“Asian Americans consider themselves to be practical and value the basics like good prices and reliable product quality when shopping. As this consumer group also highly values the opinions of their social circles, tapping into word-of-mouth buzz is a key factor in product discovery and building trust within this community. Crucially, resonating with this segment means being mindful not to treat them as a monolith as the population is made up of a vast array of unique demographics ranging from age to country of origin. Targeting Asian Americans must be done with careful consideration of who the exact sub-segment of this audience is, as these elements drive a sense of identity that is multi-dimensional.”
– Klaudia Kondakciu, Consumers and Cultures Analyst
This Report will look at the following areas:
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