Countries covered: United States
Special Offer: Now 50%
off original sale price of $2750
This report takes an in-depth look at Asian Americans, the fastest growing and most affluent ethnic segment in an increasingly diverse America. It includes a comprehensive analysis of key demographic features of Asian Americans, an assessment of the current size and projected growth of the market through 2004, and an analysis of shopping behavior and buying patterns. The report profiles the immigration patterns, geographic distribution, economic status, and social and cultural attributes of the main groups within the Asian American community. Discover why direct mail and telemarketing work well with Asian American households.
|
Additional InformationScope and Methodology
Scope of Report
This report assesses the market represented by the Asian American population of the United States. Demographic data on Asian Americans are reported by the U.S. Census Bureau under the category entitled “Asians and Pacific Islanders (API).” This term refers to persons who identify themselves as having ethnic origins in “any of the original peoples of the Far East, Southeast Asia, the Indian Subcontinent, or the Pacific Islands.”
In the 1990 Census, Pacific Islanders accounted for approximately 5% of all individuals falling within the API classification, and Asians made up 95% of those within the API category. This Packaged Facts report focuses exclusively on Asians in America and highlights the ethnic groups that comprise the vast majority of the Asian American population: Chinese, Filipinos, Japanese, South Asians, Koreans, Vietnamese, and other Indochinese.
Methodology
The report is based on information collected through interviews with marketing and advertising executives as well as an extensive survey of published materials. These include data from the U.S. Census Bureau, National Telecommunications and Information Administration, and other federal government agencies. Other sources include a wide range of journals covering the demographic, marketing, and advertising fields, corporate and Asian American-oriented Web sites, and news reports on demographic, social, and economic trends within the Asian American community.
Categories Covered:
- Demographic Information
- Population Growth
- Regional Dispersion
- Six Ethnic Sub-Groups (Chinese, Filipino, South Asian, Korean, Japanese, Vietnamese)
- Social and Economic Characteristics of Each Subgroup
- Immigration
- Household Income
- Religious/Political Affiliations
- The Market
- Current and Projected Market Growth
- Geographic Segmentation
- Key Customer Segments
- Factors Affecting Market Growth
- Consumer Behavior
- Perceived Importance of Price
- Emphasis on Quality of Service
- Family/Peer Influence
- ATM/Credit Card Activity
- Shopping Patterns (food, healthcare, etc.)
- Spending Trends
- Internet Expenditures
Marketing/Advertising/Promotional Strategies
- Language Issues
- Cultural Perceptions
- Emphasis on family ties, children, traditions
Highlights:
- Projected Asian American Population Growth to 2004
- U.S. Ethnic Mix: 1999 vs. 2008
- States with Largest Asian American Population
- Geographic Distribution of Asian American Population
- Median Household Income
- Projected Asian American Market Growth to 2004
- Percentage of U.S. Persons by Race Who Own a Computer
Sample Information Sources*:
- March 1998 Current Population Survey, U.S. Census Board
- Asian Media Reference Guide, 2000
- Luxe, Winter 1999
- Progressive Grocer, August 1999
- Goldsea.com, December 1999
- Amerasia Journal, 1999
- Children’s Business, July 1999
- Photo Marketing Association International, June 1999
- Debit Card News, May 1999
- Journal of American Ethnic History, Spring 1999
- Hollywood Reporter, April 1999
- Professional Builder, March 1999
- Wall Street Journal, March 1999
- National Telecommunications and Information Administration Survey, 1999
- Simmons Research
- Filipinas
- A. Magazine
- American Demographics
- Target Marketing
- Brandweek/Adweek/Advertising Age
- Interviewing Service of America/KTSF-TV (San Francisco)
- Americans’ Use of Time Surveys
- Hispanic and Asian Marketing Communication Research, Inc.
- Imada Wong Communications Group
- U.S. Small Business Administration
- Selig Center for Economic Growth
- New America Marketbasket Index
- Chinese New Home Buyer’s Guide
Hours of Research: 500
- Executive Summary
Introduction
Background
Overview of Report
Scope and Methodology
Scope of Report
Methodology
Demographics
Asian American Population Has Grown Dramatically
Asian Americans Grew Faster than Other Ethnic Groups
Relative Size of Asian American Population Also Increased
Six Ethnic Groups Account for Vast Majority of Asian American Population
Table 1-1: Asian American Ethnic Groups
Ethnic Composition of Asian American Population Has Changed Radically
Social and Economic Characteristics of Asian American Subgroups Vary Widely
Immigration Drives Asian American Population Growth
Asian American Population Centers in Few Localities.
