Abstract
Asian Americans are the most affluent and educated of all ethnic groups, and as such, should be of special interest to marketers. According to the Selig Center for Economic Growth, Asian Americans had $253 billion in spending power in 2001, and this number will reach $528 billion by 2009.
This report provides an in-depth look into this lucrative ethnic group, and covers the following topics:
- A demographic overview of Asian Americans, including population growth, earning power, educational attainment, degree of acculturation, and place of residence
- Key issues and beliefs that influence Asian Americans, including the impact of prejudice and racism, the drive to succeed, the role of education, perceptions of beauty, and perceptions of self
- Purchasing attitudes towards a variety of products, including computers, MP3 players, camcorders, PDAs, green products, and groceries
- Popular leisure activities, including the Internet, travel, restaurants and bars
- Attitudes towards cause marketing and other marketing tactics
This extensive analysis provides marketers the information they need to understand what motivates the Asian-American consumer, along with suggested strategies and opportunities to increase sales.
Mintel defines Asian Americans as individuals who claim- or who have at least one parent or grandparent who claims- one of the following ethnic backgrounds: Chinese, Filipino, Asian-Indian, Vietnamese, Korean, Japanese, Cambodian, Hmong, Laotian, Pakistani, and Thai.
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