ASEAN consumers’ psychology survey

ASEAN consumers survey

Very insightful survey about the perceptions of ASEAN people towards themselves, ASEAN and the ASEAN Economic Community, other ASEAN countries, travel, entertainment, work and many other things! A must read for anyone who intends to market any product in any ASEAN country, or even more importantly in several or all of them.

You can also view this report of 2013 by JWT as .pdf document

Summary of the ASEAN consumers’ survey about ASEAN and AEC

Executive summary – page 4

Introduction  – page 6

What it means to be Southeast Asian – page 8

  • Perceptions of Indonesia, Malaysia, Singapore, the Philippines, Thailand and Vietnam about family, country, town or city, Asia and Southeast Asia – page 11
  • Factors uniting people in Southeast Asia – page 13
  • Perceived proximity to other ASEAN countries’ cultures – page 17

The age of ASEAN – page 18

  • Perception of ASEAN countries peaking – page 21
  • Perception of other countries’ future perspectives – page 23

AEC – what’s in it for me? – page 24

  • Awareness of the ASEAN Economic Community – page 27
  • Opinions about the AEC – page 29
  • Anticipated change brought by the AEC – page 31
  • Who will benefit from the AEC – page 33
  • General perceptions on countries that will benefit from the AEC – page 35
  • National perceptions on countries that will benefit from the AEC – page 37

Made in ASEAN : the opportunities and challenges for regional brands – page 38

  • Feeling about Southeast Asian people, cultures, brands & products – page 41
  • Most positive countries about Southeast Asia – page 43
  • Attitudes towards Southeast Asian products – page 45
  • Negative attitudes towards other countries’ products – page 47
  • Positive attitudes towards other countries’ products – page 49
  • Admired Southeast Asian brands/companies – page 51
  • Context of hearing about ASEAN in the news: economics/business, politics, cultural news,general news, international conflicts, sports, brands & products – page 52/53

Work and travel – page 54

  • GDP per capita – page 57
  • Global travel and work in other countries – page 58
  • National travel and work in other countries – page 59
  • Interest towards work and life in other countries – page 60/61

Work that works – Advertising & Entertainment – page 62

  • Preferred types of advertising – page 66/67
  • Appeal and relevance of ASEAN advertising – page 68
  • Reasons for relevance of Advertising in Singapore – page 69
  • Top music stars (2012) – page 70
  • Top international movies (2012) – page 71

Summary and implications – page 72

Conclusion – page 78

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