As Asia continues its economic growth, Asian consumers have become the focal point of business and commerce. How do Asian consumers behave in the marketplace? What makes them tick? And how can one grow the business with Asian consumers? In this book, world-renowned thought leader Bernd Schmitt helps to navigate and maneuver the complex and diverse landscape of Asia. He brings the insights and a deep understanding of the Asian marketplace. Find out what middle-class consumers want and what they buy when their incomes rise. Learn why Asians are collectivists who are becoming increasingly individualistic. Discover that Asian consumers are driven by contradictory desires; they are, at the same time, Value Shopaholics, Functional Hedonists and Traditional Futurists