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Ethnic consumers and retail marketing strategy
Journal of Cultural Marketing Strategy,
2
(2),
158-168
(2017)
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
The full article is available to subscribers to the journal.
Author's Biography
Wootae Chun is a PhD candidate in International Business and Marketing at Saint Louis University. Prior to joining the programme, he received an MBA from the University of Texas-Pan American, and BS in Marketing from the Ohio State University.
Woojong Sim is a research assistant at the Boeing Institute of International Business, Saint Louis University, where he is currently pursuing his MBA. He earned his BS in business administration from Saint Louis University. His research interests focus on marketing strategy and consumer behaviour.
