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Understanding culture, motivation, and ethnic consumer behavior

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posted on 2014-01-01, 00:00 authored by F Koo, Huong Le
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 interviews
are 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.

History

Title of book

Handbook of research on effective marketing in contemporary globalism

Chapter number

3

Pagination

47 - 65

Publisher

IGI Global

Place of publication

Hershey, Pa.

ISBN-13

9781466662209

Language

eng

Publication classification

B1 Book chapter

Copyright notice

2014, IGI Global

Extent

21

Editor/Contributor(s)

B Christiansen, S Yildiz, E Yildiz

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