Track

CUL

Presentation Type

Event

Description

Ethnic diversity of the U.S. population has continuously been increasing during the past decade. Accordingly, U.S. retailers have been communicating to specific ethnic groups by offering culturally accommodated products. However, recent market trend in the U.S. suggests that such products are appealing to consumers beyond its target ethnic group. That is, an increasing number of U.S. consumers are purchasing products that are ethnically disparate. Despite the above, no study to date has investigated the specific behavior as a separate and independent phenomenon, thus the drivers of the phenomenon is yet to be fully identified. The current study attempted to resolve the research gap by addressing the following research questions; what values do consumers seek when purchasing ethnically disparate products (EDPs)? and what are the antecedents of those values?

Share

COinS
 
Nov 13th, 12:00 AM

Investigating the Consumption of Ethnically Disparate Products

Ethnic diversity of the U.S. population has continuously been increasing during the past decade. Accordingly, U.S. retailers have been communicating to specific ethnic groups by offering culturally accommodated products. However, recent market trend in the U.S. suggests that such products are appealing to consumers beyond its target ethnic group. That is, an increasing number of U.S. consumers are purchasing products that are ethnically disparate. Despite the above, no study to date has investigated the specific behavior as a separate and independent phenomenon, thus the drivers of the phenomenon is yet to be fully identified. The current study attempted to resolve the research gap by addressing the following research questions; what values do consumers seek when purchasing ethnically disparate products (EDPs)? and what are the antecedents of those values?

 

To view the content in your browser, please download Adobe Reader or, alternately,
you may Download the file to your hard drive.

NOTE: The latest versions of Adobe Reader do not support viewing PDF files within Firefox on Mac OS and if you are using a modern (Intel) Mac, there is no official plugin for viewing PDF files within the browser window.