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Perceived Images of Retail Stores and Brands: Comparison among Three Ethnic Consumer Groups
Academic journal article from Journal of Family and Consumer Sciences, Vol. 92, No. 3
Beginning of article
ABSTRACT
This exploratory study was designed to determine whether three ethnic groups (Blacks, Koreans, and Whites) are different in their perceived images of the social-class orientation of selected retail stores (I. C. Penney, Wal-Mart, Dillards, Nordstrom, and Macy's) and the attributes of selected clothing brands (Polo, Calvin Klein, and Levi's). The results illustrate that store and brand-image perceptions differ by ethnic group. To meet the needs of diverse ethnic groups, educators may need to incorporate ethnicity in the consumer behavior paradigm and marketers must evaluate the potential of ethnic marketing.
Reaching and motivating consumers today is not an easy …
