Ethnic Consumers Research Articles

Building a Relationship with Ethnic Consumers

In recent decades many Countries have become multicultural societies. Many researchers have stressed the relevance of understanding the ethnic cultures and their impact on consumption behaviors and marketing practices. This is even more true in Countries that only recently are facing the presence of ethnic minorities. This article aims at analyzing the beginning of the relationship between indigenous retailers and immigrants. After a review of relevant literature in the area of ethnic consumer behavior and retailer marketing strategies, this article analyzes a case study, involving an Italian large-scale retailer, and its project aiming at targeting ethnic consumers. Issues and implications are then discussed.

Acculturation and consumer loyalty among immigrants: a cross-national study

Purpose – The purpose of this paper is to examine the effect of acculturation on immigrant consumers’ loyalty. The authors posit that the acculturation orientation of immigrants determines their consumer loyalty to both ethnic and mainstream brands and stores. Design/methodology/approach – Using a sample of Hispanic consumers in the USA and consumers from the former Soviet Union in Israel, this study tests a model in which two acculturation continua, original culture maintenance and host culture adaptation, serve as antecedents for immigrants’ consumer loyalty. Findings – Acculturation determines the extent of immigrants’ consumer loyalty. Both acculturation continua are associated with distinct loyalty patterns that are similar across the two immigrant groups. Research limitations/implications – Despite sampling limitations, the paper demonstrates that immigrants’ acculturation orientation influences their loyalty to ethnic and mainstream brands and stores. Shared by ethnic consumers in two culturally diverse markets, this relationship transcends geographic boundaries. Practical implications – The results provide insights for marketers with respect to the development of segmentation and positioning strategies and tactical implementations that address the preferences of ethnic consumers. Social implications – This paper highlights the importance of understanding the unique needs of ethnic consumers and addressing them. Successful integration of immigrant consumers into the marketplace can also help in their integration into the host society at large. Originality/value – Findings shed light on the commonalities and differences among immigrant groups in different national settings. The paper highlights the role of cultural transition as a key experience that affects immigrants regardless of specific environmental or situational circumstances.

How second-generation consumers choose where to shop: A cross-cultural semiotic analysis

Using ethnographic interviews and Greimasian semiotics, this study explores second-generation ethnic consumers’ perceptions of physical shopping environments from a cultural identity perspective. It reveals how second-generation ethnic consumers make decisions about where to shop for cosmetics. The key results reveal the identity dimensions of shopping behaviour that retail stores wanting to target second-generation ethnic consumers must take into consideration.

The Effect of Acculturation on Ethnic Consumers’ Decision-Making Styles: An Empirical Analysis of Hispanic Consumers

ABSTRACTThis study examines the effect of acculturation on ethnic consumers’ decision-making styles (CDMS) and posits that the extent of acculturation is manifested in their approaches to shopping. Specifically, it explores how the two dimensions of acculturation, ethnic identification and host culture identification, are associated with eight CDMS measured by Sproles and Kendall's (1986) Consumer Style Inventory. It also investigates the differences among four acculturation modes: assimilation, integration, separation, and marginalization with respect to CDMS. Results from a sample of 318 U.S. Hispanic consumers indicate that ethnic identification and host culture identification predict different shopping orientations. Of the four acculturation modes, the separation group scored significantly higher than the other three groups with respect to brand consciousness, confusion due to overchoice, and habitual orientations. Results are explained in the context of consumers’ extent of confidence or uncertainty when navigating the host marketplace. Implications are discussed for segmentation, marketing, brand communication, as well as consumer policy making to effectively address the needs of ethnic consumers.

‘A good wife stays home’: gendered negotiations over state agricultural programmes, upland Vietnam

Rural and livelihood studies, alongside development organisations, are stressing the importance of gender awareness in debates over food security, food crises and land tenure. Yet, within the Socialist Republic of Vietnam, these gender dynamics are frequently disregarded. In Vietnam, rice is intimately linked to the country's food security. Over the last decade, rice export levels, production methods, and local and global market prices have remained constant preoccupations for governmental and development agencies. Steadfast official approval for agricultural technologies and intensification has seen the domestic growth and importation of hybrid varieties of rice and maize seeds. Yet, the impacts of these technologies on upland ethnic minority rice producers and consumers in Vietnam have been overlooked. For these women and men, such as Hmong and Yao farmers, food security is a daily concern for their near-subsistence livelihoods. While strongly encouraged to grow these new seeds, insufficient research has examined the social realities and experiences of these upland minority groups. Moreover, how such agrarian policies and practices are being implicated in reconfiguring gender roles, relations and identities through transformations to individual and household livelihoods has been ignored. In this article, we focus on the gendered consequences of the government's hybrid rice programme for upland farmers. We reveal recent impacts on family relations, including rising intergenerational tensions across genders, and shifting responsibilities and new negotiations between young spouses. These dynamics are further complicated by household economic status, as household members access specific opportunities available to them to improve everyday food security.

