Market segmentation by ethnicity: is it really feasible?

Lindridge, Andrew (2015). Market segmentation by ethnicity: is it really feasible? In: Jamal, Ahmed; Laroche, Michel and Peñaloza, Lisa eds. Marketing to Ethnic Minorities. Abingdon: Routledge Companions, pp. 235–253.

URL: https://www.routledge.com/products/9780415643634

Abstract

Cultural, historical and social differences and similarities between and within ethnic groups present both an opportunity and difficulty for marketers. In this chapter, we relate the topic of ethnicity to the marketing strategy of segmentation. This approach views the market as consisting of heterogeneous groups identified and separated into homogeneous segments by their different needs and benefits sought. By identifying these differing segments, organisations can decide whether to target their resources at these segments in similar or different ways to achieve their marketing objectives.

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