Advertising to Moms in SE Asia

A report on gaps between marketers & moms in Southeast Asia.

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What’s Inside

Executive Summary

Description

Moms in South East Asian countries are also called C.H.O. (Chief Household Officers) as they make purchase decisions for various product categories. However, this decision-making process undergoes a transition once they enter motherhood.

theAsianparent Insights has conducted in-depth research in 6 countries to help businesses understand the change in their purchase decision criteria.

Q- How many females in SE Asia change their purchase criteria after becoming moms?

8 out of 10 moms agreed that they changed their purchase criteria after becoming moms. Moreover larger the family size, the higher are the chances of changes in purchase criteria.

Q- Do they feel a disconnect with the moms they see in commercials?

The majority of moms expressed that they find it difficult to relate with moms shown in commercials. Commercials show moms being beautiful & confident whereas they miss out on – stressful, emotional, and anxious which are quite synonymous with motherhood.

Q- What changes you would like to see in media/advertisements?

More than one-half of moms agreed that brands should have a storyline that is more authentic & relatable to their current lifestyle, struggles, and joys.

 

Download the report now and read on!

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