Asian Americans Tend to Live in Large Family Households
Asian Americans Have Highest Household Income
More Than 50% of Asian American Families Have Incomes over $50,000
Asian Americans Strong in Professional and Technical Jobs
Asian Americans Are Most Likely to Earn a Bachelor's Degree
Asian Values Differ Significantly from Those of Mainstream Culture
Many Asian Americans Follow Traditional Religions but Christianity Is a Strong Force
Political Activism Increases
The Market
Asian American Market Will Increase More than 40% by 2004
Upper-Income Asian Americans Are Attractive Market
Income of Most Affluent Asian American Households Totals More than $160 Billion
Demographic Shifts Are Underway Many of the Largest Asian American Markets Are Not in the Pacific Region
Asian American Market Includes Diverse Customer Segments
Many Factors Affect Growth of Asian American Market
Asian Americans as Consumers
Research on Asian American Consumer Behavior Has Conflicting
Findings
Asian American Ethnic Groups Vary in Their Consumer Behavior
Asian Americans Spend Less Time Shopping but Shop More Often for Groceries
Asian Americans Depend on Self-Contained Commercial Developments
Asian American Expenditure Patterns Vary
Asian American Households Lead in PC Ownership
Asian American Media
Concentration of Asian American Population Eases Media Access
Print Remains Most Popular but Radio and TV Gain Ground
English-Language Magazines Target Younger Generation
Obstacles Remain for Advertisers
Internet Offers Effective Way to Reach Asian American Buyers
Asian Americans Offer Good Direct-Mail Prospects
Marketing to Asian Americans
Marketers Target Individual Asian Subgroups
Experts Emphasize In-Language Print and Electronic Media
Bilingual Staff and In-Language Call Centers Become More Common
Cultural Factors Affect Marketing and Selling
Multiple Approaches Help Achieve Successful Strategy
Examples of Advertising Targeted to Asian Americans
Respecting and Maintaining Family Ties
The Happiness and Prosperity of Children
Honoring Traditions
Celebrating Asian Festivals
Quality and Price
- Demographics
Figure 2-1: Projected Growth of Asian American Population, 1999-2004
Figure 2-2: U.S. Ethnic Mix, 1999 vs. 2008
Market Definition: Asian Americans
Asian Americans Defined by U.S. Census Bureau
Pacific Islanders Are Distinct Population Group
Asian American Census Data Have Limitations
Packaged Facts Analysis Focuses on Asians in America
Description of Principal Asian American Ethnic Groups
History of Asians in America
Exclusionary Immigration Laws Curtailed Growth of
Asian American Population
Early Asian Americans Faced Severe Discrimination
Changes in Immigration Law in 1965 Began New Era for Asian Americans
Population Size and Growth
Asian American Population Has Grown 44.9% Since 1990
Table 2-1: Growth of U.S. and Asian American Populations, 1990-1999
Asian American Population Has Tripled Since 1980
Figure 2-3: Asian American Population Growth, 1980-1999
Asian Americans Grew Faster than Other Ethnic Groups
Relative Size of Asian American Population Also Increased
Table 2-2: Past, Present, and Projected U.S. Ethnic Mix, 1990-2010
Figure 2-4: Population Growth Rates: Asian Americans vs. Other Population Groups, 1990-1999
Immigration Drives Asian American Growth
Table 2-3: Country of Origin of Asian American Immigration, 1995-1998
Geographic Distribution
Majority of Asian Americans Live in Just Three States
Table 2-4: States with Largest Asian American Population, 1998
Most Asian Americans Live in the West
Table 2-5: Geographic Distribution of Asian Americans and General Population, 1998
Asian American Population Growth Is Concentrated in the West
Table 2-6: Growth of Asian American and General Populations by Region, 1990 to 1998
Northeastern States Also Have Substantial Asian American Populations
Table 2-7: States with Highest Percentage of Asian Americans
California Counties Lead Asian American Population Centers
Table 2-8: Asian American Population Trends in Key Localities, 1990-1998
Some Localities Experienced Exceptionally Rapid Growth in Asian American Population
Table 2-9: Counties with Fastest Growing Asian American Populations, 1990-1998
Asian Americans Cluster in Metropolitan Areas
Table 2-10: Location of Residence: Asian Americans vs. Other Population Groups
Age and Gender
Asian Americans Are Younger than the General Population
Table 2-11: Median Age of Asian Americans and Other Population Groups, 1999 and 2010
Nearly One in Four Asian Americans Is 14 Years Old or Younger
Table 2-12: Population by Age Group: Asian Americans vs. Other Population Groups
Asian American Population Has Higher Percentage of Females
Family Status
Asian Americans Tend to Live in Family Households
Table 2-13: Household by Type: Asian American vs. Other Households
Married-Couple Families Predominate
Table 2-14: Family by Type: Asian Americans vs. Other Households
