Abstract
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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Raval, B., Raval, D. (2015). Psycho-Cultural Profile of Asian Immigrants: Implications for Marketing Initiatives. In: Choudhury, P. (eds) Proceedings of the 1996 Multicultural Marketing Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-17395-5_67
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