• Introduction
  • Background
  • Overview of Report
  
  
• Scope and Methodology
  • Market Definition
  • Methodology
  
  
• Population Trends
  • Multicultural Women Comprise Nearly 30% of Women’s Population
  • Population of Multicultural Women Experiences Rapid Growth
  • Population of Multicultural Women Will Reach 37 Million in 2008
  • Latinas Will Account for Majority of Growth in Multicultural Women’s Population
  
  
• Economic Profile
  • Multicultural Women Enjoyed Above-Average Increase in Income during 1990s
  • Asian American Women Top Earners
  • One in Four Multicultural Women Works as Manager or Professional
  • Many Multicultural Women Own Businesses
  
  
• Social Indicators
  • Multicultural Women Are High Educational Achievers
  • On-Campus Gender Gap Widest for Black and Hispanic Women
  • Marriage and Childbearing Patterns Differ Across Cultures
  • Hispanic Moms with Infants Most Likely to Stay at Home
  • More Multicultural Moms Enter Labor Force
  • Black Women Head More Households
  • Health Problems Vary across Population Groups
  • Multicultural Women More Driven to Succeed
  
  
• Overview of Consumer Behavior of Multicultural Women
  • Shopping Has Higher Priority
  • Reasons for Choosing Stores Vary
  • In-Store Behavior Differs
  • Fashion More Important to Multicultural Women
  • New Clothes More Important to Multicultural Women
  • Designer Labels More Highly Valued
  • Wide Differences in Use of Personal-Care Products
  • Variances in Use of Over-the-Counter Remedies
  • Dieting Less of a Concern
  • Multicultural Women More Favorable toward Advertising
  • Multicultural Kids Have Greater Impact on Shopping Habits of Their Moms
  • Asian American Women Most Likely to Be Online
  
  
• Consumer Profile: Latinas
  • National Origins Make a Difference
  • Family Life Has High Priority
  • Substantial Majority of Latinas Are Foreign-Born
  • Acculturation Has Major Impact on Latinas
  • Latinas Have Distinct Consumer Profile
  
  
• Consumer Profile: African American Women
  • Black Women Form Largest Market Segment
  • Black Women Least Likely to Be Married
  • Many Black Women Head Families
  • Educational Achievement High
  • Black Women Close Income Gap
  • One in Four Black Women Has Managerial or Professional Job
  • Health Risks High
  • Consumer Behavior Summarized
  • Black Women More Confident and Secure with Themselves
  • African American Women Leading Users of Telecommunications Services
  • Black Women Value Television More
  
  
• Consumer Profile: Asian American Women
  • Chinese Are Largest Asian Subgroup
  • Divorce Less Common
  • Many Asian American Women in Interracial Marriages
  • Educational Attainment Exceptionally High
  • Asian American Women in the Workplace Earn More
  • But Many Are Stay-at-Home Moms
  • Most Asian American Women Born outside the United States
  • Asian American Women Are in Better Health
  • Asian American Women Highly Driven to Succeed
  • Asian American Women Lead in Use of Financial Services
  • Internet Has Biggest Impact on Media Habits of Asian American Women
  • Degree of Acculturation Key Element in Segmentation of Asian American Women
  
  
• Size and Growth of the Market
  • New York and Los Angeles Top Markets for Multicultural Women
  • Buying Power of Multicultural Women Tops $722 Billion
  • Buying Power of Asian and Hispanic Women Will Grow Faster
  • African American Women Will Keep Dominant Share of Market
  
  
• Market Trends and Strategic Opportunities
  • Diversity among Multicultural Women Demands Attention
  • Niche Marketing Still Required
  • Rate of Acculturation Raises Questions for Multicultural Marketing Strategies
  • Multicultural Women Will Provide More Opportunities at Faster Pace
  • Each Segment Represents Unique Opportunity

