The document discusses strategies for marketing to Chinese Americans. It notes that Chinese Americans prefer direct marketing materials and media in their own language, with explanatory details rather than slogans. They are influenced by brands and educated shoppers who research online. Given their heritage-focused behavior, ethnic media is most effective. Financial messaging should acknowledge positive behaviors like savings rather than focus on debt. In-language support allows trusting relationships.
Independently researched and drafted a busiiness plan for the creation of a new Mass Affluent banking group targeting the underserved, albeit affluent South Asian population in the United States. Originally prepared in 2004.
The record-high rate of store closures that rocked the retail industry last year has continued into 2018, with more than 3,800 closures expected this year, according to an analysis by Business Insider.
The costs of admission: consumer behaviour and your post-pandemic audienceJulie Fossitt
As part of the Americans for the Arts training for Pennsylvania.
As your organization has changed, pivoted and adapted, how has your audience done the same? As they engage in programming and possibly return to your spaces, what will they need? How can you utilize and maximize trends and consumer data to help you better understand and grow your audience? In this session, we will explore some recent research around consumer behavior throughout the pandemic and discuss what arts marketers can do right now to leverage this moment of change.
Consumer Confidence From the Consumer's POV Feb-April 2014iModerate
Every four weeks the media erupts with headlines trumpeting the latest Consumer Confidence numbers. And while we love a good statistic as much as the next person, we kept asking ourselves the same questions: what does that number really say about the economy? At the end of the day, what does it mean in terms of how real people act in real life?
To satisfy our curiosity and give our longitudinal qualitative approach a proper test drive, we spent the past 3 months striving to uncover the heartbeat that lurks behind Consumer Confidence. And we will spend future months doing so as well. We’re developing a barometer for why people feel the way they do about the economy, their personal finances and their future, so that we can read between the numbers to understand the consumer on a deeper, more intimate level than what the data and percentages have to say.
NYU-SMDigital Education NAGAP PresentationSM Digital
Many institutions recognize the importance of the emerging Latin American market as part of their student diversification strategy. Surprisingly, many of them are employing the same
recruitment strategies they have used domestically -- or in India and China -- with marginal success. What are the best practices to reach this key and fast-growing market? What are the cultural considerations that must be understood first? What are the unique programs many institutions overlook? What are the most common mistakes many make when trying to recruit from here? Is your institution prepared to reach this important market? Relying on experience
from an initial outreach in 2011 through today, the presenters offer advice on important considerations and best practices. In addition, the presenters will discuss key market trends, valuable insights and new programs happening in Latin America to help you understand and develop a successful strategy to reach this meaningful market.
Made in China: 8 Insights into the Chinese ConsumerBrand Genetics
A succinct overview of key factors influencing Chinese Consumer behaviour.
China truly is a land of opportunity with 30 years of growth that have helped lift millions out of poverty, enriched a middle class that is expanding fast and created 2.7 million millionaires and over 250 billionaires (US$). Given this speed of change and the complexity of a country with a population of 1.35 billion, making sense of the consumer and market context is not just useful, it's vital for success. Even if you're not working directly with China, you may be feeling its growing influence.
At Brand Genetics we're constantly working to understand the direction of change in global markets and identify the implications and opportunities for brands. To share some of our learnings the attached Speed Briefing outlines 8 key insights into the fast evolving world of the Chinese consumer.
managed cre
by ........................ ...........................
Submission date: 28-Jan-2018 06:14PM (UTC-0500)
Submission ID: 907806176
File name: ManagedCarePlab_1.edited.docx (22.18K)
Word count: 577
Character count: 3078
15%
SIMILARITY INDEX
11%
INTERNET SOURCES
0%
PUBLICATIONS
11%
STUDENT PAPERS
1 5%
2 4%
3 3%
4 3%
Exclude quotes On
Exclude bibliography On
Exclude matches Of f
managed cre
ORIGINALITY REPORT
PRIMARY SOURCES
www.regblog.org
Internet Source
en.wikipedia.org
Internet Source
Submitted to Bridgepoint Education
Student Paper
Submitted to Florida Institute of Technology
Student Paper
managed creby ........................ ...........................managed creORIGINALITY REPORTPRIMARY SOURCES
Marketing 363
Consumer Behavior
Tom Gillpatrick
Center for Retail Leadership
[email protected]
Winter 2018 Week 3
mailto:[email protected]
Model of Buyer Behavior
Firms Product offering- (4 P’s)
Stages in the Buying Process
Culture &
Psychology
Factors Situational
Factors
1. Problem recognition
2. Information search
3. Information evaluation
4. Purchase decision
5. Post-decision evaluation
Cultural/Values
Subculture
Social class
Ref. Groups
Family/household
Personal
Psychological
-motivation
-perception
-learning
-attitudes
Task
Time
Social
Physical
Antecedent
Lifestyles/ VALS
Lifestyles and Psychographics
Psychographics
Uses psychological, sociological, and anthropological
factors to segment a market into groups based on
their reasons to make a particular decision.
