FORE SCHOOL OF MANAGEMENTMini ProjectOnAsian American Consumer BehaviorGroup 5Submitted to ProfAnupam NarulaMehul Pahuja (08329)Praful Garg (08334)Sarabjeet Singh (0834)Sha!han" Singhal (08345)#ijeel $u%ar #arun (08352)&nnati Sara!'at(08353)Certificate#hi! i! to certif( that Group 5 Me%ber! Mr)*M!) Mehul Pahuja(08329)+ PrafulGarg(08334)+ Sarabjeet Singh(08334)+ Sha!han" Singhal(08345)+ #ijeel $u%ar#arun(08352)+ &nnati Sara!'at(08353) ha,eco%plete-their %ini project reportentitle- .!ian .%erican /on!u%er 0eha,ior to'ar-! part fulfill%ent of there1uire%ent! forthea'ar- of thePo!tGra-uate2iplo%a in Manage%ent(3MG423*5MG48) 2044206) #hi! Mini 7eport on /on!u%er 0eha,ior i! the re!ult of theiro'n 'or" an- to the be!t of %( "no'le-ge no part of it ha! earlier co%pri!e- an(other report+ %onograph+ -i!!ertation or boo") #hi! project 'a! carrie- out un-er %(o,erall !uper,i!ion)2ate8 Place8 44444444444444444444444444444444444 Prof) .nupa% 9arula 5nternal 3acult( Gui-e1Acknowe!"ement:e'oul- li"e to than" allthe people 'ho ha,e helpe- u! -irectl( or in-irectl( inco%pletionofthi! %iniproject !ucce!!full() :e are highl(in-ebte- to our projectgui-e+Prof) .nupa%9arula+ 3O7;School of Manage%ent+ 9e'2elhi+'ithout'ho!e gui-ance+ 'e 'oul- not ha,e been able to co%plete thi! project !ucce!!full():e 'oul- li"e to than" hi%for hi! continuou! !upport an- gui-ance) ife!t(le..........................................................................224)4 3ro% Mobilit( to /onnecti,it(.................................................................234)5 .-! .ppeal 'ith ?alue...........................................................................2)4)6 Opportunitie! an- #a"ea'a(!................................................................25Chapter 5:,hopping -ehaviour..................................................................265) 0u(ing Po'er8 >arge an- Gro'ing..........................................................265)2 $e( Purcha!e /ategorie!......................................................................265)3 >e!! Planning+ More 2eci!ion! Ma-e .t Store >e,el.................................265)4 5n!ight! on Shopping 0eha,ior...............................................................2$/onclu!ion..................................................................................................2.7eference!..................................................................................................3+)Introduction5n965+ the.!ian4.%erican!hareof the&)S) population!too-at le!!thanpercent@ha,ing beenhel--o'n b(a centur(A! 'orth of eBclu!ionar(policie!eBplicitl( ba!e- on race) #hat 'a! the (ear@at the height of the ci,il right!%o,e%ent an- in the heat of a roaring econo%(@that the &)S) go,ern%ent opene-the gate! to i%%igration fro% allpart! of the 'orl-+ .!ia inclu-e-) #he effect ha!beentran!for%ati,e forthenation an-for .!ian .%erican!) #o-a(the(%a"eupnearl(6Cof the&)S) population).n-inanecono%(that increa!ingl(relie!onhighl( !"ille- 'or"er!+ the( are the be!t4e-ucate-+ highe!t4inco%e+ fa!te!t4gro'ingrace group in the countr(#here are no'o,er 8)3 %illion .!ian! in .