Consumer insight reveals that the dynamic behaviour of Asian Pacific over choosing nappies will undulate the brand growth._x000D_
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The conventional marketing strategies were not focussing so much on the buyer or the consumer. Traditionally, it was believed that if the product was made good, then it will attract the consumer to buy it. But, with the swaying time, the markets flourished with domestic and overseas qualities which aroused a tough competition within. This orchestrated the sellers to reassess the consumer behaviour. It was the first time in 1940's and 50's when the consumer behaviour came into picture. Till then, it has became a prominent discipline of marketing._x000D_
In countries of North America, The Latin, Middle East and Africa, the nations follows a distinct traditions and beliefs. This let the sellers to easily segment their products in one or more segments. But, the Asian Pacific countries are a unity in diversity with changing traditions, beliefs, religion, cast, creed, etc which makes them a blend of dynamic behaviour. This changeable attitude has always astonished the sellers and often confused them during formation of strategies and distribution channels._x000D_
With the increase in Global birth rates, the diaper market is also changing drastically. The developed economies are experiencing declination in birth rates which encouraged the diaper brands to expand their markets in developing countries. It became easy to study the consumer growth of these countries. When the brands decided to launch their products in Asia Pacific countries, the major obstacle faced by them was the dynamic behaviour of consumers which was continually hindering them to form strategies. Global players such as Kimberly Clark and Procter & Gamble somehow managed to enter these markets but they have also conducted rigorous surveys before their entrance while some of the brands also entered by joint ventures. _x000D_
Thought the Asian Pacific markets are dynamic, the region is always targeted by global players as it is a prominent centre for research & development of diapers. Hence, the players aim to conquer the pavilion with their markets. According to a market research report ""
Asia Pacific Baby & Adult Diaper Market By Value, By Country ( China, India, Japan, Australia and rest of Asia Pacific ), By Product Type ( Disposable, Cloth, Training, Swim pants, Biodegradable ), By Company ( Procter & Gamble, Unicharm Corporation, Svenska Cellulosa Aktiebolaget ( SCA ) Hygiene, Etc ), Outlook ( Trends & Forecast ), 2025"" published by Actual Market Research, the Asian Pacific markets are growing at a faster pace of more than 7% (CAGR 2020-25) and is expected to reach US $ 42.35 billion at the year end of 2025. Thus, creating a remunerative opportunity for the diaper companies._x000D_
Some of the distinct cases of consumer behaviour in Asian pacific markets were the Chinese markets, which had a high demand of Japanese diapers. Although the global players improved their Chinese products, the people were still having the stick to behaviour over the Japanese diapers. This consumer behaviour led the Chinese brands to label their diapers ""made in Japan ""in order to meet the trend. Japanese companies such as Kao have bolstered the ?€?made in Japan?€? trend which resulted into the increase of their product?€™s sales in the Chinese markets. While Amazon's private label, Elements diapers got out of the race as Amazon misjudged the consumer behaviour of Chinese. "" It becomes very hard for a brand to have a comeback in hygiene market especially when its sentiments are negatively laid by consumers"", says Deepak Tiwari, Research Analyst at Actual Market Research. The brand leader, Pampers is known for its consumer behavioural strategies which made it a leading brand worldwide. In, Australia, The K-C brand Huggies targeted the sentimentalism of Australian parents in their campaign ""Be comfortable in your own skin"" which was launched to encourage them to rout the over thinking of their own parenting. This act by Huggies, won the hearts making it a leading diaper brand in Australia. In India, after understanding the consumer behaviour, Nobel Hygiene acquired the diaper brand Snuggy as it was most preferable in Southern part of India. Snuggy was the first Indian private label which was owned by Indian Company Godrej. ""One of the reasons for acquiring Snuggy was because it is quite strong in the south. We needed a brand that gave us a good foothold in the southern market. We will achieve that now with Snuggy,?€? says Kamal Johari, Managing Director of Nobel Hygiene._x000D_
All these brands, who became the market leaders in their respective regions gain the success just by understanding the consumer behaviour and implementing their strategies to the pin point. Hence, as concluded, the Asian Pacific consumer behaviour will result into swaying of diaper brands. Whether to make it a brand leader or make it out of the race!_x000D_
