To support marketing communication in the global market place, Hakuhodo has conducted its Global HABIT survey of sei-katsu-sha each year since 2000. Conducted in 35 major cities in Asia, Europe the United States and South America, the survey polls middle- and high-income earners.
To identify lifestyles driving changes in consumption, this report analyzed survey data on consumer perceptions, purchasing behavior and brand involvement of middle-class women in seven ASEAN cities collected in the five years 2010–2014, revealing five types of female shoppers. The findings clarify differences in consumption and shopping styles that cannot be explained by differences in income and life stage alone.
Cities surveyed: 7 Asian cities (Singapore, Kuala Lumpur, Bangkok, Metro Manila, Jakarta, Ho Chi Minh City, Yangon) Respondents: Females aged 15–54
Sample size: 10,943
Survey years: 2010 to 2014 (5 years) (Yangon surveyed in 2013 only)
The vertical axis runs from highly brand-conscious consumers at the top to consumers with little brand information and low involvement with brands at the bottom. The horizontal axis runs from careful shoppers who research and calculate their purchases on the left to impulse shoppers who buy on the spur of the moment on the right.