%erica+ %a"ing .!ian .%erican! a! agroup the fa!te!t gro'ing %inorit( population in the &)S) :hile itD! true that+ a! agroup+ .!ian .%erican! ha,e the highe!t %e-ian inco%e! a%ong ethnic group! inthe &)S)+ actual %e-ian inco%e! ,ar( 'il-l( a%ong .!ian .%erican !ubgroup!) .l!ointere!tingi!thefin-ingthat %o!t.!ian .%erican!-onDt thin"of the%!el,e!a!E.!ian .%erican)E7ather+the(i-entif('iththeircountr(of origin(the(i-entifie-the%!el,e!a! /hine!e.%erican+ ?ietna%e!e.%erican+ etc)+ a!oppo!e-tothegeneric E.!ian .%ericanE)) #hu!+ it i! not onl( inaccurate to !ub!cribe to %(th! aboutE.!ian .%erican!E a! a ho%ogenou! group+ but -oing !o can lea- to thei%ple%entation of har%ful policie! in .%erican co%%unitie! a! a 'hole) #he%an( -ifference! a%ong .!ian .%erican !ubgroup! i! all the %ore rea!on to gain afuller un-er!tan-ing of ho' .!ian .%erican! are integrating 'ith an- -e,eloping inthe larger .%erican conteBt5Objectives)#o !tu-( 2e%ographic characteri!tic! of .!ian .%erican!2)#o !tu-( intergroup relation! a%ong .!ian .%erican!3)#o Stu-( Me-ia /on!u%ption habit! of .!ian .%erican!4)#o !tu-( Shopping beha,ior of .!ian .%erican!6MethodologyMetho-olog( i! generall( a gui-eline for !ol,ing a proble%+ 'ith !pecific co%ponent!!uch a! pha!e!+ ta!"!+ %etho-!+ techni1ue! an- tool!) . -ocu%ente- proce!! for%anage%ent ofproject!that contain!proce-ure!+ -efinition!an-eBplanation!oftechni1ue!u!e-tocollect+ !tore+ anal(=ean-pre!ent infor%ationa!part of are!earch proce!! in a gi,en -i!cipline):e ha,e -one a !econ-ar( re!earch on .!ian .%erica!) :e ha,e u!e- a !ur,e(con-ucte- b(Pe'7e!earch /enter to eBa%ine the ,ariou! a!pect! of .!ian.%erican!)7Chapter 1 !iterature "evie#.ccor-ing to the paper FEffects of Asian%Americans& Ethnicit$ an! Accuturationon 'ersona (n)uencesG 'ritten b( FHoun4$(ung $i% an- Ii"(eong $angG inIournalof /urrent 5!!ue! an- 7e!earch in .-,erti!ing in 200+.!ian4.%erican!D attracti,echaracteri!tic!@thefa!te!t4gro'ingan-the%o!t affluent groupinthe&)S)+ an-their geographic concentration@urge %ar"eter! to rea!!e!! the ,iabilit( of the .!ian%ar"et an- to e%pha!i=e the i%portance of -e,eloping a-,erti!ing !trategie!!pecificall( targete- to thi! ethnic %ar"et) #hi! !tu-( eBa%ine- 'hether !u!ceptibilit(to per!onal influence! of three .!ian4.%erican con!u%er group! (/hine!e+Iapane!e+ an- $orean!) ,arie! b( ethnicit( an- acculturation) 7e!ult! !ho'e- thatethnicit(affecte-per!onal influence!an-+ further+ that the!eper!onal influence!-iffer+ -epen-ing on the le,elof acculturation) #he re!ult! of thi! !tu-( re,ealtheclear %e!!age that .!ian@.%erican group!+ e,en 'hen con!i-ering onl( three ofthetopfi,e.!ian4.%ericanpopulation!+ -iffer intheir !u!ceptibilit(toper!onalinJuence! b( ethnicit( an- acculturation le,el) ;ach /hine!e+ Iapane!e+ an- $oreani%%igrant eBhibit! !ignificant -ifference! in ter%! of ho'%uch he or !he i!!u!ceptible to reference group inJuence!) 5na--ition+re!ult!of the current!tu-(confir%e- acculturation a! an i%portant factor to con!i-er'hen i%ple%entinginterper!onal inJuence! 'ith .!ian4.%erican con!u%er!)