In rapidly growing economies, the prime use of wealth is the display of wealth.
Status symbols acquire a significance they don't have in the West. Young adults in particular see the acquisition of status and its symbols as the be all and end all of their existence.
The best status symbols are the ones other people can see all the time. Which is why many women will spend - or have spent for them - twenty percent of their annual income on a high status handbag.
Pretty much anything that your friends, dates and neighbors can see has a status angle. Air cons, fridges and LED TVs are all symbols of your rising status in the world.
Many young Thai men spend a quarter of their monthly income on a bottle of premium whisky to impress women passing their bar table.
A girl who has nothing still has her hair. Which is why many a poor girl will spend a quarter of her weekly income on shampoo and haircare products to make sure she's looking good at the dance at the weekend.
- All from Y&R's "How to Dominate the World"