Section 1: Demographic Overview

Chapter 2: Current Population Trends

• Population Size and Growth
  • Multicultural Women Comprise Nearly 30% of Women’s Population
  • Table 2-1: Population of U.S. Women 18 Years Old and Over by Race and Hispanic Origin, 2000
  • Table 2-2: Population of U.S. Women 18 Years Old and Over by Race and Hispanic Origin, 2003
  • African American Women Largest Multicultural Segment
  • Table 2-3: Population of Multicultural Women 18 Years Old and Over by Race and Hispanic Origin, 2003
  • Population of Multicultural Women Experiences Rapid Growth
  • Table 2-4: Growth of the Female Population 18 Years Old and Over by Race and Hispanic Origin, 1995 vs. 2003
  • Table 2-5: Growth in Population, Multicultural vs. Other Women 18 Years Old and Over, 1995 to 2003
  • Multicultural Population Expected to Register Explosive Growth
  • Figure 2-1: Percent Cumulative Growth in the Population 2000-2010, Non-Hispanic Whites vs. Other Population Groups
  • Figure 2-2: Growth in the Population 2000-2010, Non-Hispanic Whites vs. Other Population Groups
  • Population of Multicultural Women Will Reach 36 Million in 2008
  • Table 2-6: Projected Growth of Population of Multicultural Women 18 Years Old and Over, 2003-2008
  • Table 2-7: Multicultural and Non-Hispanic White Women as Percent of U.S. Female Population 18 Years Old and Over, 2003-2008
  • Latinas Will Account for Majority of Growth in Multicultural Women’s Population
  • Table 2-8: Projected Growth of Population of Multicultural Women 18 Years Old and Over by Race and Hispanic Origin, 2003-2008
  • Table 2-9: Growth in Population of Multicultural Women18 Years Old and Over, 2003-2008
  • Table 2-10: Growth of the Female Population 18 Years Old and Over by Race and Hispanic Origin, 2003-2008
  
  
• Other Population Characteristics
  • Multicultural Females Account for Larger Proportion of Younger Age Groups
  • Table 2-11: U.S. Female Population by Race and Hispanic Origin, Under 20 Years Old vs. Over 20 Years Old.
  • Table 2-12: Population of U.S. Women by Selected Age Group, by Race and Hispanic Origin
  • Residential Patterns of Multicultural Women Differ
  • Table 2-13: Population of U.S. Females by Region and Race and Hispanic Origin
  • Table 2-14: Population of U.S. Females by Metropolitan vs. Non-Metropolitan Residence

Chapter 3: Economic Profile

• Income
  • Aggregate Income Tops $585 Billion
  • Table 3-1: Aggregate Income of Women 18 Years Old and Over by Race and Hispanic Origin
  • Figure 3-1: Aggregate Income of Multicultural Women by Population Group
  • Multicultural Women Wield More Economic Influence
  • Table 3-2: Aggregate Income of Women by Race and Hispanic Origin
  • Multicultural Women Enjoyed Above-Average Increase in Income during 1990s
  • Table 3-3: Mean Income of Females 18 Years Old and Over by Race and Hispanic Origin, 1990 vs. 2002
  • Table 3-4: Mean Earnings of Full-Time, Year-Round Female Workers 18 Years Old and Over by Race and Hispanic Origin, 1990 vs. 2002
  • Asian Women Top Earners
  • Table 3-5: Mean Income and Earnings, Multicultural Women vs. Others
  • One in Five Multicultural Women Earns More than $50,000
  • Table 3-6: Distribution of Income of Women, by Race and Hispanic Origin
  • Table 3-7: Earnings of Full-Time, Year-Round Female Workers 15 Years Old and Over, by Race and Hispanic Origin
  • Marriage and Education Narrow Earnings Gap
  • Table 3-8: Mean Income of Women 18 to 64 Years Old, by Marital Status and Race and Hispanic Origin
  • Table 3-9: Mean Income of Full-time Female Workers 25 Years Old and Over, by Educational Attainment and Race and Hispanic Origin
  • Sources of Income Vary
  • Table 3-10: Sources of Income of Women under 65 Years Old, by Race and Hispanic Origin
  • Multicultural Women Enjoy Significant Property Income
  • Table 3-11: Sources of Income of Asian American Women under 65 Years Old
  • Table 3-12: Sources of Income of African American Women under 65 Years Old
  • Table 3-13: Sources of Income of Hispanic Women under 65 Years Old
  
