1 billion. Asian .
Indians being the next largest segment, with a 51.2 billion aggregate annual income. .
Asian American buying power is expected to increase 41% by .
the year 2006.
A new America is emerging. Rather than the proverbial melting pot, the US has .
become more like a salad bowl where distinct cultural groups celebrate their individual .
identities. There are dramatic shifts occurring in the composition of the US population. .
According to the US Census, the population of African-Americans, Asians, and .
Hispanics will increase significantly over the next half century. Projections for these .
groups show their proportions growing faster than all other groups as a percent of the .
total US population.
Marketing to Asian-Americans require advance preparation in terms of staffing .
and preparation of sales support materials to meet the needs of the targeted group. One .
of the best resources for support and guidance when developing marketing strategies and .
plans targeting Asian-Americans is advertising agencies that specialize in the Asian .
American market. These agencies are generally run by members of the ethnice group on .
which they concentrate and provide invaluable insight into the personality of the target .
market. Availing yourself of their knowledge of the community, language and media .
options can determine whether an initiative is a success or a failure.
A starting point for an ethnic marketing segmentation methodology is to define .
ethnic groups by language, ethnicity and/or race. The Hispanic market is the easiest .
segment to define because of the common Spanish language, but all Asian-Americans .
share is race, since Chinese, Japanese, and Korean do not share the same language. Even .
within the Chinese-American market, the language spoken will vary with the individual's .
place of origin, (e.g., Mainland China, Hong Kong, or Taiwan). Yet all ethnic markets do .
have a set of market characteristics common to non-native speakers of English.
