Psychographic Profile for Asian Americans.

Our intern, who is an guaranteed long term loans no credit check exceptionally bright, young marketing student, recently showed me an article entitled “Psychographic Profile for Asian Americans.” He mentioned that he pulled the article simply because he didn’t know what psychographics meant. He went on to say that it seemed like psychographics were simply a politically correct way of presenting stereotypes. Given the text of the article shown below, he’s right.

“A psychographic profile of Asian Americans provides business owners with information about an important market. Asian Americans represent the fastest- growing market in the USA for two major reasons.

First, their numbers are growing rapidly with a projected growth of 213 percent by 2050, compared to 50 percent for the overall population.

Second, they are the wealthiest of all minorities. They are the only minority to earn more than Caucasians.

The psychographic information below can guide marketing efforts targeting Asian Americans.

Asian Americans spend more time payday loans clute tx and money shopping than other races. They like brand names, but change brands frequently. They spend considerable money on their appearance. Young Asian men have recently turned from the grunge look to a clean look.

Asian Americans share many values. Most do not believe in divorce, so their divorce rate is low. They respect older people. Often several generations live together, making for large families.

They value social harmony, interdependency and relationships more than independence or individuality. They consider the well-being of other people more important than self-actualization.

Gender roles
Asian Americans have strict gender role expectations. They separate their domestic worlds from outside worlds with women belonging to the former and men to the latter. Women are subservient to men: first their fathers, then their husbands, and eventually their sons. Because relationships are so important to united holdings group payday loan them, it is particularly important for business owners to maintain positive and mutually beneficial relationships with Asian American customers.

Young Asian Americans
Asian American youth are inventing their own culture incorporating American and Asian ideas. They are very assimilated to American ways. Yet, their culture differs from other young Americans. They regards their own traditions, but blend them with modern youth culture.

For example, they blend Canto-pop music with hip-hop, creating an ethnically influenced music genre that blends their heritage with their love of music. They like basketball, snowboarding, video games and karaoke. They are usually the first to adopt new tech gadgets from MP3 players to dorm-room rice cookers.

Both genders are more trend-conscious than young Caucasians and like anything modern, especially the latest technology. Like most GenYers, they accept cultural diversity, are open to interracial coupling, reject racial barriers and are (sic) define short term loans in orlando relationships and values for themselves. They spend less time than their parents with native language publications.

Asians are the only non-Caucasian group that averages higher incomes than Caucasians. This and their rapid growth in the USA population should encourage businesses to consider what makes them different from other non-Caucasians and Caucasians.”

Note that this piece was written by a PhD in Education and Professor Emeritus at a major university. Although it might have been previously edited, this is the entire text from the article.

First, for our young intern, let’s get a working definition of psychographics. Simply (and broadly) stated, psychographics are the criteria for segmenting consumers by lifestyle with data points such as attitudes, beliefs, values, personality, buying motives and product usage among others. Psychographics attempt to use psychological profiles, as opposed to demographic profiles (age, income, education level) to predict and assess market behavior.

Now that we have that established, let’s discuss the content. This article is wrong on so many levels that we don’t know quite where to begin.

Right from the start, “Asian Americans represent the fastest-growing market in the USA for two major reasons: First their numbers are growing rapidly… Second, they are the wealthiest of all minorities.” The first reason, “Well, duh.” Does the second even make sense?

I can see where our intern would assume that psychographics were just buzzwords for stereotypes as the rest of the article certainly played upon most of the typical Asian American stereotypes. However, even an intern can see that statements regarding the subservient nature of Asian American women and “Young Asian men turning from grunge to a clean look” are just plain ridiculous.

Psychographic profiles are a valuable way of getting to understand the buying motives of consumer groups. But as with all tools, only if they are being used correctly. And from a reliable source.