Asian American Consumers and their Price Sensitivity

Abstract

The United Way (1992) predicts that the population of minorities in the United States is expected to increase so that by the Year 2000 one in three Americans will belong to a minority. Of these minorities, Asian Americans are the fastest growing minority group (Gardner, Robey and Smith 1989) which is argued to become the third largest ethnic minority in the US.(United Way 1992). Despite this important subculture emerging in the U.S. market little evidence appears in past literature on studies of Asian American consumers. The overall purpose of this study is to add to our understanding of Asian American consumers by exploring their sensitivity towards one key aspect in marketing: price.