11Product, Price, Place, Physical Evidence and Process

It is well documented in the marketing and psychology literatures that consumer attitudes and purchase intentions are influenced by ethnicity (Luedicke, 2011; Papadopoulos et al., 2008; Ouellet, 2007), with effects that help to predict and understand the decision-making process of ethnic consumers (Podoshen, 2009). Consumers sharing a similar ethnic background also share their consumption behaviours (El Banna et al., 2018; Balasubramanian and Herche, 1994), and, as discussed in Chapter 9 of this text, the sharing is extensive to consumers’ long-term endorsement of community preferred suppliers.

The implication is that, as associations of self-ascribed and group recognized individuals sharing ...

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