Asian-American consumer behavior by national origins

摘要

Recently, the Asian-American market has generated strong interest among American advertisers because of this population's rapid growth and affluence. However, because the Asian-American market is composed of Asian Americans from many different ethnic origins, American advertisers have encountered cultural and language difficulties in attracting consumers when targeting this market. Therefore, this study not only examined the consumer behavior of the general Asian-American market but, also, analyzed the consumer behavior of each ethnic group. A survey was designed and administered to elicit preferences and patterns of behavior of the general Asian-American population and its ethnic segments residing in Fresno County, California, when purchasing household cleaning and personal hygiene products. The study's results and recommendations are expected to help American advertisers target the Asian-American market more effectively and efficiently.