Ethnic minority consumers' responses to sales promotions in the packaged food market

Many scholars have stressed the significance of understanding ethnic minority subcultures and the associated cultural dimension for marketing. Most of the previous research involving ethnic minority consumers has largely focused on coupon usage and remains North American in origin and application. Also, previous research emphasises the short-term nature of sales promotions, ignoring their dynamic effects in specific consumption settings such as the family. The paper explores ethnic consumers' responses to different sales promotional formats for packaged food products in family settings. Face-to-face in-depth interviews were conducted in original settings involving ethnic participants who regularly shopped at mainstream supermarkets, and who were the principal grocery shoppers for the family. Findings suggest that sales promotions have the potential to make consumers more responsive, less responsive or even hostile to sales promotional offers and while some promotions are better perceived than others, their overall effectiveness is largely determined by their “net-worth” as perceived by ethnic consumers in a given shopping situation. The paper discusses implications for retailers, particularly for those having store locations in market areas with high concentrations of ethnic consumers.