ABSTRACT
New Zealand is a small, island country, in the southernmost part of the South Pacific region. It is a country dominated by its British heritage, the multiethnic nature of its population, its larger, more powerful northern neighbors, as well as by its geographical isolation. Marketers coming into the region will find the country is distinctly different from any other, even her closest neighbor, Australia. This chapter provides an overview of the New Zealand environment and a profile of the New Zealand consumer. First, the economic, demographic, and cultural environments are discussed, then implications are drawn from the trends noted, in order to provide a guide for potential marketers.
