Using focus groups to study African American wine consumers /

While target market segmentation is one of the most fundamental and celebrated concepts in marketing, targeting at-risk ethnic minorities with products considered harmful is simultaneously viewed as unethical, bordering on criminal. At the same time, it appears that minority wine consumers may feel...

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Bibliographic Details
Main Authors:	Sydnor, Sandra (Author), Hammond, Rhonda (Author)
Format:	eBook
Language:	English
Published:	[Los Angeles, California] : SAGE, 2014.
Series:	SAGE research methods. Cases.
Subjects:	Wine and wine making > Research > United States > Case studies. African Americans > Research > Case studies. Focus groups > Case studies. Noirs américains > Recherche > Études de cas. African Americans > Research Focus groups Wine and wine making > Research United States Case studies
Online Access:	Connect to the full text of this electronic book

Description
Summary:	While target market segmentation is one of the most fundamental and celebrated concepts in marketing, targeting at-risk ethnic minorities with products considered harmful is simultaneously viewed as unethical, bordering on criminal. At the same time, it appears that minority wine consumers may feel ignored by wine marketers, distributors, and producers, despite the fact that ethnic minorities (African Americans, along with Asians and Hispanics) are the fastest-growing market segment in the United States. This study characterises this phenomenon as a case of the market segment 'peering through the looking glass' (a reference to Alice in the classic tale 'Alice's Adventures in Wonderland', and her desire to be on the other side of a mirror or looking glass).
Physical Description:	1 online resource
Bibliography:	Includes bibliographical references.
ISBN:	9781473951150 1473951151