AIOS: activities, interests, and opinions.
80/20 rule: 80% of volume comes from only 20% of
the market.
Lifestyles and Psychographics
Psychographic Uses:
Position product
Communicate product attributes
Develop overall strategy
Market social and political issues
VALS
Values and Lifestyles segmentations system
Divides people into 8 groups based on psychological
traits and resources
VALS segments
Innovators (successful with many resources)
Thinkers - satisfied, reflective, comfortable
Achievers - career-oriented prefering predictability over risk or
self-discovery
Experiencers – impulsive, young and enjoy offbeat or risky
experiences.
Believers – strong principles and favour proven brands.
Strivers – achievers with fewer resources.
Makers – action-oriented focused on self-sufficiency
Strugglers – primary concern is meeting the needs of the moment.
VALS
My VALS Profile
Your VALS™ Type
Primary Type: Innovators Secondary Type:
Thinkers
The US VALS Framework
Your primary VALS type means that you are
most like the Innovators consumer group. Your
secondary type—the group you are next most
like—is Thinkers.
Your primary VALS type represents your
dominant approach to life. The secondary type
represents a particular emphasis on the
dominant approach.
Try it out for yourself:
http://www.sric-bi.com/VALS/presurvey.shtml
As a consumer group, Innovat ...
Chapter 12 Income and Social ClassChapter OBJECTIVESWhe.docxcravennichole326
Chapter 12:
Income and Social Class
Chapter OBJECTIVES
When students finish this chapter they should understand why:
1. Our confidence in our future, as well as in the overall economy, determines how freely we spend and the types of products we buy.
2. We group consumers into social classes that say a lot about where they stand in society.
3. Individuals’ desires to make a statement about their social class, or the class to which they hope to belong, influence the products they like and dislike.
Chapter SUMMARY
Our confidence in our future, as well as in the overall economy, determines how freely we spend and the types of products we buy.</title>
<para>The field of behavioral economics studies how consumers decide what to do with their money. Consumer confidence—the state of mind consumers have about their own personal situation, as well as their feelings about their overall economic prospects—helps to determine whether they will purchase goods and services, take on debt, or save their money.
</para></division>
<inst><division id="ch12div1sec02" label="2"><title id="ch12div1sec02.title"><inst></inst>We group consumers into social classes that say a lot about where they stand in society.</title>
<para>A consumer’s social class refers to his or her standing in society. Factors including education, occupation, and income determine the class to which we belong.
</para><para>Virtually all groups make distinctions among members in terms of relative superiority, power, and access to valued resources. This social stratification creates a status hierarchy where consumers prefer some goods to others. Income is an important consideration of social class but it is not a perfect predictor.
</para><para>Factors such as place of residence, cultural interests, and worldview also determine social class. As income distributions change around the world, it is getting more difficult to distinguish among members of social classes—many products succeed because they appeal to a newly emerging group marketers call the mass class (people with incomes high enough to purchase luxury items, at least on a small scale).
</para></division>
<inst><division id="ch12div1sec03" label="3"><title id="ch12div1sec03.title"><inst></inst>IndivInIndividuals’ desires to make a statement about their social class, or the class to which they hope to belong, influence the products they like and dislike.
<para>Conspicuous consumption, where a person flaunts his status by deliberately using up valuable resources, is one way to “buy up” to a higher social class. <emphasis>Nouveau riches,</emphasis> whose relatively recent acquisition of income rather than ancestry or breeding accounts for their enhanced social mobility, are the most likely to do this. We use status symbols to communicate our standing to others. Parody display occurs when we seek display by deliberately avoiding fashionable products.
<para><emphasis></emphasis>
</para></division>
<inst><division id="ch06div1sec04" label=" ...
Independently researched and drafted a busiiness plan for the creation of a new Mass Affluent banking group targeting the underserved, albeit affluent South Asian population in the United States. Originally prepared in 2004.
