Market segmentation based on level of acculturation

Market segmentation based on level of acculturation In recent years companies have realized the importance of targeting their products and advertising efforts toward minority and ethnic groups. Globally, regional cultures have become more pronounced as waves of new immigration have begun to change the landscape for marketers. This paper examines the growing impact of immigrants in Europe and offers an American example of how to penetrate these emerging market segments. Of all the ethnic groups in the USA, Hispanic‐Americans are the fastest growing segment and the largest ethnic minority group. In Europe new immigrant groups are beginning to impact the economic, social and political scene. One area in which more research is needed is the effect of ethnic target marketing on both acculturated and un‐acculturated minorities. Today, it is essential that marketers divide their markets by country of origin and by level of acculturation. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Marketing Intelligence & Planning Emerald Publishing

Market segmentation based on level of acculturation

Loading next page...
 
/lp/emerald-publishing/market-segmentation-based-on-level-of-acculturation-Ou4pDvkIRR
Publisher
Emerald Publishing
Copyright
Copyright © 2004 Emerald Group Publishing Limited. All rights reserved.
ISSN
0263-4503
DOI
10.1108/02634500410542761
Publisher site
See Article on Publisher Site

Abstract

In recent years companies have realized the importance of targeting their products and advertising efforts toward minority and ethnic groups. Globally, regional cultures have become more pronounced as waves of new immigration have begun to change the landscape for marketers. This paper examines the growing impact of immigrants in Europe and offers an American example of how to penetrate these emerging market segments. Of all the ethnic groups in the USA, Hispanic‐Americans are the fastest growing segment and the largest ethnic minority group. In Europe new immigrant groups are beginning to impact the economic, social and political scene. One area in which more research is needed is the effect of ethnic target marketing on both acculturated and un‐acculturated minorities. Today, it is essential that marketers divide their markets by country of origin and by level of acculturation.

Journal

Marketing Intelligence & PlanningEmerald Publishing

Published: Jun 1, 2004

Keywords: Acculturation; Europe; Hispanics; Immigrants; Ethnic minorities

References

You’re reading a free preview. Subscribe to read the entire article.


DeepDyve is your
personal research library

It’s your single place to instantly
discover and read the research
that matters to you.

Enjoy affordable access to
over 18 million articles from more than
15,000 peer-reviewed journals.

All for just $49/month

Explore the DeepDyve Library

Search

Query the DeepDyve database, plus search all of PubMed and Google Scholar seamlessly

Organize

Save any article or search result from DeepDyve, PubMed, and Google Scholar... all in one place.

Access

Get unlimited, online access to over 18 million full-text articles from more than 15,000 scientific journals.

Your journals are on DeepDyve

Read from thousands of the leading scholarly journals from SpringerNature, Elsevier, Wiley-Blackwell, Oxford University Press and more.

All the latest content is available, no embargo periods.

See the journals in your area

DeepDyve

Freelancer

DeepDyve

Pro

Price

FREE

$49/month
$360/year

Save searches from
Google Scholar,
PubMed

Create folders to
organize your research

Export folders, citations

Read DeepDyve articles

Abstract access only

Unlimited access to over
18 million full-text articles

Print

20 pages / month

PDF Discount

20% off