Buying Behaviour Multi-cultural advertising specialists, Media Reach Advertising Ltd led by Javed Husain have researched the buying behaviour of ethnic minority customers with the following findings: • The major groups of ethnic minority customers are well established and often self-supplying with regards to categories such as foods and clothing. (Mintel-Ethnic Lifestyles Report 1998). • Asians (S. Asians, Arabs, Chinese) tend to buy in bulk from large Asian supermarkets, cash & carry stores, and speciality stores while Afro-Caribbean’s are more likely to frequent supermarkets. Like most customers, they look for value for money and the best deals. • 1st and 2nd generations tend to be conventional and conservative and are loyal to known, steady brands such as Mercedes Benz, Honda, Marks & Spencer and Rado Watches. This would also apply to tourism products, preferring well known brands, destinations and attractions. • Most young people in these communities want to buy designer products and are very fashion conscious.
|
|
| back | |
