Its income levels surpass those of other immigrant waves, making it worthwhile for companies that offer pricier products and services to market them.
New York, NY (PRWEB) May 9, 2007
Global Advertising Strategies has just released the first in a series of five marketing strategy reports outlining detailed research on the South Asian American community and its consumer preferences. As a leading multicultural advertising agency Global plans to release each installment of the research on a bi-weekly basis, available at its website http://www.ethnicusa.com. The first report focuses on "Lifestyle and Entertainment Spending." The other four will focus on the following industries: automotive, financial, travel and telecommunications.
Global’s focus on the niche market research is a part of its Multicultural 2.0 philosophy which captures the complex mosaic of different and nuanced cultures and delivers consumer insights from the untapped markets.
With household incomes averaging at $90,000 annually, South Asian Americans represent the most lucrative ethnic group in the United States. Their consumer behavior consists of the following choices: frequent trips overseas (54 %,) dining out (54 %,) and purchase of high-price electronics (92%) positions them as an upscale segment that is willing to pay more for higher quality of life. Over 500 survey respondents shared their decision-making factors through one-on-one interviews and online questionnaires. The complete data will cover major sectors of products and services: food, apparel, cars, electronics, and travel.
The South Asian American entertainment profile zeros in on important trends of the community. For instance, one quarter of all South Asians in the U.S. pay over $60 a month for South Asian programming, almost 50 percent more of nation's average cable bill ($43.03 per month (FCC, 2005.))
“South Asian American community is becoming one of the most sought after ethnic markets,” said Max Smetannikov, Global’s VP of Business Development and an expert on http://www.ethnicusa.com consumer behavior. “Its income levels surpass those of other immigrant waves, making it worthwhile for companies that offer pricier products and services to market them.”
Shama Shirodkar, Global’s manager of interactive services, adds, “The research delivers analysis and explanation of cultural trends beyond the obvious, those that only come from one-on-one community contact.”
Details on the entire marketing strategy report covering South Asian American consumer choices and factors behind them can be found online at http://www.ethnicusa.com/news/report/.
Global Advertising Strategies is a multi-platform, multicultural marketing strategy communications firm with an international reach. Its capabilities and experience of catering products and marketing messages to the diverse cultural and social identities of consumers worldwide are what make it a market leader. By functioning as a gateway into specifically selected markets around the globe, Global’s analysis, tools and experience helps it to deliver advertising with maximum effectiveness and efficiency. For more information on Global and its marketing strategy capabilities, visit http://www.ethnicusa.com.
Global Advertising Strategies (marketing strategy and consumer behavior experts)
(Phone) 212.964.0030 x118