Effective Strategies for Ethnic Segmentation and Marketing

Abstract

Many marlreters have attempted to garner the market potential among ethnic minorities in the US, who have experienced tremendous growth in population and purchasing power. While more marlreters are using ethnic segmentation and targeted marketing to reach these consumers, some have grown increasingly concerned with the impact of differentiated marketing on orgailind:ional efficiency and marketing performance. This research examines the costs and benefits associated with ethnic segmentation and marketing mix differentiation, and discusses managerial implications for improving marketing performance.

A Conceptualization of the Influence of Culture Upon the Customer Value Hierarchy

“…As such, culture influences how people perceive and assimilate phenomena. Cui and Choudhury (1998, p. 355) assert that culture actually informs the "ways that people perceive marketers and experience the market place, such as responses to new product offerings and perception of product attributes." For example, in an examination of consumer perceptions in Israel and Australia, Kustin and Heazlewood (1993) find significant differences in perceptions of frozen prepared entrees, and they also find significant differences in the perceived linkages between purchases of frozen prepared entrees and the consequences (weight loss methods) that result.…”

“…The way that people actually perceive the world around them is significantly influenced by the culture in which one has been socialized (Cui and Choudhury 1998;Bock 1994;McCracken 1990McCracken , 1986. Although perception has been shown to have, in part, a physiological basis (the five senses), it also has cultural, social, economic, and psychological bases (Bock 1994).…”

Separate but together: Mediterranean identity in three countries

“…Belonging to a wider system (nation, region or continent) necessarily involves incorporating countless individual sets of values and habits into a collective identity, which is always evolving and recombining. An individual's culture greatly influences the way that he or she actually perceives the world and, thus, the meaning that he or she attaches to products and contexts (Cui and Choudhury, 1998).…”