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Creating Brand Names: Strategic and International Considerations Read chapter Read first chapter

2015 | OriginalPaper | Chapter

Psycho-Cultural Profile of Asian Immigrants: Implications for Marketing Initiatives

Authors : Bina Raval, Dinker Raval

Published in: Proceedings of the 1996 Multicultural Marketing Conference

Publisher: Springer International Publishing

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Asian-Americans are recognized as a significant part of the multicultural U. S. economy. Since culture affects the behaviors of individuals, an understanding of culturally conditioned behaviors of Asian-Americans can serve as a valuable tool for U. S. maiketers. This paper identifies universal psycho-cultural profile of Asian-Americans and suggests marketing initiatives to reach this market.

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previous chapter The Theory of Altruism and Consumer Behavior: Literature Review and Model Development
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Metadata
Title
Psycho-Cultural Profile of Asian Immigrants: Implications for Marketing Initiatives
Authors
Bina Raval
Dinker Raval
Copyright Year
2015
Book
Proceedings of the 1996 Multicultural Marketing Conference

Print ISBN: 978-3-319-17394-8

Electronic ISBN: 978-3-319-17395-5

Copyright Year: 2015

DOI
https://doi.org/10.1007/978-3-319-17395-5_67