Brand loyalty, meanwhile, is a strong factor - and often this extends to foreign brands, although this seems more likely to happen where the foreign brand has invested in building an image for the country. There is substantial brand loyalty among the middle-classes in terms of repurchase of the same brand. Consumers often can't really distinguish differences between several main brands so, rather than choose one, they switch among two or three brands. Much loyalty is also simply habit rather than conviction. For larger durable products, e.g. TVs, conviction loyalty tends to relate to a standard.
People devote more thought to such purchases.
In general, Asian consumers want to feel that a product is designed for them. There is a small segment that aspires to be very westernized, although this is less common these days. On the other hand, consumers don't feel the need to stick to local produce as a result of any anti-western feeling. If a foreign brand can position itself as something that lots of Asians buy or even position itself as being somewhat Asian, it is easy to get accepted. Many people in Asia think that McDonalds is an Asian brand, for example.