Full Description

Demographic trends in Southern California have changed the ethnic landscape and transformedthe region into a multicultural society. These changes have created new and frequentlyunrecognized communications challenges for local water utilities.In 1998 Metropolitan Water District of Southern California (Metropolitan), the regionalwholesaler of supplemental supplies, initiated the first of a series of consumer research projectsto determine the information needs and preferred forms of communications of its changingconsumer base. In 2001 Metropolitan rolled out its first communications program specificallytargeting Latino consumers and in 2002 developed a pilot program targeting Asian consumers.The research projects and pilot programs have led to greater insights into communicating in amulticultural environment. While consumers may have common concerns about their drinkingwater independent of ethnicity, ethnic background can influence the reasons consumers havespecific beliefs and behaviors and the way in which messages are perceived. Includes 4 references.

Product Details

Edition: Vol. - No. Published: 06/15/2003 Number of Pages: 14File Size: 1 file , 280 KB