Musalmah Sauce: Opt for the Best

This case illustrates how a processed food firm can strategize its business to increase its product sales in a competitive domestic market. Musalmah Food Industries Sdn Bhd (MFI), the manufacturer of Musalmah, a premium quality ready-to-eat sauce, had been facing fierce competition from other manufacturers of domestic and imported products in Malaysia. The intense competition led to a lower domestic sales growth. Musalmah had been retailed mostly at the supermarkets, hypermarkets and big grocery shops with the target to serve mainly the ethnic Malay consumers who traveled overseas and the outdoor types for camping or fishing activities. The sales performance for the past five years (2003 to 2008) showed a continuous increase but on a diminishing growth. Datuk Ibrahim Mohammad, the company's CEO directed his management team to prepare a business proposal to understand how they could increase their domestic sales based on the year 2008 performance. He wanted the business proposal to be ready by 30 April as he had to present it to the company's shareholders during the Musalmah Holding Berhad annual general meeting which had been scheduled for 25 May 2009.

The influence of ethnic attributes on ethnic consumer choice of service outlet

PurposeMarketers are increasingly aware of ethnic subgroups as segments to target with customized offers. This paper aims to investigate the role of ethnic‐related outlet attributes in determining the attractiveness of mainstream and ethnic service outlets to ethnic consumers.Design/methodology/approachBased on institutional theory and self‐congruity theory, the paper proposes that two sets of outlet attributes, ethnic‐related and performative attributes, influence the attractiveness of an outlet. These effects are mediated by a business's pragmatic legitimacy, its social legitimacy (in terms of perceived sensitivity to ethnic culture), and the congruity between the consumer's self‐image and the business. A model is proposed and hypotheses derived. They are tested on data from an online survey among 483 Chinese Australian consumers about their use of travel agents. The hypotheses are tested using structural equation modelling.FindingsThe study reveals that ethnic‐related attributes play a specific and significant role in determining outlet attractiveness for Chinese consumers in Australia. Although they have a smaller effect than service and price, ethnic‐related attributes contribute positively to perceived attractiveness. Of the performative attributes, customer service has the largest effect; offering competitive prices has the second largest effect. Outlet accessibility has no significant effect while store atmosphere has an unexpected negative effect. Store atmosphere acts as both a performative and an ethnic‐related attribute. The results confirm the hypothesized mediation effects of pragmatic legitimacy, social legitimacy and congruity.Originality/valueThis study contributes to a better understanding of ethnic consumer behaviour and the role of ethnic retail and service outlets in the market place. It provides new insights by drawing from different theoretical frameworks (institutional theory and self‐congruity theory) and conducting an empirical study that uses validated scales in a unique setting among real consumers reporting about their use of a service provider. The results not only demonstrate the role and potential of ethnic attributes, but also how customer service and store atmosphere play a more intricate role than initially expected.

Exploring ethnic consumer response to crossover brand extensions

This research uses a social identity theory approach to investigate the impact of cultural identity on ethnic consumer response to ethnic crossover brand extensions—brands associated with one ethnic group that crossover into a product category associated with another ethnic group (e.g., McDonald's Café con leche). Study 1 demonstrates that the manner in which crossover brand extensions blend ethnic consumers' in-group and out-group cultural representations impact brand extension cultural fit and parent brand attitudes, and perceived ethnic target market impacts brand extension attitudes. Study 2 demonstrates that high ethnic embeddedness extensions strengthen ethnic consumers' self-brand connections. These findings provide managerial implications for practitioners considering a crossover brand extension strategy.

Cultural adaptation models among US ethnic consumers: cluster formation and validation

Based on the results of a national mail survey targeting two ethnic minority groups in the US (Hispanics and Asians), this study empirically confirms the existence of five cultural adaptation patterns (Overshooting, Assimilation, Ethnic Affirmation, Dual Culture, and Cultural Unadaptation). Description and validation of the five models of cultural adaptation is provided. The patterns of cultural adaptation affect ethnic consumers' responses to ethnically accommodating ads. Dual Culture and Cultural Unadaptation groups showed the most positive attitudes toward and highest purchase intentions for ethnically customized ads. Advertising and marketing implications are discussed.