  
• Multicultural Women in the Workplace
  • Multicultural Women Likely to Be Working Women
  • Table 3-14: Women in the Labor Force, by Race and Hispanic Origin
  • One in Four Multicultural Women Works as Manager or Professional
  • Table 3-15: Occupations of Women, by Race and Hispanic Origin
  • Study Shows Major Employment Gains by Multicultural Women during 1990s
  • Multicultural Women Still Face Many Barriers on the Job
  • Many Multicultural Women Own Businesses

Chapter 4: Social Indicators

• Educational Attainment
  • Most Multicultural Women Well Educated
  • Table 4-1: Educational Attainment of Women 25 Years Old and Over, by Race and Hispanic Origin
  • Table 4-2: College Enrollment Rates of 18- to 24-Year-Old Women, by Race and Hispanic Origin
  • Multicultural Women Are High Educational Achievers
  • Table 4-3: Associate’s and Bachelor’s Degrees Awarded to Women, by Race and Hispanic Origin, 2001-2002
  • Table 4-4: Associate’s and Bachelor’s Degrees Awarded to Women as a Percent of All Degrees, by Race and Hispanic Origin, 2001-2002
  • On-Campus Gender Gap Widest for Black and Hispanic Women
  • Table 4-5: Associate’s and Bachelor’s Degrees Awarded to Women, by Race and Hispanic Origin, 2001-2002
  • Figure 4-1: Percent of College Degrees Awarded to Multicultural Women
  
  
• Marital Status and Family Structure
  • Marriage Patterns Differ Across Cultures
  • Table 4-6: Marital Status of 18- to 44-Year-Old Women by Age Group and Race and Hispanic Origin
  • Childbearing Patterns Distinct
  • Table 4-7: Women 15 Years Old and Over Who Have Never Had Children, by Age and and Hispanic Origin
  • Table 4-8: Distribution of 15- to- to 44-Year-Old Women by Average Number of Children Ever Born, by Age Group and Race and Hispanic Origin
  • Table 4-9: Women 15 to 44 Years Old Who Had a Child in the Last Year, by Race and Hispanic Origin
  • Multicultural Women Account for Disproportionate Number of Births
  • Table 4-10: Number of Births, by Race and Hispanic Origin of Mother
  • Figure 4-2: Hispanic Women as Percent of Population of 15- to 44-Year-Old Women and Births to Hispanic Women as Percent of Total, 2002
  • Education Level Key Factor
  • Table 4-11: Women 35- to 44-Years-Old Who Have Never Had Children, by Educational Attainment, Race, and Hispanic Origin
  • Hispanic Moms with Infants Most Likely to Stay at Home
  • Table 4-12: Labor Force Participation among Mothers with Infants by Race and Hispanic Origin
  • Table 4-13: Labor Force Participation of Women in Married-Couple Families, by Race and Hispanic Origin
  • More Multicultural Moms Enter Labor Force
  • Table 4-14: Labor Force Participation among Mothers with Infants by Race and Hispanic Origin, 1994 vs. 2002
  • Black Women Head More Households
  • Table 4-15: Households Headed by Women, by Race and Hispanic Origin
  
  
• Health Status
  • Many Factors Affect Health of Multicultural Women
  • Health Problems Vary across Population Groups
  • Table 4-16: Key Indicators of Health for Multicultural Women by Race and Hispanic Origin
  • Multicultural Women Exercise Less
  • Table 4-17: Attitudes of Multicultural Women toward Health
  • Multicultural Women Report Different Health Status
  • Table 4-18: Ailments Reported by Multicultural Women in Last 12 Months
  • Use of Medication Varies
  • Table 4-19: Use of Medications by Multicultural Women
  • Cultural Factors Affect Perception of Mental Illness
  
