Can consumers be racist?

An investigation of the effect of consumer

racism on product purchase

Presented by: Edmond Compaore & Mohammed El Yakooby .

Supervised by: Miss Bouchra Kachoub

Content

• Author and source• Research Area• Research Questions• Literature Review• Methodology• Findings • Limitations/Implication• Major contribution• Critical analysis• Reference

Author & Source

Authors

Sally Rao Hill : The University of Adelaide Business

School, Adelaide, Australia,

Katherine Paphitis : M&C Saatchi, Sydney, Australia

Source

• Publisher : Emerald Group Publishing Limited ,in Sydney, 2011

• Volume 23 ,Issue 1, pp. 57-71• DOI:

http://dx.doi.org.ezproxy.uwic.ac.uk/10.1108/13555851111099998

• Article type:Research paper

Research Area Issues :

• Notion of Racism in the context of Marketing

• The influence of CR on product evaluation

• Willingness to buy cross-ethnic products amongst Australian consumers.

Research Questions

• Is there any racism behaviour of consumer toward a particular Ethnicity groups products?

• What impact can CR have on their perception toward a minority Ethnicity group’s products?

• Why can consumer communicate a unwilligness to purchase a product from the minority group?

Literature Review

• Studies within the USA, Canada and France portray significant negative expressions of CR (Ouellet, 2005, 2007).

• In accordance with racism literature (McConahay, 1983), a racist consumer may downgrade his or her evaluation of the minority group’s products and refrain from buying anything from that group.

Methodology Subject -600 consumers approached, 240 completed the survey and 212(48% Male and 52% Female) were usable, yielding about 35%

-From mall intercept in the Adelaide Central Business District (student, teacher and visitors) different age and different gender Instrument

-Focus Group -The quasi-experimental design (survey questionnaire

using personal interview) Data analysis

-Analysed with descriptive statistics, and hypotheses were tested

using regression analysis and two-way between groups ANOVA.

- Quantitative data

Findings

• Existence of Consumer Racism toward chineese products

• High level of CR characterised by a negative quality perceptions of products with a Chinese brand name also characterised an unwillingness to purchase these products .VICE VERSA.

Limitations and Implication

• Future research could be expanded into other ethnic groups and other countries, and could include other moderators such as level of interaction.

• CR construct can also be examined in service contexts

• A need for marketing managers of minority-owned firms to investigate carefully the potential existence of CR in their home markets.(increase

of immigation)

Major Contribution of the study

• Validation of the Consumer racism construct

• the findings about the impact of it on consumers’ willingness to buy cross-ethnic products via product evaluations in the Australian context.

Critical Analysis• No use of probabillity sample to give a global

credebility to the study.

• Research may have looked at the B to B area

• May have interviewed the chineese business owners.

• Research leads in context of economic crisis= Limits the life of validity of the study

References

• Sally,R.H., and Katerine,P.,2010. Can consumers be racist?An investigation of the effect of consumer racism on product purchase. Asia Pacific Journal of Marketing and Logistics,23(1), pp. 57-71.