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This paper addresses some conceptual and measurement issues related to the study of ethnicity and its impact on consumer behaviour. It reviews the concept of ethnicity and delineates its important characteristics. Next, a measurement assessment is made on six ethnicity indicators based on these characteristics. The final section discusses implication of the findings for the future research involving the measurement ethnicity. Perpustakaan - Sekolah Tinggi Manajemen PPM Pusat Informasi Manajemen 25323 2008-01-11 00:00:00 2008-01-11 00:00:00 machine generated