  
• Political and Social Values
  • Latinas and Asian American Women Less Active Politically
  • Table 4-20: Participation in 2000 Election, by Race and Hispanic Origin
  • Table 4-21: Political Profile of Multicultural Women
  • Religion Most Important to Black Women
  • Table 4-22: Selected Social Values of Multicultural Women
  • Multicultural Women More Driven to Succeed
  • Table 4-23: Attitudes toward Money and Work
  • Role of Children and Family Varies
  • Table 4-24: Attitudes toward Family and Children

Section 2: Understanding the Consumer Behavior of Multicultural Women

Chapter 5: Overview of Consumer Behavior of Multicultural Women

• Shopping Behavior and Buying Patterns
  • Shopping Has Higher Priority
  • Table 5-1: Multicultural Women and the Importance of Shopping
  • Asian American Women Look for Bargains
  • Table 5-2: Price Sensitivity of Multicultural Women
  • Brand Awareness Mixed
  • Table 5-3: Brand Loyalty of Multicultural Women
  • Convenience Less Important to African American Women When Choosing Stores
  • Table 5-4: Criteria for Store Selection
  • In-Store Behavior Differs
  • Table 5-5: In-Store Shopping Behavior of Multicultural Women
  
  
• Attitudes toward Fashion and Style
  • Fashion and Style More Important to Multicultural Women
  • Table 5-6: Attitudes of Multicultural Women toward Fashion and Style
  • Multicultural Women Enjoy Shopping for Clothes
  • Figure 5-1: Percent of Women Who Really Enjoy Clothes Shopping
  • New Clothes More Important
  • Table 5-7: Attitudes of Multicultural Women toward Shopping and Buying Clothes
  • Designer Labels More Highly Valued
  • Table 5-8: Attitudes of Multicultural Women toward Apparel Brands
  • Wide Differences in Use of Personal-Care Products
  • Table 5-9: Use of Cosmetics by Multicultural Women
  • Table 5-10: Use of Hair-Care Products by Multicultural Women
  • Wide Variances in Use of Over-the-Counter Remedies
  • Table 5-11: Use of Over-the-Counter Remedies by Multicultural Women
  
  
• Attitudes toward Food
  • Dieting Less of a Concern
  • Table 5-12: Attitudes of Multicultural Women toward Dieting
  • Healthy Eating Has Lower Priority
  • Table 5-13: Attitudes of Multicultural Women toward Healthy Eating
  • Asian American Women Most Aware of Nutritional Value of Foods
  • Table 5-14: Attitudes of Multicultural Women toward Nutrition
  • Table 5-15: Attitudes of Multicultural Women toward Prepared Foods
  • Table 5-16: Attitudes of Multicultural Women toward Cooking
  • Tried-and-True Meals Favored
  • Table 5-17: Attitudes of Multicultural Women toward Food Styles
  • Table 5-18: Attitudes of Multicultural Women toward Trying New Foods
  • African American Women More Likely to Eat at Fast-Food Chains
  • Table 5-19: Use of Fast Food Restaurants by Multicultural Women
  • Table 5-20: Use of Family Restaurants and Steak Houses by Multicultural Women
  
  
• Receptivity to Advertising
  • Multicultural Women More Favorable to Advertising
  • Table 5-21: Attitudes of Multicultural Women toward Advertising in General
  • African American Women Most Receptive to Ads in All Media
  • Table 5-22: Attitudes of Multicultural Women toward Television Advertising
  • Table 5-23: Attitudes of Multicultural Women toward Print Advertising
  • Table 5-24: Receptivity of Multicultural Women toward Outdoor Advertising
  
