Three in five (61 percent) Asia-Pacific customers are willing to spend their hard-earned cash on designer products, higher than any other area in the world, according to an online survey by Nielsen.
Among a survey of 29,000 people across 58 countries, Nielsen found that Chinese consumers were the most likely to pay for designer goods. Some 74 percent said they would pay more for branded products - the highest of any country - followed by India and Vietnam, with 59 and 56 percent.
When asked whether they were drawn to high profile brands, 55 percent of Asia-Pacific consumers said they liked to buy products by famous brands, compared to a global average of just 47 percent.
"The economic boom in a number of Asian countries coupled with growing middle class populations has seen the emergence of a new breed of consumers with higher disposable incomes," David Webb, managing director of advertising solutions at Nielsen said.
"Cashed up and ready to spend, these consumers are seeking out designer and well-known brands to project their new-found social status. The rapid expansion of the internet and other media channels has given rise to more exposure, awareness and desire for brands and products than ever before."