Chacko, Jacob M.2019-09-252019-09-252011-02-282009-021941-5087http://hdl.handle.net/20.500.12424/176526Most U.S. marketers are woefully ignorant about most foreign cultures and do not understand that to be successful, it is important to build a positive relationship with ethnic niche markets. This paper discusses the market potential of the Asian-Indian American market by highlighting the demographic characteristics and the changing population density of this ethnic market.engWith permission of the license/copyright holderconsumerismbusiness ethicsconsumerismEconomic ethicsBusiness ethicsTrade ethicsConsumer ethicsArticle