Coupon use in ethnic markets: Implications from a retail perspective

Marketers today are challenged to understand the intricacies of ethnic markets as they grow in numbers and size throughout the United States. However, marketing strategies that are successful in mass markets, such as couponing, are likely to operate differently in ethnic subcultures, such as Hispanic and Chinese markets. Recommendations for business practice can be gained from a retail perspective which uncovers potential problem areas encountered by consumers, retailers, and manufacturers alike. This article reports on problems with coupon use experienced within ethnic subcultures by presenting the results and implications from a study of retailers in the Philadelphia/Southern New Jersey area.