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Coupon use in ethnic markets: implications from a retail perspective

Carol J. Kaufman (Assistant Professor of Marketing at Rutgers University, Camden, New Jersey)

Journal of Consumer Marketing

ISSN: 0736-3761

Article publication date: 1 January 1991



Reports on problems with coupon use experienced within ethnic subcultures by presenting the results and implications of a study of retailers in the Philadelphia/Southern New Jersey area. Argues that marketers are challenged to understand the intricacies of ethnic markets as they grow in number and size in the USA. Suggests that marketing strategies that are successful in mass markets, such as couponing, are likely to operate differently in ethnic subcultures, such as Hispanic and Chinese markets. Recommends a retail perspective that uncovers potential problem areas encountered by retailers, consumers, and manufacturers alike.



Kaufman, C.J. (1991), "Coupon use in ethnic markets: implications from a retail perspective", Journal of Consumer Marketing, Vol. 8 No. 1, pp. 41-51.




Copyright © 1991, MCB UP Limited

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