Design Is King for Impulsive Asian Shoppers, Nielsen Says

Asian consumers are more inclined to shop impulsively and pay extra for designer goods than people from other regions, according to a study by market information company Nielsen Holdings NV. (NLSN)

Forty percent of shoppers from the Asia Pacific region say they often buy on a whim things they don’t need, compared with about a third of global respondents, Nielsen found in a survey of more than 29,000 online consumers in 58 countries. Sixty-one percent of Asians are prepared to spend more on designer goods than for similar unbranded items, exceeding the global average by 17 percentage points, according to the researcher.

“Indians and Chinese are among the most impulsive and brand-image-driven shoppers,” Nielsen said in the report, which was obtained by Bloomberg News.

With clothing and shoes, design is the most important purchasing factor for about half of respondents from the Asia Pacific region, Nielsen said. North American and European consumers are mainly driven by price, the researcher said.

Almost a third of Asian shoppers get information about jewelry and clothing online, whereas their counterparts from other regions depend more on visits to stores, the study showed.

Middle Eastern, African and Latin American consumers rely most on professional advice, Nielsen said. North American shoppers are the least swayed by professional recommendations, the study said.

The data show that “a one-size-fits-all approach doesn’t work,” Nielsen said in the report.

The survey was conducted between Aug. 10 and Sept. 7, 2012 and polled claimed purchasing behavior. The margin of error was plus or minus 0.6 percent.

To contact the reporter on this story: Andrew Roberts in Paris at aroberts36@bloomberg.net

To contact the editor responsible for this story: Celeste Perri at cperri@bloomberg.net

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