Role of Ethnicity in Responsiveness to Direct Marketing Media: A Longitudinal Study

Role of Ethnicity in Responsiveness to Direct Marketing Media: A Longitudinal Study by Dolores Barsellotti, Ph.D. Frederick Capossela, Ph.D. Helena Czepiec, Ph.D. Juanita Roxas, Ph.D. Debbora WhitsonPh.D. California State Polytechnic University, Pomona, CA

Ethnic Marketing • Marketers consider ethnic subcultures as important targets • Studies show variation in responses by ethnic groups for social and cultural reasons • The rate that ethnic groups respond to marketing efforts is affected by their cultural assimilation • Southern California is an ideal location to conduct studies on Asians and Latinos/Hispanics because of their percentage share in the population

Purpose of the Study • To determine responsiveness of college students to DM media • To measure DM success among different ethnic groups • Replicate a study done in 1995 in order to compare findings among ethnic groups

Table 1Type of DM Media Used1995 and 2009 in percent

Table 2Mean Satisfaction Ratings by Media1995 and 2009

Table 3DM Media Response by Ethnic Group1995 and 2009 (percent)

Table 4Level of Satisfaction with DM MediaMean Response by Ethnic Group1995 and 2009

Table 5Likelihood of Future PurchaseMean Responses by Ethnic Group1995 and 2009

Conclusion • There has been an increase in response to DM media between 1994 and 2009 • Mean satisfaction ratings have declined overall except for the internet • The popularity of the internet has swamped the other forms of media at the expense of catalog, direct mail, and infomercials • Declines in mean satisfaction and likelihood of further purchase (except for the internet) is reflected across all ethnic groups in the study

Role of Ethnicity in Responsiveness to Direct Marketing Media: A Longitudinal Study