Can consumers be racist? An investigation of the effect of consumer racism on product purchasePresented 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 & SourceAuthors 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/10.1108/13 555851111099998• 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.