Business Intelligence

Targeting Asian-Indian American Consumers

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Executive Summary

Most U.S. marketers are woefully ignorant about most foreign cultures and do not understand that to be successful, it is important to build a positive relationship with ethnic niche markets. This paper discusses the market potential of the Asian-Indian American market by highlighting the demographic characteristics and the changing population density of this ethnic market. Present day marketers face many challenges. Challenges such as increasing competition, a majority market that is decreasing in size, the emergence of many minority niche markets that are demanding that marketers cater to them on their own terms, increased sophistication of consumers, decreased effectiveness of marketing tactics, emergence of new marketing tools, and advancements in technology and communications.

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