Ethnic Marketing

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 ...