October 1999: Emerging trends in Malaysian teens
November 1999: Trends of interest among women across the region
 
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McCann Erickson's Consumer Insights
November 1999

McCann-Erickson logo Welcome to the world of the consumer! As part of an ongoing, global initiative, executives at McCann-Erickson meet with groups of consumers every month.

Findings from these group discussions form the basis of brand strategy and creative selling ideas.

In this month's issue we share snippets of information on:

Trends of interest among women across the region

  • Education is the 'Mover and Shaker'

    Formal education is looked upon as the key to personal liberation. Education helps her to move

    • from a position of being confined, to attaining a sense of freedom
    • from having to cope with several restrictions, to discovering exciting options in her life.

  • Women & Health

    • Women have started to actively search for information and educate themselves on various health issues. Personal health is becoming as important as familial health.

    • Chemists/Pharmacists are found just as effective as medical specialists for routine illnesses.

    • There is clearly a greater interest in prevention rather than a cure.

    • The OTC drug appears to have a bright future............... the OTC route has been found quite acceptable across the region.

    • Communication needs to target the aware, concerned women. Almost 80% of pharmacy consumers are women.

      pharmaceuticals

  • Women & Marriage

    The role of the 'loving wife' has been found to be less satisfying than her role as the 'nurturing mother'. Among the several roles played by the women in the 90's, no other role has been found to be quite as gratifying or rewarding as that of 'the nurturing-mother'.

    On the other hand her needs for Companionship, Appreciation, Tenderness, have not been successfully met in the marital relationship, creating feelings of dissatisfaction and a little disillusionment with the concept of marriage.

  • Women and The Asian Culture

    • Asia is seen to be a 'progressive' culture, and there are clear attempts to protect the strengths of Asian lifestyles, values and belief systems, while incorporating the technological and business acumen that the West is believed to be superior.

    • Asia is looked upon as the 'happening' place of the future.

Watch out for more interesting Consumer Insights next month!

Dr Deenaz Damania,
Director of Consumer Research & Training
E-mail: deenaz_damania@mccann.com
Fax: 603 230 5598

Branding Asia - articles, research, analysis, reviews & surveys on marketing & brand strategy in Asia.