Minority Marketing: Issues and Prospects: Proceedings of the 1987 Minority Marketing Congress PDF
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Developments in Marketing Science: Proceedings of the Academy of Marketing Science Editor Robert L. King Minority Marketing: Issues and Prospects Proceedings of the 1987 Minority Marketing Congress Minority Marketing: Issues and Prospects Developments in Marketing Science: Proceedings of the Academy of Marketing Science More information about this series at http://www.springer.com/series/13409 Robert L. King Editor Minority Marketing: Issues and Prospects Proceedings of the 1987 Minority Marketing Congress Presented by the Academy of Marketing Science, The Citadel, and North Carolina A & T State University Greensboro, North Carolina November 12-14, 1987 Editor This work is subject to copyright. All rights are reserved by the Publisher, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilms or in any other physical way, and transmission or information storage and retrieval, electronic adaptation, computer software, or by similar or dissimilar methodology now known or hereafter developed. The use of general descriptive names, registered names, trademarks, service marks, etc. in this publication does not imply, even in the absence of a specific statement, that such names are exempt from the relevant protective laws and regulations and therefore free for general use. The publisher, the authors and the editors are safe to assume that the advice and information in this book are believed to be true and accurate at the date of publication. Neither the publisher nor the authors or the editors give a warranty, express or implied, with respect to the material contained herein or for any errors or omissions that may have been made. SPECIAL ACKNOWLEDGEMENTS MINORITY MARKETING: ISSUES AND PROSPECTS rep Research Methodologies resents the Academy of Marketing Science's first Lee Meadow (Bentley College) focused conference program effort in this field of Special Sessions significant concern and inquiry. The purpose of Joel Saegert (University of Texas at San the conference was to assimilate and enhance knowl Antonio) edge of minority marketing practices, and to im prove the general ability to market to minorities. Initial indicators of the success of the con ACADEMY OF MARKETING SCIENCE OFFICERS ference include active participation of about 70 registrants from across the United States and Cana President da, and the presentation of more than 40 diverse Roger Jenkins (University of Tennessee) research papers, most of which are included in Executive Vice President/Director these Proceedings. Further indication of the con Harold W. Berkman (University of Miami) ference's success will come in the future, as new Vice President for Programs researchers are encouraged to enter this field of John Mentzer (Virginia Tech) inquiry, and as the resulting body of knowledge is Vice President for Publications expanded. Bill Lundstrom (Old Dominion University) Vice President for Membership-USA The conference was the end product of much Roy D. Adler (Pepperdine University) time and effort on the part of many individuals, Vice President for Membership-Canada only a few of whom are named here. The conference Peter Banting (McMaster University) committee included the following people: Vice President for Membership-International Mai Antilla (Helsinki School of Economics) Program Chairperson: Vice President for Academic Affairs A. Coskun Samli (Virginia Tech) Subhash Jain (University of Connecticut) Vice President for Development Program Co-Chairpersons: Rebecca Yates (University of Dayton) Robert L. King (The Citadel) Vice President for Publicity and Public Relations Japhet Nkonge (North Carolina A&T State Uni Paul Thistlethwaite (Western Illinois Univer versity) sity) Vice President for Finance and Treasurer Track Chairpersons: Robert L. King (The Citadel) Non-Profit Marketing and Minorities Secretary Sundar Fleming (South Carolina State Uni L. Lynn Judd (California State University versity) San Bernadino) Advertising and Other Types of Promotion Joseph Sirgy (Virginia Tech) BOARD OF GOVERNORS Minority Consumer Behavior William Wilkinson (Governors State Uni Chairman versity), and Jay D. Lindquist (Western Michigan University) Marcus