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The Effects of Ethnicity Factors on Consumer Deal Interests: An Empirical Study of French- and English- Canadians
Michel Laroche, Chung Koo Kim and Madeleine Clarke
Journal of Marketing Theory and Practice
Vol. 5, No. 1, [Special Issue on Multicultural Marketing] (Winter, 1997), pp. 100-112
Published by: Taylor & Francis, Ltd.
Stable URL: http://www.jstor.org/stable/40470979
Page Count: 13
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This study examined how two cultural factors, ethnic identity and acculturation, affect a consumer's interests in sales promotions. The effects of the cultural factors are examined along with other purchase-related life-styles and sociodemographic factors. As an empirical study, it examines the differences between English-and French-Canadians in terms of deal interests. It is found that acculturation has a significant effect on consumer deal interests while ethnic identity does not for both English-and French-Canadian groups. Several important managerial implications are discussed for effective communication strategy for sales promotion.
Journal of Marketing Theory and Practice © 1997 Taylor & Francis, Ltd.