Essentials of Asian Marketing Part 2: Values and Passion Points
Due to the growing interest in U.S. Asian consumers, brands and marketers are asking: Is there a pan-Asian identity or culture? What are their values and passions? Do Asian consumers need or even want in-language or in-culture services? Who influences their purchasing decisions? Should we target the Asian segment as a whole, or only specific Asian-origin sub-segments? To answer the pressing questions from clients, we developed a two-part series on the essentials of Asian American marketing (Asian Marketing – Part 1). In this second installment, we delve into culture, values, and passions to better understand the Asian consumer as a whole.