How much is the Asian American population forecast to have grown between 1980 and 2020? A promotional flyer for a conference on Marketing to Asian Americans posed that question in a teaser quiz. (Answer: 338%.) Among other questions in the quiz: (1) Which Asian American segment is the fastest growing? (2) What percentage of BMW, Mercedes and Volvo cars in California are bought by Asian Americans? (3) Compared to the general population, how much more likely are Asian Americans to buy a personal computer? The answers: (1) Vietnamese. (2) 33%. (3) 50%. The conference, slated for November in San Francisco, is organized by The Marketing Institute, a division of the New York-based Institute for International Research.
Copyright Adweek L.P. (1993)