Shopping habits among South-east Asian women

A Global habit survey by Hakuhodo has shown some interesting — and not so similar — traits among women shoppers in South-east Asia.

The Japanese advertising agency surveyed women aged 15-54 in seven major cities in the region, asking them about their interests and habits.

The results showed that while women in Jakarta tended to be thrifty and considered the needs of their families first, those in Bangkok were mostly “fickle trendies” with a strong tendency towards impulse purchases and liked to try new things and different brands.

In Ho Chi Minh City, “sensitive selfies” made up the biggest group of women shoppers. They are focused more on brands than the “fickle trendies” but are just as prone to impulse buying. They also browse frequently to check for the latest trends.

“Smart, careful shoppers” made up the majority in Manila — women who plan their purchases carefully and compare prices before buying.

On the other hand, the “brand-conscious cosmopolitans” — found mostly in Manila and Singapore — are the free spenders who are also savers and investors. They like to gather lots of information about products and also consider social issues before making their purchases.

The findings may help companies to target customers according to these preferences and tendencies.