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Consumer Understanding E a s t A s i a

Consumer Understanding E a s t A s i a. April 2012 Sandra Chin. Overview. * Click button to go to the topic on the left. Demographics East Asia Culture, Customs and Values Pictures, Villages, and Cities Typical Bathroom Types of Toilets Products and Cleaning Tools Consumer Trends.

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Consumer Understanding E a s t A s i a

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  1. Consumer UnderstandingEast Asia April 2012 Sandra Chin

  2. Overview * Click button to go to the topic on the left. • Demographics • East Asia • Culture, Customs and Values • Pictures, Villages, and Cities • Typical Bathroom • Types of Toilets • Products and Cleaning Tools • Consumer Trends

  3. East Asia: Demographics China, Japan, N. Korea, S. Korea, Mongolia, Taiwan, Japan, and Vietnam More than 1.5 Billion People 38% Population of Asia or 22% of all the People in the World Covers 28% of Asia, 15% Bigger than the Area of Europe * Click button to go to the Overview slide.

  4. East Asia: Demographics • China, Japan, N. Korea, S. Korea, Mongolia, Taiwan, Japan, and Vietnam • More than 1.5 Billion People • 38% Population of Asia or 22% of all the People in the World • Covers 28% of Asia, 15% Bigger than the Area of Europe

  5. East Asia: Culture, Customs, and Values • Based on Three Main Religions: • Confucianism – teaches four basic virtues (loyalty, respect for parents and elders, benevolence or kindness and righteousness) • Buddhism – teachings are about leading a moral life, being mindful and aware of thoughts and actions and develop wisdom and understanding (The Four Noble Truths, Noble Eightfold Path, the 5 Precepts, Karma, etc.) • Taoism – polar opposites or seemingly contrary forces are interconnected and interdependent in the natural world and how they give rise to each other (Ying Yang)

  6. East Asia – Culture, Customs and Values • Good education would change people for the better, reinforces respect for the elders and model for future leaders • Eastern medicine instead of Western: - Herbal Tea, Acupuncture, Massages (Ex. Shiatsu) - Physical Exercise (Ex. Tai Chi)

  7. East Asia – Culture, Customs and Values • Family is the basis of society, very close knit families, younger generations are expected to care for their parents and grandparents (family run businesses) • Value of the common greater good is more important then valuing one’s own need • Respect their Parents and the Elderly: • Ching Ming Festival (pay homage to ancestors or loved ones that passed away by visiting their grave with offerings laid in front of their headstone) • Temples and shrines to worship their Gods or ancestors Burning fake money, fake clothes, fake jewelry, napkins etc.

  8. East AsiaVillages, Rural

  9. East AsiaModern Towns and Cities

  10. East Asia: Typical Bathroom Japan • In modern homes in Japan, the shower is separated from the toilet. • In Japan, take a quick shower before going into the bathtub. Everyone uses the same water in the tub which can be set at a specific temperature and time can be recorded.

  11. East Asia: Typical Bathroom • Most villages and rural areas in East Asia don’t have the facilities or hot water so they heat up water on the stove or go to public bathhouses • Korean modern homes have hand held shower heads with drains on the floor, a toilet and sink (Some Chinese homes have the same) Korea China bathhouse

  12. East Asia: Types of Toilets • Hole in ground on a slope with no stalls or doors • Villages or farmland • Manure sometimes used as fertilizers and used the methane gas produced by the toilet’s biodegrading of waste to fuel their cooking stoves • Squat Toilets • Modern cities • Not sanitary to sit on a toilet seat that may have left germs from the previous person • 80%-90% Chinese toilets • Health benefits (easier and faster, prevention and relief of colon, prostate, bladder, and bowel disorder) • Most can’t flush toilet paper hence a bucket for the paper Toilet slippers (Japan)

  13. East Asia: Types of Toilets • Western toilets • Modern cities and hotels • High tech western toilets (Japan, Korea) • Nozzle underneath toilet seat that squirt water, seat warmers, dryer, automatic lid opening and flushing, water pressure adjustment, massage options • Notes: Public toilets don’t usually have partitions to separate toilets and don’t forget to carry tissue with you because they don’t usually have any.

  14. East Asia – Cleaning Products • Water and Soap • Acid • Powdered tablets • Bleach – not preferred because of its impact on your health and environment and smell is too strong

  15. East Asia - Cleaning Tools • Bucket • Brushes • Mops, Broom • Shower heads

  16. East Asia: Consumer Trends • Consumer friendly product, 4 in 1 products combining antiseptics, disinfectants, odor and dirt removal and fragrance • Product that is environmental and health friendly • Focused on long-term toilet care products (ITB’s and ITC’s) instead of instant used toilet liquids • Easy to carry productsfor urban dwellers who generally shop more frequently and buy less per trip in part because most transport groceries by foot or bike

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