Media Exposure's Impact on Perceived Availability and Redemption of Coupons by Ethnic Consumers
Corliss L Green
One of the major challenges facing marketers in the 1990s is the ability to successfully reach members of diverse ethnic groups. Today, African-Americans represent the largest ethnic minority group in the United States with a purchasing power of approximately $294 billion dollars (Fleischer, 1991). US Hispanics have a purchasing power of approximately $188 billion and by the year 2010 will surpass African Americans as the largest ethnic minority in this country (Fleischer, 1991). These statistics suggest that ethnic markets contribute substantially to the profitability...