Marketing to any consumer group requires research and get beyond stereotypes and to identify specific and behavioral patterns that can be addressed using appropriate strategies. Ethnic groups are bound together by cultural ties that can effectively influence consumer behavior. Here, I will specifically discuss the Asian American consumers since I feel close to them in terms of emotion and culture. Most Asian culture strongly emphasize on the family, tradition and cooperation. These consumers are shopping frequently and enjoying shopping with friends. These consumers want brand names and are willing to pay for top quality, even though they react positively to bargains. Moreover, Asian Americans frequently recommend offerings to friends and family members. I’ve read a research, which indicates that Asian Americans are more than twice as likely as the average consumer to check prices and products on the internet before purchase.
To reach this diverse group, which comprised by Chinese, Pilipino, Indian, Vietnamese, Korean, and Japanese, etc, marketers often use native-language to reach this audience. Message delivered to Asian American in their language are often more effective. For example, HSBC has sponsored the Chinese language World Cup Soccer site to build the connection between its brand and target audience.
The U.S market is a great place to conduct multicultural marketing, and the advertising should be reflective of the multi-hues the U.S accommodates. I think the different ethnic groups in the U.S not only nurture the American culture, but also enrich the way marketer conduct marketing campaigns. Though marketers may have various approaches to reach their target group, the emotional marketing can help break the ethnic fences and easily generate resonance of different ethnic groups.
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