#he paper FMarketin" Communication Strate"ies an! Consumer Financia*ecisionMakin"+TheRoeofNationa CutureGb(I).n-re'Peter!en+#arun$u!h'aha+ K?) $u%ar publi!he- in Iournal of Mar"eting (205) !tate! that/on!u%er! fre1uentl( %a"e i%portant financial -eci!ion! that ha,e !hort4 an- long4ter% i%pact! on their 'elfare) #he author! eBpect that the!e financial -eci!ion! are afunction of con!u%er!Apa!teBperience!an- interaction! 'ith a financial !er,ice!fir%a! 'ell a! con!u%er!A long4ter%prioritie! (e)g)+ national culture)) #he(-eter%ine ho' three cultural -i%en!ion! (long4ter% orientation+ uncertaint(a,oi-ance+ an- (%a!culinit() an- %ar"eting co%%unication t(pe (pro%otion focu!e-,!) pre,entionfocu!e-) affect three"e( con!u%er financial-eci!ion!8() !a,ing!rate+ (2) u!e of cre-it+ an- (3) !pen-ing pattern) #o -o !o+ the( e%piricall( te!t boththe -irect effect of nationalculture on con!u%er financial-eci!ion %a"ing an- it!%o-eratingeffect onthelin"bet'eenafir%A!%ar"etingeffort!an-con!u%er$financial -eci!ion %a"ing) 2ra'ing on regulator( focu! theor(+ the author! -e,elopan- e%piricall( te!t their h(pothe!e! u!ing a cu!to%er -ataba!e fro% a %ultinationalfinancial !er,ice! fir% ba!e- in the &nite- .rab ;%irate!+ 'ith cu!to%er! originatingfro% 34 countrie!) #he( fin- that national culture -irectl( affect! con!u%er financial-eci!ion%a"ingan-%o-erate!thei%pact of %ar"etingeffort!b(thefinancial!er,ice! fir%+ 'hich !ugge!t! that financial !er,ice! fir%! !houl- account for nationalculture 'hen %anaging cu!to%er!)FAsian%Americans in FocusG an article publi!he- in FMar"eting 9e'!G b( /hri!tine0ir"ner gi,e! anin!ight intothe gro'ing i%portance of the .!ian a%erican!a! acon!u%er group) .t 8)2 %illion %e%ber! in 202 an- eBpecte- to reach 20)9 %illionin 20L+ the .!ian4.%erican population i! the fa!te!t4gro'ing %ulticultural !eg%entin the &nite- State!@an- one of the 'ealthie!t an- be!t4e-ucate-+ too) Het %an(%ar"eter!continuetotailorthe%ajorit(of their%ulticultural %ar"etingeffort!toother con!u%er group!) #he.!ian4.%ericanau-ienceha!increa!e-5C!ince2000 an- gre' at -ouble4-igit rate! in 49 out of 50 !tate! in 202+ accor-ing to 9e'Hor"4ba!e- 9iel!en /o) .!ian4.%erican bu(ing po'er ha! ri!en 523C !ince 990 toML8)4 billion in 202 an- i! eBpecte- to top M trillion b( 20L) .l%o!t 40C of all.!ian4.%erican! can be foun- in three -e!ignate- %ar"et area!@>o! .ngele!+ 9e'Hor"an-San3ranci!co@an- .!ian4.%erican!!"e'(oungerthanthetotal &)S)population+ a,eraging 4 (ear! ol- ,!) 45 (ear!+ accor-ing to 9iel!en) .! 'ith an(con!u%er group+ there are !ignificant cultural -ifference! 'ithin the !eg%ent+eBpert! !a() #he group i! %a-e up of %ultiple ethnicitie! an- language!) /hine!erepre!ent the large!t group at 23C+ follo'e- b( 3ilipino! at 9C an- .!ian45n-ian!at 8C) Se,ent(4fourpercent of.!ian4.%ericana-ult!'erebornabroa-an-oftho!e con!u%er!+ about half report that the( !pea" ;ngli!h ,er( 'ellan- half !a(that the( -onAt+ accor-ing to Pe' -ata) F9eBt to Spani!h+ /hine!e i! the %o!t 'i-el(!po"en non4;ngli!h language in thi! countr() More than L8C of $orean4.%erican!!pea" $orean on a -ail( ba!i!+G !a(! 