Asian American Research Analysis

Asian American Research Analysis
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Abstract
Asian Americans represent the community with the highest income, fastest growing, and best educated in the United States. The ethnic group consists of immigrants or their children from lots of nations in the Far East, the Indian subcontinent, Southeast Asia, each having a distinct background, language, culture, and routes to America. Besides, about 70 percent of the Asian Americans perceive that when one wants to get ahead in life, he or she must be willing to work hard. On the other hand, the exposure to the American culture makes the Asian Americans adapt to the culture, causing the acculturation. Aside from the demographics features, specific marketing characteristics of Asian Americans are also considered. Concerning their marketing features, Asian Americans have a strong purchasing power, a high preference for the Internet products and services, retail commodities, food, and housing. Besides, as compared to other races, Asian Americans spend more time on payday money and shopping. Asian Americans like brand names, but there is a frequent switching of the brands. Ultimately, with regards to the attitudes towards the education, it is observable that the Asian American parents place much pressure on their children to pursue different courses and achieve a higher education and career success. Since the ethnic group value education much, the children and youth are influenced to go to school and achieve a college degree at minimum.

Asian American Research Analysis
Introduction
The objective of this research analysis is to identify the Asian Americans characteristics with regards to their demographics, product usage or shopping behaviors, the influence of various references groups, such as families, on the attitudes and behaviors in regards to their marketing patterns, and the communication strategies used to reach the cultural segment when advertising a product or service. The focus of the analysis is Asian American consumer segment.
Demographics
Asian Americans represent the fastest growing and best-educated community in the United States with the highest income. Today, the Asians make up the biggest proportion of the current immigrants. It has been determined that the Asian-Americans are more satisfied than the overall population with their lives, direction of the nation, and finances, and they put a greater value in parenthood, marriage, career success, and hard work (Asian Americans, 2016). Furthermore, Asian Americans are a unique community, and their population is not monolithic. It consists of immigrants or their children from many nations in the Far East, the Indian subcontinent, Southeast Asia, each having a distinct background, language, culture, and routes to America (Bureau, 2016). Although this population shares many things in common, it also has several differences in their demographic features, perceptions, thoughts, and beliefs of life, in the United States. According to the 2011 census, the Asian Americans make up 5.8 percent of the overall population of the United States (Lee & Cooke, 2015). The percentage represents 18,205,898 Asian Americans. Moreover, 74 percent of the Asian Americas, who are adults of over 18 years of age, are born outside the United States (Bureau, 2016).
Again, for every two Asian immigrant adults of over 18 years of age, one of them mentions that he or she speak English fluently. The number represents 53 percent of the Asian Americans. 2. 6 million Asian Americans, five or more years of age, can speak Chinese at home (Bureau, 2016). Chinese, after Spanish, is the most widely used non-English language in the United States. The Vietnamese and Tagalog also have at least 1 million speakers. On the other hand, considering the opportunities available for this cultural sub-segment, Asian Americans, as compared to the overall United States population, stand out for their achievement in career and education. Many also trust that the U.S. provides more chances and liberty than their nations of origin. A big percentage of Asian Americans trusts that hard work compensates and many put a high concentration on higher education, family, and careers. Indeed, a remarkable number of recent Asian immigrants have achieved college degrees (Lee & Cooke, 2015). Following their own accounts, most mention that their parents pressurize the children much to achieve their goals. It can also be noted that 93 percent of the Asian Americans from their nation of origin are hardworking (McBride & Lewis, 2004). Besides, nearly 70 percent of the Asian Americans perceive that when one wants to get ahead in life, he or she must be willing to work hard (McBride & Lewis, 2004). The Asian Americans believe that American population is very hard working. According to their perception, 57 percent of the Americans are very hard working people (Bureau, 2016). Further, concerning the education of the Asian Americans, a lot of pressure exists in the society in that parents push their children to obtain the education to an advanced level. About 40 percent of the Asian American parents say that they push their children to pursue different courses. In comparison, only 9 percent of the Asian Americans believe that American parents place too much pressure on their kids to achieve high performance in school (Uhland, 2010). With regards to the visas for the highly skilled employees, Asian Americans take up to 75 percent of new H-1B visa-owners in the United Sates (Lee & Cooke, 2015). India makes up 55 percent while all other countries, including the Asian nations, make up the remaining 44 percent. Also, 61 percent of the recent Asian immigrants of between 25 and 64 years of age hold a college degree.
