Korea
Consumption has been sluggish since the Asian financial crisis of 1997-1999. However, the younger generation is at the forefront of a new and emerging pattern; it holds opposing expectations of/preferences for low-priced and high-priced goods. When purchasing high-tech or fashion-related Iterns, these consumers prefer well-known brands, and tend to purchase expensive goods to attain psychological satisfaction. Yet they are willing to purchase unbranded goods with low prices, as the basic features are guaranteed. It has taken several decades for discount stores to surpass the retail market.