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Hakuhodo studies Asean consumer behaviour

HAKUHODO, a Japanese advertising agency, plans to use its new research unit to study consumer behaviour in Asean countries in-depth in order to gain a better understanding of market changes and to serve and retain its corporate clients.

Goro Hokari, executive director for regional strategic planning, said yesterday that the Southeast Asia region, which will form one single market under the Asean Economic Community (AEC) next year, had become one of the most attractive destinations for Japanese investment.

"Thailand is also a stronghold of big Japanese companies while other Japanese business are moving into Thailand as the regional hub for further expansion in neighbouring countries," he said.

Early this year the Hakuhodo Institute of Life and Living Asean (Hill Asean) was established to conduct a series of in-depth consumer-research studies from a holistic perspective in this emerging economic zone. Hill Asean will play a key role as an intelligence unit for the group.

Hakuhodo's first think-tank was established in 1981 in its home country and the second in Shanghai in 2012.

The company has so far spent about 20 million yen (Bt6.27 million) on consumer surveys and operations this year. It will apply the know-how and survey and research formats used in Japan to the Asean market.

One of the quantitative surveys in Asean covered consumer lifestyles in the major cities - Singapore, Manila, Bangkok, Ho Chi Minh City, Jakarta and Kuala Lumpur - with 900 respondents each.

The respondents were 15-59 years old.

The details of this survey will be revealed to existing and prospective clients at its Asean Sei-Katsu-Sha Forum in October.


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