MUMBAI: A majority of Asians love American brands regardless of
their origin whereas nearly one fourth of them have declared their
apathy towards the US brands. In India, 36 per cent of respondents
said they rejected US. brands, compared to just 19 per cent in Muslim-dominated
Indonesia and 13 per cent in China.
These are the findings of a survey conducted by Publicis Groupe's
Leo Burnett in five Asian countries (China, South Korea, India,
Indonesia and the Philippines), says an adage report.
The Leo Burnett team telephonically queried 1,000 respondents about
the perceived origin of 20 major brands (such as Coca-Cola, Pepsi-Cola,
McDonald's and KFC); attitudes toward foreign brands compared to
local brands; and intentions to purchase major foreign brands in
the current political climate.
The following are some findings of the survey:
Nearly 65 per cent claimed to buy the brands they liked regardless
of where they come from.
Most of the US brands were perceived to be global despite different
attitudes which persisted in different countries. Chinese people
equated international brands with the "prestige factor"
whereas Indians preferred "quality" and Indonesians bought
local brands to support their economy. Koreans, who had strong indigenous
brands and its younger brigade was anti-western or American brands.
Each US brand scored three -- signifying that the consumers had
the same propensity to buy and that the " intent to purchase
remained the same as last year" -- or higher when consumers
were asked about purchase intent in the coming 12 months.
Leo Burnett's regional planning director, Hong Kong, John Woodward
was quoted as saying that the brand origin wasn't the key driver
of purchase related decisions. "Asian consumers are more interested
in lifestyle and social values than politics," Woodward was
quoted as saying.