Size: The Asian population (consisting of Chinese, Filipino, Japanese, Asian Indian, Korean, Vietnamese, Hawaiian, and segments) in the United States is almost 8 million, or about 3 percent of the total population, and largely because of immigration it is the fastest growing minority in the nation. Between the 1980 and 1990 this group grew by over 80 percent — more than eighteen times the growth rate for non-Hispanic whites during the 1980s live times the growth rate for blacks and twice the rate for Hispanics.
Location: Fifty six percent of all known live in the West, compared to just 21 percent of all Americans. Twelve states have over 100,000 Asian Americans. Approximately 40 percent of Asian Americans live in California and over 10 percent live in Hawaii. The Asian subculture is highly suburbs metropolitan Asians are evenly divided between central cities and the suburbs.
Income and Employment: Although their average personal incomes are lower than whites. Asian American households have a higher median income than any other ethnic group, including whites. This is due to several factors: (1) their concentration in high salary living areas such as Los Angeles, San Francisco and Honolulu, (2) their higher educational level (21 percent if Asian have completed four years of college and 14 percent have finished five or more years, compared to 13 percent and 9 percent respectively, for all Americans; (3) a higher percentage of married couple households, typically having two or more earners and (4) more workers per household. In contrast to blacks and Hispanics; Asian Americans are underrepresented in high-kill, high income jobs such as professionals, technicians and managers.
Education: Asian American high school students are more likely than other students to enroll in college preparatory programs (47 percent versus 37 percent of whites, 29 percent of blacks, and 23 percent of Hispanics).
Family and Age: The population segment is a youthful group, having an average age of 30 compared to 36 for whites. The average number of people per household is 3.2.
In spite of its attractive features, marketers have not understood this market well. Consequently The Sleeping Dragon segment continues to snooze.
When we consider such subculture as Asians and Hispanics, it is important to understand the concepts of assimilation and acculturation. Assimilation refers to a person being taught but not all of the attitudes values and behaviors of another culture. Acculturation results hen a person is taught the full range of another culture’ patterns, to the extent that these new attitude values, and behaviors exhibit greater strengths than those of one’s original culture. The marketer’s goal is to create a marketing and communication environment that teaches those in the relevant subculture new attitudes and behaviors toward the company’s brand so that acculturation takes place.
Oriental society is influenced to some extent by the values and norms of Confucian philosophy. This influence is still strong although most Asian countries are no longer strictly Oriental since many are being Westernized. Similarly, Asian American cover the spectrum of oriental appears to be segmental on the basis of their ethnic orientation. Research of predominantly Chinese segment s using a tailored AIO inventory included the following statements reflecting Confucian norms:
1) Women’s place is in the home
2) When important decisions consideration of family first
3) Caring for one’s aged parents is the duty of everyone
4) I often do the right things so as not to lose face
5) Every family should have a son
6) My relationship with my parents is formalized
7) I feel strongly bout returning favors to others.
8) I interact closely with relatives
9) Showing affection openly is acceptable (negative)
10) One should go to extremes in one’s behavior.
Based on responses to such statements, segments were divided into high and low orientations towards Chinese values which brought difference in consumption related values.