Understanding culture, motivation, and ethnic consumer behavior

Fung Kuen Koo, Huong Le

Research output: Chapter in Book/Report/Conference proceedingChapterpeer-review


Understanding ethnic consumer behaviors through a case study of good practice and their innovative marketing strategies to ethnic consumers is important. Surprisingly, little has been done to discuss which practices and strategies may work best when marketing to ethnic consumers. This chapter presents a case study of the Immigration Museum (Melbourne, Australia) and how the organization uses strategies to promote their products and programs to ethnic consumers. The case study and in-depth interviews are the methods used. In this chapter, the authors argue that a combination of Alferder's and Schwartz's theoretical frameworks help museum marketers understand behaviors of ethnic groups, thereby using appropriate marketing strategies in encouraging their consumption. This chapter extends current marketing literature on consumers' motivation, drive, and needs, and non-profit marketing, and validates selected motivational theories. It also provides practical implications for marketers of non-profit organizations.

Original languageEnglish
Title of host publicationHandbook of Research on Effective Marketing in Contemporary Globalism
PublisherIGI Global
Number of pages19
ISBN (Electronic)9781466662230
ISBN (Print)9781466662216
Publication statusPublished - 30 Jun 2014
Externally publishedYes


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