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Diversity, ethnicity and consumption

Kennedy, Wendy and Hall, John 2006, Diversity, ethnicity and consumption, International journal of diversity in organisations, communities and nations, vol. 5, no. 3, pp. 71-80.

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Title Diversity, ethnicity and consumption
Author(s) Kennedy, Wendy
Hall, John
Journal name International journal of diversity in organisations, communities and nations
Volume number 5
Issue number 3
Start page 71
End page 80
Publisher Common Ground Publishing Pty Ltd
Place of publication Altona, Vic.
Publication date 2006
ISSN 1447-9532
1447-9583
Keyword(s) ethnic identity
diversity and market segmentation
consumption and ethnicity
Summary This paper aims to examine diversity and identity issues from a marketing perspective. The traditional marketing practice of segmenting markets could be viewed as the antithesis of diversity as it relies on identifying  homogenous characteristics of a population. It is uneconomical and  generally less effective to market to a broad range of consumers than to do so for a specific group with homogenous characteristics. However, segmentation is not possible without diversify. Segmentation requires the presence of substantial differences in consumer characteristics and behaviour in a population to be truly effective. Marketing and its relationship to diversity, however, extends beyond segmentation and into issues of an individual's sense of identity and belonging. The literature suggests that an individual's identify is expressed through consumption and this can include ethnic identity. With an increasingly diverse, multicultural society in many countries, it is timely to look more closely at cultural identity and its relationship to consumption. Hofstede's work on cultural characteristics inherent in a particular country, continue to be widely used in international business. How evel; cultural identity and characteristics attributed to individuals in their country of birth may change when they immigrate to another country. Acculturation in a host country affects how immigrants see themselves and wish to be perceived. This can be problematic for marketers attempting to segment and reach consumers on the basis of their ethnicity. If consumption is an expression of identity as the literature suggests, then marketing has a role to play in either influencing or responding to issues of diversity and identity in the population at large. This paper examines the current literature on consumption, consumer behaviour and ethnic identify.
Notes Reproduced with the specific permission of the copyright owner.
Language eng
Field of Research 150599 Marketing not elsewhere classified
Socio Economic Objective 910403 Marketing
HERDC Research category C1 Refereed article in a scholarly journal
Copyright notice ©2006, Common Ground Publishing
Persistent URL http://hdl.handle.net/10536/DRO/DU:30003551

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