What is more, 11.9 percent of the Asian Americans are living in poverty, as compared to the 12.8 percent of the overall United States population (Bureau, 2016). Averagely, 50 percent of Asian Americans mention that they are unique to the typical Americans. Only 60 percent of the Korean and Vietnamese Americans say they believe that they are different from the typical Americans. With regards to the family ties, the Asian Americans stand out for their strong emphasis on the family. The population is more likely to intermarry with other racial communities. They put a higher priority than the overall population on having a successful marriage, and their children are more probable to live in families with two married parents. As a community, they are inclined to lean Democrat and keep strong social links with others from a similar nation of origin. Nearly 50 percent of the Asian Americans reside in the Western region of the U.S. (Lee & Cooke, 2015).
Acculturation
In the American society, acculturation process influences the early commencement of sexual activities and more than one sexual partner. A longer exposure to the American culture raises the chance of early sexual intercourse. Asian American male youth do not start sexual intercourse earlier and do not have multiple sexual partners than their female equals (Cui & Powell, 2015). Conversely, females are more probable to begin sexual activities earlier with rising exposure to the English language. Specifically, Asian American females who can speak English at home tend to involve in sex earlier than the other communities, such as Hispanics. Moreover, the females have multiple sexual partners, averagely, than their native language-speaking equals. The disparity in gender proposes that language serves a vital role in passing on the traditional customs and values and controls the process of acculturation among the Asian American females and males (Cui & Powell, 2015). Particularly, when one speaks in mother tongue at home, there is a chance of the protection of the adolescents from involving in early sexual activities and having more sexual partners, and, in contrast, more exposure to the English language raises this likelihood for young Asian American females in particular.
It can also be noted that Asian American women may be faster to adjust to the new culture than Asian America men. As such, they have a bigger collection of possible sexual partners than their male equals. Some studies have determined that other ethnic groups tend not to date Asian males due to the stereotype that Asian men are poor in socializing and do not have masculinity (Cui & Powell, 2015). As a result, while individual generally have a strong inclination for partners of their own ethnic group, Asian American men may have fewer dating chances within both their own cultural group and other ethnic and racial groups than Asian women counterparts. Ultimately, other studies have determined that Asian Americans who stayed in mainly English-speaking localities inclined to have multiple sexual partners (Cui & Powell, 2015). This confirms that greater exposure to American culture at the locality level is crucial for the acculturation of racial and ethnic minorities in the U.S.
Psychographic Characteristics
The psychographic features include variables, such as the spending patterns, values, gender roles, and assimilation of the young Asian Americans. As compared to other races, Asian Americans spend more time on payday money and shopping. Asian Americans like brand names, but there is a frequent switching of the brands. They also spend significant money on their look and beauty. Many more young Asian men have turned from the dirty appearance to a clean one. Considering the values of the sub-cultural segment, these people share several values. Many of the Asian Americans do not believe in divorce and, so, the rate of divorce in this community is low (Asian Americans, 2016). They also show respect to older individuals in the society and help them in different situations of difficulties. Frequently, many generations stay together, leading to large households and families. Asian Americans also value social unity and harmony, relationships, and interdependence more than individuality or independence. They perceive the social welfare of other people more helpful than self-actualization. As a result, people live together in harmony and support each other in the daily chores (Rallapalli & Montgomery, 2015). Another aspect of psychographic qualities is the gender roles. The population has stringent gender roles expectations. They distinguish their domestic spheres from external spheres with women being responsible for the domestic worlds while men are accountable for the outside spheres (Cui & Powell, 2015). Women are submissive to men. This implies that they have to be obedient first to their fathers, then husbands, and finally their sons. Relationships are so vital to unified holdings organization payday loan (Asian Americans, 2016). It is, therefore, important for entrepreneurs and business partners to keep positive and jointly productive associations with Asian American clients.
