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Marketing to Asian American Subcultures

1. Introduction

It is upon the companies in America to identify these subcultures that exist within its domestic market so that it can come up with different marketing strategies. The same case applies to marketing across cultures. A company has to first understand the demographics of the people it is targeting before formulating any marketing strategy (Cole, 2006). In this paper, we are going to discuss how marketing to Asian American subcultures can be approached.

2. History of Asian Americans in the United States

The first Asians in America were the Chinese who came in the mid-19th century to work on the transcontinental railroad (Wu, 2002). They were, however, met with a lot of hostility from the white Americans and were often subjected to violence and racism. The Chinese Exclusion Act of 1882 was one of the legislations that were passed with an aim of reducing the number of Chinese immigrants in America. This act was later followed by other discriminatory laws against the Asians such as the Immigration Act of 1924 which placed severe restrictions on Asian immigration (Wu, 2002).

The situation began to change in 1965 when the Immigration and Nationality Act was passed. This act abolished the quotas that had been placed on immigration and opened up America’s doors to people from all over the world. As a result, there was a significant increase in the number of Asian immigrants in America. Between 1965 and 1980, the Asian American population grew from less than 1 million to about 5 million (Wu, 2002).

This growth has continued and as of 2010, there were about 17 million Asians living in America which is about 5% of the total population (U.S. Census Bureau, 2010). The Asians are not a homogeneous group and they come from different countries such as China, Japan, Korea, India, Pakistan, Vietnam, Cambodia, Laos, and Thailand among others. Each of these groups has their own culture and values which they have retained even after migrating to America.

3. The Asian American Consumer Market

The growth in population has also been accompanied by an increase in purchasing power. According to a report by Selig Center for Economic Growth, the buying power for Asian Americans was about $986 billion in 2017 which represented a significant increase from $518 billion in 2007 (Lee & Cooksey, 2017). This growth is expected to continue and by 2023; their buying power is projected to reach $1.3 trillion (Lee & Cooksey, 2017).

There are several factors that have contributed to this growth in purchasing power. One of them is an increase in income levels among the Asian Americans. Another contributing factor is an increase in population which leads to more consumers in the market. The third factor is inflation which results in an increase in prices and hence more money being spent on goods and services (Lee & Cooksey, 2017).

Despite this growth in purchasing power, there are still some challenges that make it difficult for companies to target this market segment effectively. One of these challenges is language barriers. A large portion of Asian Americans do not speak English as their first language which makes it difficult for them to communicate with people from other cultures (Chang & Shao, 2016).

This language barrier can be a major hindrance when trying to sell products or services to this market segment. For example, if a company is selling consumer electronics, the salespeople will need to be able to explain to the customers how to use the products. If they cannot speak the same language, this will be very difficult to do.

Another challenge is that of cultural differences. Asian Americans have different values and beliefs from other cultures and this can make it difficult for companies to sell their products or services to them (Chang & Shao, 2016). For example, some Asian cultures place a lot of emphasis on family bonds and community relationships. This can make it difficult for companies that are trying to sell products that are not family-oriented such as alcohol or gambling.

4. Challenges in Marketing to Asian American Subcultures

There are several challenges that companies face when trying to target Asian American subcultures. One of these challenges is that of language preferences. As we mentioned earlier, a large portion of Asian Americans do not speak English as their first language. This can make it difficult for companies to communicate with them effectively (Chang & Shao, 2016).

Another challenge is that of cultural differences. Asian Americans have different values and beliefs from other cultures and this can make it difficult for companies to sell their products or services to them (Chang & Shao, 2016). For example, some Asian cultures place a lot of emphasis on family bonds and community relationships. This can make it difficult for companies that are trying to sell products that are not family-oriented such as alcohol or gambling.

Another challenge is that of targeting. Due to the small size of the Asian American population, companies often find it difficult to target them specifically (Chang & Shao, 2016). This is because they often have to target a larger group of people which includes other cultures as well. This makes it difficult for them to come up with marketing strategies that are specifically tailored for the Asian American market.

5. Conclusion

In conclusion, marketing to Asian American subcultures can be a challenge for companies due to the various challenges that they face. These challenges include language barriers, cultural differences, and targeting difficulties. However, despite these challenges, companies can still find ways to effectively target this market segment by understanding the needs and wants of the consumers.

FAQ

Asian Americans tend to value family, community, and education. They also often have strong ties to their countries of origin and maintain traditional cultural practices.

Marketers can better understand and target the Asian American subculture by conducting market research, building relationships with community leaders, and creating culturally relevant marketing materials.

Some effective marketing strategies for appealing to Asian Americans include using celebrity endorsements, developing targeted social media campaigns, and sponsoring cultural events.

There are a few negative stereotypes about Asian Americans that marketers should be aware of, such as the model minority myth and the perpetual foreigner stereotype. However, it is important to remember that not all Asian Americans fit these stereotypes and that each individual has unique needs and preferences.

Cite this assignment

Free Essay Samples (February 5, 2023) Marketing to Asian American Subcultures. Retrieved from https://essayholic.com/marketing-to-asian-american-subcultures/.
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"Marketing to Asian American Subcultures." Free Essay Samples - Accessed February 5, 2023. https://essayholic.com/marketing-to-asian-american-subcultures/
"Marketing to Asian American Subcultures." Free Essay Samples [Online]. Available: https://essayholic.com/marketing-to-asian-american-subcultures/. [Accessed: February 5, 2023]

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