Introduction:
Understanding the decision-making dynamics between men and women across Southeast Asia provides crucial insights for marketers and businesses aiming to cater to these diverse markets. This study, part of the Asian Women Index and conducted in collaboration with Illuminate Asia, delves into the decision-making behaviours of over 1,500 individuals across Bangkok, Jakarta, Kuala Lumpur, Manila, and Singapore during October and November 2023. By examining how gender influences consumer behaviour and choices, this research offers a comprehensive perspective on the varying degrees of independence and collaboration in personal decisions. From selecting technology and financial products to choosing sporting activities, these findings reveal the nuanced ways in which men and women approach their decisions, offering valuable guidance for targeted marketing strategies in these vibrant urban centres.
Research findings:
Interestingly, decision-making dynamics vary greatly depending on the context. When it came to childcare, home renovations, buying a house, and purchasing furniture, decision-making in the five cities was unsurprisingly more collaborative, involving household members such as spouses, parents, and siblings. However, the top three decisions that emerged as highly individualistic, with minimal input from others, were purchasing technology (computer, laptop, or tablet), selecting a savings bank, and participating in sporting activities. Far less common was the scenario of making decisions jointly with a spouse or partner.
When we analyse the data by city and gender, we uncover compelling insights that could inform your next marketing campaign in these markets.
Purchasing a Computer, Laptop or Tablet stands out as the most personal decision, with almost three quarters (71%) of individuals making these choices independently. Residents of Bangkok (78%) and Jakarta (77%) are the most assertive about selecting their devices on their own, while only 65% of people in Manila and Singapore do the same. Unsurprisingly, 79% of men make their own decisions regarding these items, but a significant 64% of women also take charge in this category.
Deciding on a computer, laptop, or tablet with a spouse or partner is less common, with Singapore leading at 15%, while only 3% of respondents in Bangkok chose this option. Interestingly, women in Singapore show a greater preference for making these decisions with their spouse or partner compared to those in other markets.
Choosing a Savings Bank account ranks as the second most personal decision on our list, with 69% of men and women across the five cities deciding independently. Residents of Bangkok and Kuala Lumpur are slightly more assertive, with 72% making this decision on their own.
On average, 14% of respondents decide together with their spouse or partner, with Manila leading at 23%. In contrast, only 6% of Bangkok residents prefer this collaborative approach. Notably, 75% of women in Kuala Lumpur, and 75% of men in Bangkok and Jakarta, make this decision independently. Women in Bangkok (5%) and Kuala Lumpur (9%) are the least likely to decide with their spouse or partner. Additionally, a slightly higher percentage of women in Singapore (+2%) prefer to decide by themselves compared to men.
When Choosing what Sporting Activity to Engage in, two thirds (65%) of individuals across the five cities make their own decisions, with men being more independent than women. Manila residents are the most likely to involve their spouse, partner, or other household members (29%) in these decisions compared to the other cities.
On average, men are 8% more likely than women to decide independently on sports participation. However, in Singapore, a slightly higher percentage of women (+2%) make these decisions on their own compared to men.
Insights into Decision-Making in Bangkok, Jakarta, Manila, Kuala Lumpur, and Singapore - Examining these top three personal decision-making scenarios reveals that residents of Bangkok and Jakarta exhibit more self-assertive, independent thinking compared to those in Kuala Lumpur, Manila, and Singapore.
In Bangkok, Kuala Lumpur, and Manila, people are more likely to make decisions with other household members rather than just their spouse or partner. Conversely, Jakarta and Singapore residents tend to prefer making these decisions jointly with their spouses or partners rather than with other household members.
Manila residents are notably more community-oriented, showing a preference for shared decision-making and less self-centeredness.
Regarding gender dynamics, men in Kuala Lumpur and Manila lead in purchasing computers or laptops and choosing sporting activities. However, women take charge of financial decisions in these cities. Overall, across all markets, women generally prefer sharing decision-making with their spouses or partners or other household members. Interestingly, in Singapore, men are slightly more inclined to make decisions with their spouses or partners compared to women.
Leverage our insights for your success by partnering with Asian Women’s Index and Illuminate Asia to gain a deep understanding of Southeast Asian consumers. Contact us now to transform your strategy and achieve impactful results. For comprehensive details, access the full report and join us in the next stage of our research to stay ahead of the curve; please contact us on [email protected]