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2015 | OriginalPaper | Chapter

Marketing Fast-Food to African-American Consumers

Author : Philemon O. Oyewole

Published in: Proceedings of the 1998 Multicultural Marketing Conference

Publisher: Springer International Publishing

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Although food eating habit is one of the consumption practices that are culturally determined, fast-food consuming behavior and preferences of African-Americans are little researched. Paper examines patronage frequency, and the criteria used by African-American consumers to evaluate service quality in fast-food restaurants. Factors that determine their patronage frequency, and evaluation criteria are also examined.

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previous chapter Ethnic Evaluations of Advertising: An Examination of the Interaction Effects of Strength of Ethnic Identification, Media Placement, and Degree of Racial Composition
next chapter Advertising to Create Brand Equity
Metadata
Title
Marketing Fast-Food to African-American Consumers
Author
Philemon O. Oyewole
Copyright Year
2015
Book
Proceedings of the 1998 Multicultural Marketing Conference

Print ISBN: 978-3-319-17382-5

Electronic ISBN: 978-3-319-17383-2

Copyright Year: 2015

DOI
https://doi.org/10.1007/978-3-319-17383-2_79