Coupon use in ethnic markets implications from a retail perspective

Coupon use in ethnic markets implications from a retail perspective Reports on problems with coupon use experienced within ethnicsubcultures by presenting the results and implications of a study ofretailers in the PhiladelphiaSouthern New Jersey area. Argues thatmarketers are challenged to understand the intricacies of ethnic marketsas they grow in number and size in the USA. Suggests that marketingstrategies that are successful in mass markets, such as couponing, arelikely to operate differently in ethnic subcultures, such as Hispanicand Chinese markets. Recommends a retail perspective that uncoverspotential problem areas encountered by retailers, consumers, andmanufacturers alike. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Consumer Marketing Emerald Publishing

Coupon use in ethnic markets implications from a retail perspective

Journal of Consumer Marketing, Volume 8 (1): 11 – Jan 1, 1991

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0736-3761
DOI
10.1108/07363769110034956
Publisher site
See Article on Publisher Site

Abstract

Reports on problems with coupon use experienced within ethnicsubcultures by presenting the results and implications of a study ofretailers in the PhiladelphiaSouthern New Jersey area. Argues thatmarketers are challenged to understand the intricacies of ethnic marketsas they grow in number and size in the USA. Suggests that marketingstrategies that are successful in mass markets, such as couponing, arelikely to operate differently in ethnic subcultures, such as Hispanicand Chinese markets. Recommends a retail perspective that uncoverspotential problem areas encountered by retailers, consumers, andmanufacturers alike.

Journal

Journal of Consumer MarketingEmerald Publishing

Published: Jan 1, 1991

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