SINGAPORE: While women in Southeast Asia are generally prudent in their purchasing decisions, a new survey has found Vietnamese women to be the exception.
Hakuhodo, the Japanese agency, analysed data from its most recent Global Habit survey to examine the lifestyles and shopping perceptions of Southeast Asian women aged 20–34 in the six southeast Asian cities of Jakarta, Metro Manila, Ho Chi Minh City, Bangkok, Kuala Lumpur and Singapore.
It said that this group tended to compare prices before buying and to make planned purchases. But these habits scored relatively lowly among the women surveyed in Ho Chi Minh City, reported Campaign Asia-Pacific.
In addition, this was the only city where more than half of women favoured luxury brands and preferred design over function. They were also more sensitive than others to fashion trends and to consider that high quality meant high price.