Alexis (University of Illinois, Other Members Chicago Circle) Constance Bates (Florida International Uni- Pricing and Marketing Analysis versity) Mary K. Erickson (Southwest Texas State V. V. Bellur (Niagara University) University), and Michael Czinkota (Georgetown University) Karen Walker (Southwest Texas State Uni Kent L. Granzin (Virginia Tech) versity) Jon Hawes (University of Akron) Inner City Enterprise Marketing and Entrepre Stanley Hollander (Michigan State University) neurship David Kurtz (Seattle University) C. B. Claiborne (North Carolina A&T State Bert Rosenbloom (Drexel University) University), and Stanley J. Shapiro (Simon Fraser University) Jerry Hills (University of Illinois at Mary Ann Stutts (Southwest Texas State Univer- Chicago) sity) Product Planning and Management Julian Vincze (Rollins College) Sayeste Daser (Wake Forest University), and Edward Easely (Wake Forest University) SPECIAL APPRECIATION ... Consumer Protection Information and Ethical .•• TO The Citadel and to North Carolina A&T State Issues University for their financial and logistical sup Robert Davis (North Carolina A&T State) port of the conference. v Program The First Conference on ·Minority Marketing November 11. 1987 (Courtyard Room) For early arrivers Registration and Reception 5:30-7:30 PM November 12. 1987 -9:15-10:00 AM (Terrace and Pallo Room) Welcome and Introduction A. Coskun Samli, Robert L. King and Japhel Nkonge 10:15-12:00 AM Plenary Session Chair: A. Coskun Samli, Virginia Tech ·Macro Consumption Patterns of Black American Households· William Lazer and Eric Shaw, Florida Atlantic University •problems Associated with Treating the Elderly As a Homogeneous Market· H. Lee Meadow, Bentley College "How to Enhance the Quality of Life of the Poor? The Marketing of Social Mobility Services· M. Joseph Slrgy, Virginia Tech 12:15-1:45 PM Luncheon November 12, 1987 CONCURRENT SESSIONS -2:00-3:45 PM (Courtyard Room) Title: Consumer Behavior I -Differences and Measurement Issues Chair: Robert L. King, The Citadel "Determining Black EKpenditure Patterns Using Elasticity Coefficients: Developing a Profile· Wayne C. Lindhart, Lincoln University of Missouri ·The Notion or Social Class and the Minority Buyer• Hudson P. Rogers, University of Southwestern Louslana Reginald Peyton, Memphis Slate University Robert L. Berl, Memphis State University ·consumer Behavior Patterns of the Old Order Amish in South-Central Pennsylvania" Henry T. Wilkins, Shippensburg University Margarelha M. Hsu, Shippensburg University Discussant: Robert L. King, The Citadel vi November 12. 1987 CONCURRENT SESSIONS -2:00-3:45 PM (Terrace and Pallo Room) Title: Minority Opportunities in Small Scale Retailing Chair: Japhet Nkonge, North Carolina A & T State University "Retailing Particularly Multi-Level Direct Selling, The Ease-of-Entry Opportunity" Ernest F. Cooke, Loyola College In Maryland Richard Baxter, Belmont College Mon-le lee, Indiana University at South Bend "The Roller Coaster Theory of Retailing and Implication for Minority Enterprises• Walter E. Greene, Pan American University "The Role of Black Entrepreneurship In the Self-Actualization of Blacks in the labor Force· William T. Ryan, Florida Atlantic University Discussant: Japhet Nkonge, North Carolina A & T State University 3:45-4:00 PM -Coffee Break November 12, 1987 CONCURRENT SESSIONS -4:00-5:30 PM (Courtyard Room) Title: Special Issues Related to Minority Enterprises Chair: C.B. Claiborne, VIrginia Tech "Black Entrepreneurs and Use of SBA loans for Business Start-ups: A Field Study" VIcki l. Bolden, Southern University Winston Awadzl, Southern University "Incubators for Minority Entrepreneurs• Richard Ellis, North Carolina A & T State University "Attitudes and Experience of Minority Consumer Manufacturing Firms Toward Test Marketing• Bhagaban Panlgrahl, Norfolk State University Discussant: Bill Dowe, Director Tri-Ad Regional Small Business and Technology Development November 12, 1987 CONCURRENT SESSIONS -4:00-5:30 PM (Terrace and Pallo Room) Title: Consumer Behavior II -Motlvallon, Percepllon and Cognitive Styles Chair: William C. Wilkinson, Governors State University ·subcultural Differences in the Ability to Dlsembed Package Information· Stephen Calcich, Norfolk State University Karen Dale Hankel, Towson Slate University "A Conceptual Framework for Examining Color Preference, Importance and Calt:!gorizallon in a Mulliallribute Context Among Blacks" Margaret Mary Liebman, Trenton State College "Subcultural Differences Among Direct Marketing Television Shoppers· E. lincoln James, Michigan State University Allen Harris, Michigan Stale University Discussant: Thomas I. Kindel, The Citadel vii Friday, November 13, 1987-CONCURRENT SESSIONS 9:00-10:30 AM (Courtyard Room) Title: Consumer Behavior Ill -Sub-Cultural Differences Chair: Thomas I. Kindel, The Citadel "Perceptions of Health Care Services Among Black, Hispanic and White Consumers· Benjamin Sackmary, University of Hartford E. Marie Wilson, Connecticut Department of Health Services "Tourism Marketing to Ethnic Travelers• Muzaffer Uysal, Clemson University Joseph T. O'Leary, Purdue University "Black-White Differences In the Consumption of CoSinetlcs: Aggregate and Socio-Cultural Dimensions· Thaddeus H. Spratlen, University of Washington Praval K. Choudhury, Howard University Discussant: William C. Wilkinson, Governors Stale University FridaY. November 13, 1987 CONCURRENT SESSIONS 9:00-10:30 AM (Terrace and Pallo Room) Title: Issues In Methodology Chair: Joel Saeger!, University of Texas al San Antonio "An Exploratory Examination of Racial Bias In Measures of Consumer Socialization· Rose L. Johnson, Georgia Slate University "Can Standard Research Methods Be Used In Studying Minority Segments?" Lee Slurzberg, Lee Slurzberg Research Inc. "Sub-Segments of lhe Hispanic Market• Joel Saegerl, University of Texas at San Antonio Robert J. Hoover, Corpus Christy Stale University Marye Hilger, University of Texas al Austin Discussant: Rohlt Deshpande, Darlhmoulh College Friday, November 13. 1987 Special Session-11:00-12:15 AM (Courtyard Room) Chair: Robert L. King, The Citadel "The Changing Environment Surrounding the Personal Financial Investments of Minorities In the Markel Place• Herrington J. Bryce, National Polley Institute "Elderly Consumers and Life Satisfaction· Don Rahtz, William and Mary "Minority Marketing to the North of the Border: The Case of French Canadians· Stanley Shapiro and Robert Tamllia, Simon Frazer University Discussant: A. Coskun Samll, Virginia Tech 12:30-1:45 Lunch viii Friday, November 13, 1987 CONCURRENT SESSIONS -2:00-3:30 PM (Courtyard Room) Title: Marketing By Minority Business Chair: James littlefield, Virginia Tech ~For the Small Minority Business: A Trade Show May Be Your Best Alternative• Grant M. Cunningham, Clemson University Brian Mihalik, Clemson University "Advertising by Accountants: Implications for Minorities· William D. Cooper, North Carolina A & T State University Benton Miles, University of North Carolina at Greensboro Sarah A. Dunn, North Carolina A & T State University "Black Consumers and Black Businesses: Income Spending and Sales Relationships· Thaddeus H. Spratlen, University of Washington Discussant: James littlefield, Virginia Tech Friday, November 13, 1987 CONCURRENT SESSIONS • 2:00-3:30 PM (Terrace and Patio Room) Title: Black Consumers and Advertising Chair: M. Joseph Sirgy, Virginia Tech "Questions on the Portrayal of Blacks In Magazine Advertising· Von D. Corbett, Miami University Lynette S. Unger, Miami University "Developing an Advertising Strategy to Reach Blacks In the Market Place· Angela M. Airall, Graduate Management Admission Council "Examining the Effectiveness of Celebrity Advertising to Blacks: Entertainers vs Athletes• Jerome D. Williams, Penn State University Discussant: H. Lee Meadow, Bentley College Friday, November 13, 1987 CONCURRENT SESSIONS -3:45-5:15 PM (Courtyard Room) Tille: Specific Issues in Minority Marketing Chair: Anyansi Archibong, North Carolina A & T State University "Portrayal of Blacks In Advertising: A Critical Review of the Literature· Thelma Snuggs, Purdue University William J. Quails, University of Michigan "Perceptions and Behaviors of Minority Consumers Toward Generic Consumer Products• Bhagaban Panigrahi, Norfolk Slate University Jon c. Stuart, Norfolk Stale University "Marketing of Health Care Services for Minorities• Vanessa Hodges, University of Seattle Japhet Nkonge, North Carolina A & T State University Discussant: William C. Wilkinson, Governors State University ix
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