The record-high rate of store closures that rocked the retail industry last year has continued into 2018, with more than 3,800 closures expected this year, according to an analysis by Business Insider.
The costs of admission: consumer behaviour and your post-pandemic audienceJulie Fossitt
As part of the Americans for the Arts training for Pennsylvania.
As your organization has changed, pivoted and adapted, how has your audience done the same? As they engage in programming and possibly return to your spaces, what will they need? How can you utilize and maximize trends and consumer data to help you better understand and grow your audience? In this session, we will explore some recent research around consumer behavior throughout the pandemic and discuss what arts marketers can do right now to leverage this moment of change.
Consumer Confidence From the Consumer's POV Feb-April 2014iModerate
Every four weeks the media erupts with headlines trumpeting the latest Consumer Confidence numbers. And while we love a good statistic as much as the next person, we kept asking ourselves the same questions: what does that number really say about the economy? At the end of the day, what does it mean in terms of how real people act in real life?
To satisfy our curiosity and give our longitudinal qualitative approach a proper test drive, we spent the past 3 months striving to uncover the heartbeat that lurks behind Consumer Confidence. And we will spend future months doing so as well. We’re developing a barometer for why people feel the way they do about the economy, their personal finances and their future, so that we can read between the numbers to understand the consumer on a deeper, more intimate level than what the data and percentages have to say.
NYU-SMDigital Education NAGAP PresentationSM Digital
Many institutions recognize the importance of the emerging Latin American market as part of their student diversification strategy. Surprisingly, many of them are employing the same
recruitment strategies they have used domestically -- or in India and China -- with marginal success. What are the best practices to reach this key and fast-growing market? What are the cultural considerations that must be understood first? What are the unique programs many institutions overlook? What are the most common mistakes many make when trying to recruit from here? Is your institution prepared to reach this important market? Relying on experience
from an initial outreach in 2011 through today, the presenters offer advice on important considerations and best practices. In addition, the presenters will discuss key market trends, valuable insights and new programs happening in Latin America to help you understand and develop a successful strategy to reach this meaningful market.
Made in China: 8 Insights into the Chinese ConsumerBrand Genetics
A succinct overview of key factors influencing Chinese Consumer behaviour.
China truly is a land of opportunity with 30 years of growth that have helped lift millions out of poverty, enriched a middle class that is expanding fast and created 2.7 million millionaires and over 250 billionaires (US$). Given this speed of change and the complexity of a country with a population of 1.35 billion, making sense of the consumer and market context is not just useful, it's vital for success. Even if you're not working directly with China, you may be feeling its growing influence.
At Brand Genetics we're constantly working to understand the direction of change in global markets and identify the implications and opportunities for brands. To share some of our learnings the attached Speed Briefing outlines 8 key insights into the fast evolving world of the Chinese consumer.
managed cre
by ........................ ...........................
Submission date: 28-Jan-2018 06:14PM (UTC-0500)
Submission ID: 907806176
File name: ManagedCarePlab_1.edited.docx (22.18K)
Word count: 577
Character count: 3078
15%
SIMILARITY INDEX
11%
INTERNET SOURCES
0%
PUBLICATIONS
11%
STUDENT PAPERS
1 5%
2 4%
3 3%
4 3%
Exclude quotes On
Exclude bibliography On
Exclude matches Of f
managed cre
ORIGINALITY REPORT
PRIMARY SOURCES
www.regblog.org
Internet Source
en.wikipedia.org
Internet Source
Submitted to Bridgepoint Education
Student Paper
Submitted to Florida Institute of Technology
Student Paper
managed creby ........................ ...........................managed creORIGINALITY REPORTPRIMARY SOURCES
Marketing 363
Consumer Behavior
Tom Gillpatrick
Center for Retail Leadership
[email protected]
Winter 2018 Week 3
mailto:[email protected]
Model of Buyer Behavior
Firms Product offering- (4 P’s)
Stages in the Buying Process
Culture &
Psychology
Factors Situational
Factors
1. Problem recognition
2. Information search
3. Information evaluation
4. Purchase decision
5. Post-decision evaluation
Cultural/Values
Subculture
Social class
Ref. Groups
Family/household
Personal
Psychological
-motivation
-perception
-learning
-attitudes
Task
Time
Social
Physical
Antecedent
Lifestyles/ VALS
Lifestyles and Psychographics
Psychographics
Uses psychological, sociological, and anthropological
factors to segment a market into groups based on
their reasons to make a particular decision.