The influence of acculturation on consumer relational bonding in banking relationships

This study examines the influence of acculturation on ethnic consumers' relational bonding with their banking service provider. The study is set in the financial services sector and focuses on Chinese consumers living in New Zealand. In the collectivist Chinese culture, building personal relationships based on guanxi is of primary importance. Therefore, understanding the interplay between relational behavior and guanxi in this group's relationship commitment is fundamental. The study examines the drivers of relationships in the Chinese banking relationship in the host culture and applies western and Chinese relationship concepts to capture the influence of acculturation on Chinese consumers' behavior. Structural equation modeling and multi-group analysis reveal that Chinese consumers' acculturation levels positively influence structural and social bonding with the banking service provider (or target of commitment). The impact of structural and social bonding on the target of commitment varies under different consumer acculturation levels.

Polyethnic market orientation and performance: A fast-moving consumer goods perspective

The paper explores the market-oriented behaviour and performance consequences for firms operating in a market characterised by national heterogeneity. Through a case-study design, a posteriori propositions based on interview data from six multinational firms operating in a polyethnic market are developed. Findings indicate a positive relationship between the need for responsiveness and a market's polyethnicity with firms customising elements of their product strategy to ethnic segments or European consumers at large. Moreover, findings indicate that market-oriented firms that customise their product strategies to the cultural idiosyncrasies of the Greek market enjoy the highest market share among foreign consumers. As a result, the paper opens up a discussion on the performance implications of adopting a market-oriented approach in polyethnic markets, which are, increasingly, a feature of our globalised world.

Ethnic minority consumers' responses to sales promotions in the packaged food market

Many scholars have stressed the significance of understanding ethnic minority subcultures and the associated cultural dimension for marketing. Most of the previous research involving ethnic minority consumers has largely focused on coupon usage and remains North American in origin and application. Also, previous research emphasises the short-term nature of sales promotions, ignoring their dynamic effects in specific consumption settings such as the family. The paper explores ethnic consumers' responses to different sales promotional formats for packaged food products in family settings. Face-to-face in-depth interviews were conducted in original settings involving ethnic participants who regularly shopped at mainstream supermarkets, and who were the principal grocery shoppers for the family. Findings suggest that sales promotions have the potential to make consumers more responsive, less responsive or even hostile to sales promotional offers and while some promotions are better perceived than others, their overall effectiveness is largely determined by their “net-worth” as perceived by ethnic consumers in a given shopping situation. The paper discusses implications for retailers, particularly for those having store locations in market areas with high concentrations of ethnic consumers.

Asian Consumers' Willingness to Buy Locally Grown Ethnic Produce: A Study from East-coast United States

The primary objective of this study is to predict the willingness of Asian consumers' to buy locally grown ethnic produce. The study analyzes the results and compares the effects of Asian consumers' socio-economic characteristics on their willingness to buy locally grown ethnic produce. Based on survey data, a logistic regression model was developed to predict ‘who would be more willing to buy locally grown ethnic produce.’ The results of this analysis can be useful to policy makers, local produce growers and marketers who target diversified ethnic consumers.

Effects of Strength of Ethnic Identity and Product Presenter Race on Black Consumer Attitudes

ABSTRACTThis study examines the relationship between ethnic identity and same- or different-race sources on blacks’ consumer attitudes. Social identity theory provides a theoretical framework to explain black consumers’ decision-making processes. Using structural equation modeling, the authors show that the race of a character used in an ad transversely moderates the relationship between ethnic identity and consumer attitudes. Specifically, they find that as blacks’ strength of ethnic identity increases, they tend to display more favorable consumer attitudes if the product presenter of an e-commerce website is also black and weaker but negative attitudes if the product presenter is white.

Ethnic minority consumers of community pharmaceutical services

Abstract A survey carried out by the authors in the West Midlands area of England found that use of, and access to, community pharmaceutical services appeared to be lower among ethnic minority customers than in the majority population, although their needs were probably higher. The survey has been published in full elsewhere. In this article, the authors summarise the main results of their survey, and compare these with the results from a similar study involving respondents predominantly from the white population. They also discuss some of the methodological difficulties in carrying out research into ethnic minority health issues.

Impact of Ethnic Affiliation and Consumer Ethnocentrism on Consumer Behavior: Case of Turkish Americans

This paper investigates into the consumer preferences of Turkish Americans. The impact of consumer ethnocentrism on the consumption behaviors of Turkish Americans towards foreign-made products (FMP) is conceptually modeled. Paper also looks into the fact that whether the strength of the national identity matters with respect to choosing Turkish-made products as opposed to non-Turkish-made products. Therefore, the consumption attitudes of consumers differ based on the degrees of which one is attached to an ethic group. In addition, consumption experiences, consumer innovativeness and consumption information sharing attitudes are employed in the conceptual model in order to depict the mediating roles of these variables between consumer ethnocentrism and consumer behavior. Paper starts with ethnicity concept by elaborating on the definition followed by the discussion of variables. Then, the conceptual model is presented with the supposed propositions between the constructs. A conclusion follows.

