Ethnic profiling of luxury goods consumers in Southeast Asia: new insights in the international entrepreneurship approach

Despite the growing prominence of the emerging economy in Southeast Asia, international entrepreneurship in this region has not yet been crucially analysed. Thus, this chapter examines the key factors for understanding the luxury goods market in Southeast Asia. First, the concept of culture as a characterizing element of ethnic groups is addressed. Then, the sensitive matter of ethnic minorities in Southeast Asia is investigated. Afterwards, luxury goods consumer spending power is identified from an ethnic perspective, and the conflict that arises between traditional Confucian cultural values and the modernization process of Southeast Asia is analysed. The impact of culture on decision-making behaviours is presented within the context of a psychographic methodology of analysis. Finally, this chapter investigates the way that luxury goods impact family image with many implications for international entrepreneurship theory.