Indian Community
People from India living in USA are referred as Indian Americans or Indo-Americans or Asian Americans.. are Americans whose ancestry belongs to ethnic groups of the Republic of India. The U.S. Census Bureau uses the term Asian Indian to avoid confusion with the indigenous peoples of the Americas commonly referred to as American Indians (or Native Americans or Amerindians).
Marketing to today’s Asian Indians the Fastest Growing Ethnic Consumer Group: With Billions to Spend
In order to successfully market to the Asian Indian community , marketers must not only know where they reside, but they must also know how to get closer to them. For marketing strategy the basic values that are of particular relevance to this group are,
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Income
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Population
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Education
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Family
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Respect of age
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Importance of traditional values
INCOME : Households headed by Asian Indian immigrants has a median income of $107,000, compared to $51,000 and $56,000 for overall immigrant and native born households respectively. Asian Indians Community In 2015, they had an estimated buying power of $825 billion, which is expected to grow to $1.1 trillion in 2020.
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POPULATION : The Indian diaspora in the United States is comprised of approximately 5 million plus individuals who were either born in India, USA or reported Indian ancestry or race, according to tabulations from the U.S sensors, Asian Indians are Ahead of Mexicans community in USA.
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(According to tabulations from the U.S. Census Bureau pooled 2011-15 ACS.)
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(Source: MPI tabulation of data from the U.S. Census Bureau)
EDUCATION ATTAINMENT: ​Overall, Indian immigrants have much higher educational and internet attainment among other immigrants communities compared to the foreign and U.S. born populations. In 2015, 77 percent of Indian adults (ages 25 and over) had a bachelor’s degree or higher, compared to 29 percent of all immigrants and 31 percent of native-born adults. Notably, among college-educated Indian immigrants, more than half had an advanced degree.
Asian Indians consider education to be of extreme importance. For the most part, they consider the education attained by an individual family member brings honor to the entire family. The higher the level of education attained, the greater is the honor that is brought to the family. When appropriate, enterprising marketers may use this theme to market a product or service.
HARD WORKING QUALITY CONSCIOUS COMMUNITY : ​Asian Indians are known to be hard workers and strongly committed to their vision and goals. They are often fully committed to their responsibilities with very low default rate on business loans. They are quality conscious and very loyal to brands. However, they are also highly price/value conscious because they have had to work hard for money and will not spend it indiscriminately.
FAMILY VALUES : Asian Indians community consider the family unit to be of extreme importance, Targeting Asian Indians Community Consumers, have great respect for the elders of the family. In addition, they consider traditional values to be particularly important to the continuation of their respective cultures. Marketers may use these values to the advantage of a specific promotional campaign.
For example, a marketer might consider using a family theme, where applicable, to promote a particular product or service, like an automobile, or fire insurance
RESPECT FOR AGE : Additionally, an advertiser may equate the respect for the elders in a family that respect and take care of the elderly family members. It pays to apply that respect to an advertising campaign by stressing the tried and proven performance of a specific product or service.
IMPORTANCE OF TRADITIONAL VALUES : Finally, an advertiser may want to make the most of the needs of Asian Indians have to preserve their respective cultures recognizing there needs may help to sell a particular product or service. Marketers who get involved in Asian Indians community groups, civic and trade associations through sponsorship can build relationship, gain trust and loyalty of this group.
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These types of involvements generate word-of-mouth referrals that is extremely effective due to the group’s commitment to family and culture Language and media are important considerations when planning an advertising campaign for any minority.
Since Asian Indians speak English more regularly than they do any of the Indian languages, marketers should use English-language ads with Indian cultural cues woven in seamlessly.
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ONLINE SAVY INDIAN COMMUNITY : However, because they tend to utilize the extensive network of Asian Indians print media, marketers may find it rather difficult to reach this group through mainstream media which is costlier. Therefore significantly less costly Asian Indians Community print media could be utilized for acquiring new customers, it will be important to recognize the difference between mass marketing and niche marketing. Asian Indians Community niche is one of the low cost, yet profitable with an optimal ROI expectation.
Since Asian Indians lead in online access and Internet usage (Silverman 2000), to succeed in drawing this traffic, web sites must specialize and appeal to the specific interests of the sub segments of this group. To effectively reach various groups, companies should segment and then sub segment the markets they want to hit. Hence, they should recognize the major subgroups that make up the Asian American market such as the Asian Indian Community.
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CUSTOMIZATION IS IMPORTANT : In 1998 Charles Schwab, the leading online discount brokerage firm launched a Chinese language website and found that the average balance maintained by Asian investors are 10-20 percent higher than a typical client and that they trade twice as often.
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MEDIA COST FOR NEW CUSTOMERS : Due to the high cost media for acquiring new customers, it will be important to recognize the difference between mass marketing and niche marketing. Asian Indians community niche is one of the low cost, yet profitable, optimal ROI.