AIOS: activities, interests, and opinions.
80/20 rule: 80% of volume comes from only 20% of
the market.
Lifestyles and Psychographics
Psychographic Uses:
Position product
Communicate product attributes
Develop overall strategy
Market social and political issues
VALS
Values and Lifestyles segmentations system
Divides people into 8 groups based on psychological
traits and resources
VALS segments
Innovators (successful with many resources)
Thinkers - satisfied, reflective, comfortable
Achievers - career-oriented prefering predictability over risk or
self-discovery
Experiencers – impulsive, young and enjoy offbeat or risky
experiences.
Believers – strong principles and favour proven brands.
Strivers – achievers with fewer resources.
Makers – action-oriented focused on self-sufficiency
Strugglers – primary concern is meeting the needs of the moment.
VALS
My VALS Profile
Your VALS™ Type
Primary Type: Innovators Secondary Type:
Thinkers
The US VALS Framework
Your primary VALS type means that you are
most like the Innovators consumer group. Your
secondary type—the group you are next most
like—is Thinkers.
Your primary VALS type represents your
dominant approach to life. The secondary type
represents a particular emphasis on the
dominant approach.
Try it out for yourself:
http://www.sric-bi.com/VALS/presurvey.shtml
As a consumer group, Innovat ...
Chapter 12 Income and Social ClassChapter OBJECTIVESWhe.docxcravennichole326
Chapter 12:
Income and Social Class
Chapter OBJECTIVES
When students finish this chapter they should understand why:
1. Our confidence in our future, as well as in the overall economy, determines how freely we spend and the types of products we buy.
2. We group consumers into social classes that say a lot about where they stand in society.
3. Individuals’ desires to make a statement about their social class, or the class to which they hope to belong, influence the products they like and dislike.
Chapter SUMMARY
Our confidence in our future, as well as in the overall economy, determines how freely we spend and the types of products we buy.</title>
<para>The field of behavioral economics studies how consumers decide what to do with their money. Consumer confidence—the state of mind consumers have about their own personal situation, as well as their feelings about their overall economic prospects—helps to determine whether they will purchase goods and services, take on debt, or save their money.
</para></division>
<inst><division id="ch12div1sec02" label="2"><title id="ch12div1sec02.title"><inst></inst>We group consumers into social classes that say a lot about where they stand in society.</title>
<para>A consumer’s social class refers to his or her standing in society. Factors including education, occupation, and income determine the class to which we belong.
</para><para>Virtually all groups make distinctions among members in terms of relative superiority, power, and access to valued resources. This social stratification creates a status hierarchy where consumers prefer some goods to others. Income is an important consideration of social class but it is not a perfect predictor.
</para><para>Factors such as place of residence, cultural interests, and worldview also determine social class. As income distributions change around the world, it is getting more difficult to distinguish among members of social classes—many products succeed because they appeal to a newly emerging group marketers call the mass class (people with incomes high enough to purchase luxury items, at least on a small scale).
</para></division>
<inst><division id="ch12div1sec03" label="3"><title id="ch12div1sec03.title"><inst></inst>IndivInIndividuals’ desires to make a statement about their social class, or the class to which they hope to belong, influence the products they like and dislike.
<para>Conspicuous consumption, where a person flaunts his status by deliberately using up valuable resources, is one way to “buy up” to a higher social class. <emphasis>Nouveau riches,</emphasis> whose relatively recent acquisition of income rather than ancestry or breeding accounts for their enhanced social mobility, are the most likely to do this. We use status symbols to communicate our standing to others. Parody display occurs when we seek display by deliberately avoiding fashionable products.
<para><emphasis></emphasis>
</para></division>
<inst><division id="ch06div1sec04" label=" ...
How can businesses keep up with the rapidly growing Chinese economy while at the same time conquering the rest of the Asian market? This white paper explores customer support as the solution that bridges companies to Chinese-speaking customers.
An extensive survey of consumers by JWT to identify the opportunities and challenges that lie ahead for brands when the ASEAN Economic Community (AEC) comes into effect in 2015.
The survey explores the sense of regional identity that exists among ASEAN consumers, the level of awareness, and expectations, of the AEC, attitudes towards brands made in ASEAN, and awareness of popular culture and media personalities from Southeast Asian countries other than their own.
