AsianAmericans

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Asian-Americans
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Asian-Americans

• Describes a mix of peoples whose origins are from
  countries around the Pacific Rim. It does not
  express the vast internal differences or
  heritages.

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Population Characteristics

• Asian Americans compose 5.1 of total US
  population
• 22.6 Chinese heritage
• 19.3 Filipino heritage
• 11.6 Japanese heritage
• 10.9 Korean heritage
• 8.4 Vietnamese heritage
• 11.2 Asian Indian heritage
• 10.7 Other Asian heritages

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Confucianism Influences on Asian-American Values

• Despite different languages, customs and
  religions, many East Asian cultures have their
  roots in Confucianism.
• A system of subordination of the son to father,
  younger to elder, wife to husband, and subject to
  the throne.
• Conservative adoption to new ideas or
  innovations. Risk-taking increases the chance of
  losing face and thrift is the norm.

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Four Bases forPurchasing Decision

• Marketers must first become an extended member of
  social and professional community networks.
• Shopping is a favorite leisure activity so
  retailers must create fun and informative
  atmospheres to meet these consumer needs
• Understand that consumer identity is focused on
  family rather than the individual.

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Four Bases forPurchasing Decision

• 4) Understand that there are major differences
  between Asian and other American consumers as
  they place dual emphasis on belonging and
  achievement.
• Therefore, status brands are very appealing to
  Asian-American consumers.
• Asian-Americans share a strong preference for
  buying from Asian-American owned companies or
  brands.

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Advice to Marketers and Communicators

• Buying Asian-oriented and in-language media are
  the most efficient ways to maximize advertising
  dollars, even though these media are fragmented
  by language and geographic location.
• Hiring ethnic personnel, generating word-of-mouth
  communication through community leaders and
  improving post-purchase service.

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Advice to Marketers and Communicators

• Understanding that communication preferences are
  distinctive and high-context.
• Placing more attention on relationships between
  company or brand and consumers.
• Saving face with implicit messages rather than
  direct messages will be more effective.

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