SUCCEEDING LIKE SUCCESS
The Affluent Consumers of Asia
In the next 10 years, the affluent consumers of Asia will
reshape markets with their enormous purchasing power and
trend-setting lifestyles like never before; recasting products and
services through their changing demand, and offering up enticing
and lucrative opportunities for businesses to innovate and
Who are these affluent consumers and what are their tastes and
preferences? These are key issues that businesses need to address
if they are to be successful in winning them over as customers.
Understanding them in turn requires delving deeply into the
socioeconomic processes through which they have attained their
wealth; in other words, mapping their pathways to affluence. The
three major pathways--the pioneering, the inheritance and the
professional pathways--shape and condition these affluent
consumers, along with private aspirations and cultural
The amount of purchasing power that they will command is truly
impressive: the combined discretionary spending of these affluent
consumers in 12 key Asia/Pacific markets, over 70 million
households strong in 2015, will exceed $600 billion. Businesses can
succeed fabulously by learning how to work with these successful
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