Year: 2013
Type: article
Abstract: Research indicates a general consensus that ethnicity does influence consumption behavior, consumer experience, marketing response and media selection. It is, however, unclear as to the extent of that influence and the nature of the difference from segmenting consumers on some other criteria such as needs. Businesses have approached ethnic marketing in different ways ranging from a targeted effort at distinct ethnic markets to a more multi-cultural theme that is shared across many different groups. Today’s youth are often considered to view the world from a diverse perspective such that youth and diversity are often considered synonymous. An assessment of brand evaluation measures is used to explore the nature of the ethnic youth market in contrast to other ethnic and age segments.
Author: Michael Levens
Institution: Walsh College
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W2992413567