Finally, the young Asian Americans are constantly developing their own culture that integrates the values of the American and Asian ideologies (Uhland, 2010). They are open to the assimilation of the American cultures. Nevertheless, their cultures and attitudes are different from their young Americans counterparts. They respect their own values and traditions, yet they mix them with the modern youth customs. In sum, it can be observed that the Asian Americans are profoundly brand loyal. The brand loyalty cuts across many different industries, including the automotive sectors. Asian Americans are loyal to the Toyota cars, for example (Cui & Powell, 2015). They prefer ads that provided detailed information about the product being advertised, not just the image advertising. They also tend to fuel tough price negotiation and bargains for every element of a sale. This is, in particular, the Korean Americans.
Product Usage/Shopping Behavior
Not all Asian Americans eat sour pork and sweet. Each ethnic group of the Asian Americans has distinct shopping and cooking habits. The report from Nielsen in 2012 determines that Asian Americans is the tiny but the quickest expanding ethnic community in the United States (Rallapalli & Montgomery, 2015). It has a strong buying power of $718 billion, and the value is expected to rise in 2017 to more than $1 trillion, indicating a 523peecent rise from 1990 (Rallapalli & Montgomery, 2015). Apart from the major buying power, the average income for the Asian American families is 28 percent higher than the overall household earning in the whole population of the U.S. for example, in 2010, the family median income of Asian Americans touched $ 65,200 in comparison with $50,000 public value in the United States (Rallapalli & Montgomery, 2015). Nearly 28 percent of Asian American families receive an income of above $100,000 annually, and the community is perceived as a minority population with a larger proportion of income, welcoming several firms to tailor their multicultural market tactics to access the ethnic group (Asian Americans, 2016). Considering the purchasing trend, the Asian Americans are reported to purchase commodities, such as food, housing, retail, education, automobile, and financial products. Averagely, Asians spend the highest value on grocery shopping as compared to the other racial and ethnic groups in the United States, with Filipinos spending the most within the Asian community (Uhland, 2010). Moreover, other studies show that Asian Americans often buy at shopping malls and division stores or collections, at a minimum of three times per week (Tong, 2013).
Again, studies have proved that the quality of national and local coverage takes the biggest weight in the buying choice. Other considerations when buying the telecom services include 3G-conection speed and SMS/text messaging capability (Tong, 2013). Furthermore, approximately 90 percent of Asian Americans are online users, and 70 percent are browsing the ethnic portal in their own languages as the Internet serves a critical role in their lives (Bureau, 2016). Among the Asian Americans, the Japanese brands like Honda and Toyota form the top selections. The Indians and Koreans within this community have the highest buying intent among all other ethnic groups. Finally, the Asian Americans bank within a grocery collection more than any other community. Some like the Indians are inclined to bank online. Indeed, Asian Americans are less probable to the bank through the telephone. The price and reputation of the product and service and company, in that ore, are the top criteria for selecting the services to use or buy, including the insurance services for their vehicles or lives. Ultimately, Asian Americans families are overall wealthier than the average American family. They spend the highest in the product categories, such as apparel, personal insurance, and housing. They spend a lot on personal insurance since they have a strong urge to safeguard family and property while higher apparel expenditure is due to their strong brand name loyalty (Bureau, 2016). They also show higher housing spending because they have a larger family size as compared to the overall population of the United States and also due to the clustering of several Asian Americans in the urban areas in which housing prices may call for higher expenses (Jamal, Peñaloza & Laroche, 2015).
Influences on Attitudes and Behaviors
Many influences shape the behaviors and attitudes of Asian Americans concerning their education, types of products purchased and consumed, and purchasing patterns. The change in behaviors and attitudes is due to the reference groups, including the normative reference group like family and comparative reference groups, such as friends.
Normative Reference Groups
The normative reference groups, such as the family influences the attitudes and behaviors of the Asian Americans. The aspects influenced by these groups include education and purchasing behavior. Accordingly, Asian American parents influence the attitudes of their children towards education. They force their children to pursue different courses and achieve a higher education and career success. Since the community value education much, the children and youth are influenced to go to school and achieve a college degree at a minimum (Bureau, 2016). Furthermore, the reference groups influence the behaviors of the children and next generation to come. They are taught to be concerned about their children and ensure that their children achieve what they want in life.
