South Asian Consumer Behavior Report Reveals Branding Struggles of U.S. Automakers – Complaint Remover

complaintremover1 — Sun, 29 Apr 2007 16:40:36 +0000

A study of South Asian American consumer behavior reveals the branding struggles of American Automakers seeking to gain recognition in the community.

Following its overview of South Asian American Lifestyle and Entertainment, Global Advertising Strategies, a leading multicultural advertising agency, released the second report in the South Asian Consumer Research series -Automotive preferences of the South Asian American community. While Asian-made vehicles like Honda and Toyota dominate that market share, American-made cars take up only 13% of the segment.

American and European car manufacturers continue to struggle when branding to reach the South Asian American consumers. Uninterested in SUVs, which frequently dominate the American-made car market, they buy gas mileage friendly sedans. Brands like Honda and Toyota scored highest marks among the community, accounting for 60% of all Asian-make car drivers.

“South Asian Americans are practical buyers,” commented Shama Shirodkar, Global’s manager of interactive services, who helped conduct the research. “Over 70% of the research participants preferred Asian-made cars because of their reliability, and nearly as many planned on purchasing a new vehicle within the next year,” Shama added.

Global’s continuous ethnic market research and development is a part of its Multicultural 2.0 philosophy which captures the complex mosaic of different nuanced cultures and delivers consumer insight from these untapped markets. Lifestyle and entertainment, travel, and telecommunications are just are few industries covered in the consumer behavior research.

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South Asian Consumer Behavior Report Reveals Branding Struggles of U.S. Automakers – Complaint Remover