Missed opportunities? Reaching the ethnic consumer market

Abstract

Changing population demographics within the UK have become a source of increased interest to marketers as companies have realized the importance of targeting their products and advertising efforts towards minority and ethnic groups. In addition, as the UK’s ethnic minorities grow in both numbers and in terms of prosperity, so does the commercial significance of this market. A clearer understanding of both the nature of changing markets and the relative importance of different minority ethnic groups as consumers is imperative to facilitate both consumer understanding and business development; marketers need to understand better how to target these people, what they have in common with the mainstream and where the differences lie. This paper seeks to describe current understanding of ethnic consumers and their impact on the marketplace while highlighting an area where future research is potentially of considerable benefit.

Ethnic minority consumers' responses to sales promotions in the packaged food market

“…A growing number of marketers are interested in targeting ethnic consumers in the UK and across Europe given the current demographics shifts and rise in cultural diversity (Chaudhry and Crick, 2004;Emslie et al, 2007;Jamal, 2003). Previous research has found ethnicity to have a significant impact on consumption patterns, media usages and ethnic response to marketing efforts (Donthu and Cherian, 1994;Hui et al, 1998).…”

“…However, a number of shortcomings in the existing literature can be identified. First, and to the best of our knowledge, no previous research has specifically explored ethnic consumers' responses to sales promotional activities in the UK, where ethnic minority population represents the fastest growing segment of the total population (Jamal, 2005) and is expected to account for 10% of the UK population by 2020 (Emslie et al, 2007).…”

Coexistence and conflicts between shopping malls and street markets in growing cities: Analysis of shoppers’ behaviour

“…The vendors in the street market understand how to sell products to target customers, how to emphasize commonality with the mainstream markets and where the differences lie ( Emslie et al , 2007 ). Over the past several years, working consumers of 21 -54 years of age in large growing cities like Mexico have shown tendency to shop for local food in multinational self-service stores as they perceive these outlets as a place of convenience and prestige to purchase ethnic food (for example Cooper and Nelson, 2003 ).…”

Food Products Vending in Street Markets Held in Urban Habitat

“…These markets reveal the relative importance of traditional and ethnic values of consumers and facilitate both consumer understanding and market development. Street market vendors understand how to sell products to target customers and Downloaded by [National Sun Yat-Sen University] at 11:10 03 January 2015 how to emphasize commonality with the mainstream markets and where the differences lie (Emslie, Bent, & Seaman, 2007). Over the past several years working consumers between 21-54 years in large growing cities such as those in Mexico have shown tendencies to shop locally for food in multinational selfservice stores as they perceived these outlets as a place of convenience and prestige to purchase ethnic food (e.g., Cooper & Nelson, 2003).…”