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<br/><br/>   ABSTRACT :    Asia is one of the world's most dynamic regions and offers multiple opportunities for businesses and investors. One of the challenges faced by American and other Western multinational companies is a tendency to lump together these markets and assume that Asian consumers have similar tastes and preferences, moderated by different income levels. This is not only a shortsighted view, but also a risky assumption when entering these markets. Asian countries have distinct cultural, social and economic characteristics that affect consumer behavior, with consumers in Japan, Korea and China differing in brand orientations, attitudes toward domestic and foreign products, quality and price perceptions, and technology feature preferences. A comparative analysis of consumer behaviors can help companies identify effective marketing strategies, and enable them to successfully tackle these Asian markets. 
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