Ethnic consumers and retail marketing strategy

Wootae Chun and Woojong Sim
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Wootae Chun: Assistant Professor of Marketing, University of Northern British Columbia, Canada

Journal of Cultural Marketing Strategy, 2017, vol. 2, issue 2, 158-168

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.

Keywords: Muslim community; consumer ethnocentrism; consumer religiosity; consumer cosmopolitanism; consumer materialism; retail marketing (search for similar items in EconPapers)
JEL-codes: J7 M3 (search for similar items in EconPapers)
Date: 2017
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jcms00:y:2017:v:2:i:2:p:158-168

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