute of Technology, 2002 |