Transcript Food Shopping Behavior Among Ethnic and Non

Food Shopping Behavior Among
Ethnic and Non-Ethnic
Communities in Britain
By: Ogenyi E. Omar
Alan Hirst
Charles Blankson
Journal of Food Products Marketing, Vol.10(4), pp.39-57. 2004
Introduction
• In societies with many cultures such as the United States, Britain,
and Canada, ethnic groups have not had very much research
regarding consumer habits compared to their social classes (Omar
et al., 2004).
• Research shows that ethnic minority groups are a large part of a
consumer market, which is not being utilized (Omar et al., 2004).
• “…...UK marketers have been slow to embrace the concept of ethnic
marketing but this strategy could offer rich rewards….” (UK
Marketing Business Magazine)
Introduction (Cont.)
• “In Britain, the term “ethnic minority” is used to
acknowledge the multicultural social setting and to
identify people of separate status belonging to different
groups” (Omar et al., 2004).
How the groups are spilt up
• Non-ethnic = White people who originally were born in
Britain
• Ethnic group one = White people who moved to Britain
(e.g. Irish, Polish, Jews…..)
• Ethnic group two = Non-whites immigrants (e.g. from
British Commonwealth countries such as Jamaica,
Ghana, Nigeria, Kenya, Barbados).
Introduction (Cont.)
• The differences in food choice and shopping behavior
among different consumer groups in Britain are reflected
in their selection of grocery stores and their
responsiveness to certain marketing policies ( Omar et
al., 2004).
Background Information
•
Brand products change forms through color, design, flavor,
options, packaging style, features, and size, for the purpose of
differentiating between their competitors. (Omar et al., 2004)
•
The non-white ethnic majority groups are still becoming accustomed
to the British way of life. They still tend to eat and buy foods that
are a “comfort food” to them. (Omar et al.,2004)
•
Retailers in ethnic market area now need to develop brand products
that fit the needs of this ethnic minority. (Omar, 2004)
• British food retailers know very little about ethnic minorities’
food brand choices. (Omar et al., 2004). That is the origin of this
research.
Background Information (Cont.)
• In targeting the issues of ethnic minority markets
manufacturers and retailers need to look at ethical
questions such as: kosher meals and other religious
requirements (Omar et al., 2004).
• With this, previous researchers have focused on
brand loyalty, consumer values and family
decision making when researching buying
behaviors of ethnic minorities (Omar et al., 2004)
• Concerning ethnicity, marketers should look at
personal beliefs and individuals identities before
marketing their product (Omar et al., 2004)
The UK Grocery Market
• The British grocery market is
highly competitive in terms of
brand choice and preferences
(Omar et al., 2004)
• Previous studies about retail
marketing strategies
recommended combining
competitive analysis and
marketing segmentation, but
they released that a marketing
strategy focused solely for the
ethnic minority would be too
narrow and therefore unhelpful
(Omar et al., 2004).
The UK Grocery Market (Cont.)
• Culture is recognized as a
key influence on
consumption. This explains
why so many studies have
been done on ethnicity, culture
and their influences on
consumer behavior (Omar et
al., 2004).
The UK Grocery Market (Cont.)
• Acculturation = The exchange of cultural features which
result when groups come into continuous first hand
contact.
• Previous studies discuss barriers and incentives to
ethnic minority consumers’ acculturation. Other studies
emphasize using cultural market skills, paying close
attention to social relations between majority and
minority cultures (Omar et al., 2004).
Acculturation of Ethnic Consumers
(Cont.)
• In regards to ethnicity
and culture many
marketers only
consider the market
from the outside,
and forget that their
understandings and
actions contribute to
further cultural and
ethnic divide (Omar et
al.,2004).
What Questions This Research
Answers
• Are UK retailers providing food brands
and appreciating ethnic minority food
needs?
• What is the relationship between brand
choice and acculturation of ethnic minority
food consumption?
