can consumer be racist ppt new
DESCRIPTION
Consumer racism in businessTRANSCRIPT
Can consumers be racist?
An investigation of the effect of consumer
racism on product purchase
Presented by: Edmond Compaore & Mohammed El Yakooby .
Supervised by: Miss Bouchra Kachoub
Content
• Author and source• Research Area• Research Questions• Literature Review• Methodology• Findings • Limitations/Implication• Major contribution• Critical analysis• Reference
Author & Source
Authors
Sally Rao Hill : The University of Adelaide Business
School, Adelaide, Australia,
Katherine Paphitis : M&C Saatchi, Sydney, Australia
Source
• Publisher : Emerald Group Publishing Limited ,in Sydney, 2011
• Volume 23 ,Issue 1, pp. 57-71• DOI:
http://dx.doi.org.ezproxy.uwic.ac.uk/10.1108/13555851111099998
• Article type:Research paper
Research Area Issues :
• Notion of Racism in the context of Marketing
• The influence of CR on product evaluation
• Willingness to buy cross-ethnic products amongst Australian consumers.
Research Questions
• Is there any racism behaviour of consumer toward a particular Ethnicity groups products?
• What impact can CR have on their perception toward a minority Ethnicity group’s products?
• Why can consumer communicate a unwilligness to purchase a product from the minority group?
Literature Review
• Studies within the USA, Canada and France portray significant negative expressions of CR (Ouellet, 2005, 2007).
• In accordance with racism literature (McConahay, 1983), a racist consumer may downgrade his or her evaluation of the minority group’s products and refrain from buying anything from that group.
Methodology Subject -600 consumers approached, 240 completed the survey and 212(48% Male and 52% Female) were usable, yielding about 35%
-From mall intercept in the Adelaide Central Business District (student, teacher and visitors) different age and different gender Instrument
-Focus Group -The quasi-experimental design (survey questionnaire
using personal interview) Data analysis
-Analysed with descriptive statistics, and hypotheses were tested
using regression analysis and two-way between groups ANOVA.
- Quantitative data
Findings
• Existence of Consumer Racism toward chineese products
• High level of CR characterised by a negative quality perceptions of products with a Chinese brand name also characterised an unwillingness to purchase these products .VICE VERSA.
Limitations and Implication
• Future research could be expanded into other ethnic groups and other countries, and could include other moderators such as level of interaction.
• CR construct can also be examined in service contexts
• A need for marketing managers of minority-owned firms to investigate carefully the potential existence of CR in their home markets.(increase
of immigation)
Major Contribution of the study
• Validation of the Consumer racism construct
• the findings about the impact of it on consumers’ willingness to buy cross-ethnic products via product evaluations in the Australian context.
Critical Analysis• No use of probabillity sample to give a global
credebility to the study.
• Research may have looked at the B to B area
• May have interviewed the chineese business owners.
• Research leads in context of economic crisis= Limits the life of validity of the study
References
• Sally,R.H., and Katerine,P.,2010. Can consumers be racist?An investigation of the effect of consumer racism on product purchase. Asia Pacific Journal of Marketing and Logistics,23(1), pp. 57-71.