David Blecken
Jan 31, 2012

Korean consumers seek guidance and stress removal: Cheil

SEOUL – A new report conducted by Cheil Worldwide into public attitudes to consumption in Korea indicates a trend toward reduced individualism and the search for authoritative ‘guides’ when making decisions.

Cheil: Consumers to depend on trusted brands in 2012

The agency’s Annual Consumer Report ACR points to a lack of confidence in government and social institutions as a result of the economic uncertainty of the past four years. Conversely, it finds consumers are placing more emphasis on well-known brands that are perceived to be reliable when making shopping decisions.

The study also highlights a degree of social numbness’a decline in interest and participation in broad social issues such as the welfare system and...

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