论文信息 - The Effects of Ethnicity Factors on Consumer Deal Interests: An Empirical Study of French- and English-Canadians

The Effects of Ethnicity Factors on Consumer Deal Interests: An Empirical Study of French- and English-Canadians

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.

[1] Robert C. Blattberg,et al. A Theoretical and Empirical Evaluation of Price Deals for Consumer Nondurables , 2007 .

[2] Michael D. Reilly,et al. Ethnic Migration, Assimilation, and Consumption , 1983 .

[3] Michael H. Morris,et al. A cross-cultural benefit segmentation analysis to evaluate the traditional assimilation model , 1985 .

[4] M. Laroche,et al. Equivalence of Lifestyle Dimensions Across Four Major Subcultures in Canada , 1993 .

[5] J. Gentry,et al. Consumer acculturation processes and cultural conflict: How generalizable is a North American model for marketing globally? , 1995 .