RJ Reynolds
Asian-American Market.
Fields
- Type
- REPORT
- Site
- Marketing
- Mktg Ops-Db Program Support
- Knouse Pf
- Sr Mgr
- Characteristic
- Marginalia
- Attachment
- 6346 -6385
- Author
- Kang, E.
- Request
- US
- Comprehensive
- Request
- 140
- Box
- Rjr5059
- Named Person
- Assn, O.F. Natl Advertisers
- Date Loaded
- 07 Aug 2001
- UCSF Legacy ID
- dmq01d00
Document Images
Agenda
Understanding the Asian American Market
Prioritizing Your Market
Motivating Your Market
Promotions in the Asian Market
~
Asian-American
Market
Presented to
Association of National Advertisers
Eliot Kang
Aug. 20,199 ~
Asian-Arr~ericart
emography
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Asian-Americana
e Over 9 million in the U.S.-
56% live in the West.l/
* The fastest growing ethnic group with over
250,000 new immigrants annually
9 $100 billion of purchasing power
* Most Affluent households
$31,184 Korean $36,259, Japanese $41,626
vs. $31,231 White
9 Larger household
3.2 Asian 12.5 White
n
le Jung: Love, Feelings, Friendship....
'yof Immigrants
JPN
KOR
CHI
IMMIGRANTS
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STUDENTS
BUSINESSMEN
ChInese-Arrerican
* Chinese-Americans are made up of four
distinct groups: Chinese from Taiwan, Hong
Kong, Mainland China and Southeast Asia.
They are further divided by two major
dialects--Mandarin and Cantonese.
a Psychographic Profile
- Cautious in both personal and business dealings
~ - Price-conscious
- Plan for the long-term
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Highly urbanized; 93% live in. Metro areas
Highest number of investment immigrants
and business owners
Higher Education
21% 4 year College vs. 13% of all Americans
Younger average age due to new immigration
(25.2 Viet to 36.6 Japan)
japanesen.American
* Japanese-Americans are the only Asian
group with significant number of 2nd and
3rd generation members. The current
Japanese population is divided into four
groups: Assimilated, Shinissei (newly
immigrated), Students and Intra-company
Transfers/Busi nessmen.
* Psychographic Profile
- Value cons
ILensus over individual opinion
` Name brand over price
- Fast assimilation process
~ VI etnartntse-,American
A large percentage of Vietnamese consists
of refugees, which peaked at 150,000 per
year in the y 980's. They are well educated
and have the highest inlanguage preference.
Psychographic Profile
- Quality conscious, value seekers
- Strong political beliefs
- Strong tendency for cultural and community
preservation
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