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Exploring the impact of shopper ethnicity through the path-to-purchase framework

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  • Jones, Robert Paul
  • Camp, Kerri M.
  • Runyan, Rodney C.

Abstract

Ethnic cultural affiliation, well established in consumer literature as influential in decision making, is much less studied in shopper literature. This research examines key path-to-purchase framework (PtPF) elements; motivation, role, and subjective norms, and their impact among three major U.S. ethnic affiliations (African American, Caucasian, and Hispanic). Study one explores two PtPF phases, perceptual mapping and solution targeting, while a second study examines moderation through importance perception and social shopping situation. The study demonstrates significant differences in relationship between the populations. Those differences are also shown to be subject to significant variation under the influence of the moderating conditions.

Suggested Citation

  • Jones, Robert Paul & Camp, Kerri M. & Runyan, Rodney C., 2018. "Exploring the impact of shopper ethnicity through the path-to-purchase framework," Journal of Retailing and Consumer Services, Elsevier, vol. 45(C), pages 152-162.
    • Handle: RePEc:eee:joreco:v:45:y:2018:i:c:p:152-162
    DOI: 10.1016/j.jretconser.2018.09.002
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