The discussion on Marketing to Women Consumers in Asia it was revealed that women control USD 12 trillion of annual discretionary spend which accouts for two thirds of global consumption; a staggering fact!. Abheek Singhi, BCG India’s findings suggested that overall though women’s happiness consistently meets expectations their stress levels have been always higher than their expectations. Organisations need to move away from a QSQT approach ie ‘quarter se quarter tak’ so as to better address the needs of their women consumers. Compared to men women are more conscious about value and cost associated with the products they buy; certain brand do ‘get’ what women want for eg Dove but one cannout sell to women thinking they’re men dressed in skirts, he concluded.

Profiling the Asian ‘woman’ consumer

According to Yeonhee Kim, BCG Korea, Asian women are more optimistic about the future and also the things around them. Typically they also enjoy more control over the household but not as much as their western counterparts. Fundamentally Asian women consumers are not at the same stage of evolution. Indian women are more inclined towards trading up their food requirements, while Chinese women seemed more keen on cosmetics and consumer durables; for the Japanese women improving the quality of travel and home related products and services were a priority. Kim concluded that no two Asian women consumers were the same given the fact that each country was a different stage of evolution coupled with the varied cultures and ethnic backgrounds.

Watch video excerpts from this sessions > http://bitly.com/t6EWqt