Recently, I read that many US and European companies are making big marketing moves to foray the BRIC markets. In fact, in the recent news, India topped the list of the most suitable market for the retail industry. It is important to understand the sentiment of the Asian consumers ( if no Brazil or Russia). The US consumer goods or food industries believe in one common and effective principle – sell goods in bulk and sell cheap. The same principle will fail in Asian countries for varied reasons.
Firstly, the Asian consumers have seen the dare needs for basic necessity in the times of deperate call and would wary to lure away by vast variety of good-for-nothing products. The best way to penetrate any product to Asian market is by introducing a trial pack or sample pack for free or low price.
Additionally, the Asian consumers use some fancy snacks for special occasions, like a big family gathering during the summer time, festivals, etc. These festive occasions are important in cultural terms and , if taken into consideration by big retail firms by promoting festive-rich products such as festive packaging, could give a sudden lift to spending.
Please note that I am writing a paper on the Asian consumerism. So I have not included all factors. But stay tuned….
