NDLTD Global ETD Search
  • Refine Query
  • Source
  • Publication year
  • to
  • Language
  • No language data
  • Tagged with
  • 1
  • 1
  • 1
  • 1
  • 1
  • 1
  • 1
  • 1
  • 1
  • 1
  • 1
  • 1
  • 1
  • 1
  • 1
  • About
  • The Global ETD Search service is a free service for researchers to find electronic theses and dissertations. This service is provided by the Networked Digital Library of Theses and Dissertations.
    Our metadata is collected from universities around the world. If you manage a university/consortium/country archive and want to be added, details can be found on the NDLTD website.

Search results

Showing 1 to 1 of 1 (0.145 seconds)

Spelling suggestions: "subject:"kenyans -- anited 8tates"" "subject:"kenyans -- anited atates""

1

A different black: A comparative study between African Americans and Kenyan Americans in direct response advertising

Kamau, Gladys Wangari 01 January 2003 (has links)
Marketers must be able to categorize consumers according to some definable characteristics in order to help tailor their marketing effort. Black consumers are usually grouped into one homogenous group even though some of them are immigrants. The segmenting of the different ethnic groups needs to be modified to include different cultures among the same ethnic group. This thesis compares the differences of these subgroups in beliefs, attitudes and past purchase behaviors in response to direct marketing advertising.
African American consumers -- Statistics
Consumer behavior
Ethnicity -- African Americans
Marketing research
Consumer profiling
Kenyans -- United States
Marketing
Race and Ethnicity

Page generated in 0.1794 seconds