Distinguishing Features of Asian Culture

Before proceeding with a discussion of Asian consumer behaviour, it is necessary to have a basic understanding of those cultural characteristics which are specific to Asia and which result in a pattern of consumer behaviour fundamentally different from that found in the West. In this chapter, we will look at Asian religions, concept of self, others and the collective group, roles and status, and family dynamics in order to understand how Asian culture differs from that of the West, particularly along Hofstede’s cultural dimensions and Trompenaars’ value orientations.