1. Ethnicity In Marketing
... coworker influence (Kang). Products and brands that individuals select can also affect their reference influences. To illustrate some examples in the literature, the must important sources for clothing purchases were friends and relatives rather than advertising, salespeople, and editorial and news material (Robertson, 1971). This ... is why reference groups have a huge impact on the way companies market their product. The Internet is becoming a very popular tool for marketers. Internet use among minorities are low compared to whites because minorities have less access to the Internet o...
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