Market segmentation by ethnicity

Is it really feasible?

Authored by: Andrew Lindridge

The Routledge Companion to Ethnic Marketing

Print publication date:  June  2015
Online publication date:  June  2015

Print ISBN: 9780415643634
eBook ISBN: 9780203080092
Adobe ISBN: 9781136164224


 Download Chapter



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 that can be identified and separated into homogeneous segments by their different needs and benefits sought. By identifying these differing segments, organizations can decide whether or not to target their resources at these segments in similar or different ways to achieve their marketing objectives.

Search for more...
Back to top

Use of cookies on this website

We are using cookies to provide statistics that help us give you the best experience of our site. You can find out more in our Privacy Policy. By continuing to use the site you are agreeing to our use of cookies.