  
• Multicultural Women Consumers and Their Families
  • Latinas Shop with Family
  • Table 5-25: Attitudes of Multicultural Women toward Shopping as a Social Experience
  • Figure 5-2: Percent of Women Who Enjoy Shopping with Their Children
  • Multicultural Kids Have Greater Impact on Shopping Habits of Their Moms
  • Table 5-26: Children’s Influence on Shopping Behavior of Multicultural Mothers
  • Multicultural Mothers Have Positive View of Advertising to Kids
  • Table 5-27: Attitudes of Multicultural Mothers toward Advertising to Kids
  
  
• Multicultural Women and the Internet
  
  • Asian American Women Most Likely to Be Online
  • Table 5-28: Use of the Internet by Multicultural Women
  • Table 5-29: Impact of the Internet on Lifestyles of Multicultural Women
  • Top Online Activities Listed
  • Table 5-30: Online Activities of Multicultural Women
  • Asian American Women Most Interested in Online Shopping
  • Table 5-31: Attitudes of Multicultural Women about Online Shopping
  • Asian American Women More Likely to Buy Online
  • Table 5-32: Online Shopping by Multicultural Women

Chapter 6: Consumer Profile: Latinas

• Demographic Overview
  • Key Facts about Latinas Highlighted
  • Table 6-1: Key Facts about Latinas
  • Younger Age Groups Dominate
  • Table 6-2: Population of Hispanic Women by Selected Age Group
  • Majority of Latinas Are Mexican
  • Table 6-3: Population of Hispanic Women 18 Years Old and Over, by Hispanic Subgroup
  • Residential Patterns of Latinas Vary by National Origin
  • Table 6-4: Hispanic Women by Hispanic Subgroups and by Region of Residence
  • Table 6-5: Hispanic Women by Hispanic Origin Subgroups and by Location of Residence, Metropolitan vs. Non-metropolitan
  
  
• Marriage and Family
  • Mexican and Cuban Women Most Likely to Be Part of Married Couple
  • Table 6-6: Marital Status of Hispanic Women 15 Years Old and Over, by Hispanic Subgroup
  • Puerto Rican Women Most Likely to Be Single Moms
  • Table 6-7: Family Type by Hispanic Subgroup
  • Mexicans Have Largest Families
  • Table 6-8: Family Household Size by Hispanic Subgroup
  
  
• Economic Status
  • Puerto Rican Women More Likely to Be High Earners
  • Table 6-9: Earnings of Full-Time, Year-Round Female Workers 15 Years Old and Over by Hispanic Subgroup
  • Table 6-10: Total Money Income of Families by Hispanic Subgroup
  • More Puerto Rican and Cuban Women Have Professional and Managerial Jobs
  • Table 6-11: Occupation of Employed Civilian Females 16 Years Old and Over, by Hispanic Subgroup
  • Educational Attainment Varies
  • Table 6-12: Educational Attainment of Hispanic Women 25 Years Old and Over, by Hispanic Subgroup, 2003
  
  
• Impact of Acculturation
  • Substantial Majority of Latinas Are Foreign-Born
  • Table 6-13: Foreign- vs. U.S.-Born Hispanic Women, by Age Group
  • Most Speak English
  • Table 6-14: Bilingual and Native English-speaking Hispanics 18 Years Old and Over
  • Marriage More Common among Immigrant Latinas
  • Table 6-15: Marital Status of Hispanic Women 15 Years Old and Over, U.S. vs. Foreign-Born
  • Foreign-Born Latinas Responsible for Majority of Births
  • Table 6-16: Children Born in Last Year to 15- to 44-Year-Old Hispanic Women, by Place of Birth of Mother
  • Table 6-17: Number of Children in Hispanic Families, U.S.- vs. Foreign-Born Parents
  • Education Leads to Higher-Paying Jobs for U.S.-Born Latinas
  • Table 6-18: Educational Attainment of Hispanic Women 25 Years Old and Over, Foreign Born vs. U.S.-Born
  • Table 6-19: Occupation, Foreign-Born vs. U.S.-Born Hispanic Women,
  • Table 6-20: Distribution of Earnings of Hispanic Women Working Full-Time, Year-Round
  • Foreign-Born Moms More Likely to Stay at Home
  • Table 6-21: Stay-at-Home Moms in Hispanic Married-Couple Families with Children under15 Years Old, U.S.- vs. Foreign-Born Parents
  