Brand Preferences
• A well-known and much studied
element of consumer behavior
acknowledges that people buy
brands for what the products
mean as well as what the brands
can do.
• It has been suggested that
consumers buy things to allow
others to see what they have
purchased rather than buying
products that they actually need.
Aims and Objectives
•
To contribute to marketing literature by
enhancing the appreciation of brand
preference comparison.
1.
To compare food brand preference, shopping and consumption
patterns of ethnic and non-ethnic consumers in the London area
2.
To identify the sources that consumers use to obtain information
about food brands.
3.
To identify influences of acculturation and ethnicity in food brand
preference.
Data Collection
• Mail Questionnaires
– Section A = Likert scale of 1 to 5, bad to good.
– Section B = Questions about demographic
characteristics (ethnic or non-ethnic)
• Sample section
– 1,400 questionnaires sent out in Southall and
Brixton believed to be two areas in Britain
indicative of England’s ethnic diversity.
– 644 were returned; 604 were usable.
Data Collection (Cont.)
• Variable measurements
– Classification Variables = age, gender, income, ethnic
origin, number per household, social economic and
demographic characteristics, preferred brands, sources of
food information used in brand selection, and the degree of
acculturation that may influence brand selection.
– The conceptual definition of “ethnicity” polarized the
population (ethnic versus non-ethnic)
• 400 respondents classified as non-ethnic
• 240 respondents classified as ethnic
Results
• Demographic characteristics
– Ethnic and non-ethnic are defined by
household size, gender, marital status, age,
and income and ethnical origin.
– See table 1.
Results
Results (Cont.)
• Brand Preferred
– National and owned label brands of dairy products
pasta and bread, are high in both ethnic and nonethnic shoppers.
– With fruit vegetables, meat, rice, fish, and poultry
= ethnic groups do not purchase any name
brands.
– Non-ethnic shoppers are more loyal than ethnic
to national and store brands.
– Non-ethnic shoppers tend to stay away from “noname products”
– See table 2.
Results Table 2
Results (Cont.)
• Information sources used
– The non-ethnic representatives shop less than the ethnic
– Non-Ethnic
• Likes = Bargain items, store flyer advertisements
• Dislikes = T.V. ads, radio ads, newspaper ads
– Ethnic
• Likes = newspapers, store flyers, helpful menu selections, new
items
• Dislikes = T.V. ads, radio ads, non bargain items
Discussion & Conclusion
• In a marketplace that is growing even
more competitive, British grocers must
find another niche, for example price,
quality, or a convenient location.
• According to UK Government Labor
Statistics ethnic minority groups
collectively spend £2,870 for food
consumed at home versus £1,908 for
non-ethnic groups. It is obvious in
light of these numbers that ethnic
minorities represent a profitable niche.
Discussion & Conclusion (Cont.)
• Despite no statistically significant difference
between brand preferences of ethnic and nonethnic in Britain, this study should pave the way
for more robust and exhausted studies into
ethnic minority purchasing behavior. Like fruit,
vegetables, rice, meat, fish, and poultry, it seems
that non-ethnic consumers place more value on
national brands than other ethnic consumers; who
are more willing to buy the “no name products”.
Discussion & Conclusion (Cont.)
• In summary retailers must focus on
issues relating to culture and
tradition of ethnic minorities and
consider that what “[they] buy
depends on their religious, cultural,
and social-economic background”.
Limitations & Future Research
• In light of its limitations this study is
exploratory in nature and only concerns itself
with two very broad definitions of a
consumer group or population.
• There were too many factors that could
change each individuals responses to give
the study any relevance do the purchasing
behavior off the entire households.
Limitations & Future Research
(Cont.)
• And, since the ethnicity questions that define
your ethnicity background seemed to cause
quite a bit of confusion amongst the
participants, this would need to be done in
more finite terms in the future, for example,
future researchers “May retire the
acculturation scale to include eating habits,
reading, writing, and speaking ability in the
English language” just to name a few.
The End