Title: Food Shopping Behavior Among Ethnic and Non-Ethnic Communities in Britain
1Food 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
2Introduction
- 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) -
3Introduction (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).
4Introduction (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).
5Background 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.
6Background 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)
7The 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).
8The 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).
9The 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).
10Acculturation 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).
11What 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?
12Brand 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.
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14Aims and Objectives
- To contribute to marketing literature by
enhancing the appreciation of brand preference
comparison. - To compare food brand preference, shopping and
consumption patterns of ethnic and non-ethnic
consumers in the London area - To identify the sources that consumers use to
obtain information about food brands. - To identify influences of acculturation and
ethnicity in food brand preference.
15Data 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 Englands ethnic diversity. - 644 were returned 604 were usable.
16Data 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
17Results
- Demographic characteristics
- Ethnic and non-ethnic are defined by household
size, gender, marital status, age, and income and
ethnical origin. - See table 1.
18Results
19Results (Cont.)
- Brand Preferred
- National and owned label brands of dairy products
pasta and bread, are high in both ethnic and
non-ethnic 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
no-name products - See table 2.
20Results Table 2
21Results (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
-
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23Discussion 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.
24Discussion Conclusion (Cont.)
- Despite no statistically significant difference
between brand preferences of ethnic and
non-ethnic 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.
25Discussion 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.
26Limitations 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.
27Limitations 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.
28The End