See original report at:
http://www.jwt.com/en/work/singapore/singapore/aseanconsumerandtheaec/
Explore our most comprehensive guide on lookback analysis at SafePaaS, covering access governance and how it can transform modern ERP audits. Browse now!
RMD24 | Retail media: hoe zet je dit in als je geen AH of Unilever bent? Heid...BBPMedia1
Grote partijen zijn al een tijdje onderweg met retail media. Ondertussen worden in dit domein ook de kansen zichtbaar voor andere spelers in de markt. Maar met die kansen ontstaan ook vragen: Zelf retail media worden of erop adverteren? In welke fase van de funnel past het en hoe integreer je het in een mediaplan? Wat is nu precies het verschil met marketplaces en Programmatic ads? In dit half uur beslechten we de dilemma's en krijg je antwoorden op wanneer het voor jou tijd is om de volgende stap te zetten.
The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
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Cracking the Workplace Discipline Code Main.pptxWorkforce Group
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• Four (4) workplace discipline methods you should consider
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At its core, generative artificial intelligence relies on the concept of generative models, which serve as engines that churn out entirely new data resembling their training data. It is like a sculptor who has studied so many forms found in nature and then uses this knowledge to create sculptures from his imagination that have never been seen before anywhere else. If taken to cyberspace, gans work almost the same way.
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This 60-minute webinar, sponsored by Adobe, was delivered for the Training Mag Network. It explored the five elements of SPARK: Storytelling, Purpose, Action, Relationships, and Kudos. Knowing how to tell a well-structured story is key to building long-term memory. Stating a clear purpose that doesn't take away from the discovery learning process is critical. Ensuring that people move from theory to practical application is imperative. Creating strong social learning is the key to commitment and engagement. Validating and affirming participants' comments is the way to create a positive learning environment.
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3. Marketers must avoid stereotypes.
“Acommercial or campaign that pokes fun of or assumes thatAsian
Americans are good at math or piano is not going to work on us. Other
stereotypes to avoid include Asian men walking with a peculiar bent-back
shuffling gait,Asians speaking in “Chinglish” orAsians breaking boards
with their heads.”
− Ling, Chung
www.thecmosite.com/author.asp?section_id=1444&doc_id=232052
5. Chinese Values
− Group orientation and family
− Highly structured family roles
− Male dominated, paternally oriented
− Importance on Education
− Families hold high expectations for education achievement
− Saving money
− College fund for children
− Retirements
− Emergency funds
− Stock market
There is a fine line between stereotypes and actual Chinese values.
http://blog.oskoui-oskoui.com/?p=3715
6. What they want in life?
The Chinese in America are less acculturated than Hispanics.
− 76% of Chinese in the US are foreign-born.
− More of them are coming in compared to the number that are being born in the US, as
opposed to Hispanics – most are being born here and less are coming in.
Most Chinese immigrants want a combination of Chinese and American cultural
traits:
Chinese Traits American Traits
Concern for human feelings American Technology
Central role for the family Democracy
Consideration for elderly Gender equality
http://www.scu.edu/business/finance/research/upload/Chinese-Americans-062210.pdf
http://www.factsfiguresfuture.com/issues/feb-2013/asian-americans-fast-growth,-deep-pockets.html
The most common denominator for desired life traits is RESPECT.
8. Credit Smart
Credit is a relatively new thing to the Chinese.
Living within their means (2013)
− 65% report paying off credit card balances every month (vs 42% US)
− 22% report having more debt than they are comfortable with (vs 38% US)
− 17% said they are spending more than they can afford (vs 25% US)
72% of Chinese American households hold a mortgage (2011)
− 5% of those HH have outstanding auto loans
− 3% have any other consumer debt
When advertising financial services, it may be best not to talk about debt since
it may not be a relevant topic to this target market.
http://www.8asians.com/2011/10/25/chinese-americans-tend-to-borrow-less/
9. Saving
There are shifts in focus for ChineseAmericans based on the economy.
More investing, less saving (2011)
− Less than 50% meet the emergency fund ratio guideline
− Invest in the stock market instead
Saving more for retirement (2013)
− Twice the national savings among non-retired adults
− Significantly higher savings rates than the national average
Given that in 2011, the US was still in recession, the Chinese Americans saw a
bigger opportunity in investing their money in the stock market rather than in
savings. Now in 2013, that the economy is back on the rise, the Chinese
Americans are using this as an opportunity to save more for retirement plans.
