Asian‐American consumers as a unique market segment: fact or fallacy?

The Asian‐American consumer group is thought to be the fastest‐growing market in the USA. Asian‐Americans are thought to be well‐educated, generally affluent, and geographically concentrated. However, significant cultural and language differences among Asian subgroups are often overlooked. These include patterns of information gathering, use of promotional media, and methods of household decision making. This article presents a comparative marketing examination of the similarities and differences among five of the largest Asian‐American groups and develops implications for marketing strategies.