N EMPIRICAL
STUDY OF CONSUMER BEHAVIOR PATTERNS
AMONG FILIPINO AND KOREAN AMERICANS IN THE UNITED STATES
ABSTRACT
In spite of the large number of Asian immigrants
residing in the United States, these consumers have
not received much attention in the marketing literature.
This study attempts to explore the consumer behavior
patterns of Koreans and Filipino-Americans living
in the United States as compared to Anglo-Americans
through a survey of 287 respondents in the Los Angeles
and San Francisco areas. The results show that there
are statistically significant differences among
Filipino and Korean-Americans and Anglo-Americans
in their consumer behavior patterns and attitudes
toward promotion and media usage.
