Myanmar, as most of the Asian count

Myanmar, as most of the Asian countries, is collectivist country, where the society is family and community oriented. A consumer needs and wants may not only for individual purpose but to fulfill the whole family’s needs. Moreover, in the collectivist society “word of mouth” is relatively more effective tool. Consumer tends to consult and ask friends, family or “seniors” advises before they make their purchasing decisions. It is an effective way of marketing to look for those influencers in the community and making them evangelist or brand ambassadors of the brand