This study investigated the effect of consumer racism on product purchase decisions in Australia. The researchers conducted a survey of 212 consumers in Adelaide to understand if consumer racism existed towards Chinese products and how it impacted perceptions and willingness to purchase. The findings showed high levels of consumer racism were associated with more negative quality perceptions of Chinese branded products and less willingness to purchase them. The study validated the consumer racism construct and provided insights about its impact on cross-ethnic product evaluations and choices in Australia.

1. Can consumers be racist?
An investigation of the effect of
consumer
racism on product purchase
Presented by: Edmond Compaore & Mohammed El Yakooby
.
Supervised by: Miss Bouchra Kachoub

2. Content
• Author and source
• Research Area
• Research Questions
• Literature Review
• Methodology
• Findings
• Limitations/Implication
• Major contribution
• Critical analysis
• Reference

3. Author & Source
Authors
Sally Rao Hill :
The University of Adelaide Business School,
Adelaide, Australia,
Katherine Paphitis :
M&C Saatchi, Sydney, Australia

4.  Source
• Publisher : Emerald Group Publishing Limited ,in
Sydney, 2011
• Volume 23 ,Issue 1, pp. 57-71
• DOI:
http://dx.doi.org.ezproxy.uwic.ac.uk/10.1108/13
555851111099998
• Article type:Research paper

5. Research Area
 Issues :
• Notion of Racism in the context of
Marketing
• The influence of CR on product evaluation
• Willingness to buy cross-ethnic products
amongst Australian consumers.

6. Research Questions
• Is there any racism behaviour of consumer
toward a particular Ethnicity groups products?
• What impact can CR have on their perception
toward a minority Ethnicity group’s products?
• Why can consumer communicate a unwilligness
to purchase a product from the minority group?

7. Literature Review
• Studies within the USA, Canada and France
portray significant negative expressions of CR
(Ouellet, 2005, 2007).
• In accordance with racism literature (McConahay,
1983), a racist consumer may downgrade his or
her evaluation of the minority group’s products
and refrain from buying anything from that
group.

8. Methodology
 Subject
-600 consumers approached, 240 completed the survey and
212(48% Male and 52% Female) were usable, yielding about 35%
-From mall intercept in the Adelaide Central
Business District (student, teacher and visitors) different age and
different gender
 Instrument
-Focus Group
-The quasi-experimental design (survey questionnaire using
personal interview)
 Data analysis
-Analysed with descriptive statistics, and hypotheses were
tested
using regression analysis and two-way between groups
ANOVA.
- Quantitative data

9. Findings
• Existence of Consumer Racism toward chineese
products
• High level of CR characterised by a negative
quality perceptions of products with a Chinese
brand name also characterised an
unwillingness to purchase these products .VICE
VERSA.

10. Limitations and Implication
• Future research could be expanded into other
ethnic groups and other countries, and could
include other moderators such as level of
interaction.
• CR construct can also be examined in service
contexts
• A need for marketing managers of minority-
owned firms to investigate carefully the potential
existence of CR in their home markets.(increase
of immigation)

11. Major Contribution of the study
• Validation of the Consumer racism construct
• the findings about the impact of it on consumers’
willingness to buy cross-ethnic products via
product evaluations in the Australian context.

12. Critical Analysis
• No use of probabillity sample to give a global
credebility to the study.
• Research may have looked at the B to B area
• May have interviewed the chineese business
owners.
• Research leads in context of economic crisis=
Limits the life of validity of the study

13. References
• Sally,R.H., and
Katerine,P.,2010. Can
consumers be racist?An
investigation of the effect of
consumer racism on product
purchase. Asia Pacific Journal
of Marketing and
Logistics,23(1), pp. 57-71.