one of the challenges faced by american and other western multinational companies is a tendency to lump together these markets and assume that asian consumers have similar tastes and preferences, moderated by different income levels. this is not only a very shortsighted view, but also a risky assumption when entering these markets.
asian countries have distinct cultural,social, and economic characteristics that affect consumer behavior,with consumers in japan,korea,and china differing in brand orientations, attitudes toward domestic and foreign products,quality and price perceptions, and technolygy feature preferences. a comparative analysis of consumer behaviors can help companies identify effective marketing strategies, and enable them to succes fully tackle these asian market