Cultural Self-Identification within the Millennial Market: A Qualitative Examination

Lori M Thanos, D.B.A,Sylvia D Clark, Ph.D

doi:10.5539/res.v10n3p109

Abstract

The goal of this study was to examine the degree of cultural self-identification among a sample of U.S. Millennials attending a New York City community college. A case study technique using personal interviews was employed, based on input from twelve Millennials in attendance at a large, public community college in New York City. The object was to explore participants’ knowledge regarding their cultural affiliations’ effects on ethnic food purchases and consumption. Results showed Millennials’ cultural self-identification with cultures differing from their original family background, as well as their knowledge of cultural pluralism. Participants tended to select ethnic foods from one culture above all other cultures. Findings from the present study buttress cultural pluralism as a segmentation method and can assist in development of marketing stratagem, while also furnishing an invaluable contribution to current literature.

Highlights

One of the most captivating consumer groups in today‘s marketplace is Millennials (Kruger & Saayman, 2015)
What marketing rudiments exist for cultural self-identification as perceived by New York City college Millennials in the U.S food marketplace?
Cultural self-identification is the modern perspective of many Millennials; its existence creates an opportunity for marketers to maintain and expand their competitive advantage in less than flourishing economic times (Mitran & Bebeşelea, 2012; Rollins et al, 2014)

Summary

Introduction

One of the most captivating consumer groups in today‘s marketplace is Millennials (Kruger & Saayman, 2015). As the largest population since the Baby Boomers, Millennials represent more than $200 billion in annual purchasing power and make-up approximately one-fourth of the United States (Kruger & Saayman, 2015; U.S Census Bureau, 2015; Valentine & Powers, 2013). Unique to this generation, Millennials‘ increased food spending is forecast at $50 billion each year to 2020, with especial emphasis on organics (Ascarelli, 2015; Peregrin, 2015). These factors have the attention of food producers and marketers, making the cohort very appealing to pursue

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Discussion

Conclusion