Appeal to Asian-Americans’ Achievement Ethic

Improve the marketability of your items to Asian-American consumers by appealing to their achievement ethic. A report recently published by the Pew Research Center calls it a “work ethic.” However, other research suggests there’s more to it: An ethic of working hard to achieve substantial results.
     As with any statements about an entire demographic group, we’ll want to avoid stereotyping. The variations in beliefs, feelings, and intentions within a group can be greater than the differences from other groups.
     This could be especially true regarding consumers called Asian-Americans. The term is applied to those with racial roots in any of dozens of countries in the Far East, Southeast Asia, and the Indian subcontinent. In addition, today’s Asian-American consumers, unlike those from past generations, are most likely of all major racial groups to live in neighborhoods with those of other races and to marry across racial lines.
     Yet, even with all the individual differences in history, culture, language, and religious beliefs, the Pew Research Center finds a compelling commonality: They admire working hard to achieve substantial results.
     In my opinion, one reason for this commonality is that 74% of Asian-American adults were born abroad. So for one thing, these consumers retain ties to their Asian culture. In fact, half say they don’t speak English well. For another thing, these Asian-American consumers have prevailed in emigrating to America, a prime example of working hard to achieve a significant outcome.
     Here are tips for putting the Pew Research Center discoveries to work in your retailing:

• Asian-Americans tend to be more attracted to technology in products than are other groups. In selling technology, discuss benefits for accomplishing more. Also, don’t shy away from describing the work it will take to master the technology. This challenge increases, rather than discourages, interest. 
• These consumers are more comfortable when they believe they’ve earned a promotional reward. Researchers from Baruch College, University of California-Berkeley, and San Francisco State University surprised people with completely unexpected promotional gifts of appreciation. Those from the United States enjoyed their surprise gifts more than did those from Hong Kong, Singapore, Taiwan, or Vietnam. Because the reward appeared to be unearned, the East Asian recipients seemed to feel it produced a menacing imbalance. 
• Allow them to work to buy the best. For example, Asian-Americans expect much more information about product features and consumer ratings when considering house brands than when considering national brands. 

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