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Asian‐American consumers as a unique market segment: fact or fallacy?

Asian‐American consumers as a unique market segment: fact or fallacy? The Asian‐American consumer group is thought to be the fastest‐growing market in the USA. Asian‐Americans are thought to be well‐educated, generally affluent, and geographically concentrated. However, significant cultural and language differences among Asian subgroups are often overlooked. These include patterns of information gathering, use of promotional media, and methods of household decision making. This article presents a comparative marketing examination of the similarities and differences among five of the largest Asian‐American groups and develops implications for marketing strategies. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Consumer Marketing Emerald Publishing

Asian‐American consumers as a unique market segment: fact or fallacy?

Carol Kaufman‐Scarborough
Journal of Consumer Marketing , Volume 17 (3): 14 – Jun 1, 2000
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Publisher
Emerald Publishing
Copyright
Copyright © 2000 MCB UP Ltd. All rights reserved.
ISSN
0736-3761
DOI
10.1108/07363760010329247
Publisher site
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Abstract

The Asian‐American consumer group is thought to be the fastest‐growing market in the USA. Asian‐Americans are thought to be well‐educated, generally affluent, and geographically concentrated. However, significant cultural and language differences among Asian subgroups are often overlooked. These include patterns of information gathering, use of promotional media, and methods of household decision making. This article presents a comparative marketing examination of the similarities and differences among five of the largest Asian‐American groups and develops implications for marketing strategies.

Journal

Journal of Consumer Marketing – Emerald Publishing

Published: Jun 1, 2000

Keywords: Consumer behaviour; Market segmentation; Consumer marketing; Ethnic groups

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