Understanding Asian American consumers : a look at the emerging ethnic market and its implications for marketers

Abstract

This paper examines the reasons why the Asian American market, which has not received much attention, is deemed promising as a potential market for marketers and advertisers to pursue. In addition to an overview of the overall Asian American market in the U.S., different sub-groups within the market are probed in great detail. Furthermore, the unique characteristics of this ethnic market such as geographical density and media usage are examined. For more effective marketing communications for this group, the general tendency of Asian Americans’ consumption and its differences by generation should be carefully noted. This paper concludes with managerial implications for marketers and advertisers with several successful cases.