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Ethnic consumers and retail marketing strategy

Author

Listed:
  • Chun, Wootae

    (Assistant Professor of Marketing, University of Northern British Columbia, Canada)

  • Sim, Woojong

Abstract

The Muslim community is one of the fastest-growing minority groups in the USA. As their consumption increases and research in this area is lacking, there is a growing need to understand Muslim consumers in the USA. This study posits that Muslim consumers harbouring high ethnocentrism and religiosity will prefer traditional local retailers, while Muslim consumers with high cosmopolitanism or high materialism will prefer mega retailers. Furthermore, the paper provides important guidance to global marketers seeking to implement a marketing strategy targeting Muslim consumers in the USA.

Suggested Citation

  • Chun, Wootae & Sim, Woojong, 2017. "Ethnic consumers and retail marketing strategy," Journal of Cultural Marketing Strategy, Henry Stewart Publications, vol. 2(2), pages 158-168, June.
    • Handle: RePEc:aza:jcms00:y:2017:v:2:i:2:p:158-168
    as

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    More about this item

    Keywords

    Muslim community; consumer ethnocentrism; consumer religiosity; consumer cosmopolitanism; consumer materialism; retail marketing;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising
    • J7 - Labor and Demographic Economics - - Labor Discrimination

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