7e( >o=ano+ ,ice pre!i-ent of %ar"eting atPlan / .genc(+ a 9e' Hor" an- >o! .ngele!4ba!e- %ar"eting agenc( focu!ing on.!ian4.%erican!) FMar"eter!nee-to%a"e!uretheir %ar"etingan-a-,erti!ingeffort!arein4languagean-in4culture) 5f (ouAretargetinga/hine!e4.%erican+ it'oul- be ,er( -ifferent fro% targeting a $orean4.%erican or a 3ilipino4.%erican)G 5nfact+ accor-ingtothePe'7e!earch/enter+ theF.!ian4.%ericanG label -oe!nAt.re!onate 'ith %o!t .!ian4 .%erican!) SiBt(4t'o percent %o!t -e!cribe the%!el,e!b( their countrie! of origin+ 9C-e!cribe the%!el,e! a! F.!ian4.%ericanG orF.!ian+G 'hile4C!i%pl(call the%!el,e!F.%erican)G :hilethe .!ian4.%erican%ar"et i! co%po!e- of %ultiple !ubgroup! an- language!+ there are co%%on ,alue!'ithinthegroupthat %ar"eter! canfocu! on+ inclu-ingcon!u%er!A intere!t in!a,ing!+ e-ucation an- long4ter% planning+ an- a re!pect for el-er!+ co%%unit( an-fa%il(+ !a(! ;loi!a icen!eG in 2005 -ifferentiate! bet'eenthe con!u%ption pattern of .!ian4.%erican! a! a !ubculture again!t other culture!pre!ent in the &S.) 5n internet u!age the Pe' 5nternet K .%erican >ife !ur,e( foun-that approBi%atel( L0 percent of .!ian4.%erican 5nternet u!er! go online e,er(-a(+co%pare-to58percent of online'hite!+ an-that nearl(40percent of .!ian4.%erican! 'ho go online !pen- t'o or %ore hour! on the 5nternet) 5n F5nco%e an-Spen-ingG .ccor-ingtothePac"age-3act!report+ the%eaninco%eof .!ian.%erican! age! 5 an- ol-er 'a! 9 percent higher than that of the population a! a'hole) 5n 2000+ .!ian hou!ehol- inco%e a,erage- ML0+22 an- 'a! 4)L percenthigher than that of non4atin .%erica)#hreeout of four .!ian.%ericana-ult!arei%%igrant!) :hilethe(enco%pa!!-o=en! of countrie!+ language!+ an- !ocioecono%ic characteri!tic!+ the( al!o !harecultural ,alue! an- i%%igrant characteri!tic! that bin- the% a! a con!u%er group)-26 Asian Americanswith hi"her e!ucation !e"reesSo%eof the%orerecent .!iani%%igrant! arearri,ing'ithhighearningan-!pen-ing po'er -ue to i%%igration policie! that ha,e fa,ore- high4tech an-1)!peciali=e- 'or"er!) 3ort(4nine percent of .!ian i%%igrant! hol- a bachelorA!-egree or higher+ nearl( the !a%e rate a! .!ian! born in the &nite- State!)'ercenta"e of Asian Americans 7-89: with a 3acheor&s !e"ree or hi"herL5C .!ian! %a"e up about three41uarter! of 9e' ?i!a! for highl( !"ille- 'or"er!)6C of recent .!ian i%%igrant! age! 25 to 64 ha,e a college -egree)-28 Asian Americans !istri3ution in various states of 5nite! States#he influence of .!ian .%erican! i! eBpan-ing 'ell be(on- their hi!torical hub! ofthe :e!t /oa!t an- 9e' Hor" /it() .!ian .%erican population boo!t! of %ore than200C 'ere !ho'n in the countie! of 2 !tate!+ inclu-ing #eBa!+ 3lori-a+ Georgia+Minne!ota+ Ohio+ 9e,a-a+ an- .ri=ona) #he :e!tern !tate! !till clai% t'o4thir-! of3ilipino .%erican! an- LC of Iapane!e .%erican!P ho'e,er+ other .!ian ethnicitie!are%uch%ore-i!per!e-) #he9orthea!t+ not the:e!t+ i!ho%etothelarge!tnu%ber of 5n-ian .%erican!+ 3C) #he South i! no' ho%e to large proportion! of.!ian .%erican group!8 23C of $orean!+ 29C of 5n-ian!+ an- 32C of?ietna%e!e)66 0ut 'hile .!ian .