  
• Consumer Attitudes and Behavior
  
  • Consumer Attitudes Summarized
  • Table 6-22: Highlights of Consumer Attitudes and Behavior of Hispanic Women
  
  
• Media Trends
  
  • Magazines Compete for Latina Readers
  • New Magazine Targets Young Latinas
  • Media Offer Parenting Resources
  • TodoBebe Debuts TV Show
  • Univision.com Launches “Tu Bebé”
  
  
• Examples of Marketing Approaches
  • Jordache Appeals to Latinas
  • Unilever Looks to Multicultural Markets
  • Procter & Gamble Brands Cater to Hispanic Women
  • Nestlé Targets Hispanic Moms
  • Revlon Appeals to Multicultural Women
  • Retailer Turns To Hispanic Celebrity with Crossover Appeal

Chapter 7: Consumer Profile: African American Women

• Demographic Overview
  • Key Facts about African American Women Summarized
  • Table 7-1: Key Facts about African American Women
  • African American Women Younger than Average
  • Table 7-2: Population of African American Women by Selected Age Group
  • Majority Found in South
  • Table 7-3: African American Women by Region of Residence
  • Most Live in Central Cities
  • Table 7-4: African American Women by Location of Residence, Metropolitan vs. Non- metropolitan
  
  
• Marriage and Family
  • Black Women Least Likely to Be Married
  • Table 7-5: Marital Status of African American Women 15 Years Old and Over
  • African American Women Most Likely to Live Alone
  • Table 7-6: Percent of Women 15 to 64 Years Old Living Alone, by Race and Hispanic Origin
  • Many Black Women Head Families
  • Table 7-7: Family Households, African Americans vs. Other Population Groups
  • Families Are Relatively Large
  • Table 7-8: Family Size of African Americans
  • Families Headed by Black Women Profiled
  
  
• Economic Status
  • Black Women Close Income Gap
  • Table 7-9: Mean Income of Non-Hispanic White, Hispanic, and Black Women, 1992 vs. 2002
  • Number of Black Women Earning $50,000+ Tops 1.7 Million
  • Table 7-10: Earnings of Full-Time, Year-Round Female Workers 18 Years Old and Over
  • Two Million Black Women Have College Degrees
  • Table 7-11: Educational Attainment of African American Women 25 Years Old and Over, 2003
  • One in Four Black Women Has Managerial or Professional Job
  • Table 7-12: Occupation of Employed African American Civilian Females 16 Years Old and Over
  • New “Power Gap” Concerns Black Women
  
  
• Consumer Attitudes and Behavior
  • Consumer Behavior Summarized
  • Table 7-13: Highlights of Consumer Attitudes and Behavior of African American Women
  • Black Women More Confident and Secure with Themselves
  • Many Indulge Themselves with Luxury Items
  • African American Women Leading Users of Telecommunications Services
  • Table 7-14: Multicultural Women, Use of Telecommunications Services
  
  
• Media Trends
  • Black Women Value Television More
  • Table 7-15: Attitudes of Multicultural Women toward Television
  • Radio Seen as Entertainment Source
  • Newspapers Distrusted but Magazines Valued
  • Table 7-16: Attitudes of Multicultural Women toward Print Media
  • African American Magazine Titles Remain Popular
  • Black Women’s Market Remains Underserved by Magazines
  • African American Magazines Reflect Role of Women in Black Community
  
  
• Marketing Approaches
  • Allstate Insurance Company Appeals to African American Women and Families
  • Marketers Focus on Essence Music Festival
  • Procter & Gamble Reaches Out to African American Women

