ABSTRACT
Located on the island of Borneo, Brunei Darussalam is one of the smallest nations in the East Asia, Southeast Asia, Australia, and New Zealand (ESEA) region; however, it is also one of the wealthiest. Among the members of the Association of Southeast Asian Nations (ASEAN), it is exceptional in many ways, with a uniquely wealthy consumer market where nearly all the products are imported. As an oil-rich monarchy dominated by Islam, it is cautiously turning toward the developed world in an attempt to ensure a prosperous future. In this chapter, an attempt is made to provide an informed introduction to consumer behavior and marketing in this little-known Southeast Asian nation.