GROWING GREEN: THE EMERGENT ROLE OF NON-TILAPIA ATTRIBUTES IN MARKETING TILAPIA

This paper is focused upon the emergent emphasis of environmentally friendly (ENVF) attributes in fish with particular regard to tilapia in the UK. The focus is upon the technical production issues, marketing implications, public health and adoption responses from a 3-year multi-disciplinary Research Councils UK project, which examined the prospects for UK (agricultural) farmers to diversify into production of warmwater tilapia. The proposed production process and product characteristics abound with green credentials, consistent with emergent market demands. This combination might enable small-scale producers to access growing UK niche markets for fresh fish and to compete through upmarket positions with expanding EU tilapia imports. Having ascertained the wider market characteristics, primary research was undertaken through consumer focus groups and in-depth interviews with organizational channel members. The results supported the initial premise of niche markets existing for tilapia produced from local, small-scale environmentally friendly units. Three target groups in the UK were identified: ethnic consumers, green consumers and discrete segments (gastro-pubs and upscale fish restaurants) within foodservice. Having established favorable market prospects the propensity of farmers to diversify into this novel area of activity was explored. Investigation of farmer entrepreneurship, undertaken in 2006 and 2007, explored perceived challenges in the new aquaculture venture. In-depth face to face and telephone interviews with agricultural farmers identified a number of factors that both encouraged and dissuaded them from diversification into tilapia. Despite the ongoing interests of some, and other emergent adopters, the majority seem disinclined to commercialize their interest. The paper concludes that a more holistic support perspective will be required to promote a more favorable reaction and reviews the prognosis for the success of local fish production.

Theorizing Intercultural Accommodation in Consumer E-Commerce

Consumer e-commerce extends the marketplace of traditional business and brings in business opportunities in online retailing and service. As a consequence of intensive competition among online vendors, the need to capture more customers has become crucial. The consumer group is under a huge change due to demographic shift and immigration laws. Population of minorities has dramatically increased suggesting a growing buying power of ethnic groups. To effectively attract ethnic consumers into consumer e-commerce Web sites, we propose the Web-based intercultural accommodation model. Drawing upon literature in linguistic, sociology, and Web information system success, this model offers a theoretical explanation of online ethnic consumers’ behavioral intention to use e-commerce Web site. The conceptual model recognizes the potential roles of ethnicity attributes of individual consumers as well as the use of ethnic pertaining Web site designs in accommodating ethnic consumers. The theoretical model is subject to empirical validation.

The Bi Cultural Value System: Undertaking Research Amongst Ethnic Audiences

Marketing to ethnic communities is fraught with problems of understanding the cultural contexts and value systems of others. Within Britain, this is in many ways exacerbated by the prevalence of a multicultural society that spans generations. Second-generation ethnic consumers live in the world of their parents and their community, but often work and socialise in a very different cultural and social context. Inevitably these influences impact upon decision making. In this study we seek to unravel some of the factors that impact upon ethnic decision making, with a particular focus on one group: second-generation Punjabi Indians. We examine research that has sought to identify factors that impact upon their consumption behaviour, in particular acculturation, identity and ethnicity. We then present research findings that reveal some of the key issues that need to be considered in developing a research approach to understanding ethnic communities.

Ethnic identity, consumption of cultural apparel, and self‐perceptions of ethnic consumers

PurposeThe purpose of this paper is to investigate whether ethnic consumers' consumption of cultural apparel, and attributional responses related to their consumption, is predicted by their strength of ethnic identification. The study also examined whether the consumption of cultural apparel mediates the influence of strength of ethnic identification on consumers' attributional responses.Design/methodology/approachInternet survey research was the chosen methodology for this study. A convenience sample of 106 research participants from four ethnic subcultures in the USA were recruited.FindingsRegression analyses revealed that strength of ethnic identification was a significant predictor of cultural apparel consumption and attribution of emotions and meanings to the consumption. Further, consumption of cultural apparel perfectly mediated the influence of strength of ethnic identification on consumers' attributions of emotions, and partially mediated this influence on consumers' attributions of meanings.Research limitations/implicationsThe study provides valuable implications for channeling apparel product development, merchandising, and retailing to better meet the emotional needs and preferences of ethnic consumers. The main limitation of this study is the use of a non‐representative sample.Originality/valuePrior research on ethnic consumers' motivations in consuming cultural products is limited. This study fills this gap in the literature at a time when large retailers are seeking to attract ethnic consumers through culturally targeted apparel products and brands.