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Title: Ethnic groups as market segments: implications of the demand structure
Author: Kinra, Neelam
ISNI:       0000 0001 3600 0940
Awarding Body: University of Aston in Birmingham
Current Institution: Aston University
Date of Award: 1983
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Ethnic market potential in Britain has not yet been thoroughly researched. Important recent trends have focused mainly on the affective and emotional aspects of ethnicity, and included deliberations on the emergence of a revitalised neo-ethnic consciousness, its identification, politicisation, and the impact on it, of a risirg third-world consciousness. This investigation attempts to take cognizance of the consumer demand of the ethnic Asian and West Indian groups, as specific market segments. It discusses the rationale for ethnic segmentation on the underlying premise, that the starting point for all product marketing is a response to perceived market opportunities. On the basis of this approach; the UK laundry detergent and automobile markets were investigated; as being representative of product categories constituting extremes along the purchase-search-time continuum in consumer decision-making. Ethnic groups were further analysed for their retail patronage patterns, media usage, and the differential effectiveness of alternative advertisirg strategies. The basic technique of marketing research namely the sample survey, was used with the aim of applying scientific techniques in obtaining information on ethnic groups. The integrated marketing framework utilised allowed, moreover, for the collection of market research data on the specific issues of ethnic product penetration dealing with retailing, advertising and product promotion. The evidence highlights the fact that the cultural orientations of ethnic groups are instrunental in providing for differential demand structures. It points to the answer that ethnicity is an anchor not only for a deeper sense of identity, but also serves as a focus for the economic interests of ethnic groups. On this basis it is argued here, that since cultural levelling would eventually produce stagnation; current marketing strategies should utilise ethnic diversity as an economic artifact, which, per se is necessary for profitability and growth, especially in innovative product design and development.
Supervisor: Not available Sponsor: Not available
Qualification Name: Thesis (Ph.D.) Qualification Level: Doctoral
EThOS ID:  DOI: Not available
Keywords: Management studies