The survey on women between the ages of 15 and 64 found that about 44 per cent of respondents in China and Hong Kong felt they were overweight.
However, based on their body mass index (BMI), only a quarter could be considered overweight by World Health Organisation guidelines, while a fifth were found to be underweight.
The opposite was true in Malaysia and Indonesia. About 25 per cent interviewed thought they were overweight, however, BMI calculations indicated that a third were.
The inference, according to TNS, is that companies offering weight loss products and services in Hong Kong and China must be careful not to encourage excessive weight loss.
In Malaysia and Indonesia, on the other hand, companies should encourage obese women to lose weight for health reasons.