Comparative Reference Groups
The Asian Americans are open to sharing their values and experiences with their friends from other ethnic groups. They incorporate different values and ideas from different cultures and come up with modern values that can enable them to develop their societies. As such, peer influence affects the attitudes and behaviors of the Asian American individuals, the youths in particular, with regards to their food consumed, product purchased, and lifestyles (Bureau, 2016).
Popular Indirect Reference Groups
Asian Americans are influenced by the American cultures. An example of the groups that influences the attitudes and behaviors of the Asian Americans is the consumers from other cultural segments. Asian Americans adapt to the ways of life of other consumers, in regards to their consumption patterns, spending and shopping behaviors, and attitudes towards certain products and marketing activities. While they show unique cultural and marketing features, the Asian Americans are influenced by the products consumed by the general population of the U.S (Bureau, 2016). For example, the hot dog food consumption.
Communication Strategies
Communication strategies consist of two aspects. Theses aspects include A-2-X and F-X competencies.
A-2-X Competency
Asian Americans believe in what they see and want to know the details of the products being advertised. As such, it is important to use an advertisement design that will help provide the information about the ads not just conveying the messages and images of the products and services (Cui & Powell, 2015). For example, the car ads should be accompanied by details and information about the vehicles, not simply the images. The advertisement design will be to tell not to show. This implies that it is important to advertise the products by including the details in addition to supplying the visuals of the products and services (Cui & Choudhury, 2015). For example, the ads about cars should provide all the information necessary or the Asian Americans target customers to know. It is important to show all the characteristics and features of the products and all the ideas about it, rather than just telling people about the products and services, so as to establish a much lasting and stronger impact.
F-X Competency
With regards to the strategies, communicating with the Asian Americans through advertisement should involve the use of two strategies. The first strategy to utilize is the use of the social media sites. Asian Americans purchase the internet services and are subscribed to the telecom networks. This means that they use the Internet to search for the information about the products. It is, therefore, important to target the segment via the social media platform, such as Facebook and Twitter, to inform then about the products available (Cui & Choudhury, 2015). Again, the segment believes in quality and value. They have enough money to spend on the product like food and housing. As a result, marketers should include a creative slogan that will convince the potential customers that the products being advertised are of high value and quality (Jamal, Peñaloza & Laroche, 2015). The slogan can also be facilitated using the traditional direct marketing methodologies like the use of direct emails and salespeople.
Conclusion
It is important to understand the consumer characteristics so as to know the consumer behavior. The consumer characteristics, such as their demographics, psychographics, cultural values and norms, and family ties, are useful in understanding the consumer behaviors because marketers can use these variables to evaluate the spending patterns, purchasing power, and product preferences. In sum, through the research analysis, it has been determined that the Asian Americans are the fasted growing ethnic group, have a strong purchasing power, prefer products, such as housing and retail goods, and value their family ties and education for their children.

References
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Bureau, U. (2016). Asian American Data Links. Census.gov. Retrieved 9 November 2016, from http://www.census.gov/about/partners/cic/resources/data-links/asian.html
Cui, G., & Choudhury, P. (2015). Effective Strategies for Ethnic Segmentation and Marketing. In Proceedings of the 1998 Multicultural Marketing Conference (pp. 354-358). Springer International Publishing.
Cui, G., & Powell, K. V. (2015). Segmenting the Asian American Consumer Market: An Acculturation Approach. In Minority Marketing: Research Perspectives for the 1990s (pp. 68-72). Springer International Publishing.
Jamal, A., Peñaloza, L., & Laroche, M. (2015). Introduction to Ethnic Marketing. The Routledge Companion to Ethnic Marketing, 3.
Lee, M., & Cooke, E. F. (2015). Asian Americans: Demographic of an Ignored Target Market. In Minority Marketing: Issues and Prospects (pp. 87-91). Springer International Publishing.
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Tong, Y. (January 01, 2013). Acculturation, Gender Disparity, and the Sexual Behavior of Asian American Youth. Journal of Sex Research, 50, 6, 560-73.
Uhland, V. (2010). Marketing to Asian-American Customers. Natural Foods Merchandiser, 31, 62. Retrieved from http://ezproxy.depaul.edu/login?url=http://search.proquest.com.ezproxy.depaul.edu/docview/193488044?accountid=10477