%erican! are %o,ing throughout the countr(+ %o!tcontinue to congregate in %etropolitan area!) 15Asian American 4o4uation in 6; out of 8. states "rew at east 11 < over the4ast !eca!e216 Chapter & Inter group relations.!ian .%erican! report a generall( po!iti,e !et of attitu-e! an- eBperience! on a'i-e range of %ea!ure! that trac" ho' the( interact 'ith other racial an- ethnicgroup!) 2o .!ian .%erican! get along 'ith other racial an- ethnic group!Q Accor!in" to a surve$ 3$ 'E= Research Centre7e!earch!ur,e(a!"e-re!pon-ent!torateho''ell %e%ber!of their .!iangroup (!uch a! ?ietna%e!e .%erican!+ $orean .%erican!) get along 'ith eachof four group!8 'hite!+ blac"!+ o!.ngele! /hine!e an- $orean! regar-le!! of their language preference! i! $S/5+ anin4language !tation) :hile .!ian .%erican! are tech !a,,(+ %an( !till u!e tra-itional%e-ia!ucha!#?+ ra-io+ an-print toget culturall(rele,ant entertain%ent an-infor%ation)621 Muti%'atform Lifest$e21:hile tra-itional #? ,ie'ing !till -o%inate! a! the %e-iu% 'ith the %o!t ti%e !pent+.!ian .%erican! are 'atching %ore ,i-eo! an- u!ing the internet %ore than e,erbefore) #he( !pen- an a,erage of 2 hour! an- 23 %inute! a %onth 'atching ,i-eo!on the internet O t'ice a! %uch ti%e a! the general population) #heir ,ie'ing ju%pe-9C fro% 202+ 'ith a-ult! age! 8434 a! the %o!t fre1uent ,ie'er!) .t lea!t once a'ee"+ .!ian.%erican!are2)5ti%e!%oreli"el(to-o'nloa-a%o,iefro%a'eb!ite) .!ian.%erican!al!oha,ehigher rate!thanthegeneral populationof,i-eo4,ie'ing 'ith their laptop! or -e!"top! (8C ,) L2C)+ tablet! (43C ,) 32C)+ an-%obile phone! (35C ,) 26C)) .!ian .%erican! !pen- %ore ti%e ,ie'ing !trea%e-content than li,e ,i-eo content) 3ort( per cent of their ti%e i! !pent !trea%ing ,i-eo!on their internet4connecte- #?+ co%pare- to 33C for the total population) 3or tho!e'ho o'n internet4to4#? pla(er!+ the co%pari!on of !trea%ing rate! i! 5C ,) 42C)?ariou!platfor%!offeroption!forpeopleto,ie'content on-e%an-P %oreo,er+onlinean-!trea%ingoption!areal!oofferingfreeorlo'co!t content for .!ian.%erican! that i!nAt a! 'i-el( a,ailable on #?+ particularl( culturall( rele,ant an- in4language progra%%ing) 9iel!en in!ight! !ho' that %ore .!ian .%erican! than thetotal population u!e Hou#ube (64C ,) 55C) an- o! .ngele! in4language /hine!e or$orean!+ ,i!ite- in language !ite! in the pa!t %onth) #he!e !a%e !ite! 'ere al!o,i!ite- b( 48C of ;ngli!h -o%inant /hine!e an- $orean!) . 9iel!en Scarborough!tu-( in-icate! that in >o! .ngele!+ re!i-ent! of /hine!e or $orean heritage 'ho arein4language -o%inant are 36C %ore li"el( to 'atch %o,ie! on the internet than thegeneralpopulation an- al!o in-eB 32 an- 35 for 'atching -ra%a! an- e,eninglocal ne'!+ re!pecti,el(+ontra-itional tele,i!ion) /hine!ean-$orean4.%erican!'ho are ;ngli!h language -o%inant+ ho'e,er+ 'atch internet %o,ie! at the !a%erate a! the general population)626 From Mo3iit$ to Connectivit$3ro% teenager! to !enior!+ !%artphone penetration i! higher a%ong .!ian.%erican! than the o,erall population) 5n u!ing their phone!+ .!ian .%erican! ha,ethe highe!t rate! of an( ethnicit( for %obile ,i-eo (33C)+ e%ail(65C)+ an- %obileinternet (L2C)) #he( al!o !ho' !ignificantl( higher rate! than non4