Chapter 8: Consumer Profile: Asian American Women

• Demographic Overview
  • Key Facts about Asian American Women Presented
  • Table 8-1: Key Facts about Asian American Women
  • Age Structure Differs
  • Table 8-2: Population of Asian American Women by Selected Age Group
  • Chinese Are Largest Asian Subgroup
  • Table 8-3: Population of Asian Americans, by Subgroup
  • Majority of Asian American Women Live in the West
  • Table 8-4: Asian American Women by Region of Residence
  • Few Live in Rural Areas
  • Table 8-5: Asian American Women by Location of Residence, Metropolitan vs. Non- metropolitan
  
  
• Marriage and Family
  • Divorce Less Common
  • Table 8-6: Marital Status of Asian American Women 15 Years Old and Over
  • Many Asian American Women in Interracial Marriages
  • Table 8-7: Percent of Asian American Women Married to Asian American Men
  • Table 8-8: Same Race vs. Interracial Married Couples
  • Table 8-9: Interracial Couples
  • Table 8-10: Asian Americans with non-Asian Spouses, by Gender
  
  
• Economic Status
  • Educational Attainment Exceptionally High
  • Table 8-11: Educational Attainment of Asian American Women 25 Years Old and Over
  • Asian American Women in the Workplace Earn More
  • Table 8-12: Earnings of Full-Time, Year-Round Female Workers 15 Years Old and Over
  • Table 8-13: Occupation of Employed Asian American Civilian Females 16 Years Old and Over
  • But Many Are Stay-at-Home Moms
  • Table 8-14: Number of Children under 15 in Married-Couple Families with Stay-at-Home Moms, Asian American vs. Others
  
  
• Impact of Acculturation
  • Most Asian American Women Born outside the United States
  • Table 8-15: Foreign-Born Asian American Women, by Age Group
  • Many Are Recent Immigrants
  • Table 8-16: Foreign-Born Asian American Women, by Year of Entry
  • Few Lack English-Language Skills
  • Table 8-17: Bilingual and Native English-speaking Asian Americans 18 Years Old and Over
  • Foreign-Born Asian American Women Better Educated
  • Table 8-18: Educational Attainment of Asian American Women 25 Years Old and Over, Foreign-Born vs. U.S.-Born
  • Many Foreign-Born Asian American Women in Management Jobs
  • Table 8-19: Occupation, Foreign-Born vs. U.S.-Born Asian American Women
  
  
• Consumer Attitudes and Behavior
  • Consumer Attitudes Highlighted
  • Table 8-20: Highlights of Consumer Attitudes and Behavior of Asian American Women
  • Asian American Women Have Distinct Views of Personal Finances
  • Table 8-21: Attitudes of Multicultural Women toward Personal Financial Management
  • Asian American Women Lead in Use of Financial Services
  • Table 8-22: Use of Financial Services by Multicultural Women
  
  
• Media Trends
  • Internet Has Biggest Impact on Media Habits of Asian American Women
  • Table 8-23: Impact of Internet on Media Usage by Multicultural Women
  • Table 8-24: Use of Online Media by Multicultural Women
  • Print Media Mirror Segmented Asian American Population
  • Several General-Market Titles Succeed with Asian American Women
  • English-Language Magazines Search for Winning Formula
  
  
• Marketing Approaches
  • Marketers Seen Ignoring Asian American Women Consumers
  • Segmentation Seen as Vital
  • Degree of Acculturation Key Element in Segmentation of Asian American Women
  • Marketing Efforts Highly Localized

Chapter 9: Size and Growth of the Market

• Major Geographic MarketsM
  • New York and Los Angeles Top Markets for Multicultural Women
  • Table 9-1: Metropolitan Areas with Largest Populations of Multicultural Women 18 Years Old and Over
  • Composition of Major Markets Differs
  • Table 9-2: Top Metro Markets for Multicultural Women
  • Spending Power of Multicultural Women Varies Across Metro Markets
  • Table 9-3: Top Metro Markets for Multicultural Women, by Per Capita Income
  • Regional Patterns Seen
  • Table 9-4: Metropolitan Areas with Largest Populations of African American Women 18 Years Old and Over
  • Table 9-5: Metropolitan Areas with Largest Populations of Hispanic Women 18 Years Old and Over
  • Table 9-6: Metropolitan Areas with Largest Populations of Asian Women 18 Years Old and Over
  
