1 / 15

Multicultural Marketing Division

Multicultural Marketing Division. EMERGING SUNRISE Understanding the Asian Market and Customer. Households by Race. Asian Demographics. Asian-American Demographics. 59.9% of Asian households are owner-occupied. Asian American have the highest median home values of any group in the U.S.

italia
Download Presentation

Multicultural Marketing Division

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Multicultural Marketing Division EMERGING SUNRISEUnderstanding the Asian Market and Customer

  2. Households by Race

  3. Asian Demographics

  4. Asian-American Demographics • 59.9% of Asian households are owner-occupied. • Asian American have the highest median home values of any group in the U.S.

  5. Asian-American Population Growth Rate • Overall population registered a growth increase of 18% Source: U.S. Census Bureau –2004: Issued July 2006

  6. Asian American Population Composition •The sub group distribution changed from 2000 to 2004 • Asian Indian has grown to 2nd largest in the sub markets •Chinese continues to be the largest segment Source: U.S. Census Bureau –2000: Issued February 2002

  7. Orientation to the Asian AmericanMarket Segment

  8. Asian American Generalizations • Value Conscious • Courtesy and Hospitality • Humility • Social Relationships Before Business Relationships

  9. Family & Community • Family Oriented. Great emphasis is placed on strongfamily relationships. Extended family is consideredjust as important. • It is common for parents to financially contributetowards the purchase of a home for their children. • Family’s buying decision is strongly influenced by the well-being of their children.

  10. Non Confrontational by Nature • Although generally non-confrontational, Asians won’t hesitate to voice their opinion when necessary. • While there are exceptions, most Asian Americans are • conservative and reserved by nature. • When an issue occurs, they will not disagree openly • in an effort to save face and respect the other party.

  11. Faith, Philosophy and Celebrations • Birth of a child, birthdays for the elderly and weddings are communal celebrations. • Strong sense of faith often influences their family, • lifestyles and belief systems. • Oral traditions, philosophy and superstitions are • influential components especially with Feng Shui.

  12. EXERCISEDefine the meaning colors and numbers… Colors • Red – Chinese Good luck; Koreans Mourning • White – Asians – Death, funeral • Black – Asians – Bad luck, death, funeral • Purple – Asians – not worn to happy events, “wouldn’t last” • Numbers • 3 & 7 – Koreans - lucky • 4 – Chinese – Sounds like death • 5 - Chinese – Sounds like no or negate • 8 – Chinese – rich/luck • 9 – Japanese – Sound (word) for suffering

  13. Asian Practical Tips Do • Be humble • Value social relationships • Talk about family and praise them • Be sensitive to modes of communication • Hand business card in both hand facing them • Don’t • Assume that their English is not proficient • Be overly aggressive • Assume that they don’t • understand • Embarrass or put on the spot • Point with your finger • Talk down

  14. Contact Information Email: jenevene.gular@fnf.com Tel: 408-535-3359 Arigato Thank you Xie Xie Gracias Salamat

More Related