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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
- See Article on Publisher Site
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