Cultural Self-Identification within the Millennial Market: A Qualitative Examination

The goal of this study was to examine the degree of cultural self-identification among a sample of U.S. Millennials attending a New York City community college. A case study technique using personal interviews was employed, based on input from twelve Millennials in attendance at a large, public community college in New York City. The object was to explore participants’ knowledge regarding their cultural affiliations’ effects on ethnic food purchases and consumption. Results showed Millennials’ cultural self-identification with cultures differing from their original family background, as well as their knowledge of cultural pluralism. Participants tended to select ethnic foods from one culture above all other cultures. Findings from the present study buttress cultural pluralism as a segmentation method and can assist in development of marketing stratagem, while also furnishing an invaluable contribution to current literature.