The Effects of Ethnicity Factors on Consumer Deal Interests: An Empirical Study of French- and English-Canadians

This study examined how two cultural factors, ethnic identity and acculturation, affect a consumer's interests in sales promotions. The effects of the cultural factors are examined along with other purchase-related life-styles and sociodemographic factors. As an empirical study, it examines the differences between English-and French-Canadians in terms of deal interests. It is found that acculturation has a significant effect on consumer deal interests while ethnic identity does not for both English-and French-Canadian groups. Several important Managerial implications are discussed for effective communication strategy for sales promotion.