Cover Image

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...

Full description

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

Similar Items