byDolores Barsellotti, Ph.D.

Frederick Capossela, Ph.D.Helena Czepiec, Ph.D.

Juanita Roxas, Ph.D.Debbora WhitsonPh.D.

California State Polytechnic University, Pomona, CA

Ethnic MarketingMarketers consider ethnic subcultures as

important targetsStudies show variation in responses by ethnic

groups for social and cultural reasonsThe rate that ethnic groups respond to

marketing efforts is affected by their cultural assimilation

Southern California is an ideal location to conduct studies on Asians and Latinos/Hispanics because of their percentage share in the population

Purpose of the StudyTo determine responsiveness of college

students to DM mediaTo measure DM success among different

ethnic groupsReplicate a study done in 1995 in order to

compare findings among ethnic groups

Table 1Type of DM Media Used1995 and 2009 in percent

Table 2Mean Satisfaction Ratings by Media1995 and 2009

Table 3DM Media Response by Ethnic Group1995 and 2009 (percent)

Table 4Level of Satisfaction with DM MediaMean Response by Ethnic Group1995 and 2009

Table 5Likelihood of Future PurchaseMean Responses by Ethnic Group1995 and 2009

ConclusionThere has been an increase in response to DM

media between 1994 and 2009Mean satisfaction ratings have declined

overall except for the internetThe popularity of the internet has swamped

the other forms of media at the expense of catalog, direct mail, and infomercials

Declines in mean satisfaction and likelihood of further purchase (except for the internet) is reflected across all ethnic groups in the study