Culture profoundly influences the way people perceive themselves in society. These perceptions are difficult to express because in the majority of cases they are internalized, but they are revealed in behaviors and especially in consumer behavior. This is one of the ways individuals express their personality and aspirations.
The most marked difference between Western culture and Asian culture is undoubtedly the relationship to the group. Indeed, Asian societies are strongly collectivist, whereas Western societies are rather individualistic. Asians need to find a place in society.
In Asian societies, it is important to belong to a group. They must absolutely be accepted by their peers, rejection, and exclusion being very scary subjects for them, individual desires being secondary.
The relationship to self-esteem is also different between American culture and Asian culture. American education, for example, attempts to instill in students a high self-esteem to stimulate desire and self-confidence. Whereas Asian education, on the other hand, emphasizes modesty and discretion. This is why men who move to Asia for sex tourism are looked down upon.
Statutory products arrive in Asia
Status in Asian society is therefore very important, which is why they attach great importance to their dress and their attitudes. When they buy a product, the price, the brand and the presentation of the product must match their social status.
The importance given to social recognition makes Asians the consumers most attentive to their image. The importance of the status imposes in fact to project the “good” image, which generally corresponds to Western high-end products. Hierarchical differences must be clearly visible to all. That’s why luxury groups sells more than half of its products to Asian consumers.