Understanding culture, motivation, and ethnic consumer behavior

Koo,F and Le,H 2014, Understanding culture, motivation, and ethnic consumer behavior. In Christiansen,B, Yildiz,S and Yildiz,E (ed), Handbook of research on effective marketing in contemporary globalism, IGI Global, Hershey, Pa., pp.47-65.

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Title Understanding culture, motivation, and ethnic consumer behavior
Author(s) Koo,F
Le,HORCID iD for Le,H orcid.org/0000-0002-1806-6089
Title of book Handbook of research on effective marketing in contemporary globalism
Editor(s) Christiansen,B
Publication date 2014
Chapter number 3
Total chapters 21
Start page 47
End page 65
Total pages 19
Publisher IGI Global
Place of Publication Hershey, Pa.
Keyword(s) motivation
consumer behavior
cross-cultural marketing
Summary Understanding ethnic consumer behaviors through a case study of good practice and their innovative marketing strategies to ethnic consumers is important. Surprisingly, little has been done to discuss which practices and strategies may work best when marketing to ethnic consumers. This chapter presents a case study of the Immigration Museum (Melbourne, Australia) and how the organization uses strategies to promote their products and programs to ethnic consumers. The case study and in-depth interviewsare the methods used. In this chapter, the authors argue that a combination of Alferder’s and Schwartz’s theoretical frameworks help museum marketers understand behaviors of ethnic groups, thereby using appropriate marketing strategies in encouraging their consumption. This chapter extends current marketing literature on consumers’ motivation, drive, and needs, and non-profit marketing, and validates selected motivational theories. It also provides practical implications for marketers of non-profit organizations.
ISBN 9781466662209
Language eng
Field of Research 150399 Business and Management not elsewhere classified
150404 Sport and Leisure Management
Socio Economic Objective 909999 Commercial Services and Tourism not elsewhere classified
HERDC Research category B1 Book chapter
Copyright notice ©2014, IGI Global
Persistent URL http://hdl.handle.net/10536/DRO/DU:30071633

Document type: Book Chapter
Collections: Faculty of Business and Law
School of Management and Marketing
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