Asian Americans: Addressing a Different Culture MacroMonitor Marketing Report Vol. I, No. 5 July 1994

Summary

Minority groups in a marketing mix can introduce a new dimension to industry planning. What are the differences in financial outlook between the majority and specific minority groups? How can the needs of minority groups affect financial institutions and their business? To address such questions, this report focuses on Asian Americans. (Analysts compiled the data from the 1993–94 Data Monitor survey.)