Multicultural Marketing Division

EMERGING SUNRISEUnderstanding the Asian Market and Customer

Households by Race

2006 White Black Asian Hispanic

Households by Race 94,092,671 13,541,438 3,800,754 11,493,418

Percentage Change White Black Asian Hispanic

Households by Race 5.81% 7.90% 15.40% 16.23%

2011 White Black Asian Hispanic

Households by Race 99,558,904 14,610,957 4,386,035 13,358,858

Greater Bay Area 2005 Population Data (By Race & Ethnicity By Counties)

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100,000

200,000

300,000

400,000

500,000

Santa Clara Alameda Contra Costa SanFrancisco

San Mateo Sonoma Solano Marin Napa Monterey

Greater Bay Area California - Counties

Popu

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bers

White Asian and Pacific Islander Hispanic or Latino (of any race)

Black or African American Others Two or more races

County Santa Clara Alameda Contra Costa San Francisco San Mateo Sonoma Solano Marin Napa Monterey TotalWhite 465,777 352,864 397,194 283,329 256,457 250,138 119,910 167,484 65,484 51,842 2,410,479Asian and Pacific Islander 509,782 357,529 137,499 240,859 169,553 18,748 61,624 12,790 6,702 26,852 1,541,938Hispanic or Latino (of any race) 416,660 297,212 213,227 98,891 155,964 96,024 84,121 29,222 36,033 201,127 1,628,481Black or African American 42,307 188,655 93,820 46,779 20,188 6,208 57,482 4,540 1,655 9,691 471,325Others 187,558 163,978 124,252 29,656 63,510 50,838 54,044 14,553 13,803 87,298 789,490Two or more races 47,806 61,070 40,494 19,563 23,599 13,894 18,245 7,020 3,768 12,194 247,653

References: U.S. Census Bureau; American Factfinder

Asian Demographics

• 59.9% of Asian households are owner-occupied.

• Asian American have the highest median home values of any group in the U.S.

Asian-American Demographics

Population in 2000 Population in 2004 % GrowthAsian 10.246 12.097 18%

Chinese 2.432 2.900 19%Asian Indian 1.678 2.245 34%

Filipino 1.850 2.148 16%Korean 1.076 1.251 16%

Japanese 0.797 0.832 9%Vietnamese 1.122 1.267 13%

• Overall population registered a growth increase of 18%

Asian-American Population Growth Rate

Source: U.S. Census Bureau –2004: Issued July 2006

Vietnamese10%

Others11%

Korean10%

Japanese7%

Indian20%

Chinese23%

Filipino18%

• The sub group distribution changed from 2000 to 2004• Asian Indian has grown to 2nd largest in the sub markets• Chinese continues to be the largest segment

Source: U.S. Census Bureau –2000: Issued February 2002

Asian American Population Composition

Orientation to the Asian AmericanMarket Segment

Asian American Generalizations

• Value Conscious

• Courtesy and Hospitality

• Humility

• Social Relationships Before Business Relationships

Family & Community

• Family’s buying decision is strongly influenced by the well-being of their children.

• Family Oriented. Great emphasis is placed on strongfamily relationships. Extended family is consideredjust as important.

• It is common for parents to financially contributetowards the purchase of a home for their children.

• Although generally non-confrontational, Asians won’t hesitate to voice their opinion when necessary.

Non Confrontational by Nature

• While there are exceptions, most Asian Americans are conservative and reserved by nature.

• When an issue occurs, they will not disagree openly in an effort to save face and respect the other party.

Faith, Philosophy and Celebrations

• Birth of a child, birthdays for the elderly and weddings are communal celebrations.

• Strong sense of faith often influences their family, lifestyles and belief systems.

• Oral traditions, philosophy and superstitions are influential components especially with Feng Shui.

EXERCISEDefine the meaning colors and numbers…

Colors• Red – Chinese Good luck; Koreans Mourning• White – Asians – Death, funeral• Black – Asians – Bad luck, death, funeral• Purple – Asians – not worn to happy events,

“wouldn’t last”

Numbers• 3 & 7 – Koreans - lucky• 4 – Chinese – Sounds like death• 5 - Chinese – Sounds like no or negate• 8 – Chinese – rich/luck• 9 – Japanese – Sound (word) for suffering

Asian Practical Tips

Do • Be humble• Value social

relationships• Talk about family

and praise them• Be sensitive to modes

of communication• Hand business card

in both hand facing them

Don’t • Assume that their English

is not proficient• Be overly aggressive• Assume that they don’t understand • Embarrass or put on the

spot• Point with your finger• Talk down

Contact Information

Email: jenevene.gular@fnf.com

Tel: 408-535-3359

Arigato Thank you Xie Xie Gracias Salamat