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Studies Identify Reasons for Brand Boycotts
Asians' political views of the West have little impact on their consumption of Western brands, according to Millward Brown. GMI's latest research reaches similar conclusions: while a third of consumers worldwide boycott at least one brand, this is mainly due to unfair practices and unhealthy products rather than country of origin.
Entitled Asian Perspectives during Troubled Times, the Millward Brown study was carried out in Malaysia, Thailand, Indonesia and China. The research involved six focus groups in each market; in-depth interviews with marketing professionals, academics and other social commentators; and a quantitative image survey of countries and organisations in Malaysia and Indonesia.
The research shows resentment across Asia, and particularly in Muslim communities, towards the invasion of Iraq and the 'war on terror'. 75% of Indonesians and 58% of Malaysians describe the US as 'arrogant'. Amongs Muslims in Malaysia, this increases to 70%.
However, the study says most Western brands remain immune to the impact of thse negative perceptions, as Asian consumers continue to see Western brands as guaranteeing quality and reflecting a particular lifestyle. According to Neil Doyle, Qualitative Director, Millward Brown Asia Pacific, 'there is still a tremendous range of aspirational values in the West that are being eclipsed by specific political concerns'.
Meanwhile, the latest global GMIPoll, an online survey of 15,500 consumers in 17 countries, finds that 36% of consumers worldwide, and a higher percentage of men than women, say they boycott certain products. The most boycotted brands are big Western names - Nike, Coca Cola, McDonalds and Nestle.
However, consumers are not avoiding these names because of where they come from. The most frequently given reasons for boycotting include unfair labour practices and unhealthy products. Country origination played a less important role. In fact, Chinese consumers - the biggest boycotters overall (49%) - mainly boycott local brands and Sony.
Allyson Stewart-Allen, Director of marketing consulting firm International Marketing Partners, says the findings will cause concern among some big brands, which she says are 'clearly not connecting with their local marketplaces as well as they could'.
Millward Brown, part of Kantar, WPP's insight, information and consultancy arm, is online at www.millwardbrown.com . GMI's homepage is at www.gmi-mr.com
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