Asian Women Compose a Powerful Market

Our world has changed in many ways. This is clearly understood when one considers the rising phenomena of Asian women in the markets of the world. A basic element to keep in mind is that Asian women are an important part of the “melting pot” of ethnic groups. Each group in the pot definitely has its own cultural heritage which is guarded jealously. However, when a large segment of the world today thinks about what exactly defines the modern woman, it is interesting to wonder what is commonly imagined? When marketers think of this same question, how should they act in order to attract this very sophisticated and well-educated customer to retain her loyalty?

First, it is true that Asian women are more empowered than ever before in history. These women live in the most rapidly growing consumer market in the world today. In fact, the distribution of wealth in Asian nations is very unique. China, Japan, and India’s GDP places them in the top five richest economies of the world. However, in nations like Pakistan or Afghanistan there exists extreme poverty, civil unrest, and shockingly high infant mortality rates. Therefore, this obvious discrepancy in consumer power influences these women’s choices in the area of purchasing. It all depends upon which end of the social and national spectrum she comes from.

Despite the huge discrepancy just noted, Asian women in general continue to enjoy more empowerment in the global marketplace today than what was ever once thought possible. The women of Asia also work in more fair economic environments than many of their western counterparts. It may be a surprise, but the gap between women’s income and men’s is closing more swiftly in Asia than it is in the West. There is an old Chinese proverb which says: “Women hold up half the sky.” It should still be understood that many women desire to fulfill their traditional role in the home as wives and mothers. This is not necessarily something that these women are giving up per se. Even so, Asian women continue to enjoy more disposable income than ever before. Some statistics indicate that they spend seven times the amount of money each year than Asian men.

The shopping behavior of these women appears to be slightly different from her Western “sister” as well. Shopping is a social activity for many, and the goal is not necessarily to make a purchase. Group shopping is one of the Asian woman’s primary hobbies. More than twenty percent of women go shopping every weekend without the expectation of a purchase. The women of Asia are also avid readers of product information on product labels. There is a degree of inherent cynicism about traditional advertising methods. So these women tend to research their purchases very thoroughly.

These thrifty women are spending even more time online. Fifty three percent of her media consumption takes place over the internet. The Asian woman outnumbers North American women more than two-to-one when it comes to time spent online. She spends about twenty four hours a month in this activity alone. Asian women, like most women around the world, are very busy people. She has much less spare time these days for her favorite activity- namely, shopping! She must balance her time carefully between the mall and the hours over the internet. These women are spending more money on herself, in addition to more family focused purchases, than ever before. As she assumes control of the household budget, her purchases include more consumer electronics, travel, and banking items. On top of everything else, this kind of woman places more attention on her beauty routine than even the Western woman. So, in addition to Asian women being some of the most educated and intelligent people in the world, beauty remains a very important asset to her personal profile.

The Asian woman has embraced a lofty role in her family, her society, and the global market of the twenty first century. There is much which is demanded of her by her loved ones, and perhaps even more from herself! The woman of Asia is the most essential component in any enterprise involving the Eastern style household. She has come a long way in a short space of time… and she deserves respect!