Table Of ContentDevelopments in Marketing Science:
Proceedings of the Academy of Marketing Science
Editor
Robert L. King
Minority Marketing:
Research Perspectives
for the 1990s
Proceedings of the 1993 Minority
Marketing Congress
Minority Marketing: Research Perspectives for the 1990s
Developments in Marketing Science: Proceedings
of the Academy of Marketing Science
More information about this series at http://www.springer.com/series/13409
Robert L. King Editor
Minority Marketing: Research
Perspectives for the 1990s
Proceedings of the 1993 Minority
Marketing Congress
Presented by the Academy of Marketing Science
and the University of Southern Mississippi
Long Beach, Mississippi
October 14-16, 1993
Editor
This work is subject to copyright. All rights are reserved by the Publisher, whether the whole or part of the material is
concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting,
reproduction on microfilms or in any other physical way, and transmission or information storage and retrieval,
electronic adaptation, computer software, or by similar or dissimilar methodology now known or hereafter
developed.
The use of general descriptive names, registered names, trademarks, service marks, etc. in this publication does not
imply, even in the absence of a specific statement, that such names are exempt from the relevant protective laws and
regulations and therefore free for general use.
The publisher, the authors and the editors are safe to assume that the advice and information in this book are believed
to be true and accurate at the date of publication. Neither the publisher nor the authors or the editors give a warranty,
express or implied, with respect to the material contained herein or for any errors or omissions that may have been
made.
ACADEMY OF MARKETING SCIENCE
Officers 1992-1994
President Vice President for Membership - Canada
James R.Lumpkin Tansu Barker
University of Southwestern Brock University
Louisiana
Executive Vice President/Director Vice President for Membership - International
Harold W. Berkman Luis V. Dominguez
University of Miami University of Miami
President Elect Vice President for Academic Affairs
Naresh K. Malhotra C. P. Rao
Georgia Institute of Technology University of Arkansas
Vice President for Programs Vice President for Development
David L. Kurtz William F. Lewis
University of Arkansas University of Dayton
Vice President for Finance & Treasurer Vice President for Publicity and Public Relations
Robert B. Woodruff Roy Adler
University of Tennessee Pepperdine University
Vice President for Publications Secretary
Charles W. Lamb, Jr. Kathleen (Kathy) A. Krentler
Texas Christian University San Diego State University
Vice President for Membership - USA Chairman, Board of Governors
Joyce Grahn Joseph F. Hair, Jr.
University of Minnesota Louisiana State University
Board of Governors
Gerald Albaum Irene Lange
University of Oregon California State University - Fullerton
Lyn S. Amine Michael Levy
Saint Louis University University of Miami
Michael R. Czinkota Robert H. Luke
Georgetown University Southwest Missouri State University
Douglas Hawes Stanley J. Shapiro
University of Wyoming Simon Fraser University
Robert L. King M. Joseph Sirgy
University of Richmond Virginia Tech
v
CONFERENCE PROGRAM CHAIR
Alvin J. Williams
University of Southern Mississippi
CONFERENCE TRACK CHAIRPERSONS
SPECIAL SESSIONS/WORKSHOPS
Marsha D. Griffin
Alabama A & M University
PROMOTION AND MARKETING COMMUNICATIONS
Hudson P. Rogers
University of Southwestern Louisiana
MINORITY CONSUMER BEHAVIOR
Melvin T. Stith
Florida State University
INNER CITY ENTERPRISE MARKETING AND ENTREPRENEURSHIP
Hudson C. Nwakanma
Clark-Atlanta University
MINORITY RETAIL MANAGEMENT
Patricia Robinson
Fayetteville State University
PRODUCT PLANNING AND MANAGEMENT
Alphonso Ogbuehi
Illinois State University
PUBUC POUCY AND ETHICAL ISSUES
Japhet (Jeff) Nkonge
North Carolina A & T State University
MARKETING STRATEGIES FOR HISPANIC CONSUMERS
Gilbert Cardenas and William Thompson
University of Texas- Pan American
MARKETING STRATEGIES FOR ASIAN AMERICANS
Anusorn Singhapakdi
Old Dominion University
RESEARCH METHODOLOGIES
Charles L. Evans
Florida A & M University
DISTRIBUTION AND PRICING ISSUES
A. Ben Oumlil
University of Dayton
vi
FOREWORD
These Proceedings bring together twenty-three of the papers
presented at the Second Minority Marketing Conference, co-sponsored
by the Academy of Marketing Science and the University of Southern
Mississippi. The conference was held in Long Beach, Mississippi,
during the period of October 14-16, 1993.
This volume will serve as a permanent record of the conference, and
of its success in bringing together a body of concerned academi
cians to share their research findings related to various aspects
of Minority Marketing. Hopefully, it will also encourage others to
become involved in this important area of research.