Asian American Households Are Larger than Average
Table 2-15: Size of Household: Asian American vs. Other Population Groups
Marriage and Divorce Patterns Differ among Asian Americans
Table 2-16: Marital Status: Asian Americans vs. Members of Other Population Groups 15 Years Old and Over
Asian American Children Are Most Likely to Live in Two-Parent Families
Table 2-17: Living Arrangements of Children under 18 Years Old: Asian Americans vs. Other Population Groups
Economic Status
Asian Americans Have Highest Household Income
Table 2-18: Median Household Income: Asian Americans vs. Other Population Groups
Asian Americans Trail Non-Hispanic Whites in Per Capita Income
Table 2-19: Per Capita Income: Asian Americans vs. Other Population Groups
Asian American Families Have Highest Median Incomes
Table 2-20: Median Family Income: Asian Americans vs. Other Groups
More Than 50% of Asian American Families Have Incomes over $50,000
Table 2-21: Family Income: Asian Americans vs. Other Families
Asian American Households More Likely to Have Two or More Earners
Table 2-22: Number of Earners in a Household: Asian Americans vs.
Other Population Groups
Nearly One-Third of Asian American Male Workers Earn $50,000 or More
Table 2-23: Total Money Earnings of Year-Round Full-Time Workers 25 Years Old and Over: Asian Americans vs. Other Population Groups
Education Premium of Asian Americans Is Lower
Table 2-24: Median Earnings by Educational Attainment: Asian Americans vs. Non-Hispanic Whites
Asian Americans Are More Likely to Be Renters
Table 2-25: Home Ownership: Asian Americans vs. Other Households
Asian Americans Have Average Poverty Rate
Table 2-26: Poverty Rates of Asian Americans and Other Population Groups
Table 2-27: Poverty Status of Asian Americans vs. Other Families
Employment
Asian Males Over-represented in Professional and Technical Jobs
Table 2-28: Occupation: Asian American Males vs. Other Males
Asian American Females Also Favor Professional and Technical Employment
Table 2-29: Occupation: Asian American Females vs. Other Females
Asian American Employment Patterns Mirror Those of Other Groups
Table 2-30: Class of Worker: Asian Americans vs. Other Population
Groups
Unemployment Among Asian Americans Is Lower than Average
Table 2-31: Unemployment Rate: Asian Americans vs. Other Population Groups
Asian Americans Strong in Silicon Valley
Table 2-32: H-1B Visa Holders by Country of Birth
Profiles of Korean and Chinese American Entrepreneurs Differ
Asian Americans Hit Barriers in Corporate America
Educational Attainment
Asian Americans Are Most Likely to Earn a Bachelor's Degree
Table 2-33: Educational Attainment: Asian Americans vs. Other Population Groups, 25 Years Old and Over
Younger Asian Americans Achieve Above-Average Educational Success
Asian Americans Receive Disproportionate Percentage of Technical Degrees
New Generation of Asian Americans Breaks Educational Stereotypes
English-Language Skills Improve
Health Status
Asian American Health Data Can Be Misleading
Filipino Americans Change Traditional Diet
Unacculturated Asian American Youth Smoke Less
Asian Americans Show Different Patterns of Alcohol Use
Asian Americans Have Different Attitudes toward Health-Care Providers
Social and Cultural Attributes
Confucianism Binds Many Asian Cultures
Asian Values Differ Significantly from Those of Mainstream Culture
Younger Asian Americans Display Increased Pride in Asian Identity
Asian Americans Remain Comfortable with Their Ethnic Identity
Chinese Schools Transmit Language and Values
Religion and Politics
Many Asian Americans Follow Traditional Religions
Christianity Is Strong Force among Asian Immigrants
Korean and Chinese Christians Differ in Important Ways
Many Denominations Represented among Asian American Christians
Asian American Churches Experience "Silent Exodus" by Younger Generation
Pan-Asian Churches Attract Second-Generation Asian Americans
Political Activism Increases
Asian Americans Exercise Increasing Political Influence in California
Californian Chinese and Vietnamese Americans Switch to Democratic
Party
Civil Disorder in Los Angeles in 1992 Transforms Korean American Politics
Overview of Principal Ethnic Groups
Five Ethnic Groups Account for Almost 90% of Asian American
Population
Table 2-34: Asian American Ethnic Groups
Ethnic Composition of Asian American Population Has Changed Dramatically
Figure 2-5: Ethnic Origins of Asian Americans, 1980 vs. 1999
Social and Economic Characteristics of Asian American Subgroups Vary Widely
Population Profile: Chinese Americans
Early Chinese Immigrants Faced Major Obstacles
Chinese American Population Tripled in Two Decades
Figure 2-6: Chinese American Population Growth, 1980-1999
Chinese Americans Originate in Many Countries
Chinese American Subgroups Display Differences
Christianity Takes Hold among Recent Chinese Immigrants
Population Profile: Filipino Americans
"Pilipino" or "Filipino"?
