"Indians and Chinese are more brand conscious than their counterparts in Europe and the US," says new Harris Poll

Keeping in mind the increased spending power of Asian consumers, the US-based market research firm Harris Interactive conducted the Harris Poll to determine brand consciousness among Asians.

Research conducted online by Harris Interactive among 9,222 adults in India, Singapore, Hong Kong and China, the US and Great Britain, France, Germany, Spain and Italy provides evidence that not only are people in India and China more brand conscious than their counterparts in Europe and the US, they are also quite open in their passion for brand names when it comes to fashion.

Trendy Vs Classic

There are indications that in certain markets, purchasing classics is more important than being trendy. About 74 per cent of Americans tend to purchase classics versus trends, a practice which is shared among adults in India (70 per cent), China (71 per cent), France (60 per cent), the UK (58 per cent), and Germany and Italy (57 per cent each).

However, in India and China, 63 per cent indicated that they "like to be the first amongst their friends to have the latest trend", whereas a quarter or fewer in all the other countries agreed (between 9 per cent and 24 per cent) to that.

In most of the markets studied, there is a strong belief that good brand names translate to quality products; 9 in 10 adults in India (89 per cent) and China (92 per cent) said that they believe that brand names provide better value due in terms of quality.

This is a thought shared by the majority in Singapore (75 per cent), USA (65 per cent), Italy (63 per cent), and France (53 per cent), as well. However, in Spain (41 per cent), Great Britain (48 per cent) and Germany (47 per cent), fewer than half think that this is the case.

In India (72 per cent), Singapore (77 per cent), Great Britain (68 per cent), the US (66 per cent), Spain (65 per cent), Italy (64 per cent), and Germany (63 per cent), there is also a fondness for bargains, even if they are not brand names, "as long as they are trendy".

In Singapore, where shopping is a national pastime (and, on the heels of the Great Singapore Sale), 41 per cent reported the main reason for their last purchase as "I was just browsing and it caught my eye." One in five adults in Singapore said they made their most recent purchase because "it was on sale and I just couldn't resist a bargain."

Brand categories

In India and China, brands of watches are important, with 87 per cent in India and 83 per cent in China indicating this. Nearly 79 per cent in China indicated that jewellery brands are important, yet only one in five in France (22 per cent), the US (20 per cent) and Germany (19 per cent) agreed.

In terms of their most recent clothing purchases, Indians were most likely to have made their recent purchase for a specific occasion, with 25 per cent indicating this, which is not surprising -- given the number of family events, weddings and celebrations that India is known for. Adults in India (79 per cent) also indicated that brand names are important for formal wear.

In Europe, France, the UK, Italy, Spain and Germany, respondents indicated that branding is important when it comes to cosmetics and fragrances. In Italy and Spain, a majority said that brand names are important for sunglasses (60 per cent, and 52 per cent, respectively).

In effect

While brand names may always be important, there are different values associated with these recognisable labels, depending on the culture. In many countries, the majority agreed that brand names are generally good quality, but in some cases, trendiness and the love of a bargain can trump the benefits of a well-known label.

In markets such as India and China, conveying an interest in brand names is paramount, especially when it comes to status symbols like formal wear for a wedding, or a shiny watch. The study also pointed out that with the growing buying power of consumers in these markets, it will be important for brands to continue to tailor their products to appeal to their consumers' specific cultural values and beliefs.