Abstract

The goal of this study is to expand upon recent qualitative research examining elements of culturally-pluralistic segmentation of Millennials in a large northeastern community college. The present study is a quantitative follow-up, incorporating data collected at the same New York City institution. The intention is to explore patterns and trends detected in the qualitative wave, with an eye toward solidifying findings using more sophisticated measures. A multivariate statistical method was employed, based on in-class surveys administered to 110 students. The object was to determine whether cultural pluralism’s influence varied between Millennial segments, specifically its effect on ethnic food purchases and consumption habits, as well as any possible acculturation influences on those behaviors. Findings indicate that, on average, younger Millennials tend to exhibit more culturally-pluralistic purchase behavior than do older Millennials. Additionally, female Millennials typically display significantly less cultural pluralism than do their male counterparts. This research bolsters cultural pluralism as a segmentation method and can assist in development of marketing stratagem, while also furnishing a unique and inestimable contribution to current literature.

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