Filipino Americans Have Unique History
Filipino Americans Are Second-Largest Asian American Group
Tagalog Remains Influential Language but Most Filipino Americans Are Fluent in English
Filipino Americans Have High Incomes and Educational Level
Figure 2-7: Filipino American Population Growth, 1980-1999
Filipino Americans Seen as "Invisible" Asian Americans
Population Profile: South Asians
South Asians in America Reflect Complexities of Indian Subcontinent
Punjabi Farmers Pioneered in California
South Asians Have Immigrated in Phases Since 1965
Asian Indians Comprise Largest South Asian Group
Asian Indians Have High Income and Educational Levels
Asian Indian Population in the United States Includes Many Temporary
High-Tech Workers
Figure 2-8: Asian Indian Population Growth, 1980-1999
Population Profile: Korean Americans
Korean Immigration Has Peaked
Korean Immigrants Have Distinct Profile
Korean American Community Is Changing
Christianity Remains a Strong Force
Korean Americans Predominate in Small Retail Businesses in Urban Areas
Korean Business Owners Seek Alternatives
Research Data Support Hard-Working Image
Second-Generation Korean Americans Are Culturally but Not Socially Assimilated
Population Profile: Japanese Americans
Japanese Americans Faced Early Discrimination
Japanese American Population Is Divided into Four Segments
Size of Japanese American Population Declines in Relative Terms
Japanese Market Includes 100,000 Japanese Executives
Population Profile: Vietnamese Americans
Vietnamese Immigrated in Six Waves
Vietnamese Population Has Grown Rapidly
Vietnamese Retain Strong Hold on Culture and Language
Figure 2-9: Vietnamese American Population Growth, 1980-1999
Vietnamese Families Maintain Traditional Values
Religion a Vital Part of Vietnamese American Culture
"Family Collectivism" Plays Central Role in Vietnamese American Culture
Population Profile: Other Indochinese
Most Other Southeast Asians Are Indochinese Political Refugees
Other Indochinese Experience Fewer Economic Gains
Hmong Have Faced Severe Adjustment Problems
- The Market
Figure 3-1: Projected Asian American Market Growth, 1999-2004
Market Size
Aggregate Asian American Income Is over $220 Billion
Purchasing Power of Asian Americans Reaches $179 Billion
Upper-Income Asian Americans Are Attractive Market
Table 3-1: Aggregate Earnings of Asian Americans 15 Years Old and
Over
More than 40% of Asian American Male Workers Earn at Least $40,000 Annually
Table 3-2: Aggregate Earnings of Asian American Males 25 Years Old and Over: Year-Round, Full-Time Workers
Nearly Half of Asian American Female Workers Earn at Least $30,000
Table 3-3: Aggregate Earnings of Asian American Females 25 Years Old and Over: Year-Round, Full-Time Workers
Distribution of Asian American Household Income Estimated
Table 3-4: Aggregate Income of Asian American Households
Income of Most Affluent Asian American Households Totals More than $160 Billion
Asian American Income Is Heavily Skewed toward Affluent Households
Asian American College Graduates Are High Earners
Table 3-5: Aggregate Earnings of Asian Americans with Bachelor's Degree or More
Geographic Segmentation
The Asian American Market Centers on a Few States
The Market Will Remain Concentrated
Table 3-6: Projected Asian American Population in Selected States, 2000-2015
Honolulu Has the Greatest Asian American Population Density
Table 3-7: Metropolitan Areas with Highest Percentage of Asian Americans
Most Markets with Highest Percentage of Asian Americans Are in California
University Towns Skew Asian American Market Data
Many of the Largest Asian American Markets Are Not in the Pacific Region
Table 3-8: Leading Asian American Markets
Asian American Entrepreneurs Drive Population Shifts
Asian Americans Contribute to Changing Face of the South
Key Customer Segments
The 1.5 Generation Emerges
Asian American Market Includes Diverse Customer Segments
Asian American Entrepreneurs Are Fastest Growing Minority-Owned Business Group
Asian American Kids Market Will Grow Fastest
Factors Affecting Market Growth
Asian Americans Likely to Maintain Strong Ethnic Identity