  
• Key Market Segments
  
  • Aggregate Income of Families Headed by Multicultural Women Nears $200 Billion
  • Table 9-7: Income of Families Headed by Women, by Race and Hispanic Origin
  • Multicultural Women Living Alone Have $70 Billion Income
  • Table 9-8: Aggregate Income of Women 15 to 64 Years Old Living Alone, by Race and Hispanic Origin
  • Table 9-9: Multicultural Women 15 to 64 Years Old Living Alone, by Race and Hispanic Origin
  • Married-Couple Families in Multicultural Population Groups Represent Major Market Segment
  • Table 9-10: Aggregate Income of Married-Couple Families by Race and Hispanic Origin
  • Table 9-11: Aggregate Income of Multicultural Married-Couple Families
  • Two-Income Couples Have Income of Nearly $600 Billion
  • Table 9-12: Aggregate Income of Married-Couple Families, by Labor Force Status
  • Table 9-13: Income of Married-Couple Families with Wife in Paid Labor Force, by Race and Hispanic Origin
  • Table 9-14: Income of Married-Couple Families without Wife in Paid Labor Force, by Race and Hispanic Origin
  
  
• Buying Power of Multicultural Women
  • Buying Power Used as Measure of Market Size
  • Scope of Market Subject to Varying Definitions
  • Buying Power of Multicultural Women Tops $722 Billion
  • Table 9-15: Buying Power of Multicultural Women 18 Years Old and Over, 2003
  • Buying Power Will Exceed $1 Trillion by 2008
  • Table 9-16: Projected Growth in Buying Power of Multicultural Women 18 Years Old and Over, 2003-2008
  • Buying Power of Asian and Hispanic Women Will Grow Faster
  • Table 9-17: Projected Growth in Buying Power of Hispanic Women 18 Years Old and Over, 2003-2008
  • Table 9-18: Projected Growth in Buying Power of Asian Women 18 Years Old and Over, 2003-2008
  • African American Women Will Keep Dominant Share of Market
  • Table 9-19: Projected Growth in Buying Power of African American Women 18 Years Old and Over, 2003-2008
  • Table 9-20: Projected Growth in Buying Power of Multicultural Women by Race and Hispanic Origin, 2003 vs. 2008

Chapter 10: Market Trends and Strategic Opportunities

• Market Trends
  
  • Demographic Differences Establish Market Parameters
  • Table 10-1: Comparison of Key Demographic Characteristics of Multicultural Women Consumers
  • Diversity among Multicultural Women Demands Attention
  • Diverse Consumer Attitudes and Behavior Require Careful Analysis
  • Table 10-2: Comparison of Key Characteristics of Multicultural Women Consumers
  • Multicultural Women Do Not Reflect Mainstream Model
  • Evolution of Multicultural Marketing Strategies Affects Women’s Market
  • Niche Marketing Still Required
  • Rate of Acculturation Raises Questions for Multicultural Marketing Strategies
  • Multicultural Women Begin to Influence Mainstream
  
  
• Strategic Opportunities
  
  • Multicultural Women Will Provide More Opportunities at Faster Pace
  • Figure 10-1: Multicultural Women as Percent of Total Women’s Buying Power, 2003 vs. 2008
  • Multicultural Women’s Population Includes Younger, More Economically Active Age Groups
  • Figure 10-2: Percent of Women under 65 Years Old, by Race and Hispanic Origin
  • Each Segment Represents Unique Opportunity

Appendix: Addresses of Selected Multicultural Women’s Market Resources

• African American/Multicultural Advertising/Marketing
• Hispanic/Multicultural Advertising/Marketing
• Asian American Advertising/Marketing
• Market Research
• African American Media
• Hispanic Media
• Asian American Media