ABSTRACT The purpose of this study was to examine perceptions of community pharmacists in New York City toward serving multicultural customers. The study also examined the effect of demographic factors on cultural sensitivity of pharmacists. A survey instrument was developed consisting of twenty-one attitude questions on a Likert scale. Factor Analysis revealed six dimensions underlying cultural sensitivity in pharmacy practice. A total of 257 pharmacists answered the survey instrument. The data was analyzed using SPSS 7.5 for Windows. In general, the pharmacists appeared to recognize the importance for practicing pharmacists to be sensitive to the needs of ethnic populations. The pharmacists felt that medication compliance, pharmacist-patient relationship, patient satisfaction, patient trust, and ability to understand OTC and prescription product directions would be greater if the pharmacist could speak the language and understand the culture of the customer population. Gender, ethnicity, and language sk...