Census 2000 Likely to Count More Asian Americans
Asian Americans Are Considered Most Likely to Self-Identify As
Multiracial
Asian Americans Have High Rate of Interracial and Interethnic Marriages
Decline in Immigration from Asia May Slow Population Growth but Increase Per Capita Income
Figure 3-2: Number of Asian Immigrants, 1994-1998
Projected Market Growth
Asian American Market Will Increase More than 40% by 2004
Table 3-9: Projected Growth of Aggregate Income of Asian Americans, 1999-2004
- Asian Americans as Consumers
Shopping Patterns
Surveys Reveal Distinct Profile of Asian American Consumers
Research on Asian American Consumer Behavior Has Conflicting Findings
Asian American Ethnic Groups Vary in Their Consumer Behavior
Quality of Service Is Key
Perceived Importance of Price Varies
Young Asian Americans Are Loyal to Brands and Are Status Conscious
Top Brands of Chinese Americans Revealed
Asian Americans Spend Less Time Shopping
But Asians Shop Often for Groceries
Asian Americans Depend on Self-Contained Commercial Developments
Specialized Mall Attracts Asian American Shoppers
Koreans Spend More at Malls
Spending on Consumer Products and Services
Asian Americans Spend More on Education and Restaurant Meals
Personal-Care Purchasing Patterns of Asian Americans Differ
Meat Purchases Vary
Chinese Consumers Demand Whole Chickens
Asian Americans Prefer Fresh Produce
Traditional Foods Help Maintain Cultural Identity
Asian Americans Most Likely to Buy New Cars
Telecommunications Providers See Rapid Growth among Asian Americans
Asian Travelers Focus on Asia
Chinese Homebuyers Rely onFeng Shui
Asian Americans Are Above-Average Film Processors
ATM Cards Are Popular
Asian Americans Less Likely to Carry a Credit Card Balance
Asian American Savers Become Investors .
Asian American Investors Trade More Often
Asian American Consumers and the Internet
Asian American Households Lead in PC Ownership
Table 4-1: Percentage of U.S. Households with a Computer: by Race and Place of Residence
More Asian American Households Have PCs, Regardless of Income
Table 4-2: Percentage of U.S. Households with a Computer: by Race and Income
Asian Americans Are Heavy Users of the Internet
Table 4-3: Percentage of U.S.Persons Using the Internet: by Race/Hispanic Origin and Location of Use
Urban Asian Americans Use Internet the Most
Table 4-4: Percentage of U.S.Persons Using the Internet from Any Location: by Race/Hispanic Origin and Location of Residence
Asian American Households Show Highest Use of Internet
Table 4-5: Percentage of U.S.Households Using the Internet: by Race and Location of Residence
Asian Americans Use Internet at Work and in Higher Education
Table 4-6: Percentage of U.S. Persons Using the Internet outside the Home: by Selected Places and by Race/Hispanic Origin
Internet Used Most for E-Mail and Information Search
Table 4-7: Percentage of U.S. Persons Using the Internet at Home: by Type of Use and by Race/Hispanic Origin
Asian Americans More Likely to Use E-Mail at Home for Education
Table 4-8: Percentage of U.S. Persons E-Mail at Home: by Subject Matter and by Race/Hispanic Origin
Asian Americans Less Concerned about Internet Confidentiality
Figure 4-1: Percentage of U.S. Households "Very Concerned" or "Somewhat Concerned" about Internet Confidentiality: Asian American vs. Non-Hispanic White
Asian Americans Are Most Experienced Internet Users
Asian Americans Most Likely to Conduct Financial Transactions Online
- Asian American Media
Overview
Major Markets Offer Complete Range of Asian American Media
Concentration of Asian American Population Eases Media Access
Print Still Most Popular but Radio and TV Gain Ground
Media Costs Remain Low
Obstacles Remain for Advertisers
Asian American Subgroups Differ in Response to Media
Mainstream Media Neglect Asian American Community
Television
Asian Americans Spend the Least Time Watching TV
National Cable Outlets Target Major Asian American Subgroups
Local TV Stations Predominate in Major Markets
International Channel Networks
Asia-Based TV Programmers Eye U.S. Market
Ethnic-American Broadcasting Company
ITV Offers South Asian Programming
