PRA 2nd Quarter Newsletter 2013 April-June 2013 | Page 10
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sia Pacific consumers are the most likely to be
won over by designer brand appeal.??Three
in five Asia Pacific consumers (61 per cent)
are willing to pay more for designer products, a
higher percentage than in any other global region,
according to a new online study from Nielsen.??The
study revealed a staggering three in four (74 per
cent) of Chinese consumers would spend more on
designer goods, the highest globally, with India (59
per cent) and Vietnam (56 per cent) rounding out
the world’s top three.??Asia Pacific consumers are
also drawn to high profile brands, with more than
half (55 per cent) saying they like to buy products
of famous brands, compared to the global average of
47 per cent.?
“The economic boom in a number
of Asian countries coupled with
growing middle class populations
has seen the emergence of a new
breed of consumers with higher
disposable incomes,” said David
Webb, MD, advertising solutions,
Nielsen.?
“Cashed up and ready to spend, these consumers
are seeking out designer and well-known brands
to project their new-found social status. The
rapid expansion of the internet and other media
channels has given rise to more exposure, awareness
and desire for brands and products than ever
before.”??The Nielsen report also brings to light the
consequential role advertising has on influencing
consumers’ purchasing decisions. Two thirds (67
per cent) of Asia Pacific consumers say advertising
influences their preference for a brand – the highest
in the world, and 12 points above the global average
of 55 per cent.?? his was especially pronounced
T
in Korea and the Philippines, where four in five
consumers (79 per cent and 78 per cent respectively)
said commercials increased their brand preference,
followed by Indonesia (74 per cent), India (74 per
cent) and China (72 per cent). ?? markets such
In
as Australia, Japan and New Zealand, however,
consumers took a more cynical view, with just one
third saying advertising influenced their brand
preference (32 per cent in Australia and New
Zealand, and 34 per cent in Japan).?
Close to two-thirds (64 per cent) of Asia Pacific
consumers agreed the image created by advertising
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