As Editor of the Proceedings I would like to express my fullest
appreciation to Professor Alvin J. Williams of the University of
Southern Mississippi, Program Chair of this AMS Minority Marketing
Conference. He was a constant source of information and
encouragement for me in developing this book. Appreciation is also
due to the authors of the papers included in this volume, most of
whom cooperated fully and in a timely way in submitting manuscript
and other necessary materials.
Also, on behalf of all Fellows of the Academy of Marketing Science
and those non-members who participated in this Conference I would
like to acknowledge the long-term efforts of Professor A. Coskun
Samli of the University of North Florida. Professor Samli was the
leading force in development of the Academy's highly successful
First Conference on Minority Marketing, which was held in
Greensboro, North Carolina, November 12-14, 1987. Professor Samli
again served as a proponent for organizing a second conference, and
for establishing future Minority Marketing conferences on a regular
basis.
Finally, I would like to acknowledge the excellent staff support
provided by Mrs. Ruby Chappell in the development of these
Proceedings. Her good talents and good nature were important
sources of support to me in preparing the volume for publication.
October 16, 1993 Robert L. King
University of Richmond
vii
Preface
The Academy was founded in 1971, held its first Annual Conference in 1977, and has grown and
prospered ever since. The relevancy of the Academy's mission and activities to our chosen target market
of the marketing professoriate has been a key factor in attracting the discipline's best and brightest from
all over the world.
The Revised Articles of Association of the Academy, approved by the Board of Governors in the Spring
of 19 84 and by the general membership in the Fall of that year, define the mission of the Academy as
follows:
l. Provide leadership in exploring the normative boundaries of marketing, while simultaneously
seeking new ways of bringing theory and practice into practicable conjunction.
2. Further the science of marketing throughout the world by promoting the conduct of research and
the dissemination of research results.
3. Provide a forum for the study and improvement of marketing as an economic, ethical, and social
and political force and process.
4. Furnish, as appropriate and available, material and other resources for the solution of marketing
problems which confront particular firms and industries, on the one hand, and society at large on
the other.
5. Provide publishing media and facilities for Fellows of the Academy and reviewer assistance on
Fellows' scholarly activities.
6. Sponsor one or more annual conferences to enable the Fellows of the Academy to present research
results; to learn by listening to other presentations and through interaction with other Fellows and
guests; to avail themselves of the placement process; to conduct discussions with book editors;
and to exchange other relevant information.
7. Assist Fellows in the better utilization of their professional marketing talents through redirection,
reassignment and relocation.
8. Provide educator Fellows with insights and such resources as may be available to aid them in the
development of improved teaching methods, materials, devices, and directions.
9. Seek means for establishing student scholarships and professional university chairs in the field of
marketing.
I 0. Offer Fellow of the Academy status to business and institutional executives and organizations.
II. Modify the Academy's purpose and direction as the influence of time and appropriate constructive
forces may dictate.
viii
TABLE OF CONTENTS
Marketing Strategies for Reaching Minority Markets
C. P. Rao, Old Dominion University
David L. Kurtz, University of Arkansas
Redefining Ethnic Market Segmentation: A Review of Ethnic Consumer
Behavioral Marketing Blunders and Ways to Avoid Them . . . . . . . . . . . . . . . . . . . . . . . 8
Jamie Tyrone Pleasant, Clark Atlanta University
and Georgia Institute of Technology
An Assessment of the Impact of Racially Homogeneous Reference Groups
on Strength of Ethnic Affiliation for Black Consumers . . . . . . . . . . . . . . . . . . . . . . . 13
Suresh Gopalan, West Texas A & M University
R. Nicholas Gerlich, West Texas A & M. University
Initial Impressions in the Retail Buyer-Seller Dyad:
An Analysis of Black Shoppers . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18
Tony L. Henthorne, University of Southern Mississippi
Michael S. LaTour, Auburn University
Alvin J. Williams, University of Southern Mississippi
The Effects of Ethnicity and Income on the
Reported Importance of Selected Retail Store Evaluative Criteria 23
James W. Clark, Louisiana Tech University
C. Richard Huston, Louisiana Tech University
Promoting to Minorities: A Nonnative Perspective . . . . . . . . . . . . . . . . . . . . . . . . . . . 29
C. M. Kochunny, University of South Alabama
Hudson Rogers, The University of Southwestern Louisiana
Media Usage and the Buying Behavior of Hispanics . . . . . . . . . . . . . . . . . . . . . . . . . . 33
Henry L. Stewart III, Southern University
Hudson P. Rogers, University of Southwestern Louisiana
Mazharul Haque, University of Southern Mississippi
The Impact of Promotional Offers on the African American Consumer . . . . . . . . . . . . . 37
Emily M. Crawford, Savannah State College
Uptown Cigarettes: A Comparison of Media Treatments
in the African American Market and the General Market . . . . . . . . . . . . . . . . . . . . . . . 42
Charles Louis Sharp, University of
Wisconsin-Madison
ix