Radio
Radio Has Substantial Reach among Asian Americans
Asian American Radio Now Offers 24-Hour Coverage
Radio Reflects Relative Importance of Local Asian American Population Segments
New Asian American Radio Programming Proliferates at Grassroots Level
Local Radio Stations Serve as Community Centers for Asian American Groups
Print
Asian American Print Media Show Rapid Growth
Newspapers Are Popular
Chinese American Print Media Expand
Knight Ridder Launches Vietnamese Weekly
Asian American Newspapers Turn toLos Angeles Timesto Strengthen Distribution in California
Asian Americans Favor Certain Magazine Categories
A. Magazine Succeeds with Young Asian Americans
Zarposh InternationalCaptures Affluent South Asian Readers
Filipinas Establishes Niche among Filipinos as General-Interest Magazine
Giant Robot Speaks to Asian American Youth
New Media
Internet Offers Effective Way to Reach Asian American Buyers
AsianAvenue.com Expands Rapidly
Some Internet Portals Target Asians and Asian Americans
JADE Offers Online Content to Young Asian Women
YolkTargets "GeneraAsian X"
jun Launches Online Magazine
Direct Marketing
Direct Marketers Overlook Asian American Consumers
Asian Americans Offer Good Direct Mail Prospects
Asian Consumer Lists Need Validation
Bell Atlantic Uses Telemarketing
American Express Telemarkets to Asian-Owned Businesses
- Marketing to Asian Americans
Marketing Fundamentals
Marketers Target Individual Asian Subgroups
Lack of Data Inhibits Targeted Marketing
Asian American Personnel Are Critical to Marketing Strategy
Loyalty Programs with Tangible Rewards Are Effective with Chinese and Korean American Customers
Asian Americans Prefer Written Marketing Materials
Event Marketing Is Important
Language Issues
In-Language Marketing Is Vital
Experts Emphasize In-Language Print and Electronic Media
Basic In-Language Marketing Program Described
Experts Advise on Language Choice
Good Translations Are Not Always Easy
Recent Asian Indian Immigrants Are Exception to Language Rule
English-Language 800-Numbers May Not Succeed
Citibank Outsources In-Language Customer Service
Bilingual Staffing Helps Banks Get and Keep Asian American
Customers
Life Insurance Companies Recruit Bilingual Agents
Cultural Considerations
Cultural Factors Affect Market Research Studies
Colors Can Have Different Meanings for Different Groups
Wrong Numbers in Advertising Can Cause Trouble
Retailers Set Back by Cultural Perceptions
Sales Approach Should Acknowledge Cultural Differences
Northwest Airlines Takes Asian Culture into Account
Packaging Matters
Asian Festivals Serve as Centerpiece for Marketing Programs
Advertising Strategies
Advertising Expenditures Concentrated in Print Outlets
National Advertising Campaigns Still Limited
Successful Advertisements Reflect Universal Asian American Values
Ads Leverage Shared Asian Values
Firms Target the Largest Asian Groups
Ford Creates Advertising for Three Asian American Segments in California
Internet Extends Reach of Advertisers within Asian American Community
Multinationals May Use Ads Designed for Asia
Some Firms Coordinate General-Market and Asian American Advertising Themes
Hyundai Advertising Targets Recent Chinese Immigrants
Promotional Strategies
Telecommunications Services Companies Focus on
Asian Americans
Bell Atlantic Markets to Asian Americans in the Northeast
Financial Services Firms Open Dedicated Branch Offices
Some Banks Specialize in Asian American Market
Bank of America Pursues Comprehensive Asian American Marketing Program
California Bank & Trust Responds to Asian American Market
Citibank Anchors Promotional Program with Premiums
John Hancock Taps into Growth Market among Chinese Americans
MetLife Strengthens In-Language Marketing Capability
State Farm Teams withA. Magazine
Local Auto Dealers Change with Their Communities
Supermarkets Customize Products and Displays
Supermarkets Find General-Market Profits in Asian American Products
Cosmetics Companies Address Preferences of Asian Women
Asian American Expo Offers Venue for Grassroots Marketing
Online Marketing
Financial Services Firms Launch In-Language Web Sites