These insights show that the Chinese are highly adaptive to the economy.
http://www.dailyfinance.com/2013/06/04/chinese-american-investors-
comfortable-with-curren/
10. Financial Future
ChineseAmericans are more confident about their current and future financial
situation compared to the US general population.
− 67% report feeling financially comfortable
− 65% are confident about their financial future (vs ~50% US)
As a highly adaptive market, ChineseAmericans have a positive outlook on
their finances as they are smart with their money and tend to live more within
their means. In terms of messaging, it may be beneficial to emphasize this
outlook and reward them for their smart financial behaviors.
http://www.dailyfinance.com/2013/06/04/chinese-american-investors-
comfortable-with-curren/
12. Consumer Behavior
Asian Americans are price driven shoppers who are drawn to brands.
− 72% said that brand names are important to them
− American brand names come with prestige toAsian immigrants
− American brands are more expensive in China, therefore having these
products are a sign of status and sophistication (driven by culture)
https://delivermagazine.com/2012/08/marketing-to-asian-americans/
http://yuegmca.wordpress.com/2011/02/21/the-similarities-and-differences-between-hispanics-and-chinese-americans-in-
searching-for-information-on-purchasing-men%E2%80%99s-business-attire/
http://www.businessweek.com/articles/2012-04-16/for-u-dot-s-dot-brands-theres-no-middle-in-chinas-middle-class
13. Purchase Decisions
AsianAmericans tend to educate themselves about products and prices before
they buy when it comes to services and bigger products.
− AsianAmericans do the most online shopping out of any demographic.
− Once in the store, the purchase decision process may be swayed by product
assortment, signage and deals (groceries)
− Studies have shown that when coupons are in-language or inserted inAsian
newspapers, there is a much higher redemption rate.
Having information (bilingual) readily available is crucial to make the research
process easier for the consumer as well as making in-language online deals.
It is also important to ensure that in-store signage exists in banks as Chinese
may be more prone to inquire about the offers while they are in-store.
http://www.nielsen.com/content/dam/corporate/us/en/microsites/publicaffairs/StateoftheAsianAmericanConsum
erReport.pdf
http://www.factsfiguresfuture.com/issues/feb-2013/asian-americans-fast-growth,-deep-pockets.html
15. Language
Asian Americans prefer to be targeted through media in their language.
− 77% speak language other than English at home.
− Note: Cantonese and Mandarin share a common written language but have
extremely different spoken dialects.
Since Chinese Americans prefer to do research on their on before making any major
purchase, it would be beneficial to direct them to an in-language page for more
information on the product rather than directing them to go to the retail location right
away.
http://blog.oskoui-oskoui.com/?p=3715
http://www.caringinfo.org/files/public/outreach/chinese_american_outreach_guide.pdf
16. Direct Mail
Explanatory direct mail is favorable with Chinese Americans.
− Targeted mailers should emphasize a deal (Bundling features and services)
− More detail oriented and explanatory than punchier, slogan-based mainstream
mail pieces (Especially true for services and products that benefit from deeper
explanations)
− Few gestures say you care, like in-language or bilingual copy.
Rather than focusing on clever slogans, more emphasis should be put on having
easily accessible in-language explanation of the services that are being offered in
the deal. Chinese Americans will appreciate the in-language help and will actually
spend time reading the information, making the bank-customer the relationship
more trusting and personal.
https://delivermagazine.com/2012/08/marketing-to-asian-americans/
17. Reach
Staying true to their heritage with ethnic media.
− 80% ofAsianAmericans consumer ethnic media and print
− AsianAmericans spend more time online than any other demographic
− 90% ofAsian Americans state that Internet is a crucial part of their lives
− 70% of those people visit ethnic websites
− Second-gen visit English-language websites aboutAsian content (ie.
Disgrasian,AngryAsian Man)
BecauseAsianAmericans are so focused on their heritage, the best way to reach them
is via ethnic media, whether it’s in-language or not. This will automatically create more
trust in the consumer by portraying that we have respect their culture.
http://blog.oskoui-oskoui.com/?p=3715
18. Conclusion
In order to reach the Chinese American market successfully, it is important to
consider their consumer behavior patterns and preferences.
• When advertising financial services, using positive words that encourage
and acknowledge healthy financial behaviors is more relevant to the
Chinese than using negative connotations, such as debt.
• Using in-language explanatory copy in direct mail or online will allow the
consumers to read about the services and products and make their
decision making process easier.
• Because Chinese Americans are actually influenced by advertising, it is
important to have in-store signage present in retail.
Editor's Notes
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