Ethnicity and Consumerism

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Copyright: 2015
Pages: 27
Source title: Understanding Consumer Behavior and Consumption Experience
Source Author(s)/Editor(s): Rajagopal (EGADE Business School, Tecnologico de Monterrey, Mexico)and Raquel Castaño (EGADE Business School, Tecnologico de Monterrey, Mexico)
DOI: 10.4018/978-1-4666-7518-6.ch009

Keywords: Business & Management / Business Science Reference / Consumer Management / Marketing and Consumer Behavior

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Abstract

Ethnic consumers are spread over the global markets, and consumer behavior is largely driven by ethnocentrism. Such development in the market has prompted companies to consider developing multicultural marketing strategies to cater to the consumers of all segments. This chapter discusses various attributes of multicultural marketing in reference to marital culture, language, religion, and social institutions. The discussions in the chapter argue that ethnic marketing not only enhances the value and lifestyle of the consumers in a niche but also sets a fashion trend at the high-end markets. Besides ethnicity issues, the discussions on the sociology of minority marketing are distinctly discussed based on an extensive review of literature. As most multinational companies are reaching at the bottom of the pyramid consumer segments, the discussions in the chapter argue that ethnic consumers are becoming vulnerable to their value and lifestyle getting influenced by global strategies.

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