Internet Portals View Chinese Americans as Part of Global Market
Fannie Mae Markets Online
- Examples of Advertising Targeted to Asian Americans
Overview of Advertising Themes
Respecting and Maintaining Family Ties
The Happiness and Prosperity of Children
Honoring Traditions
Celebrating Asian Festivals
Quality and Price
Telecommunications
GTE Builds Relationships with Asian Americans
AT&T Markets to Asian Americans
Financial Services
MetLife Markets to Asian Americans
Western Union Serves the Asian American Community
Travel and Entertainment
Disneyland Advertises to Asian Americans
Hollywood Park Casino Appeals to Young Asian Americans
Northwest Airlines Cultivates Japanese American Business Travelers
Food and Beverage
Maggi Stresses Convenience for Tradition-Minded Asian American
Women
Fast-Food Chains Use Subtitles to Reach Asian Americans
Hennessy Ads Have Lunar New Year Theme
Other Sectors
JCPenney Appeals to Chinese American Families
The Gas Company Relates to Chinese Americans
California Sponsors Anti-Smoking Ads for Asian Americans
Appendix I: Examples of Consumer AdvertisingThis appendix appears in bound editions only.
Appendix II: Addresses of Selected Asian American Market Resources
Advertising and Public Relations Agencies
Market Research Companies/Marketing Consultants
Asian American Publications
Internet Sites
Organizations
More United States Asian American Market Reports
WOW! Facts by
Best Practices in Corporate Communications
WOW! Facts provides diversity practitioners, human resource professionals, marketing executives, journalists and others with a wealth of facts and figures about key U.S. demographic populations, ...
Ethnic Health and Beauty Care Products in the U.S., 7th Edition by
Packaged Facts
No market is an island -- but why do many marketers and retailers still consider the ethnic HBC aisle as separate from the rest of ...
Racial and Ethnic Diversity: Asians, Blacks, Hispanics, Native Americans, and Whites, 6th ed. by
New Strategist Publications, Inc.
The sixth edition of Racial and Ethnic Diversity is a profile of a U.S. population that is growing more diverse much faster than many had ...
Ethnic Hair, Beauty and Cosmetics Products in the U.S., 6th Edition by
Packaged Facts
Packaged Facts conservatively estimates that the U.S. retail market for ethnic-specific haircare, makeup, and skincare products is continuing to post strong growth in 2008 -- ...
Asian-American Market in the U.S. 4th edition by
Packaged Facts
This new Packaged Facts report focuses on the consumer attitudes and spending patterns of Asian Americans, who continue to offer the most lucrative opportunities in ...
See all reports like this >>
More United States Reports
e-Discovery Software Publishing in the US - Industry Market Research Report by
IBISWorld
e-Discovery Software Publishing in the US Finding growth : Electronic discovery (more often known as e-discovery) refers to a data search, location and securing process for use ...
D&B Country RiskLine Report: The United States of America by
Dun & Bradstreet Inc.
This D&B Country RiskLine Report will help you analyze the risks, opportunities and likely payment delays when doing business in this country. It includes ...
D&B Country Report: The United States of America by
Dun & Bradstreet Inc.
D&B Country Report. Comprehensive information for evaluating risks and opportunities when trading or investing in this country. Providing critical information and analysis on ...
Country Report United States January 2011 by
Economist Intelligence Unit
Country Reports analyse political and economic trends in featured countries. They show you exactly how national, regional and global events will affect your business in ...
Coal - US - a snapshot (2010) by
Mintel - Snapshots
Coal in US by Mintel Global Market Navigator provides you with annual year-end market size data, most recently updated in 2010. This market covers consumption ...
See all reports like this >>
Share this report
Other tasks Related Markets Asian American Market Reports Free Alert Me service Receive bi-weekly email alerts on new market research Sign Up Today!
|
