ABSTRACT
As we use the term in marketing, “ethnicity” has been typically defined in terms of shared culture and background. Nationality, religion, physical attributes, geographic location, and other factors have been used to segment ethnic groups (Engle, Blackwell, & Minard, 1995). Banks (1981) suggested that an ethnic group could be defined as the sharing of a “common history, tradition, and sense of peoplehood” As it relates to the behavior of consumers, ethnic groups are believed to differ in the types of information sources they use, the types of options they consider, and the types of stores they patronize (Delener & Neelankavil, 1990; Herche & Balasubramanian, 1994).
