Consumer phsychology, ethnicity and religiosity and other subcultures in uk. how do marketer react to this?
Ethnicity & Religiosity can be considered as two distinct subcultures in the UK with varying consumption and buying behaviour. Discuss & evaluate how ethnic/ religious groups in the UK are portrayed in the consumer arena and how this has changed in recent years. Do marketers contribute to the forming of attitudes towards race and ethnicity? What other subcultures can you identify in the UK?
Helpful Reading Journals
Nwankwo S. Lindridge A. (1998). Marketing to ethnic minorities in Britain. Journal of Marketing Practice: Applied Marketing Science. Vol.4 No.7.
Burton D. (1996). Ethnicity and consumer financial behaviour cases of British Asians in the pension market. International Journal of Bank Marketing. Vol.14. No.7 pp.200-216.
Delener N. (1994). Religious contrasts on consumer decision behaviour patterns: Their dimension and marketing Implications. European Journal of Marketing Vol.28. No.5 pp.36-53
Lindridge A. (2005). Religiosity and the construction of cultural consumption identity Journal of Consumer Marketing.Vol.22 No.3 pp.142-151.